GRAB: #EVERYDAYEARTHDAY
For this assignment, we were tasked to create two audio-visual communication pieces as part of a broader campaign.
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10 cents can change our future.
#everydayearthday is a timely public relations campaign designed to promote Grab’s Green Programme. In line with Singapore's Green Plan 2030, it was introduced in 2021 as a part of Grab’s sustainability strategy. However, efforts to promote or introduce the programme on Grab's socials have since dwindled.
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In light of the upcoming Earth Day, I have decided to turn this into an opportunity to highlight Grab's sustainability efforts and push users to be part of the sustainability movement. This campaign targets both Gen Zs and Millennials.
As Earth Day falls on the 22nd of April in 2022, #everydayearthday will be set to launch on February 22nd; otherwise known as 22/02/2022 or 22/2/22. It takes into account the hype and anticipation for the once-in-a-lifetime date where youths and millennials are likely to be on social media to launch the campaign, thus increasing the likelihood of engagement and interaction to achieve optimal results.
INFOGRAPHIC
For social media, the infographic has been adapted into a horizontal format that is less text-heavy at a glance. It primarily targets Gen Zs on Instagram and Millennials on Facebook. This campaign entices audiences to find out more and drives action by framing the content as a challenge.
With 10 cents, consumers are able to contribute to Grab's sustainability movement and collectively reach milestones, directly impacting how much money Grab donates to offset our carbon footprint. As youths and millennials are increasingly eco-conscious and passionate about sustainability, tangible targets and results will serve as a major motivator for them to join the challenge.
VIDEO & SCRIPT
The video is targeted at millennials who are family oriented. It will be published on YouTube and uploaded on Facebook to drive audience engagement through conversations.
The key message has been adapted to “changing the next generation’s future” and the video is from the perspective of a child. The modifications were made with the intention of triggering emotions and starting conversations. It was an attempt at a creative angle for a topic that may have been over-exposed; a whimsical video idea to capture the attention of those with a shorter attention span.
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One major influence in my approach was the behavioural change model. Ever since the Green Programme was launched in 2021, there have been occasional reminders on social media about it. As most audiences are likely in the contemplation stage, my strategy was to persuade and give them a reason to opt into the programme.
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All in all, the above digital media strategy ties in with Grab's mission to create sustainable impact and will focus on gaining visibility, contributing to the overall communication strategy of making a positive social impact.