dare to care (MKT339) final version

Dare to Care - Global Warming

By Team Taiwan:Archana RajaTuan CaoHsuan-Wen Huang (Sharon)Kevin SoenartoYuka Wada

Agenda Global Warming Facts Perception Target Audience Metrics Message Methods to Increase Awareness/Engagement Summary

How this Earth works?

Solar radiation

Heat radiatio

n Heat is trapped

Human activities 90% of probability that human activities are

warmed for this earth in over past 250 years

Carbon dioxide level from 280 parts per million to 379 parts per million in the last 150 years

Not only carbon dioxide, but also methane and nitrous oxide caused the increasing Earth’s temperatures over the past 50 years

Source: NASA

Evidence of climate change Sea level rise

Damaging coastal habitats

Force people to abandon their home and relocate Maldives (8 feet

above sea leave)

Source: Conversationmagazin.org

Evidence of climate change Warming oceans

Ocean species extinction Coral bleaching

Source: BBC news

Evidence of climate change Increasing wildfire frequency

Yosemite - 2013

www.motherjoans.com

Evidence of climate change Drought in California

Source:huffingtonpost.com

Perception Public concern about global warming in the US

from 1989 to 2012

It is necessary toincrease awareness!

Source: Statista 2015

Perception The opinions of U.S. adults regarding the

seriousness of global warming, by age group

Increase awareness!


Perception The The opinion of adults in the US regarding the

issue of global warming “How much do you think global warming will

harm future generation?”


Segmentation Non family households Family households

With no children Family households

With own children and under 18 years Married-couple family Male householder Female householder

With children under 18 years Relatives Non relatives

❖ Trend: Grandparents living with grandchildren

Primary Target Audience Households with children under 18 years old

Care about children

California

Feelings towards children are universal.

Purchasing behavior Eat together as a family --------------------------------------- 96% Stock the kitchen with healthy food,

eg. fruits, vegetables etc-------------------------------- 95% Read package labels thoroughly -------------------------

82%

Major factors that impact feeding decisions at home Food/flavors they like and will eat ------------ 68% Food the whole family will eat ------------------ 65% Food that is affordable -------------------------- 57% Food that’s easy for me to make/prepare -- 47%

Most likely they do not pay much attention to environmental issue when they shop foods Source: Mintel 2014

GLOBAL WARMING in California 81% of Californians worry that global warming will affect, at least

moderately, the future generations, plant and animal species.

Majorities also believe that global warming will harm people in developing countries (69%), in modern industrialized countries (69%), or in the United States (68%).

More than half (56%) believe that global warming will harm people in their own communities or their own families.

48% of Californians rewarded companies which support to reduce global warming.

36% in the past 12 months did not buy products from companies that opposed global warming.

30% volunteered or donated to an organization working for this cause.Yale Project on Climate Change Communication.(2013)

Metrics Mission: Improve awareness and engagement

Survey on awareness before the campaigns Set the goal based on research Survey on awareness after the campaigns

In this way, we can measure the results and impact of our campaigns.

Adjust the goal and campaigns after the campaign for the next step

Message

“Dare to Care”

If you care about your child(ren), care about Global Warming.

Take action. The sooner, the better.

What can you do to make a difference for your children?What can you do to make your children live in happier

environment?

You can start with a small thing…

Brand Awareness in Store Team up with local grocery store

Brand Awareness in Store Encourage people to select and support

green/eco-friendly products over non-green/eco-friendly products if there are choices

Brand Awareness in Store Green/ eco-friendly products can be:

Local produce/ local farm produces (egg, milk, vegetable) within 300 miles


Cleaning supply or detergent with less or no harmful chemical to the environment


Reusable/ refillable glass bottle of beverage, milk… to reduce the use of plastic.

Brand Awareness in Store

#Global warming is here!#Your children deserve better

Will have attractive banner with logo and clear tag line such as (dare to care, or “for your next generation” at the entries

#Global warming is here!#Save your next generation!

#Global warming is here#Act now!

Brand Awareness in Store

Brand Awareness in Store Also have smaller banners or consistent signs on each aisle

throughout the store for effectiveness.

Brand Awareness in Store Have small sign or sticker on the green/eco friendly products

Brand Awareness in Store The purpose is to promote

and raise awareness of green/local product to consumer eyes.

The producers of the featured products can have a deal of giving out a small part of their profit to a non-profit organization that helps improve the environment.

Social Media Facebook

Dare to Care Digital Campaign Facebook and Twitter Themes change once a

week and on other celebration days (Earth day)

Instagram : #WBA#DaretoCare#2015 Snapchat : Snapchat ‘earth stories’

Facebook

Netflix : Display Global warming short movies before any TV show or movie for 30 secs.

Cause marketing in Social Media : 3% discount if customer likes and shares worldbusiness.org/news/ link on payment check out

With millennial household constituting 39,026 readership, facts about global warming will feature.

http://worldbusiness.org/news/

Brand EngagementEvents:

Marathon (Nike sponsorship) Companies logos Global warming education

Effects Affects Solutions/Helpful methods Messages

Green games/day care


Marathon (Nike sponsorship) Companies logos Global warming education

Effects Affects Solutions/Helpful methods Messages

[email protected]


Day care with green games

Conclusion Please save your next generation from global warming

If you care about your child(ren),

care about Global Warming.Take action. The sooner, the

better.

References NASA. (n.d.). “Global Climate Change.” Retrieved from http://climate.nasa.gov/

http://conservationmagazine.org/2011/03/vanishing-point/

http://www.huffingtonpost.com/2015/04/01/california-mandatory-water-cutbacks_n_6987444.html

http://www.bbc.com/news/science-environment-28113331

http://0-www.statista.com.library.ggu.edu/statistics/242298/percentage-of-family-households-with-children-in-the-us-by-state/

http://0-www.statista.com.library.ggu.edu/statistics/223420/public-concern-about-global-warming-in-the-us/

http://0-academic.mintel.com.library.ggu.edu/display/702360/

http://0-academic.mintel.com.library.ggu.edu/display/714630/?highlight

http://climate.nasa.gov/




Thank you

dare to care (MKT339) final version

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