Global Cool

How to Turn the Red Carpet Green Like Meryl Streep

Thursday, March 8th, 2012 | Uncategorized | No Comments

It seems that the clothes are almost as important as the films at the Oscars, so it was great to see so many stars wearing eco fashion. After all, as the star of this year’s awards, Meryl Streep, knows all too well – only The Devil Wears Prada.

Colin and Livia Firth – a long-time champion of sustainable fashion with her Green Carpet Challenge - both got on their eco glad rags. Mrs Darcy wore a Valentino dress made from recycled polyester and plastic bottles, while the King of last year’s Oscars donned his Tom Ford tux for the second year running – a form of recycling that is tantamount to fashion heresy in Hollywood.

But it was Meryl who stole the show in her eco-friendly Lanvin gown.

For those wanting to follow in the Iron Lady’s eco-friendly footsteps (we mean Meryl rather than Maggie, obvs) but unsure of where to start, there was plenty of eco fashion inspiration on display at London Fashion Week last week. Here are some of Global Cool‘s autumn/winter favourites from the Estethica exhibition

Pachacuti
In the Quechua language, Pachacuti literally means ‘world upside-down’ and that’s exactly what the designers have done for the world of ethical fashion. From CO2-neutral packaging to organically grown fibres, this Fair Trade panama hats company is the epitome of sustainable style. This season we saw gorgeous felt hats added to the collection, and an entire range of irresistible soft alpaca wool knitwear and accessories – perfect for wrapping up warm this winter.

Makepiece
A new face for us this season was Makepiece - a knitwear company focussed on offering beautiful jumpers, dresses and accessories made from soft, ethical yarns and designed to be ahead of the trends, so they stay fashionable for longer. We love that all the wool comes from their very own flock of low-impact Shetland sheep, and one of the jumpers on display was even knitted from their oldest sheep Daisy Mae – she was the first ever bottle fed lamb and is now a venerable grandmother.

Charini
A long-standing Global Cool favourite Charini had a fresh new look for their Autumn/Winter collection. There was a stark contrast between the delicate, cream bridal range, and the darker, bondage-inspired range. Creator Charini Suriyage told us: “We wanted to use the designs to portray the female sense of power. One of the ranges mixes bondage with lace to show empowerment but still with a sense of sophistication and femininity.” All the underwear in the collection is made from sustainable material with no hooks, no elastic, no plastic or any unnecessary dying.

Junky Styling
We loved the fresh colours on display at the Junky Styling exhibition at London Fashion Week this season, which were quite a change from their usual designs. The mix of military jackets lined with bright Scottish blankets, created a strong colour-contrast. We particularly liked the red fringed jacket, made from recycled scarves. The ladies behind the scenes told us: “We’ve created dresses from suits, scarves and recycled silk tie materials and pieced them together in original patchwork designs.”

This post was originally published at The Huffington Post

A Cool Green Partnership

Monday, February 27th, 2012 | Uncategorized | No Comments

global cool and daisy greenDaisy Green Magazine and Global Cool team up to take green living to the online masses

DaisyGreenMagazine.co.uk, the leading women’s ethically focussed e-zine, and GlobalCool.org, an online green lifestyle magazine, are thrilled to announce they will be partnering and collaborating on editorial and commercial projects.

As well as content collaboration, Daisy Green and Global Cool will work together on sponsorship, advertising and competition packages, providing a platform that will enable businesses to reach an audience of trendsetting fashionistas who are highly engaged with the content and ethos of these two growing online lifestyle destinations.

For over three years the Daisy Green Magazine team have been described as a cross between Sex and The City and The Good Life! Their aim is a simple one: to act as role models for women who wish to live a more ethical and sustainable life, but without preaching.

Global Cool’s ethos is exactly the same. They make sustainable living fun, sexy and aspirational by entertaining their audience with a lively mix of fashion news, lifestyle tips and celebrity gossip – all a far cry from the worthy guilt-tripping of most green campaigns.

With a shared belief that even the smallest changes add up to help protect the planet, these two green trendsetters are now aiming to take their Cool Green message farther and wider than ever before.

Nicola Alexander, founder of Daisy Green, said: “It makes so much sense to collaborate with another brilliant, likeminded business. Our message is really simple: ‘It’s Cool to be Green’ and so easy to make a difference. And for all those brands wishing to spread their green love, there is no better place to start than via Daisy Green and Global Cool.”

Chris Deary, Editorial Director of Global Cool, added: “We’ve long been admirers of Daisy Green. With their focus on fashion and beauty conscious females and our audience of celebrity culture vultures there’s a tremendous amount of crossover between the two sites. By collaborating we believe we can engage even more people with green living, whilst also creating a powerful platform for brands to communicate via.”

About Daisy Green
Daisy Green Magazine was founded over 3 years ago by Nicola Alexander as a means to bring ethical living to a wider mainstream audience showcasing brands that are produced with thought and integrity for both those who make them and the local environments in which they are made.

About Global Cool
Global Cool is run by the Global Cool Foundation, a not-for-profit that specialises in communicating sustainability to the mainstream. Since 2007 they have worked with celebrities, the entertainment industry and a number of major brands to promote green living to trendsetters, who hold the key to mass behaviour change and yet have been largely unreached by most green campaigns. Two years ago the Global Cool website was transformed into an online lifestyle magazine designed to make green living fun, easy and desirable.

Contact Details
For more information please contact Nicola Alexander, founder of Daisy Green – Nicola@daisygreenmagazine.co.uk; or Chris Deary, Editorial Director of Global Cool – chris.deary@globalcool.org, +44 (0) 8444 410 003

Measuring climate change campaigns: What’s the relation between online and offline behaviour?

Monday, September 12th, 2011 | Uncategorized | No Comments

At Global Cool we have rigorously measured our climate change campaigns and published the results in detail here.

We also measure our online campaigning activity in great detail, which provides a gold mine of data about how many people we can reach, where and how we can reach them and  - perhaps most interestingly for us as an organisation trying to persuade people to change their behaviour – how deeply they do or don’t engage with our ideas.

laptopBut, whilst all this online data is great in terms of helping us understand how best to communicate with our target audience, it doesn’t really tell us very much about how our audience behaves in ‘the real world’ once they have interacted with us online. (N.B. Our digital activity has focused on engaging and educating the public with specific actions, rather than building tools that might, for example, measure an individual’s carbon footprint, which we think would exclude the very audience we’re trying to reach.)

To some extent, the surveys and focus groups we do can tell us whether our campaigning is actually changing people’s behaviour, and we have seen some positive results, for example the number of people who said they would wear woolly jumpers at home rose from 12% to 18% following our Turn Up The Style, Turn Down The Heat campaign. Nevertheless, it is still useful to see other evidence that online engagement is an effective way of persuading people to change their behaviour.

Therefore we were pleased to liaise with Michele Mazza from Imperial College recently, who has done some excellent work into the relation between online and offline behaviour. Essentially what we wanted to know from Michele was: If someone likes us on Facebook, or retweets us on Twitter, or signs up for our newsletter, does this mean they will then go on to adopt the behaviours that we are promoting? Michele reported back as follows:

Assessing whether individuals online engagement with organisations influences offline behaviour has proven a very interesting but particularly challenging aspect to evaluate.

While in the case of private sector this issue is less problematic, since the sale of a product can be seen as a ‘primer’ to measure the effectiveness of an online campaign, for public and NGO’s organisation the task is trickier.

However recent studies by Cugelman (Cugelman et al. (2009), (2010)) involving meta-analytical techniques used to assess the impact of online interventions in influencing individual’s offline behaviours, depict a positive picture.

Cugelman first distinguishes between Macro-behaviours, described as primary behaviours targeted by an online intervention; and micro-behaviours describes as routine behaviours that people perform online, intended to lead to the macro-behaviour. For example, a micro-behaviour would describe when a person registered for a weight-loss intervention, while the macro-behaviour would be dieting.

He demonstrates how Microsuasion, i.e. small persuasive tactics used to encourage the performance of minor online tasks, such as signing up for a newsletter or clicking on a hyperlink (Fogg, 2003), are very effective in driving micro-behaviour change. More importantly he also founds correlation between micro and macro-behaviour change, since ” online behaviour outcomes can be seen as a process that includes a small number of online activities leading to significant impacts later on” Cugelman (2010).

This is particularly true when the number of online features in an intervention, i.e. the number of micro-behaviour to perform, is high. (Vandelanotte, et al., 2007). Add to this in another study (Cugelman et al., 2009) Cugelman suggests how the web site credibility, in terms of expertise, trustworthiness and visual appeal is also a key component in effectiveness of online behavioural change interventions.

Finally he also shows how online interventions can match and sometimes outperform interventions distributed over traditional media.

Of course these studies do not fully solve the problem of being able to isolate the effects of Global Cool online activity from the myriad of other influences on people’s ‘green’ behaviour. But they demonstrate how online micro-suasion can lead to micro-behaviour change and how many micro-behaviour changes can lead to macro-behaviour ones.

So they can be seen as a further justification of your approach, and are good selling points!

Many thanks to Michele for this useful research, which would seem to reinforce our approach to online climate change campaigning. We’d be interested to hear from other organisations on their views about the relationship between online and offline behaviour in the comments…

Using music, celebrities and books to promote public transport

Monday, July 4th, 2011 | Uncategorized | No Comments

Do It In Public

Personal car travel accounts for over 25% of the average Brit’s carbon footprint. Global Cool’s Do It In Public campaign taps into our audience’s interests in music, being social and having fun to promote public transport as an alternative to driving. The campaign focuses on the adventures you can have on buses and trains as well as the ‘me-time public’ transport gives you to read, relax, listen to music, chat to friends or meet someone new!

Throughout 2009 and 2010 Global Cool attended music festivals up and down the country to talk to bands and artists about their adventures and ‘me-time’ on public transport. All the films were distributed online and continue to be published weekly revealing new top celeb stories. To connect directly with festival goers in 2009, we took the Global Cool Bus on-site and also worked with Vice Magazine to create an insert booklet full of musicians’ stories of public transport journeys. In 2010 our campaign focused on the ‘me-time’ that travelling by public transport affords to read, relax and meet new people. Global Cool launched a book club on Twitter that encouraged people to catch up on the latest releases while on the move.

This year we are using Spotify to create the ultimate playlists for every major music festival this summer. On the website for each festival we have published travel guides, links to the playlists and a travel light tip to help make Doing It In Public on the way to a festival as fun as possible for our readers. Global Cool have collaborated with Fairshare Music, to create weekly Music In Public top 10 lists available for download. We have also continued our Books In Public segment on the website with weekly book recommendations and reviews.

What do you think about our Do It In Public campaign?

Using music festivals to promote Traincations

Tuesday, June 21st, 2011 | Uncategorized | No Comments

Traincation competition

Air travel represents 10% of an average Brit’s carbon footprint. Global Cool encourages our audience to consider a flight-free holiday when planning their next short break. We created the Traincation as a hot travel trend and showcased it by taking celebrities to Barcelona, Amsterdam and Munich – exciting destinations that Brits wouldn’t think to reach by train. We filmed our celebrities’ experiences to show our audience that Traincations are a fun and easy alternative to flying.

The celebrity Traincations really caught the imagination of the media. Stories and video appeared in print and online in The Sun, News of the World, Hello, Company magazine and Now Magazine. We used social networks such as Facebook and Twitter to run competitions, talk about the campaign and establish the trend. In fact there were over 132 million opportunities for the public to see the campaign messages.

The campaign positions holidaying by train as aspirational, fun and exciting. The weekly articles not only demonstrate the range of exciting destinations that can be reached by train from the UK but also showed how the train journey can become part of the holiday.

As part of our Traincation campaign this summer, we recently ran a competition to win tickets to Gurten Festival in Bern, Switzerland. The prize also includes train travel to the festival courtesy of Rail EuropeTVG Lyria and Eurostar. Entrants told us – on the Global Cool Facebook page – which artist and song they would like to hear on Traincation and then votes were cast for the best suggestions.

All in all we had 130 entries and the campaign generated a 50 per cent rise in people viewing our Traincation content on Facebook and a similar rise in visits to our website.

What do you think of our Traincation campaign?

How we measure web activity and define online success

Wednesday, June 8th, 2011 | Uncategorized | No Comments

internetOur most recent web statistics have shown yet more impressive growth since our last update. Highlights from May’s results included:

  • Most ever number of monthly unique users on globalcool.org
  • Most ever monthly page views
  • Highest number of repeat visitors
  • Highest percentage of people opening our newsletter
  • Most number of interactions on the website, Facebook and Twitter

Global Cool’s online activity has three main channels: the Global Cool website, our weekly newsletter and social media activity (mainly on Facebook, Twitter and You Tube, but also increasingly on Flickr and Four Square). In each of these channels we measure the reach of our activity and also the depth of affinity and engagement with our message.

As a campaigning organisation seeking to change the general public’s behaviour by making green lifestyles more attractive, clearly it’s important for us to communicate with as many people as possible, as frequently as possible. However, we also recognise the importance of monitoring how people respond to our messages.

Reach is relatively straightforward to measure: how many people visited the website, how many people opened the newsletter, how many followers do we have on Twitter etc etc. Affinity and engagement measures are more complicated and nuanced. Deciding what type user behaviour demonstrates affinity with your message and what demonstrates engagement is not an exact science. Some examples of affinity we measure include repeat visitors to the website, searches for our brand name, opens of our newsletter etc. Examples of engagement include commenting on a blog post, entering a competition or a retweet on Twitter.

It’s also worth noting that affinity and engagement measures will not always be positive. Some comments, tweets, Facebook messages will be from people telling you you’re doing it wrong, or that they hate you. Some people might view several pages on your website because they are so outraged by how dumb they think your article was that they want to make sure the rest of your content is just as disagreeable to their particular sensibilities.

In terms of the former, we do take a measure of how much negative feedback we get and it regularly comes at less than 0.5% of our total audience. The highest it’s ever been in a single month is 1%. For the latter it’s difficult to ever know what motivates someone to look at two, three, four pages on your site. However, given the tiny amount of negative engagement we get, we are willing to take a leap of faith and assume the vast majority of affinity-like behaviour we see is also motivated by positive rather than negative sentiment.

All in all, Global Cool is now reaching in excess of 70,000 people per month across all three of our main web channels. Of those people, around 22% are demonstrating affinity with our message and 11% are engaging with us.

We are keen to know how you measure your online activity and how you define your success indicators, particularly if, like Global Cool you are seeking to encourage behaviour change or promote green living. Feel free to leave us a comment below…

A lesson from Tom Cruise on promoting green via the power of film

Saturday, April 2nd, 2011 | Uncategorized | No Comments

tom cruiseThe Global Cool Foundation are now working with the British Independent Film Awards (BIFA) to encourage the placement of green behaviours in films. Placing these behaviours in films is an attractive prospect for Global Cool as it normalises the actions (or products) for the viewer.

Getting people to change their behaviour to reduce carbon emissions is the aim, not getting them to be interested in climate change.

An example of this sort of placement is the use of BMW’s chic new i8 plug-in hybrid in the new Mission Impossible film. Tom Cruise will use the electric hybrid car in the new film, The Ghost Protocol.

Behaviour placement is particularly effective in action films like the Mission Impossible series as cars are an important part of the film and, so it’s very positive that this film will be promoting an eco-friendly vehicle.

Using an inflential, sexy actor like Tom Cruise also promotes the use of green products and behaviours as “normal”.

Global Cool web activity: How we measure, why we measure and the results

Wednesday, March 2nd, 2011 | Uncategorized | 1 Comment

Global Cool websiteThe performance Global Cool’s online activity has been showing some impressive growth in recent months.

Global Cool uses several online channels to communicate with our audience: the Global Cool website, our weekly email newsletter, social media (mainly Facebook, Twitter and You Tube) and the Global Cool Foundation website. As with all our work, we rigorously measure the performance of our online activity, both on a month by month and on a campaign by campaign basis.

Since relaunching our website last June (with the focus on it acting as a hub for all of the channes listed above) we have seen significant growth in our online reach across all channels. The number of unique users coming to globalcool.org and page impressions have trebled in the last eight months. We have also seen a trebling of our audience on Twitter too, with the launch of three new accounts: @Traincation, @BooksInPublic and @GlobalCoolFDN. Our total online reach across all channels was 72,357 in February 2011, up from 37,883 in July 2010.

Increasing our online reach was one of our major goals this time last year, but we recognise that it’s not just about hitting as many people as possible. It’s also extremely important to engage those people with our campaigns and key messages in order to achieve our overall goal – geting people to take up green behaviours in order to prevent climate change.

In addition to reach we also closely monitor a series of affinity measures (mainly different types of interaction across the various channels we use) in order to assess how receptive the public is to our campaign messaging. These include both positive and negative interaction, and we’re delighted that whilst 12% of our audience across all channels are demonstrating positive sentiment towards our campaigns, less than 1% are showing negative sentiment.

You can read more about the impact of Global Cool’s campaigns here.

How are you measuring your online performance? We’d love to hear about what you’ve learnt…

Turn Up The Style, Turn Down The Heat radio feature

Tuesday, January 18th, 2011 | Uncategorized | No Comments

turn up the style turn down the heatGlobal Cool produced an audio feature for Turn Up The Style, Turn Down The Heat before Christmas. Featuring Michelle Shipworth, a researcher in Energy & Social Sciences at the UCL Energy Institute, it encouraged people to wrap up warm at home and turn down their heating to reduce their carbon footprint – the same message that has run throughout our home energy campaign this winter.

Over 20 stations all over the UK aired the feature over the Christmas period, reaching an audience of 1.1 million people.

Listen to the radio feature in full here

Listen to the Turn Up The Style, Turn Down The Heat Global Cool radio feature

You can see the rest of the coverage we’ve had for Turn Up The Style, Turn Down The Heat here

The King speaks: Colin Firth on greening film

Monday, January 17th, 2011 | Uncategorized | No Comments

colin firthWe announced our partnership with the British Independent Film Awards (BIFA) towards the end of last year. Among the people we spoke to about ‘greening’ film at the BIFAs was Colin Firth (see the video below).

With Colin picking up a Best Actor award at the Golden Globes last night for his most recent role, in the British film The King’s Speech, and with the film tipped to go on to great success at the Oscars, this seemed like an apt moment to reflect on Global Cool’s role in British film.

Global Cool is extremely pleased to be working with the British Independent Film Awards to help deliver advice for films makers about green behaviour and lifestyle placement in films. The concept of behaviour and lifestyle placement has grown out of the success of product placement in TV, films, books, music and celebrity culture in influencing brand popularity and shopping habits. Brands routinely ‘place’ their products in films, often paying large amounts for this. An example of this is seen in the film Valentine’s Day and Blackberry phones. It may be that products littering our screens, newspapers and radio waves soon become part of societal norms or that people aspire to be part of celebrity culture, either way, people emulate what they see and brands reap the profit returns.

The advantage of using ‘placement’ isn’t confined to brands and companies anymore. Treating pro-social and pro-environment lifestyles as a product, recently the NBC network has ‘placed’ and incorporated green living into its TV programmes, with group bike rides, recycled shopping bags, cardboard recycling obsessives and an Al Gore appearance as some examples. More recently than this, the charity Drinkaware has released research highlighting the excessive role alcohol plays in British Soaps. It is calling for healthier lifestyles to be demonstrated in British Soaps, as well as the negative impacts of drinking to be portrayed. It is believed that normalising the negative consequences of drinking will change social acceptance of excessive drinking.

Global cool agrees with “greening” our TVs and films and the positive impact it will have on viewers. The power of persuasion for living pro-environmentally should be harnessed, and Global Cool is excited to be a part of this in the British film industry.

What do you think about the idea of “greening” film and television?

We run Global Cool, the only online magazine in the UK truly inspiring the mainstream to live greener

We create content about music, fashion, celebrity and lifestyle trends. We use this content to inspire people normally turned off by climate change to lead greener lives. We reached more than 200,000 people in 2011 and we don't preach to the converted. In fact, 93% of our audience say we are the only green organisation they engage with.

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