Global Cool Impact Assessment 2010

Impact headlines: Reach

Awareness Coverage Typical press value
Broadcast, online, print including

£900k
Four
campaigns

Doubled since January 2009 ROI = typically 30:1

Opportunities to see*: More than 395 million

Festival ‘ads’ seen by 500k Tube ‘ads’ seen by 2 million Campaign videos seen over
people people 400,000 times

*Opportunities to see = The number of times a message is seen. This is a standard measure of press reach, and includes coverage in print, broadcast and online.
For example, if a message is in one newspaper read by 20m people, and another read by 30m people, the combined ‘opportunities to see’ is 50m.
1 © Global Cool Foundation 2010

Impact headlines: Conversion

Campaign Example changes in behaviour Example changes in attitude

Home People who turn their heating down to Willingness to wear fashionable winter
Energy save carbon: knitwear at home:
Use Up from 16% to 28% Up from 55% to 81%

Perception of
People planning to travel to their next train travel as
Flight-free Holidays short break destination by train: ‘fun’:
Up from 17% to 24% Up from 20%
to 36%

Public Transport
People swapping the car for public Perception that ‘interesting things can
transport: happen on public transport’:
Up from 13% to 18% Up from 17% to 28%


Introduction

Global Cool takes measuring and understanding the impact of our campaigns very seriously, not least so
that we learn with maximum speed how to be most effective

This document explains:
A. Briefly, what Global Cool does
B. The process we use for measuring our impact
C. The results we see and our learnings
D. The changes which Global Cool is making as a result of these findings

We welcome your feedback on this document: on the structure, content and findings. Contact
tim.fiennes@globalcool.org

We will publish data on our impact periodically (probably at least annually) on our website
www.globalcoolfoundation.org

Defra has funded the evaluation of our work to assess the impact of this approach on encouraging
environmentally sustainable behaviour. We are grateful for the
support of Cultural Dynamics and Liz Scofield in gathering and analysing the
data, and Rebecca Griffiths and Clare Newman in assembling this document.

There is a glossary at the end of this document.


“I’m really impressed that Global Cool is so serious
about measuring its results. This is really hard to do,
especially for campaigning charities. In NPC’s
experience, there is far too little focus across the
sector on understanding results.
And Global Cool’s results look great”

Tris Lumley, Head of Strategy


A. Global Cool’s Mission
• Global Cool aims to inspire and enable a mass audience to adopt low-carbon lifestyles
• We therefore ‘market’ green lifestyle choices, through consumer-facing campaigns
• Which lifestyle choices?
– Those where individuals can save most carbon: using less energy at home; alternative to driving; alternatives
to flights; and recycling

• Which audience?
– The trend-setters who can ‘normalise’ green lifestyles most rapidly. These ‘Outer Directed’ people (~30% UK
public) are rarely targeted by environmental groups (tend to be seen as the problem, rather than the
solution), and hence Global Cool’s campaigns look very different to conventional environmental / climate
comms.


A. We believe that the following factors are crucial to
Global Cool’s success

• We don’t presuppose that people are interested in carbon, climate or the environment
• We ‘sell’ green behaviours and lifestyle choices highlighting the benefit to the individual e.g.
– trains and buses are places to meet people, catch up on texting friends or read a great book
– turning the heating down gives you better skin and saves you money
• We construct messages and choose messengers (e.g. celebrities) that are relevant to our clearly
defined target audience
• And we use the media channels that are most relevant too, such as social networks, glossy magazines
and lifestyle blogs
• The experience of the Global Cool team is a perfect match for our audience and strategy e.g.
– writing for The Sun newspaper
– managing PR for major brands
– managing bands
– running social networks
– producing films and managing celebrities
– marketing mainstream commercial consumer products


B. The process we use to measure our impact:
Underlying ‘theory’

Campaigns aim to change behaviour. So we measure changes in action.

However, we know that people go through various attitudinal stages before they adopt a new behaviour, and
that moving them on that journey is valuable. Marketers sometimes talk of stages of ‘Awareness’, ‘Interest’
and ‘Desire’ before ‘Action’ (AIDA) or ‘Cognition’, ‘Affect’ and ‘Behaviour’ (CAB) . Adapting this language,
Global Cool therefore also measures:

• Reach: the number of people who have been exposed to the campaign
• Engagement: people’s engagement both with the campaign itself and the behaviour which a
campaign promotes

Therefore, for each Global Cool campaign, we track:

Reach Engagement Action


B. How we measure impact
We use five processes

Reach Engagement Action

1. Surveys of general public Eg, awareness of GC, of Attitudes towards the behaviour which the Uptake of the action (self-
before & after each campaign - our campaign, of the campaign promotes e.g. turning thermostat reported)
conducted by external company behaviour we’re promoting down

2. Surveys of GC subscribers Eg, how they heard about As above. Plus views of the campaign Uptake of the action (self-
before & after each campaign* GC reported)

3. Focus groups with our target N/A Tests relevance & power of GC’s campaign Explore remaining barriers to the
market (but not GC subscribers) materials e.g. videos action
Tests language GC uses, and attitudes to
behaviours on which we campaign, and to
other NGOs, brands & campaigns
4. Focus groups with GC How they heard of GC As for non subscribers, plus reactions to (not statistically significant)
subscribers GC’s brand, comms they have received
5. Numerical analysis e.g. GC’s e.g. no. people who have e.g. dwell time on our website Changes in national behaviours
web traffic, PR value, 3rd party seen GC videos, reach No. retweeted picked up by external studies,
research e.g. by DfT into travel attained by online & offline No. people posting comments on our blog especially within our target
patterns PR, no. people who’ve posts, or to our videos audience
seen our experiential Nature of those comments Take up of GC offers related to
activity (where No. of people engaged by experiential campaign behaviour e.g. booking
appropriate) activity train trips through globalcool.org
Growth in membership of GC’s groups

*Subscriber surveys started in Autumn 2009

B. Overview of campaigns and data collection timeline

2009 2010

Q1 Q2 Q3 Q4 Q1 Q2 Q3

Public transport Home energy Public
Campaigns Recycling Traincations
use transport
Campaign in progress at
time of writing
1 & 2 Surveys*
(subscriber & non-
subscriber): before
and after each
campaign

3 & 4 Focus
Groups
(subscriber & non-
subscriber) Test effectiveness of Test effectiveness of
previous campaigns: previous campaigns:
test ideas for future test ideas for future
campaigns campaigns
Numerical analysis
(on-going)

*Subscriber surveys started just before the home energy campaign in Winter 2009


Warning:
Global Cool campaigns are not the only events in the world!
eg, during Global Cool’s campaign promoting train-based holidays as an alternative to flying, the Eyjafjallajokull Volcano grounded all UK flights and
strikes by British Airways workers caused airport chaos.

Result:
Changing
attitudes and
behaviour

Because these events coincide with our campaigns, it is impossible to disentangle the effects and attribute causality. (This, obviously, is
why scientific experiments only change one variable at a time.)
Even in less extreme cases, it can be hard / impossible to distinguish the impact of campaigns from that of other factors such as natural
disasters, the economic climate, seasonality.


C. Results

Summary of key indicators over the past year

Recycling campaign (Jan – April 2009)

Transport campaign (June – Sept 2009)

Home energy use campaign (Nov 2009 – Feb 2010)

Flight-free holiday campaign (Mar – May 2010)


The number of people inspired to do something by Global Cool’s
campaigns is consistently high

People aware of Global Cool who can cite something
“Oh you made those videos? I loved
we’ve inspired them to do them! I thought I’ll try that. So I put on
a jumper
and turned down my heating. It had
never occurred to me to do that
before”

Person Global Cool’s Executive
Director met at a party the week after
our home energy campaign launched

Source: Global Cool surveys, independently conducted 12 © Global Cool Foundation 2010

Example great feedback about Global Cool

“Hey! Awesome website concept.
LOVE it. Of course you can use my
image. I am very excited to be part of
your site because it really does go
hand in hand with my artistic
concept.”

Paper Ballet via Flickr

“This is so cool”
Fantazya Fantazies via Flickr
“Your organisation is fabulous!”

Tomato d’Epingles via Flickr


Global Cool’s reach is extending dramatically

Members on Global Cool’s groups on social
% of people aware of Global Cool networks and database
30 40000

Number of Members
30000
20
Facebook
Twitter
20000 Myspace
Bebo
10
10000 Database
Four campaigns

0 0
January 2009 May 2010 Q1 (2009) Q2 (2010)


Each of the four campaigns to date has produced changes in attitudes and
behaviours
Recycling campaign: % of people aged 25-44 who
have been ‘Swishing’ Public transport campaign
15 40
Before After Before After
30
10
% non subscribers
saying they have
20 replaced most or
all car journeys
5
with public
10 transport

0 0
January 2009 July 2009 July 2009 December 2009

Home energy campaign Flight-free holidays campaign
100 40
% of respondents
Before After Before After % of respondents
who would 'put on a
who are planning
jumper if I felt cold at
75 30 to travel to their
home'
next short break
% of respondents destination by
50 who would 'think 20 train
about turning heating
down to reduce % of respondents
25 carbon footprint' 10 who are thinking
% of respondents about travelling to
who would 'put on a their next short
0 jumper to save break destination
0
December 2009 March 2010 money' by train
'February 2010 'June 2010

Source: Global Cool surveys, independently conducted © Global Cool Foundation 2010

Awareness of Global Cool has doubled since January 2009, and is
particularly high in our target age group

Q. How well do you know Global Cool?

50 Before After Four
Campaigns Campaigns

40
Percentage of Respondents

% of respondents who
have at least heard of
30 GC
30

20 18
16

9 % of respondents aged
10
25-44 who have at
least heard of GC

0
January 2009 May 2010


The internet and PR are important comms channels for Global Cool
as is word of mouth
Q. How did you first hear about Global Cool? (May 2010)

Internet
PR
0 5 10 15 20 25
Other
Search Engine
Social Network
Online Shop
Elsewhere on the Internet
TV
Paper/Magazines
Word of Mouth
Shop
Email
Text
Festival
Gig
Mobile Network
Somewhere Else
Don't Know


Our membership has increased dramatically throughout 2009 and into 2010
– through our social network presence and newsletter database

40000
Facebook
Facebook competition to Twitter
win ASOS vouchers Myspace
attracted new friends to
30000 Global Cool’s page Bebo
Number of Members

Database
10,000 signed up to
Global Cool during the Do
it in Public campaign at Traincation
20000 competition
UK music festivals
attracted 15,000
entries

10000

0
Q1 (2009) Q2 (2009) Q3 (2009) Q4 (2009) Q1 (2010) Q2 (2010)


Global Cool is more effective at reaching our target Outer Directed people than
other environmental campaigns

Percentage of respondents aware of each organisation who are Outer Directed

100
80
60
40 80
20 40 48 41 41 41 30
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Fr


Feedback from focus groups

“Carry on not being preachy, and carry on being fun!!!”

“Yeah, I like your friendly approach”

“I feel the site is becoming more 'young' and approachable. I read the newsletter emailed to me and enter
competitions”

“The blog is readable and the photos show that it’s fun and active rather than just preaching, it’s an
organisation out there doing something”

“Cool video, great ideas to save money and the planet. I love that sort of thing to save money, mixing and
matching and even borrowing or stealing your dads old tie to keep your wardrobe up to date and save
the planet at the same time”

Source: focus groups independently conducted for Global Cool 20 © Global Cool Foundation 2010

Feedback we’re learning from
“Well you don’t know whether it’s just commercial, somebody’s just trying to make money out of it, so I would
just dismiss it... but I think if it were a charity you might think they must be doing something, let’s have a look
and see what it is they’re actually doing, what difference do they think they’re making? I mean I know they’re
about saving the environment but I’m not sure that’s absolutely clear on the website” (25-34 Edinburgh)

“They are trying to be cool and appeal to young people like us and then they’ve got a quote from the Secretary
of State and Energy and Climate Change! Do I really want to know what Ed Miliband says?!” (18-24 Edinburgh)

“They need to get the balance, if it is meant to be eco then say that, but then give us stories to back it up. Or if
it’s trying to be a magazine, be a magazine and then give us little bits”* (18-24 Edinburgh)

“What they’re doing seems to be based around certain themes, like music and gigs, or fashion, or whatever, so
why aren’t they the categories on the website, so you can go straight to what you’re interested in?”* (18-24
London)

*since these focus groups, Global Cool’s website has in fact been re-designed and is now much more like a magazine with precisely these kinds of
categories.

C. Results





Flight-free holiday campaign (Mar – May 2010)


Recycling campaign - Spring 2009

Objectives:

Encouraged people to recycle clothing by swishing (=holding
/attending clothes recycling parties), and to recycle phone
handsets through Global Cool and Vodafone

Activities:

Making it cool:
• Partnership with Estethica at London Fashion Week
• Online and offline PR around swishing event and after-show
party

Making it easy:
• Phone recycling partnership with Vodafone – encouraged
audience to recycle handsets on behalf of the charity
• On-line advice on swishing


Results: Recycling campaign (Q1 2009): Reach

• Campaign activities were reported in 57 pieces of coverage (January to
April):
– Covered national and regional print and broadcast
– National, international and regional on-line sources
– Specific green and lifestyle online channels
– Included Metro, OK! Magazine, celebrity pages, fashion
• Total Reach 56 million viewers / readers
• Total PR Value £256, 869
• Web traffic to Global Cool site increased by 500% from an initially low
base


Results: Recycling campaign (Q1 2009): Engagement

• More than 4470 friends, followers and group members across five different social media platforms
and communities including Digg, Facebook, Twitter, Myspace and Youtube
• Amuso competition on Bebo had 10,000 viewers, 1,000 fans and approx 100 entries. Global Cool had
approximately 200 entries from around 30 countries
• Partnered with six popular video bloggers with a total subscriber number of more than 20,900
• Video has been viewed more than 14,400 times across six channels with 837 five star ratings


Results: Recycling campaign: Engagement – through social media


Results: Recycling campaign: Action

This campaign dramatically increased both its target behaviours:
• Tripled Vodafone’s phone recycling
• Increased ‘swishing’ behaviour

Q. Have you been “swishing?” Handset Recycling
% respondents aged 25-44 who responded yes

15

10

5

0
Jan-09 'July-09 Dec-08 'Jan-09
Source: Omnibus surveys conducted independently for Global Cool

Handset recycling figures are confidential


C. Results





Flight-free holidays campaign (Mar – May 2010)


Campaign: ‘Do It In Public’
Public transport – Summer 2009
Objectives:
Repositioned public transport as a fun and desirable alternative to
car travel

Activities:

Making it cool:
• Focus on ‘journeys’: the quirky, unexpected and inspiring events
on trains and buses
• Presence at major music festivals throughout summer
– Interviewed and filmed celebrities and bands about
experiences on trains and buses
– Global Cool bus and giant games
– ‘Advert’ for trains on large stage-side video screens,
and tube platforms
• Insert with Vice magazine

Making it easy:
• Provided a Transport Direct door-to-door transport planner on
the Global Cool website


Results: Transport campaign: Reach

• Festivals
– Global Cool content ran at 6 UK Festivals in front of 475,000 people
– Estimated 30,000 people interacted directly with Global Cool’s festival activity
– Facebook reached 24,115 through friends’ recommendation
– 71,366 video views on YouTube
– Twitter total reach was 45,156

• Web traffic during the campaign period (Jun-Sept):
– Total visits: up 30% from Q1 & Q2
– Unique visitors: up 13% from Q1 & Q2
– Page views: up 16% from Q1 & Q2
– A total of 137 new inbound links to Globalcool.org created (excl. social media)

• Global Cool ‘advert’ shown on big screens at 75 tube stations and seen by over 2 million people – 67% of Tube users (22.5%
of total London ITV region)

• Vice Magazine ran a Global Cool insert (16 page A6 booklet) in July: total reach of 445,000


Results: Transport campaign: Engagement

• 9,582 sign-ups to Global Cool at festivals = £130K ROI on sign-ups*
• 219,420 trackable digital interactions (including video views, photo views, photo tagging, comments,
video/ image embedding, fan video/ photo uploads**)
• 204,012 video views across 7 channels
• Social Network activity: 63,859 views across channels with available data (Facebook, Myspace, Youtube),
1263 video comments, 758 video ratings, 6398 friends across 5 main channels
• Content distributed via Bluetooth:
– 30,283 bluetooth content downloads at festivals
– 17,525 content downloads – 5% of total festival goers

* Assuming that to achieve the same number of sign-ups via database purchase, a database of 1m @ approx £130k/’000 would need to be acquired, with an average 1%
response rate; ** Excludes MySpace individual interactions – data not available

Results: Transport campaign: Reach – example coverage


Results: Transport campaign: Engagement – Interviews with bands at festivals
engaged many people through bands’ websites and social media
Examples of comments made by fans on bands’ websites:

It’s an interview with environmental group Global Cool so them talking about being excited to ride busses, trains and public
transportation versus planes is apparent. Expressing their flying phobia might be a round about way to encourage others to
think about the environment instead of always using gas guzzling cars and airplanes, yes?
2009-08-
Posted by lord_byron on 2009-08-27 22:10:43.

Hiya guys Ive joined Globalcool.org and I try 2 the best I can 2 save our planet I walk most places or get buses or trains, I
give my old mobiles 2 charity and old clothes so im trying 2 do my bit. Bye 4 now luv u Tim, Richy, Tom, Jesse xxxx enjoy
your break and safe journey for when u all go 2 America/Canada
2009-09-
Posted by Babs2009 on 2009-09-06 22:12:23


Results: Transport campaign: Action

We saw improvement in action on using public transport – and around the attitudes which the
campaign addressed specifically

50 Before After 50 Before After
Campaign Campaign Campaign Campaign
39 % of public aware


40 40 of GC agreeing that
'interesting things
28 can happen on
30 % of public saying 30
public transport'
they had replaced 21
18 most or all car
20 20 17
journeys with
13 % of public aware
public transport
of GC agreeing that
10 10
'you can meet new
people on public
0 0 transport'
July 2009 Dec 2009 July 2009 Nov 2009


Results: Transport campaign: Action

However, perceptions of public transport – which the campaign did not address –
generally deteriorated

100 Before After 50 Before After
Campaign Campaign % who perceive Campaign Campaign
public transport
as confusing 40

80

% who perceive
63 public transport
60 % who perceive as convenient
60 public transport 30
51 25
46 as dirty
21
38
40 36 20
% who perceive 15
public transport 12 % who perceive
19 20 as usually late public transport
20 10
as relaxing
% who perceive
0 public transport 0
July 2009 December 2009 as expensive July 2009 December 2009


C. Results







Campaign: ‘Turn up the Style: Turn down the Heat’
Home energy use – Winter 2009

Objectives:
Promote dressing warmly at home in the winter, and going easy
on the heating

Activities:

Making it cool:
• Set of films with celebrity models / stylists creating fabulous
warm Winter fashionable looks
Campaign artwork featuring (clockwise from top left): Jo
• Focus on how to burn calories – not money – by turning Wood, Stella Tennant, Leah Wood and VV Brown.

down the heating
• Partnership with ASOS, on-line fashion retailer,
• Content syndication across internet, eg, to Hello!, OK!
FabSugar,
• On-line ‘hot or not’ voting for best user-generated looks

Making it easy:
• Advice on finding and using heating controls: many people
don’t know what theirs look like or how to use them


Results: Home energy use campaign: Reach
• Partnership
– Exposed to 216,400 ASOS fans on Facebook
• Digital distribution
– 47 million+, through press and on-line coverage
• Social media:
– On Facebook there were a total of 20,831 page views by 8,810 visitors
– Engagement ads which generated over 6 million impressions
– 4092 votes for competition entries
– Additional “recommendation” reach of 65,557*
– On Twitter, retweets reached 3,685 people
• Global Cool website
– 10,036 Visits
– 6,839 Absolute unique visitors
– 24,509 Page views
– 2.44 Average page views per visitor
• Content syndication across 30 sites including OK!, The Independent, Telegraph, Hello! Magazine,
Metro, Fab Sugar and Shiny Style as well as other media partners and aggregator sites (e.g. YouTube,
MySpace etc).
*Based on an average of 301 friends and a 5% news feed average


Results: Home energy use campaign:
Reach – example online coverage


Results: Home energy use campaign: Engagement

• Digital Interaction
– 35,442 video views plus further 1,471 views on Global Cool aggregator sites (YouTube, MySpace,
Vimeo etc).
• Social Media - Facebook
– 9,228 views per film
– Conversion rate of 35% of those who clicked-through; i.e. of 8,963 click-throughs 3,137 became
fans – a high conversion rate.
– 4,092 people voted in the competition.
– A total of 4,068 new fans on the Facebook page throughout the campaign – a 484% increase.
– 88% of fans were female, and 88% were in the 18-34 age group
• Global Cool Website
– 65% new visits
– 20,099 unique views


Results: Home energy campaign:
Engagement – through social media


Results: Home energy use campaign: Action
Q. Which of these has Global Cool inspired you to do?

50 Before After
Campaign Campaign
% of non
39 subscribers
40

(aware of GC) who
were inspired by
29 GC to wear warmer
30 clothes at home

20 18 % of subscribers
who were inspired
12 by GC to wear
warmer clothes at
10 home

0
December 2009 March 2010



Q. Thinking about your heating at home, which of the following statements apply to
you?

Before After
50 Campaign Campaign
42

40 % of respondents
who say they turn
28 28 heating down to
30 reduce carbon
footprint
20 16

% of respondents
10 who say they think
about turning
0 heating down to
reduce carbon
December 2009 non March 2010 non footprint
subscribers aware of subscribers aware of
GC GC



Q Thinking about your heating at home, which of the following statements apply to you?

100 Before After
Campaign Campaign
90 % of respondents
who say it is very

80
or fairly likely that
70 if they feel a bit
60 55 cold at home they
48 will put a jumper
50 on
38
40 % of respondents
30 26 who say that they
already wear
20
warm clothes at
10 home to reduce
0 their carbon
footprint
December 2009 non March 2010 non
GC GC


Q How much do you agree or disagree with each of the following statements about wearing warm clothes at
home?

100 Before After
Campaign Campaign
90 81 % of respondents

80 who agree that
70 warm winter
clothes can be
60 55 55 stylish
50 46
40
% of respondents
30
who would
20 consider putting
10 on a jumper at
home to save
0 money
December 2009 non March 2010 non
GC GC


Feedback from Focus Groups :
“Like the blog, I think the stories are relevant to me and what’s happening in the world.
They make you think”

“18 Degrees of Inspiration is brill”

“Makes green sound fun, rather than killjoy”

“It's very cool and young”

“I like the website - easy to use - great celeb links to get the young ones on your side”

Reactions to a campaign video they were showed:
“Love this one, its so good it was due to this I researched apples coming in to this country, the heating tips are
fab”

“It does make people think about saving money and being sensible in the home”

“I liked the bit about burning up calories, and skin being better - that would make a few people sit up!”


C. Results







Campaign: ‘Join the 100mph club: Take a Traincation’
Flight-free holidays – Spring 2010

Objectives:
Encourage and enable our audience to consider flight-free options when designing
and booking their holidays

Activities:

Making it cool:
• Online films of celebrities taking flight-free holidays to exciting destinations
across Europe
• PR – positioning train journeys as part of the holiday: fun and viable
alternative to flights

Making it easy:
• Flight-free holiday information service
• Booking facility on the Global Cool website


Research: Flight-free holidays campaign: Reach

• 151 pieces of coverage including:
– The Sun
– News of the World
– The Independent
– Hello!
– Company
– Now Magazine
• Over 132 million opportunities to see
(print, broadcast and online)
• PR value of £916,713
• ROI 31:1


Results: Flight free holidays campaign: Reach – Print coverage


Results: Flight-free holiday campaign: Engagement

• Digital Interaction
– 7000 video views on YouTube
• Social Media
– Facebook page generated 332 click throughs to the Global Cool website
– 389 tweets during campaign
– 150 new followers on Twitter
• Global Cool Website
– Over 13,096 visits to the website
– 35,409 page views during the campaign period
– Over 15,000 people entered a competition to win books chosen and signed by Mr Hudson, one
of our ‘traincation’ celebrities
– 190 comments helped us build a traincation music play list


Results: Transport campaign: Engagement – through social media


Results: Flight-free holidays campaign: Action

Positive attitudes towards flight-free travel have improved markedly

50 Before After
Campaign Campaign

40 % of respondents

who are planning
to travel to their
29 next short break
30
destination by
24 24
train
20 17
% of respondents
who are thinking
10 about travelling to
their next short
break destination
by train
0
February 2010 June 2010



Positive attitudes towards flight-free travel have improved markedly

50 Before After % of respondents
Campaign Campaign who perceive train
travel* as
40 'exciting'

% of respondents
29 who perceive train
30
25 25 travel as 'fun'

20 19
20 % of respondents
14 15 who perceive train
travel as 'easy'
10
10
% of repsondents
who perceive train
0 travel as
'comfortable'

*‘train travel’ here was specifically in relation to travel to a holiday destination



Positive attitudes towards train travel have improved markedly particularly
amongst people aware of Global Cool

Before After
50 Campaign Campaign

38 % of respondents
40

36 aware of GC who
perceive train
travel as 'fun'
30
24
20
20

% of respondents
10 aware of GC who
perceive train
travel as 'easy'
0




Negative attitudes towards train-based travel* declined during the campaign

50 Before After
Campaign Campaign % of respondents
who perceive train
40 travel as 'slow'

30 26 % of respondents
23 who perceive train
travel as
19
20 16 'complicated'

10 % of respondents
7
who would never
3 consider using the
train for their next
0
holiday



D. Conclusions and actions arising
We have learned that:
– Global Cool’s approach is effective: specifically of ‘selling’ green behaviours to people based on what they are interested in, rather
than what we are interested in – so going out, having a good time, being social, having adventures, rather than (necessarily) the
environment
• That it is possible and important to construct messages and choose messengers (e.g. celebrities) that are relevant to our clearly defined
target audience
• That this approach works across a range of green behaviours
• That our approach is very effective at engaging our target ‘Outer Directed’ people – more so than other charities’ and it works better for
Outer Directed people than for the general public

– That it is important to use media channels that are relevant to this audience, such as social networks, glossy magazines and lifestyle
blogs
• The internet is a key method for us to recruit and communicate
• Mainstream media channels are keen to use our material
• Engaging journalists through PR activities alongside syndicating content online gets a much higher pick-up

As a result, we are:
• Continuing to run innovative campaigns which focus laser-like on our target market (Outer Directed people). We know that this makes
our campaigns look very different to other environmental campaigns and is crucial in order to reach our audience
• Including multiple elements in our campaigns, eg, experiential, PR, online syndication and social media
• Improving our website and volume of traffic to the website, depth of online content and outreach through other websites
• Endeavouring to rule out some of the ‘noise’ eg, by comparing data from June in one year to data from June in another year


Glossary
Aggregator sites A website that collects together a specific type of information from multiple online sources

Click through The percentage of individuals viewing a web page who click on a specific ad/link appearing on a page

Engagement People’s engagement both with the campaign itself and the behaviour which a campaign promotes
GC Global Cool
Impressions An impression of a web page is counted each time a web page is visited by a user
Opportunities to see This is a calculation of the number of times a message is likely to be seen by people. It uses figures of
circulation (print), audience (broadcast) and unique users (online)

Outer Directed A segment of the UK population that sets trends and norms and thus have the potential to influence others.
Outer directed people are interested in the esteem of others, visible symbols of success, brands, looking cool
and having fun
PR value Unpaid-for editorial is thought to be of higher value than paid-for advertising because the reader sees the
brand/product as being endorsed by the publication in which it appears. The PR industry considers PR value to
be approximately three times greater than that achieved by advertising, therefore PR value is advertising
value multiplied by three
Reach The number of people who are likely to have seen the campaign and awareness of the campaign
ROI Return on investment. In PR, the ROI is the ratio of the PR value secured to the cost of securing it
Subscribers People signed up to Global Cool
Swishing Clothes-swapping parties
Traincation Train-based holidays (as alternative to flying)


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