Hot zones, a map of the world and indicators of human activity… it didn't take much for WWF to find the ideal media and communicate with a target that is difficult to raise awareness. Through a 24-hour campaign imagined in collaboration with the Fred & Farid agency, WWF France plays on the immediacy of SNAPCHAT and relies on its functionalities to denounce the disasters of climate change, which has nothing to do with it. 'ephemeral'.
An ephemeral campaign that capitalizes on the moment thanks to SNAPCHAT
If you are between 15 and 25 years old, there is a good chance that you are familiar with the "SNAPCHAT MAP", this fun feature that allows you to directly appreciate the activity of Internet users around the world thanks to "hot zones. ". While these zones normally geolocate very frequented places where events take place strongly relayed on the networks, it is not our surprise when WWF uses this Map by creating a heat zone in the Arctic. Rather unexpected, isn't it? And yet, WWF shows us that this geographical area is not exempt from current events. By clicking on the area, Internet users were able to discover a series of short videos highlighting the current and future consequences of global warming. Concretely, the message of the #ArcticHotspot campaign is not only alarming. The videos also show the means implemented to fight against this ecological disaster. The idea? Make it clear, especially to the youngest that "for nature, climate change is not temporary" and that we must act "now".
A campaign that hits the mark with Generation Z
The #ArcticHotspot campaign did not choose its medium at random and demonstrates through its choices all the subtlety of its creation. Indeed, with its 19 million active users every day, its 10 billion snaps viewed per day and an audience whose average age is around 16,5 years, SNAPCHAT turned out to be the most relevant media. to establish the message of the NGO, which is increasingly seeking to address a young audience (see the article #Toolatergram: WWF sells us dreams and quickly brings us back to reality). Not only for the sake of awareness, but also because those under 25 are also the most likely to experience global warming disasters in their lifetime. But the success of the campaign is not just about the choice of channel. Both educational and incentive, the aim here is to raise awareness by inviting users to act on their own level thanks to relevant advice and above all to share the message around their sphere.
In summary, with a clearly identified target, a relevant media, an innovative functionality, a clear and encouraging message, a short and well-positioned format (May 22 being the international day of biodiversity), it seems that all the stars are aligned. to ensure the success of this campaign which makes “hot zones” more places of reflection than inevitability.