CAUSE MARKETING CAMPAIGN for rainforest deforestation

 

No one sees rainforest deforestation as their problem to solve. 

SOLUTION:  Use humor, optimism, and billions of Skittles to entice teenagers to step up to the plate. 

 

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Ryan Snyder + Cecelia Parrish (Brand Managers), Brittain McNeel + Sarah Noel Ross (Art Directors), Conor McCann (Copywriter), Emily Reese (Creative Technologist)

THE SITUATION

 

 

THE PROBLEM

TARGET 

 

 

 

 

 

 

 

THE INSIGHT

 

 

 

 



STRATEGY

It's the bottom of the 9th, and the Rainforest Alliance needs a relief pitcher.

The Rainforest Alliance has been shouting a message of urgency for years, but it has built up very little momentum. The rainforest is still shrinking -- shrinking so quickly, that in 40 years, the world's rainforests are expected to be completely gone. It needs help reinvigorating the cause before it's too late.  

Most adults believe the rainforest is a lost cause.

Teenagers

Teenagers -- yes, brooding, dramatic teenagers -- are actually refreshingly optimistic when it comes to saving the rainforest.  

82% of them are already educated about the cause.  "It would create a large disturbance in the biosphere. This destruction would also lead to a decrease in medicinal advancements and we would lose all food sources we rely on/enjoy that come from the rainforests." - nerdy teenager

66% believe they can make a difference.  "We are all made different so we can change our own little part of the world." - adorable teenager

46% said they would donate as much as $10/month to the rainforest. "Money is not worth holding onto when I can use it to save a huge portion of the earth." - angelic teenager

Teen volunteers feel like they have to choose between making a difference and having fun. 

There are two reasons you volunteer as a teenager.  The first is because you feel morally compelled to fix something wrong in the world (i.e. poverty, a disease, homelessness).  These clubs are more serious than fun, but they make you feel like a productive member of society.  The second is because you still need service hours to graduate.  So you look for something you can do on a Saturday with your friends, and sign up for the opportunities that sound the least painful, like senior center manicures and puppy play days.  You're happy with your choice until you try to write about it on a college application, when you realize "Canine Support System Implementation" feels like a stretch.

Make saving the rainforest the funnest thing they #humblebrag about.  

It should be fun enough to share on social media, and impactful enough to warrant a pat on the back. 


CREATIVE BRIEFING HIGHLIGHT

 




What if there are more rainbows in the rainforest than anywhere else in the world?
 

I Googled rainbow meteorology, and became convinced that as we destroy the rainforest, we're unknowingly committing rainbow genocide.  

Then we figured, Skittles would have a POV on that.  Like a, hey teenagers, protect the world's eternal source of happiness, sort of POV.  


THE CREATIVE CONCEPT: Save the rainbows. 

 

TV spot will be released online.

 Skittles' world will turn colorless until the rainbows are off the endangered species list.   A limited edition Skittles package   would be inexpensive enough to appeal to teens, and bought frequently enough to rack up donation dollars quickly.    

Skittles' world will turn colorless until the rainbows are off the endangered species list.  A limited edition Skittles package would be inexpensive enough to appeal to teens, and bought frequently enough to rack up donation dollars quickly.   


METHODOLOGY

  • Surveyed 86 high school sophomores + juniors 
  • Cecelia found lots of supporting numbers about teenagers and Skittles deep in the interwebs 
  • Focus group with socially responsible adults 
  • Secondary sources: Mintel, case studies, articles on cause marketing