Brands Launch Eco-Comms for COP26: Lego, Sky, ITV & Co-op
With global climate conference COP26 underway in Glasgow, Scotland, (October 31 – November 12) the urgency of the climate crisis has returned to the forefront of consumers’ attention. Brands such as Danish toy maker Lego and British broadcaster Sky have launched campaigns that support sustainable initiatives and pressurise policymakers.
Lego Advocates for Gen Alpha
Giving voice to the generation that will face climate change head-on but has no power over policymakers and big business, Lego has distilled children’s ideas into a to-do list, mocked up in the style of the brand’s instruction booklets, that will be given to COP26 delegates.
The 10-item list is based on global workshops conducted with more than 6,000 children, half of whom told researchers they thought about the environment once a week, with one in 10 thinking about it daily. Suggestions include “reduce pollution and waste” and “co-operate internationally”.
ITV Eco-Remixes Flagship Shows
For its Climate Action Week (which coincides with COP26), British broadcaster ITV has remixed flagship shows for a series of tongue-in-cheek 30-second ads that encourage viewers to make small changes to lessen their environmental impact. One clip, featuring footage from the dating show and pop culture phenomenon Love Island, sees a contestant ‘couple up’ with a green energy supplier.
The ads in the Little Changes Big Impact campaign end with inviting viewers to visit itv.com/ClimateAction, a site that suggests further lifestyle changes, outlines ITV's net zero strategy and links to the World Wildlife Foundation’s carbon footprint calculator.
Co-op’s Awareness-Raising Rebranding
UK retailer Co-op is engaging customers on sustainability issues with a temporary rebranding of its grocery and funeral home businesses to Co-op26. Six stores across the UK (including three in Glasgow) have had a major rebrand with amplified Co-op26 exterior signage and window displays to capture the attention of passers-by.
The branding will also feature across the retailer’s social channels throughout the conference and on in-store displays in its 2,600 food stores and 830 funeral homes.
A dedicated page on coop.co.uk encourages shoppers to take action, providing template letters to send to politicians, plant-based recipes and tips for cutting food waste. The site also directs visitors to project partner Count Us In, a UK-based climate protection organisation, which aims to get a billion people to sign up to its 16 steps for reducing pollution, including eating seasonally and insulating their homes.
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Fashion Revolution Adds Kudos to DIY Style
Fashion Open Studio, an initiative from British sustainability non-profit Fashion Revolution, which spotlights best eco practices and innovation from designers, retailers and biotech start-ups dedicated to creating more sustainable materials, has launched a hybrid event schedule to coincide with COP26. Encouraging consumers to expand the lifespan of their clothing, sessions range from Crochet as Repair in Glasgow to a Renaturing Fashion YouTube livestream, focused on fashion’s relationship with the natural world.
Acknowledging the global co-operation required to tackle the climate crisis, the initiative was created in partnership with the British Council, the UK’s international organisation for cultural relations and educational opportunities.
For more on the convergence of eco-consciousness and thrifty fashion, see ‘Less is More’ Media: Budget-Beating Influencers in Reframing Frugality.
Sky Supports Sustainable Brands with Ad Slots
Leveraging its platform to support sustainable change, broadcaster Sky (a COP26 sponsor) has announced the five winners of its £2m ($2.7m) Zero Footprint Fund advertising grant.
Winners were recognised for their “ability to inspire behaviour change for a better world” and include the likes of clean energy supplier OVO. Each brand will receive £250k ($341k) in media value to help fast-track their initiatives, while “the most impactful and creative execution” of the five will secure a £1m ($1.37m) campaign.
For more, see Eco-Comms: Retail, Marketing & Messaging / Winter 2021.
Also, listen to our Future Thinking podcast to hear director of brand engagement Katie Baron talk about the opportunity for brands to become public policymakers.