Project Earth, the environmental publishing vertical of Fusion Media Group, a division of Univision, tapped Mistress to develop original social media content and manage its paid media initiatives. This aided in getting the brand’s mission out to its audiences across social platforms and grow their social communities.
Mistress created a suite of micro-campaigns ranging from more light-hearted topics, to whistleblowing truths on more serious ones.
Join the Resistance
2018 has been a year of policy changes, both environmental and political. Our oceans have never been more threatened by the effects of offshore drilling, America’s national parks continue to shrink, and the United States pulled out of global summits on environmental protection. In protest, Project Earth put a spotlight on these issues with a series of creative assets that could be used to spread the word, both on social and IRL, “In Real Life”. Mistress’s goal was to ignite the conversation not only online, but also on the streets at marches.
If The Earth Could Talk
Meet “The Earth”, a happy-go-lucky animated character that speaks honestly about environmental issues that impact yours truly. From raging forest fires fueled by global warming, to the floating plastic islands that litter the world’s oceans, or the effects of carbon emissions and deforestation on our atmosphere. But Earth has had some wins along the way and champions them, offering tips on how to help do your part to change the way we “see the world”.
Leveraging Cultural Moments
Cultural moments are ones that inspire us to take action, the ones that remind us that we are capable of change. Mistress used these relevant dates to bring the conversation back to Project Earth, building upon the brand community’s perspective and tone, and reminding its audience about topics like the blight of single-serve plastics, or the wins of environmental heroes.
Environmental politics are full of misinformation and half-truths, and are often fueled by beliefs rather than facts.
To debunk the fake news and myths that surround conversations about the environment, Mistress created a “Myth Hunter” micro-campaign to shine a light on the objective realities behind opaque issues.
Using real quotes, tweets and articles found on elected officials’ social media platforms, and citing references from news sources, Mistress compared politician’s lies to validated facts about the environment.
Every time a species is taken off of the endangered list, for every small win, Mistress uses the opportunity for celebration and as a reminder about why animal conservation efforts are so critical. Using a light-hearted and hopeful approach, a micro-campaign has been created to continue the conversation about a serious subject in a positive way.