Poland tends to deny climate change. To highlight the problem and educate the society we rewrote our national epic and obligatory reading – a 1924 Nobel Prize awarded novel “The Peasants”, a story about the harmony between men and nature by Wladyslaw Reymont. We set its plot in 2050 in the center of environmental disaster, based and predicted by the WWF report "2050 Poland for generations". As a result we achieved one of a kind sci-fi audio drama about the possible future, recorded by 16 movie stars and artists known for their environmental activity.

Situation:

Poland is the EU's biggest air polluter, threatening our common future and country of climate deniers. The coal mines are still running, people heat their homes by burning coal and rubbish as well. Awareness of climate change is very low, the topic is absent from schools.

Brief:

Raise awareness of climate change.

Objectives:

The goal of this campaign was to position Mastercard and STORYTEL as technologically advanced and socially engaged brands with impact and care of climate changes.

Sometimes if you want to change the future, you need to rewrite the past.

Poland is a country of climate deniers, the EU's biggest air polluter threatening our common future. How can we educate the society, and make Poles care about their environment and climate? How can we make them imagine the life of the future generations?

We decided to draw on our cultural heritage and traditions.

We rewrote our national epic and obligatory reading – a 1924 Nobel Prize awarded novel “The Peasants”, story about the harmony between men and nature written by Wladyslaw Reymont, and we set its plot in 2050 in the center of environmental disaster, based on and predicted by the WWF report "2050 Poland for generations".

Our main source of data was the WWF and BCG report "2050 Poland for generations" - 160 pages of boring scientific gibberish, showing scenarios for the future of the Polish environment depending on the policy and actions taken from now to 2050. We wanted to "translate" the report and present its valuable content in an attractive way.

360 campaign was a must. When targeting new users, we looked for the greatest pro-eco potential and usage of subscription services. We called them "Smartphone Readers" - up to 45, smartphone users who read printed books and e-books, usually from big cities, with higher education levels. They not only require good quality from content, but also expect involvement in social matters.

We decided to create an original audiobook that above being interesting and engaging, will firstly express Storytel's commitment to pro-ecological topics and become an important voice in the discussion on environment.

The audiobook itself was not everything. A campaign was also needed to encourage people to listen to it. Due to the limited budget, the paid activities focused on precise targeting. We introduced a digital campaign aimed primarily at smartphone users, targeted at people interested in ecology and using subscription services. Video content was also created for the purposes of communication in social media and city screens.

As a part of the cooperation with our media partner, a number of content related to the audiobook and environmental issues was created, including an "audio exhibition" of paintings inspired by the audio drama, referring to Polish works from the era, and supported by specially created narratives as an audio layer.

The campaigns were also supported by radio stations and the cinema networks.

Finally, we organized a series of meetings with the author, activists and WWF representatives on the future of the Polish environment.

Over 5 million organic reach

Number 1 bestseller on Storytel platform

Biggest increase in paid subscriptions

Weekly episodes on national radio

Appearance in Polish literature school books