flight-free holidays

Global Cool featured in The Ecologist

Wednesday, January 12th, 2011 | Uncategorized | No Comments

Caroline Fiennes Global Cool The EcologistWe were delighted when our Executive Director, Caroline Fiennes, was interviewed as part of The Ecologist’s ‘Campaign Hero’ series.

You can read the interview with Caroline Fiennes in The Ecologist in full here

As well as talking about our campaigns and what we’ve learned about promoting low-carbon living over the last two years, we were also given the opportunity to set out our theory of change, which is at the core of all our campaigning work – whether it’s promoting flight-free holidays, encouraging people to use public transport or showing people how to use energy more efficiently in the home.

It’s particularly great to be featured along side some of The Ecologist’s previous campaign heroes, including Joss Garman of Plane Stupid, Richard Miller of Action Aid UK, James Thornton of Client Earth, Simon Birkett of the of the Campaign for Clean Air in London and Margaret Mar.

Global Cool’s new website

Monday, July 5th, 2010 | Uncategorized | 2 Comments

GC home pageWe 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.

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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