EDF Affiliate Brands
To tackle climate change from all angles, EDF developed initiatives to engage important segments of the population across party lines. For that reason, it created two sub-brands designed to target important advocacy blocs: Moms Clean Air Force, to galvanize parents; and Defend Our Future, to engage youth voters. And EDF+Business involved the private sector through initiatives such as EDF Climate Corps. My team supported content and campaigns for each of these organizational initiatives, among others.
Moms Clean Air Force: Recruitment video
CHALLENGE: EDF created Moms Clean Air Force to galvanize mothers and fathers around the issue of clean air. In the initial stages of the group’s founding, MCAF looked to me for content that could feature actress Julianne Moore–who had offered two hours of availability for a teleprompted video shoot. The challenge was to make her straight-to-camera footage more compelling than a simple “talking heads” video.
SOLUTION: Because Ms. Moore had recently written a children’s book, our idea was to combine assets from that book with additional illustrations to create scenes that supported the narrative.
RESULT: A highly engaging video that exceeded original circulation goals and was seen and shared by more than 200,000 viewers, leading to tens of thousands of new sign-ups.
EDF+Business: EDF Climate Corps Fellowship
CHALLENGE: EDF+Business, runs a program called EDF Climate Corps, where graduate students are trained for a 10-week fellowship in a corporation or nonprofit organization. The Fly Ranch fellowship was atypical, created as an experimental partnership between EDF and the Burning Man nonprofit organization, in the hopes that each organization could explore the other’s donors.
SOLUTION: This video glimpse of the Fly Ranch made use of the highly visual location and the dynamic people involved to showcase EDF to Burning Man-related influencers and donors.
Defend Our Future: Sign-up campaign
CHALLENGE: Recognizing that millennial voters care about climate–but don’t always vote, EDF created a sub-brand called Defend Our Future. This initiative aimed to sign up young millennial voters in advance of major political elections, to inform them on climate change issues and encourage them to vote.
SOLUTION: Building on what was a popular meme at the time–“No one ever”–my team created a recruitment campaign that included online ads and social videos.