Earth Day Efforts Encouraged Californians To Share “Acts of Green” On Social Media
A state initiative sought to use the power of social media influence to encourage resource conservation.
For Earth Day, several ad agencies, including Lowe Campbell Ewald, Lowe Profero, Ogilvy and Momentum, created a campaign for a California initiative called Earth Day for Energy Upgrade California which encouraged state residents to take action to save energy and conserve resources. The organization is supported by an alliance between state utility and energy agencies, individual utilities, municipal governments, businesses and non-profits.
The campaign was three-fold with social media central to the effort. Utilizing Earth Day’s long-standing Billion Acts of Green initiative, the campaign asked Californians and organizations in the state to share their “acts of green” using the hashtags #StayGoldenCA and #BillionActsOfGreen via Twitter, Facebook, Instagram, and other social platforms.
Join me and @EnergyUpgradeCA by greening out your profile! #BillionActsofGreen #StayGoldenCA http://t.co/sHd9AGCle9 pic.twitter.com/tyFz1YIVwt
— Acterra #ClimateAction (@planetacterra) April 17, 2015
https://twitter.com/koifresco/status/589858508713033728
https://twitter.com/idillionaire/status/589866049371181057
Plug the sink instead of running the water to rinse your razor. Saves upto 300 gal/mo! #EveryDropCounts #StayGoldenCA pic.twitter.com/TjNEy6bDeT
— EPIC (@EmpoweredPI) April 21, 2015
[instagram]https://instagram.com/p/1yJxRgqDye/embed/[/instagram]
Secondly, there was a call for a “Green-Out” on social channels. The campaign partnered with some influential social media users from California. These influencers received a toolkit with green assets to turn their profile pictures green (a green color block) and encourage others to create user-generated “green” content.
Join me and @EnergyUpgradeCA by Greening Out your profile! #BillionActsofGreen #StayGoldenCA http://t.co/DdwhlvXSR9 pic.twitter.com/sRclUHaJk1
— sandramlevy (@sandramlevy) April 14, 2015
https://twitter.com/TobyCPhillips/status/590958012459655168
[instagram]https://instagram.com/p/1tuRsxKD0f/embed/[/instagram]
Thirdly, Energy Upgrade California offered green tips to its Twitter and Facebook followers.
https://twitter.com/EnergyUpgradeCA/status/591028810750955522
https://twitter.com/EnergyUpgradeCA/status/591036643097743360
https://twitter.com/EnergyUpgradeCA/status/591051451838771202
https://twitter.com/EnergyUpgradeCA/status/591066495876104192
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