Monday, August 9th, 2010 | Global Cool | 1 Comment
At Global Cool we recently launched our Do It In Public campaign. This year we’re building on 2009’s activity and showing people how taking a journey by bus or train is the perfect opportunity to enjoy some much needed ‘me time’.
We’ve started an online book club and handed out free Hodder & Staughton books at train stations, held a series of free events on the Art of Conversation on a restored Routemaster bus, and teamed up with transport companies to brighten people’s day with some famous station announcers! And we’ve even found time to visit various music festivals to interview bands backstage about how they like to enjoy their ‘me time’.
Below is a collection of the great press coverage Do It In Public has been receiving…
Bus-t that taboo in the Mirror, Independent, People, Talk Talk, MSN, Run Riot and Gumtree.
Our Art of Conversation spokesperson proved popular with radio stations and was interviewed on BBC Radio Fivelive, BBC Cambridgeshire, BBC York, Smooth Radio, Colourful Radio, County Sound Radio, Kingdom FM, Radio Wave, The Bay & Lakeland and U105.
And one of the coolest newsletters out there, Urban Junkies, recommended the Art Of Conversation.
The Guardian wrote about our Book Club, as did blogs This Is Local London, Savidge Reads and Once Upon A Book Case.
Our interviews backstage at Field Day festival were featured on Mixmag and Dontstayin.
Clash magazine’s website gave away VIP tickets to Field Day festival for us.
And lots of listings for our Art of Conversation lectures in Time Out, Free London Events, Meet Up, Free London Listings and Do Blog.
Check back soon for more coverage to be added.
Thursday, July 15th, 2010 | Global Cool | No Comments
Global Cool’s Do It In Public campaign for 2010 is now in full swing.
This summer we will once again be promoting the use of public transport rather than cars for longer journeys. Here are some of the highlights of the campaign:
- Books In Public – We have created an online book group to promote the joys of reading books on long bus and train journeys. To launch Books In Public we partnered with the publisher Hodder & Stoughton to hand out free copies of seven different books at train stations around the UK over the course of seven weeks. We’ve also offered our readers a 5% discount for recommending books for a long journey, in association with the Book Depository. You can find out more about Books In Public here, follow the hash tag on Twitter and see photos of one of the handouts, at London’s Liverpool Street, here.
- The Art of Conversation – Ever been too scared to strike up conversation with a stranger on a bus or train? We’ve got the perfect solution. We’ll be holding a series of lectures on a Routemaster bus that will travel around London, educating people on how to chat with random strangers.
- Celebrity voiceovers – we’ll be getting some of our celebrity friends to take to the mic at tube stations to add a touch of familiarity to the public service announcements and hopefully put a smile on people’s faces as they make their way around by public transport.
- Festival activity – once again we’ll be travelling to some of the UK’s biggest music festivals to talk to bands and artists about their experiences on public transport.
- Website content – in addition to all this the recently revamped Global Cool website will be producing all sorts of inspiration for using public transport. Read some of our articles here.
This is the second summer we’ve run the Do It In Public campaign. Last year we took a double decker bus loaded with games and activities to music festivals around the UK and interviewed several of the acts. You can view the videos we made on the Global Cool You Tube channel.
What do you think about our campaigns?
Thursday, July 8th, 2010 | Global Cool | No Comments
Global 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.
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.
Monday, July 5th, 2010 | Global Cool | 1 Comment
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.
Monday, June 14th, 2010 | Global Cool | 2 Comments
We need to inspire people to lead greener lives, not lecture them and confuse them with data
Belief in climate change is declining significantly – from 80 per cent in 2006 down to 62 per cent in 2010, according to a recent YouGov poll. And there is a similar trend in the US too, where it is down nine per cent during the same period.
This drop in belief is worrying, not least because carbon emissions continue to rise. What’s going on?
Well, since Al Gore’s film, An Inconvenient Truth, was released in 2006, people have seen more data and stats about climate change. Generally speaking, most people don’t like stats. And there’s also been the controversy surrounding both the climate science data and the failure of international negotiations.
But nonetheless, we still need the public to cut their carbon by leading greener lifestyles. That’s why Global Cool takes a very different approach to the standard data-driven arguments.
In order to get the fastest possible take-up of low-carbon behaviours, Global Cool’s campaign ‘markets’ those behaviours to a section of the population known as ‘Now People’. According to research by the Institute for Public Policy Research and the market researchers Cultural Dynamics, Now People are the most influential segment to making behaviours mainstream.
Now People are not interested in carbon, climate or the environment. So, instead of lecturing and confusing them with statistics and data, we aim to inspire and amuse them. We do this by encouraging and enabling them to change their behaviour, not by bombarding them with data. Our campaigns point out the fun and adventure of green lifestyle options, instead of boring them or scaring them with statistics. Global Cool is the only organisation in the UK which is tackling climate change in this powerful way.
In 2009 Campaign Strategy said: “Gaining the support of Now People is crucial in any campaign. Sadly, few campaigns resonate for Now People… most get put in the ‘not yet’, ‘too worthy’ ‘too dull’ and ‘too complicated’ boxes. Global Cool – this is how Now People think. Note how different [it] is from most campaigns.”
Two participants in one of our recent focus groups gave this feedback on our work:
“Carry on not being preachy, and carry on being fun!”
“It told me things that were interesting without any pushiness…”
Agree? Disagree? Feel free to share your views on this in the comments section below…
Friday, June 4th, 2010 | Global Cool | No Comments
Sky TV leads the way in helping consumers save carbon
The satellite broadcaster Sky introduced auto-power-down for set-top boxes in consumers’ homes in 2007. That single action saves twice as much carbon as Sky itself emits in its own operations.
It is often the case that companies can save much more carbon through influencing their customers than they control directly. But examples of companies actively using that influence are very rare.
Why is that?
Many companies seem not to have realised that this influence exists. Part of the reason may be that there is no commonly used term for this kind of activity. ‘Footprint’ is a known term for an organisation’s and it therefore dominates companies’ thinking in this area.
The Guardian recently used the word ‘brainprint’ for this – the broader influence that companies have on saving carbon. Global Cool Foundation has noticed that brainprint usually dwarfs footprint. Jo Kenrick, Chair of the Marketing Society, is on to it too. In a recent talk, she called for much more innovation around products and services that enable consumers to save carbon.
We have also noticed that companies often think they don’t have the right to talk to their customers about saving carbon. Lots of companies think that someone should be talking to consumers about saving carbon, just not them.
But you do not have to talk to consumers about carbon itself. For example, the Global Cool campaign works with many brands (including Eurostar, Mr & Mrs Smith, ASOS, Live Nation, and London Fashion Week) to inspire and enable consumers to make green choices – just by making them attractive and easy.
Tuesday, March 2nd, 2010 | Global Cool | No Comments
Global Cool launched its Traincation campaign at the end of March. The aim of the campaign was to promote flight-free travel around Europe by showing how easy it is to get around by train these days.
We made films of four celebrities – Rick Edwards, George Lamb, Scott Mills and Mr Hudson – taking Traincations to destinations around Europe, including Barcelona, Amsterdam and Munich. You can see all these films and find out more about the campaign here.
The Traincation campaign also gained a considerable amount of press coverage in the following publications:
We Hud East – by train (The Sun)
Rick Edwards & George Lamb take a Traincation (Hello)
Traincation to Barcelona (The Independent)
Britain’s top 10 gripes about travelling by aeroplane (The Independent)
The Eco Express (News of the World)
Train vs Plane: Tired of airports and keen to reduce your carbon footprint? (Metro)
See Rick Edwards and George Lamb on a romantic mini-break (Company)
Rise of the Traincation in Britain (Wandalust)
Win a stylish Traincation in Paris (Conde Nast Traveller)
George Lamb & Rick Edwards visit Barcelona (Now magazine)
DJ Scott Mills goes Dutch by hitting the tracks (Daily Star)
Stella loves: A Traincation to Burgundy (Daily Telegraph)
Pic from The Wandering Angel
Global Cool - a green lifestyle movement that works with the entertainment and media industries to inspire people to think differently about sustainable lifestyles
Projects We Support
Project Genie - a programme that tackles climate change through children, based on the belief that children are one of the quickest routes to changing behaviours
Solar Power in Africa - supporting the roll-out of solar technology in Zambia to give communities and households access to clean and renewable energy
Praise for the Global Cool Campaign
"Global Cool does a great job" - Ed Miliband MP, Then Secretary of State for Energy and Climate Change
"Global Cool is tackling one of the most important challenges facing humanity. What Global Cool is doing is brilliant" - Dame Suzi Leather, Chair, Charity Commission
"I need guidance. I really want to do well, but I honestly don't know how to do well unless somebody tells me.... and that's where Global Cool has a future" - Stephen Fry, British Actor
"Global Cool is such an energizing idea and non-profit... and incredibly impressively communicated and shared" - Sarah Teacher, Institute for Philanthropy
“Global Cool uses extensive market research to make carbon-saving cool rather than boring. I’m impressed" - Ellie Stringer, New Philanthropy Capital
"We really value our relationship with Global Cool. Their campaign to promote ‘Traincations’ was highly imaginative and in terms of positioning they are a great brand fit for us" - Emma Harris, Director of Sales & Marketing, Eurostar