The EPA’s website www.irelandsenvironment.ie contains a wealth of resources for young students and the general public on all things related to the environment. To support them in driving traffic to the site, Walsh:PR was tasked with devising a campaign to reach teenagers within an educational setting.
We knew the campaign needed to be motivating and make a meaningful connection with the Gen Z audience. With that in mind, we created The Story of Your Stuff campaign that challenged teens with creating a short film or documentary about the life-cycle and environmental impact of something they use every day.
To champion the campaign, we enlisted the help of Christian Tierney, a 20-year old videographer, photographer, director and writer who resonated perfectly with the audience. He kick-started the promotion with his own video interpretation of The Story of Your Stuff.
To supplement this, we created a bank of content tailored specifically for schools. Much of this content was then re-purposed for a hugely successful media relations campaign that achieved extensive national broadcast, print, online and regional coverage.
As a result, The Story of Your Stuff campaign far exceeded its goals both in terms of driving traffic onto the website, as well as the amount of competition entries received. It was also shortlisted for a Green Award 2018. The winning entry by Iga Manulak and Emma Jackson from St Mary’s College, Sligo telling The Story of a Pencil showcases the impressive standard and quality of entries.
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