Practical Action

Practical Action are a charity that helps the world’s less fortunate help themselves by teaching them the skills to adapt to climate change. We helped them get their message out with impactful through-the-funnel digital creative that stood out in the crowded charity space.

Every so often you find a client who isn’t scared to push the boundaries. That doesn’t want safe. Or easy. And thank god for that. Practical Action wanted bold, challenging creative that challenged their audience’s assumptions to push them to act – so that’s what we did.

Role: Copy lead, creative lead

Formats: Paid social, onsite content, interactive quizzes, (DM and experiential pitched)

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One of Practical Action’s main brand propositions is to ‘turn the tables on climate change’. We took this principle and turned the table on their audience’s assumptions (disasters are inevitable, how’s that for an extreme weather warning?) to create direct, challenging creative that stopped people in their scroll.

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Complaining about the weather is a British institution, so we used this to our advantage. We created ‘extreme weather warnings’ to appear in social feeds – nothing like an earthquake warning to alarm a Brit – to jolt the audience into reassessing what extreme weather really is. Because for vulnerable people around the world, it can be the difference between life and death.

““This is the first time we feel like an external agency has “got us” first time”

— Sarita Heikkinen / Practical Action

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We proposed another way to turn the tables on the audience; let the people Practical Action help around the world become the teachers and give people in the west the skills they’d need to withstand climate change. This brings Practical Action’s work to life in a realistic, full circle approach.

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To support the educational content, we suggested sending out seeds packs and educational, fun DM to encourage participation and donation.