Government Communications Service
GCS Campaign of the Month Winner November 2021
Congratulations to the Cabinet Office’s Climate Change Communications team for winning the GCS Campaign of the Month award.
The One Step Greener campaign aimed to use COP26 as an opportunity to showcase what people across the UK are doing to tackle climate change, and inspire others to follow suit. Targeting young people and young families, they created social media movement asking users to share their green actions and nominating others to do the same.
A core strand of the activity included a no-cost partnership with TikTok, marking the first ever UK Government partnership of its kind with the platform, which involved launching an official challenge asking millions of users to create content showing what are doing to go “One Step Greener” for the planet.
The campaign was implemented across various channels, with 1,400 user-generated films created and 43,000 mentions of campaign hashtags across other social media platforms including Instagram, Facebook and Twitter. It also delivered on its target outcome of general public awareness around the actions people are taking to be greener.
Our volunteer GCS Judges yesterday commented:
“This project was kicked off with clear communications objectives closely aligned to government policy. Using strong creative assets and an innovative approach to channels it delivered robust outcomes, spreading awareness of the actions we can all take to go One Step Greener. The bravery of the approach and clever alignment with influencers amplified the reach of the campaign, making this an outstanding example of what government communications professionals can achieve.”
Congratulations to the Cabinet Office Climate Change Communications team:
- Anil Manji, Senior Campaigns Manager
- Emily Poyser, Head of Partnerships
- Leonie Blakeway, Head of Climate Change Campaigns
- Amber Warne, GCS Apprentice
- Brooke Pinto, Campaigns Manager
- Annette Craze, Strategic Comms Manager
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