A series of five stories featuring unlikely climate action advocates.
The Investor Group on Climate Change (IGCC) envisioned a community campaign to highlight the job and economic benefits of the clean energy transition, while encouraging the Australian Parliament to adopt an ambitious 2035 emissions reduction target.
Campaign strategists SEC Newgate forged a partnership with creative house JimJam Ideas and media specialists Enrichd Group, to bring this premise to life through ‘Climate Action Pays Off,’ a series of five stories featuring unlikely climate action advocates.
IGCC set about finding a group of ex-coal miners, engineers, V8 manufacturers and fifth generation farmers who’d successfully transitioned their home-grown skills and ingenuity into revolutionising their industry with renewable energy and clean technology.
Each story was shot in a documentary style, with workers communicating exactly how ‘climate action pays off,’ showing the community that threats are now opportunities and climate action is the way forward.
JIM JAM’s creative consisted of over 180 outputs - a raft of 90”, 30”, 15” and 6” video and static content pieces, crafted by production team Rob Shreiber, Paul Carpenter and Tom Donohoe.
Enrichd Group’s paid media activation adopted a strategic, audience-led approach to ensure the campaign reached key markets via carefully selected digital and social placements.
SEC Newgate oversaw all aspects of campaign delivery from inception, with responsibility for research, strategy, message development and campaign execution.
IGCC's MD of policy, Erwin Jackson, said 'Climate Action Pays Off' shows how new companies are stepping up to provide jobs for local workers while building businesses that are fast becoming the clean energy powerhouses of tomorrow.
"It takes a talented team to make a campaign like this sing and we had the right combination of skills in SEC Newgate, JIM JAM Ideas and Enrichd Group," he said.
JimJam Ideas ECD Charlie Cook said it was an honour and a pleasure to be involved in such a groundbreaking campaign.
"Tackling the ‘climate action’ transition from such a different angle, through the eyes of smart, down to earth Aussies who are making practical change that’ll undoubtedly see Australia prosper into the future," said Cook.
SEC Newgate campaign lead Kate Fagan said the company knew from early on it wanted great Australian stories to form the backbone of the campaign.
"JIM JAM Ideas was the perfect partner to bring these stories to life in beauty and colour," she said.
"Similarly, Enrichd Group has worked hand in glove on media placements to ensure these important stories reach Australians right across the country.”
Credits:
Client: Investor Group on Climate Change
Campaign Strategists: SEC Newgate
Campaign Lead: Kate Fagan
Strategic Adviser: Clint McGilvray
Research Lead: Ben Oxenham
Media Engagement: Angus Kelleher and Oscar Dean
Digital Strategy: Simon Masterton
Creative Adviser: Simon Tapson
Creative Agency: JimJam Ideas
Executive Creative Director: Charlie Cook
Director/Producer: Rob Shreiber
DOP: Simon Hammond
2ND DOP: Dave Gregan
Production assistant: Tom Donohoe
Art Director: Paul Carpenter
Strategy: Tony Gordon
Media Agency: Enrichd Group
Group Director: Alana Fechner
Digital Marketing Manager: David Chidiac
Digital Executive: Ashneel Sami
IGCC
Managing Director, Policy: Erwin Jackson
Senior Manager, Advocacy: Michael Bones
Director of Media and Communications: Fergus Pitt
Policy Manager: Bethany Richards
