Do less Help MORE
As we sheltered in place, the planet finally had the chance to recharge, creating cleaner air and healthier waterways as pollution levels dropped everywhere. It was a timely reminder that there is real environmental power in what we choose not to do.
To inspire people to continue their eco-conscious quarantine habits, we asked them to pledge one eco-unfriendly act they were #NotGoingTo do anymore and to carry that habit forward post-quarantine. Pledges could be as simple as “I’m #NotGoingTo leave the lights on” or “I’m #NotGoingTo drive to work.” For people who made especially great pledges, we sent eco-friendly prizes as thanks.
Copywriting Mike Reiner | ACDing Chris Nash and Michael Ng | ECDing Jesse Dillow
Launched with friends
To kick things off, we enlisted the help of prAna’s Adventurers to make pledges of their own and spread the word on their channels.
The contest lived entirely on social media, with submissions on Instagram, Facebook, and Twitter using #NotGoingTo. On prAna’s website, a landing page offered more information and was updated throughout the contest with examples of pledges people were making.
#NotGoiNGTO
Screen recordings from how the campaign played out on Instagram and Twitter
Landing page on prAna.com
Pledges from fans
Teaser post for Instagram