Creativity in Public Relations » environment http://blogs.hillandknowlton.com/ryanpeal Creativity, marketing, great ideas, smart thinking, public relations, insights, inspirations, innovations and more. (Formerly known as Ryan's View) Wed, 05 Aug 2009 00:52:54 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 Miley Cyrus, Jonas Brothers and Disney Give Away $1M http://blogs.hillandknowlton.com/ryanpeal/2009/06/01/miley-cyrus-jonas-brothers-and-disney-give-away-1m/ http://blogs.hillandknowlton.com/ryanpeal/2009/06/01/miley-cyrus-jonas-brothers-and-disney-give-away-1m/#comments Mon, 01 Jun 2009 01:05:25 +0000 Ryan Peal http://blogs.hillandknowlton.com/ryanpeal/?p=597 When I heard about this new campaign from Disney I was surprised that an idea like this hadn’t happened before as it makes sense on so many fronts.  But, better late than never as Disney and a star power line-up announces “Friends For Change: Project Green.”

The campaign is grounded on creating a community of Disney fans that all want to do their part in helping to change the world by focusing on four specific areas:  climate, water, waste and habitat.  The campaign tackles each area for three months at a time, culminating on one day when everyone involved will simultaneously do something together like reducing water or changing their home thermostat.  Ongoing the campaign will encourage youth to turn off lights, reusable water bottles and more – great things that hopefully will become habits for the next generation.

Disney is getting the word out by leveraging all of the big stars in its world like Miley, Jonas Brothers 1, 2 and 3, Selena Gomez and all of the other teen rock stars connected to the company.  YouTube has lots of videos from the stars, Radio Disney will air special messages, public service announcements on the Disney Channel and I’m guessing some storylines may drop in the Friends for Change campaign in some capacity.  And with the ability for participants to vote on their favorite charity that receives part of a $1M donation from Disney, this campaign is sure to be a winner.

This had to be an easy decision for Disney, creating a campaign that leverages its star power talent, helps the environment, has an education message parents will love, drives online buzz and polishes the Disney halo of all things good to shine brighter than ever.  And it’s easy to see how this campaign can become an ongoing, community driven effort for years to come, helping new charities, teaching more environment tips and providing a “feel good” element to up-and-coming stars of Disney.

With this in mind, some things to think about for your next campaign.  An obvious ones, the power of celebrities to motivate the masses is alive and well.  Can your campaign include a way for people to connect online to help and change things, feel like part of a community?  Line up some solid media partners that can naturally be used to raise awareness and drive traffic to the campaign site.  Don’t forget a “show me the money” element by shifting dollars away from non-effective TV ads and into a conversation-driving, let-people-decide charity giveaway – some real big bucks that get people excited.

Hoping in the future Disney motivates participants (and their parents) to work in the offline world, like inviting people to clean up a identified park in specific cities or donating toys around Christmas and more.  Until then, welcome Disney to the world of giving and sharing and community, glad to see you using your power for good.

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Power of Visuals for “Homeless” Animals http://blogs.hillandknowlton.com/ryanpeal/2009/05/26/power-of-visuals-for-homeless-animals/ http://blogs.hillandknowlton.com/ryanpeal/2009/05/26/power-of-visuals-for-homeless-animals/#comments Tue, 26 May 2009 01:09:17 +0000 Ryan Peal http://blogs.hillandknowlton.com/ryanpeal/?p=595 A friend of mine in Toronto let me know of a great campaign showcasing the power one image can have to tell a story.  A new agency called “Reason Partners” decided to use its brainpower to raise awareness for environmental change and its impact on wildlife habitat.  The result, a campaign that stops people in their tracks and forces you to look at the world in a whole new way.  We all have seen homeless people on the street and either look the other way or just don’t block it out in general.  The team at Reason Partners dropped in homeless animals in place of homeless people, providing haunting visuals that can’t help but tug at your heart strings.

This is another great example of the power of visuals and telling a story in a simple way, engaging people in a way that sucks them in as they try to figure out what is going on.  At first you are trying to figure out what product is possibly being “sold” in the visuals, but when you figure out there’s no sales pitch you can’t help but really take in the power of a homeless moose on the streets or a fox in a box.  The campaign site provides simple links to organisations helping the environment and the wildlife, which you can’t help but want to click on, naturally motivated by the emotions you are feeling from the photos.

Great to see brains in action to change the world, not just to sell more things.

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Toyota Asks “Why Not” – Inviting People To Share Innovation Ideas http://blogs.hillandknowlton.com/ryanpeal/2009/02/02/toyota-asks-why-not-inviting-people-to-share-innovation-ideas/ http://blogs.hillandknowlton.com/ryanpeal/2009/02/02/toyota-asks-why-not-inviting-people-to-share-innovation-ideas/#comments Mon, 02 Feb 2009 07:57:15 +0000 Ryan Peal http://blogs2.hillandknowlton.com/ryanpeal/?p=420 Toyota launched a very cool campaign this week called “Why Not” — with the company simply asking all the smart people out there in the world (like you and me) to share your thoughts on ways to make theworld a better place.  A simple idea – you guys know stuff, tell us what you think we should do and who knows, maybe we’ll do it.  A great sublte positioning for Toyota as well – a type of “we’re all in this together” feeling.  The campaign is similar to an initiative President  Obama launched last year asking  people to submit their own ideas on how to make things better – both ideas grounded in human nature we all have to help each other out.

When you go to the campaign website you find a cool little island that you hover over, reading little blurbs about Toyota’s innovations (nice, natural way to position Toyota as a cool company doing lots of cool things).  To submit an idea you just click on a particular part of the island (air, land, safety, community, energy) and fill out a little form with your idea and that’s it.  While there you can see what other people have said – rate the idea, say you’ll commit to doing it yourself or send to a friend.  In each section you can read more about what Toyota is up to by doing some more reading or watching some very cool videos.

To motivate people to submit an idea Toyota is offering trips to meet with some cool innovators in New York City, or my personal favorite, a VIP tour of Toyota’s largest plan in the US in Georgetown, KY – right outside my hometown of Lexington, KY (this is the one you want to win).  You win based on originality and creativity, so you better bring your big game to this one.

For me I love this kind of campaign – Toyota isn’t trying to sell you a car, its trying to simply provide a voice for people out there who may have some great ideas but aren’t sure who to tell.  The company has a natural vehicle to toot its own horn as appropriate, and it doesn’t feel pushy or out of place at all.  This is the kind of campaign that shows how well Toyota understands how to be a part of a conversation, naturally connecting with consumers , building a deeper relationship with each.  It’s a great idea every company could think about doing in a similar fashion – having a convesation with their customers about topics of interest to them – and learning something along the way if the dialogue is set up right.

A big hats off to Toyota for providing this casual forum and exchange of ideas – I look forward to the next evolution of the campaign which I’m hoping will highlight some innovations people submitted that Toyota is bringing to life.

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