EarthSpeakr

Youth climate movements have sparked conversations all over the world — but these ripples need to be transformed into waves of tangible action. In response, Studio Olafur Eliasson developed EarthSpeakr, an artwork in the form of an app where users could record messages about the future of the planet. We worked with Studio Olafur Eliasson to transform this artwork into an effective advocacy tool. The challenge was to reach the target audience and inspire greater engagement with the app.

We needed to increase accurate engagement with the app in order to gather as many youth voices as possible. The key to this was identifying the messages most likely to persuade our audience to take action. We therefore designed a campaign with built-in testing to help us understand which types of content, messages and platforms were the most effective for different audience groups. Following this, we retargeted those who had downloaded the app to encourage them to record their own message in the app.

The creative displayed bold, eye-catching messages and video, which helped raise awareness of the climate crisis and offered a clear action for young people to take. And our Snapchat lens gave us an innovative way to reach the target audience without oversaturating them with content. As the campaign progressed, we optimized it, expanding our original target audience to ensure we had the biggest impact and reached as many young people as possible.

We ran the campaign with three distinct phases. First, we delivered an awareness campaign using a custom Snapchat lens, which offered an interactive way for teenagers to engage with the artwork. We then used persuasive messaging to invite the audience to install the EarthSpeakr app. Finally, we retargeted people who had downloaded the app to encourage them to record their very own messages.