To sell carbon neutral broadband we created a new measurement for the amount of carbon emissions created by your online data usage; your Carbon Thumbprint.

Then we used digital media to visualise bring this data to life.

First, we invited Australians to find out their own Carbon Thumbprint via an app that tracked individual’s data usage, and then calculated the total carbon emissions over a year. Augmented reality experience visualised this amount, before adding it to Australia’s total emissions.

This was followed by digital campaign then alerted users, to exactly how carbon much their online activities contribute to data-based CO2 emissions. Pre-rolls weighed online streaming, radio placements weighed podcasts and Spotify streaming, and digital banners weighed the webpages they were placed on.

Each execution not only added to the Carbon Thumbprint story but offered a solution; to switch to Belong’s carbon neutral internet.

We created a new measurement of the carbon emissions created by an individual’s mobile data usage, the Carbon Thumbprint. We chose this language, as something that felt familiar yet new. It was important for people to not only understand the problem but have a way to talk about it.

We then launched the Carbon Thumbprint app, supported by an integrated campaign including a film that asked Australians; what’s your Carbon Thumbprint?

Once downloaded the app tracks user’s data usage, and then converts the amount into the carbon emissions it creates. An augmented reality experience visualised this amount as a dirty carbon block floating in the atmosphere. We chose a grey swirling block that literally hung over the user’s head. It was important that users could see their impact in a personal way to connect their environmental impact with the environment they were in. This block was then added to Australia’s total emissions to bring home the scale of the issue at hand, and ultimately to drive behaviour change and consideration of a new Internet Service Provider.

This activity was then supported by a digital campaign then alerted users, to show exactly how carbon much their online activities contribute to data-based CO2 emissions. We surveyed our target audience’s key online activities and bought media against them. Then in these media placements we published the Carbon Thumbprint of each piece of content. Pre-rolls showed how many grams of carbon watching a YouTube clip would create, radio placements weighed podcasts and Spotify streaming, and digital banners weighed the webpages they were placed on. We also chose media that would allow us not only to highlight the problem but give users the opportunity to immediately click and switch to the solution, Belong’s Carbon Neutral Internet.