Our aim is to use this audience to reach even more people - their families, strangers, even big brands. We would also extend our campaign across Meta (Instagram included) and the likes of YouTube and TikTok for a 40% reach and a frequency of three for an estimated 100 million in overall impressions within the first year. We have chosen to use social media as our method of reaching our target audience. This approach works best as ultimately the ‘climate changers’ participating around the world will need to be comfortable with social media. This campaign is an empowering message of hope and inspiration. This is important because of the crisis fatigue people are facing that comes from facing so many disasters over such a long period of time. People can become helpless so we needed to make them hopeful instead.

As we want to recruit ‘everyday influencers’ it makes sense to reach these people on the social media platforms they most commonly use. Instagram is most popular with our target audience. Approximately 67% of 16-29 year olds worldwide use Instagram (upweighting Instagram but allowing Meta to optimise accordingly, following best practice). Our ads redirect people to our webstore where they can get stickers/wraps and sustainable merchandise in exchange for posting content on their social media. Unlike most campaigns where radio ads are cycled out or billboards get replaced, here our dedicated climate changers make sure that the campaign lives on. We can put more pressure on big brands and corporations all across the world to make a bigger difference. It becomes a campaign that is just as everlasting as our wonderful planet. All because of our special influencers - our living, breathing billboards.