This Earth Day marks the 50th year that eco-conscious Americans have paid homage to the planet. What started as a protest over the Industrial Revolution grew into a worldwide movement, with Earth Day recognized globally in 1990.
Today, raising awareness about preserving our planet is more important than ever. Plastic pollution has been the main focus of late – and considering that 91% of plastic waste isn’t recycled, it’s easy to see why environmentalists are so concerned.
Each year, Americans use:
- 500 million plastic straws
- 100 billion plastic bags
- 35 billion water bottles (not counting those recycled)
8 million metric tons of plastic ends up in our oceans each year, likely outweighing the fish population by 2050. Plastic waste that isn’t recycled also finds its way to landfills, where it can take up to 1,000 years to degrade.
Environmental movement leaders use data like this to rouse people to action, creating campaigns that have families clambering to plant trees, start recycling and reduce their carbon footprint.
Marketers can learn a lesson or two from these folks, like the following:
- Plant the seed.
Every great marketing campaign starts with an idea. Maybe it’s inspired by a great team brainstorm session, or perhaps it arrived without warning in the middle of a meal.
- Water it well.
This next step is crucial in the creative process. It involves fleshing out the idea, allowing it to take hold and really put down roots.
- Encourage growth.
As the concept grows into a campaign, be sure to tailor it to your target audience. This ensures every blossom bears fruit – and results for clients.
- Harvest crops.
Once the campaign is complete, take a step back and scrutinize your work. Put yourself in a consumer’s shoes to make sure they’ll find the fruits of your labors as sweet as you do.
We’re nature lovers here at M2, but even those of us who lack a green thumb know how to cultivate a killer ad campaign. To learn more about our strategy, email info@motivatedmarketing.com or call 843.856.7322 today!
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