Monday, July 5th, 2010 | Global Cool
We launched a redesigned website for the Global Cool campaign couple of weeks ago.
The old website had been in existence for around 18 months and played a crucial role in establishing Global Cool and the work we do, particularly through our campaigns.
But Global Cool is a rapidly evolving organisation. We are constantly reassessing how we can best use the tools at our disposal to reduce carbon emissions.
In recent months we have been trying to get better at continuing to talk with our audience (or our friends as we prefer to call them) about our key messages – public transport, flight-free holidays, home energy use and recycling – once an initial campaign period is over.
To do this, we have turned the Global Cool website into an online magazine, moving away from the more traditional campaigning/charity website set-up. A magazine site not only allows us to carry several strands of content in addition to the main campaign, it also better reflects the needs and interests of our users.
All of Global Cool’s work is built on the notion that ‘Now People’, the segment of society we target, are not interested in climate change, and that the only way to get them to change their behaviour is to market climate-friendly behaviours to them in the same way as the commercial world does. Therefore it makes sense for us to carry our message via a medium that Now People recognise: a fun magazine site that talks about fashion, music, travel, sport, gadgets and lifestyle, rather than a charity website that talks about climate change, global warming and carbon.
The changes we have made to the website also reflect feedback from our audience via our surveys and focus groups. We hope that the new site will inspire more people to be greener by providing a richer experience for people who reach us whether through search engines or via our social media, PR and experiential activity.
You can visit the new Global Cool site here and we welcome any feedback in the comments below.
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We run Global Cool, the only online magazine in the UK truly inspiring the mainstream to live greener
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