Empowering A Community For Good
The courageous young people of UKSCN & Fridays For Future were asking us adults to join them and get a million people on the streets of the UK for the Global Climate strikes, which took place on the 20th September 2019. Good for nothing put out an open brief to the industry aimed at helping UKSCN in their endeavours and along with Glug Events, Create & Strike and Glimpse, we answered.
The Challenge
Glug Events wanted to develop an idea that allowed them to join in and stand out in the run-up to the protests while also increasing their brand awareness across the creative industries and within the creative press.
Inclusivity was something we recognised was missing from a lot of the companies running similar campaigns. While some set up exhibitions with work from well-known creatives or similar campaigns, there wasn’t anything accessible which the everyday person could become involved in and allow for the natural evolution of user-generated content.
What We Did
Working with Glug Events we developed the campaign #protestbydesign to create the world largest open-access database of climate protest posters. We asked the creative community, to design A3 posters, in any medium, with any relevant message and upload it to our online database so that anybody could access the designs and use them for the greater good.We developed an open-source database from which anyone could submit to and download.
It aimed to bypass borders, locations and language barriers. A global DIY, creative campaign that paid homage to the very purpose of the protest. This promoted the strikes themselves and ensured that anybody could attend with something eye-catching to create maximum engagement.
The name #protestbydesign was a market positioning choice. The hashtag had not been populated on social channels. As a result, we saw it as an opportunity to become the banner which the campaign would sit under, while also encouraging people to share their work across social media. Not only giving the campaign a larger reach but Glug additional brand awareness.
Press & Reaction
The campaign attracted press from a number of notable online media platforms, including:
Its Nice That, Dezeen, Cool Hunting, étapes, Fast Company, Design Week, Digital Arts, D&AD, The Dots, AJ+, Artist Work, The Design Kids, Vice News…
During the campaign we generated:
1 million+ organic impressions across Twitter & Instagram.
(Due to Facebooks T&C’s on matters of politics we were unable to utilise paid promotion).
Show Me What You Got
In an 8 week timeframe, the campaign acquired 500+ original submissions across digital and social media, from people of all ages from all over the globe.
While the database was created to show support for the protests, we intended to keep it running for as long as possible. Future protests scheduled that would require a show of support and act as a source of PR and marketing for all the involved parties.
You can view the database here!
We Exhibited At The Tate Modern!
We were invited to display 100 posters from our database at The Tate Modern, alongside a placard making workshop held by Create & Strike.
The posters were utilised as inspiration and further marketing and promotion for the workshop. This allowed us to work with another company and organise a meet-up and PR opportunity for the strikes occurring at Parliament two days later.
The Tate Modern also requested copies of the posters and be added to their permanent archive.
Going Digital with Clear Channel
From the exhibition and workshop, the media company Clear Channel worked with Glug and ‘Create and Strike’ to utilise content from both parties and broadcast it across the digital screen in 156 locations across the country, except for London.
The screens allowed for both campaigns to be given a much wider reach and marketing presence for UKSCN and Glug Events as a brand.
Global Climate Strikes
On the day of the protests, we showed up with 130 hard-backed designs from the protest database. Each one included a backing sticker that contained information around the campaign, further pushing brand awareness. These were then given out to people during the day to people who wanted to get involved or didn’t have any visual aids with them.
Empowering A Community For Good
The courageous young people of UKSCN & Fridays For Future were asking us adults to join them and get a million people on the streets of the UK for the Global Climate strikes. Good for nothing put out an open brief and along with Glug Events, Create & Strike and Glimpse, we answered.
THE CHALLENGE
Glug Events wanted to develop an idea that allowed them to join in and stand out in the run-up to the protests while also increasing their brand awareness across the creative industries and within the creative press.
Show Me What You Got
In an 8 week timeframe, the campaign acquired 500+ original submissions across digital and social media, from people of all ages from all over the globe.
You can view the database here!
We Exhibited At The Tate Modern!
We were invited to display 100 posters from our database at The Tate Modern, alongside a placard making workshop held by Create & Strike.
The Tate Modern also requested copies of the posters and be added to their permanent archive.
Going Digital With Clear Channel
From the exhibition and workshop, the media company Clear Channel worked with Glug and ‘Create and Strike’ to utilise content from both parties and broadcast it across the digital screen in 156 locations across the country.
Global Climate Strikes
On the day of the protests, we showed up with 130 hard-backed designs from the protest database. These were then given out to people during the day to people who wanted to get involved or didn’t have any visual aids with them.
