The core strategy of this campaign centers on the creation of a video series aimed at deepening public comprehension and engagement with sustainable food systems, a pivotal component in achieving the UN's 2050 sustainability objectives. The University of British Columbia (UBC) endeavors to underscore its leadership in this domain by elucidating crucial facets of food sustainability, motivating viewers to embrace sustainable practices.
UBC-specific Goals:
- Enhance UBC's local, national, and international standing in the realm of sustainable food, positioning it as a premier institution for expertise, recognition, and standard-setting.
- Highlight UBC's pioneering insights and contributions to sustainable food practices, underscoring its positive impact on communities and individuals.
- Illustrate UBC's distinctive approach to sustainable food practices, setting it apart from other institutions.
Community-specific Goals:
- Foster awareness among key demographics regarding actionable steps to advance food sustainability.
- Empower individuals to effect change by showcasing the collective impact of small-scale efforts.
- Drive engagement in sustainability and climate initiatives both on UBC's campus and within broader local, national, and global contexts.
- Utilizing a diverse array of communication channels, the campaign aims to maximize reach and engagement.
The core strategy of this campaign revolves around developing a video series aimed at enhancing public understanding and engagement with sustainable food systems. This initiative is crucial for meeting the UN's 2050 sustainability goals. The University of British Columbia (UBC) seeks to showcase its leadership in this area by highlighting essential aspects of food sustainability and inspiring viewers to adopt sustainable practices.
INFORMED BY MARKET RESEARCH
• In December 2023, Intentions Consulting, commissioned by UBC, found that 50% of Canadians are concerned about sustainable food production and its connection to climate change.
• Research by Angus Reid for UBC in March 2022 found that 51% of British Columbians consider food, water, and resource insecurity urgent, with 33% prioritizing responsible consumption and 37% focusing on responsible production. Additionally, 76% of British Columbians prefer sustainably-made food products, but cost remains a significant barrier to adopting these habits.
Target Audience and Objectives:
The campaign targets a diverse audience of engaged British Columbians, including voters, parents, taxpayers, and civic-minded individuals aged 25 and above. The campaign has two primary objectives:
UBC-Specific Goals:
Community-Specific Goals:
Key Activities and Execution:
To maximize reach and engagement, the campaign employs a multi-channel approach:
Content
The videos target individuals interested in sustainability, agriculture, and climate change, aiming to educate and motivate students, educators, and environmentally conscious consumers. They emphasize the significance of collective action and innovation in achieving sustainable food systems, highlighting scientific research, technology, and individual behaviors. The tone is educational, motivational, and action-oriented, urging viewers to address the challenges facing food systems.
Design concepts ensure a balanced approach, presenting scientific information alongside practical tips for daily life. They contrast current unsustainable practices with the benefits of sustainable agriculture and lifestyle choices. Emphasis is placed on actionable solutions, such as reducing food waste and supporting Indigenous food sovereignty. Visual and textual elements are unified to reinforce the message of collective action.
Visual elements include varied imagery like agricultural practices and sustainable technologies, alongside graphics illustrating concepts such as food's carbon footprint and Indigenous food sovereignty benefits. A color palette featuring earthy tones connects to nature and sustainability, while bright colors engage viewers. Clear typography aids comprehension and readability.
Overall, the videos aim to educate and inspire viewers to contribute to sustainable food systems, stressing innovation, collective effort, and respect for Indigenous food traditions.
Challenges and Solutions:
Throughout the campaign, we faced several challenges, including:
By addressing these challenges head-on and adapting our strategies as needed, we successfully brought the project to life, achieving significant engagement and advancing UBC’s goals in promoting sustainable food practices.
Performance Overview:
This mid-funnel content marketing initiative delivered a return on investment (ROI) comparable to our larger-scale brand advertising campaign, despite the latter having a substantially higher budget of $1.5 million.
Brand Impact:
Regression modeling revealed that the campaign significantly improved UBC's brand metrics, with familiarity increasing by 22% and trust rising by 11% year-over-year. Market surveys also indicated that individuals felt more informed about a major climate change issue as a result of the campaign.
Audience Engagement:
The sentiment surrounding the campaign, both internally and externally, was overwhelmingly positive, reflecting strong engagement and favorable perceptions of UBC’s efforts.
