« SOS Faim », the NGO at the head of the campaign, asked Switch to help them with the campaign’s implementation. Switch then suggested a concept and a slogan that quickly translated into deliberately thought-provoking visuals. This spurt of milk splashing an African and a European farmer wants to make a powerful statement.
The visuals encourage the public to learn more about this issue by visiting the campaign’s website. This one-page website is quite simple. The issue is introduced early on, as well as the political recommendations that campaigners want to bring to the political level. If you’re looking to find out more, the site allows you to download a thematic folder and an animated video.
The animated video uses the “motion design” technique in order to make the issue more accessible visually speaking. Switch chose a tone in line with the campaign: straightforward and slightly cynical. The video was broadcast on social networks aiming for maximum engagement (likes and shares).
“It’s been a pleasure working with Switch. They are true professionals with excellent creation and implementation skills. The team understood our objectives and tone of voice straight away, which means they were ready to work quickly. They combined pleasure, effectiveness and success!”
– Anne-Laure Van der Wielen , Campaign officer, SOS Faim
As a first step, Switch started by working with DG Environment on a three-year communication strategy. We teamed up to redefine the objectives, the messages, the communication axes and then translate them into a concrete action plan.
This strategy includes two axes: the main strategic axis was to address the companies by inviting them to be more accountable and involved and highlighting the fact that the consumer will see this proactive stance as something positive. As for consumers, communication is based on the recognition of the shared responsibility of public authorities, companies and consumers in going beyond a discourse that is solely based on individual actions.
The campaign unfolded in three phases to the two audiences. A ‘hooking phase’ was followed by an awareness phase and then a mobilisation phase.
For budgetary constraints, the strategy was mainly web-focused. The campaign website served as the meeting point for these different audiences. The various tools developed during the three stages all pointed in the website’s direction.
Discover the website : bebiodiversity.be
The campaign launch began with the broadcasting of a series of videos aimed at drawing attention to the campaign by promoting bio-empathy (emotional lever) and interest in biodiversity (rational lever). The videos highlight the ecosystem services provided by biodiversity in an offbeat way.
In a second phase, we created 5 informative animated videos aiming to foster the understanding of our shared responsibility in protecting biodiversity. The idea here was to get the public to make a connection between everyday consumer products and the consequences they can have on biodiversity.
The third and final phase highlighted the initiatives taken by Belgian companies pioneering in biodiversity. The aim was to encourage other companies to follow suit and to get consumers to stimulate the commitments made by these companies.
The Switch team understood our messages and our expectations and was able to turn them into a reality. They gave us the right tools, quality work and
– Salima Kempenaer, Federal Public Service for Public Health, Food Chain Safety and Environment