18 Degrees of Inspiration

Turn Up The Style, Turn Down The Heat launches at Britain’s Next Top Model Live

Thursday, October 14th, 2010 | Global Cool | No Comments

Gemma Cairney

This winter Global Cool is inspiring people to get stylish at home and use less energy, with the launch of its Turn Up The Style, Turn Down The Heat campaign.

Following on from our 18 Degrees of Inspiration campaign last year, we will once again be encouraging people to wear cool knitwear around the home so that they can turn down their heating.

The campaign, which will be fronted by TV fashionista Gemma Cairney, will show people how to refashion their much-loved jumpers into this season’s latest trends as a way of encouraging them to turn their thermostat down. ‘Turn Up The Style, Turn Down The Heat’ will be a nationwide campaign with fashion events taking place in cities across the UK. Globalcool.org will host a series of videos offering step-by-step guides on how you can recreate these looks at home.

Activity will launch at the inaugural Britain’s Next Top Model Live, taking place at London’s ExCel from 22nd – 24th October.

As the official charity partner of the event, Global Cool will host the ‘Global Cool Lounge’ where visitors to the show will have the opportunity to get expert advice from a team of stylists on how to refashion jumpers – customising existing knitwear to create unique, uber-stylish pieces. Gemma Cairney will also be hosting a series of Style Icon Workshops throughout the course of the weekend to give people a few essential hints and tips on what’s hot and what’s not in knitwear this winter.

Gemma says: “Global Cool have given me even more of an incentive to encourage, big, snuggly jumper wearing.. Perfect! I like my jumpers big, often primary coloured and with a motif that’ll make others smile, so I’m more than happy to put my gob behind a campaign that can eventually help this important thing called the Earth smile a bit too.”

Through this campaign Global Cool aims to tackle the 30% of an average Brit’s carbon footprint created by home heating. Typically, a UK household could save approximately £55 per year by turning down the thermostat by just one degree.

Naomi Segal, Campaign Director of Global Cool, says: “We want to make turning down the thermostat rewarding for people this winter by highlighting the personal benefits possible from reducing home energy use. We want people to see how simple it is to reduce their carbon footprint and live a stylish, green lifestyle.  Activity like this is crucial to bringing about long term changes in behaviour which help create a lower-carbon society.”

To find out more about Global Cool visit the website here

You can read more about Global Cool’s campaigns here and our approach and objectives here

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Global Cool Impact Assessment report released today

Thursday, July 8th, 2010 | Global Cool | No Comments

Global Cool Campaign Impact ReportGlobal Cool is immensely proud to publish research that shows our campaigns are having an impact – and how serious we are about measuring and understanding our results.

We have now completed a full cycle of our four campaign areas – the Art of Swishing, where we worked with fashion to promote clothes recycling; promoting alternatives to driving (Do it in Public); using less energy at home (Turn up the Style, Turn down the Heat); and alternatives to flying (we promoted Traincations). Each campaign has succeeded in reaching and influencing our target audience – no mean feat given the innovative way in which Global Cool operates and the breadth of these topics.

Global Cool’s approach to promoting low-carbon behaviours fits what the Institute for Government calls “evidence-based innovation” – in other words, using techniques that have proven effective elsewhere (in our case, from commercial experience of selling to our target audience) and applying them in a new context.

Download Global Cool Campaigning Impact January 2009 – June 2010 here

Tris Lumley, Head of Strategy at New Philanthropy Capital, said: “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.”

Here are some of the findings that we’re excited about:

  • Some of our campaigns aim to build awareness of low carbon behaviours such as “swishing” or taking train-based holidays to destinations beyond Paris and Brussels, and they’ve been successful. For example, awareness of swishing rose from 6.7% to 12% among 18-24 year olds.
  • Other campaigns are more about influencing attitudes, such as towards taking journeys on trains and buses, or wearing warm clothes in winter, and we’ve succeeded here as well. After our “Wrap up for winter campaign” the proportion of people who said they were inspired to wear warmer clothes at home rose from 12% to 18%.
  • We’re effectively finding our target market: 80% of people we talk to are ‘Outer Directed’ vs. less than half that in the general population. After four campaigns 30% of ODs have at least heard of Global Cool, up from 16% in January 2009.
  • We’re building our reach through our campaigns and through our web traffic, social networking members, press coverage, etc. Already the cumulative reach of our campaigns is over 238 million.
  • We get great feedback from focus groups (“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”) and social network sites (“Global Cool features really interesting & entertaining articles that just HAPPEN to promote an eco friendly lifestyle.”). A person our chief executive met at a party right after the launch of our home heating campaign said “Oh you made those videos? I loved 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!”

Measuring the results of any kind of campaign is not easy. People’s behaviour is influenced by many external factors beyond our control (volcanos, airline strikes, etc.), so even when we see changes in attitudes and/or behaviour, it can be hard (and sometimes impossible) to pin down what caused them. Global Cool therefore measures interim stages of attitude as well as interaction with our audience – what we call reach and engagement – in addition to action. We also look at many types of data – including surveys of the general public before and after each campaign, surveys of our subscribers, focus groups, and third party research.

Find out more about Global Cool’s objectives, approach, target audience and target actions here

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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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