Written by Jonas Klit Nielsen
It all started three months ago when the agency Think House and our agency bumped our heads together to try to come up with a campaign for an environmental cause that isn’t that sexy.
We are talking about laundry and saving CO2 by washing at 30°C instead of 60 – a small thing we all can do to help the environment.
See more of the campaign universe on Ido30.org
But it’s not just a story of washing at lower a temperature. It’s also a message; a statement and a clear signal to the politicians and the major companies attending the COP15 (The Climate Conference held in Copenhagen later this year), that we want more climate friendly choices so we as individuals can help our planet.
After looking into it, we decided that the only way to do this successfully was to develop the campaign with help from a lot of people that support the environment. We decided to let people that already do their laundry at 30°C set a good example and tell the rest of the world that whey do 30 – which is why we named the campaign I do 30.
So by using all the new media, like social networks, blogs, micro blogs and communities, we set off.
A few examples
When creating the logo for the campaign we used a crowdsourcing community called CrowdSpring which is a community of 30.000 creatives from all over the world. We posted our brief and the submissions started pouring in. We got more than 200 suggestions for a logo. We chose this one:
The idea for the web video was to show actual people from all over Europe, who believe in doing something for our planet. We decided to travel to Rome, London and Paris besides Copenhagen to meet people. We used social media like facebook and Twitter to get in contact with people who would either be in the video or help guide us in the different cities and help finding people who would be in the film. Everywhere we went people were fantastic, and a lot more people than you see in the video was filmed or helped out. Thanks to everybody who helped.
So now the campaign is on its way and we are hoping that a lot of people will help us spread the word about our little message, so we all can make a huge difference. People can join on either our facebook page or on ido30.org.
Next huge step of the campaign will be attending Roskilde Festival where you can find us in the Climate Community Area doing free laundry at 30 °C and exchanging warm beers for cold . And of course enjoying the sun, music and party.
If you have any questions or ideas to make the campaign even better we would love to hear from you. Just send us an email at contact@ido30.org
The campaign is powered by the Danish bioinnovation company Novozymes who makes the enzymes in detergent that makes it possible to get your cloths clean at lower temperatures.
Visit I do 30 on Ido30.org on our blog or join the campaign on facebook.
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