UNDP Don't Choose Extinction Campaign Playbook & Assets for Social Channels
UNDP has launched the Don't Choose Extinction campaign with a comprehensive playbook and content calendar to support the initiative across social channels. The campaign includes assets, delivery schedules, platform guides, and regional alignment strategies, aiming to deliver a unified message to combat climate crisis and promote #ClimateAction. Various social media posts and a campaign film are part of the assets to engage the audience and raise awareness about the urgent need to address climate change.
Download Presentation
Please find below an Image/Link to download the presentation.
The content on the website is provided AS IS for your information and personal use only. It may not be sold, licensed, or shared on other websites without obtaining consent from the author. Download presentation by click this link. If you encounter any issues during the download, it is possible that the publisher has removed the file from their server.
E N D
Presentation Transcript
Campaign Social Playbook UNDP Don t Choose Extinction Campaign October 2021 +
Social Content and Assets (Launch 27.10.21-29.10.21) +
What youll see included To support our overarching Don t Choose Extinction campaign across social channels, we have created a playbook and content calendar that will work together to ensure all materials and information is housed together to deliver our campaign ecosystem. This includes: Asset + format/spec deliverables per placement Copy, CTA and link per idea, per asset Content calendar; delivery schedule per idea, per asset CTA platform guide Regional alignment UGC approach Community management guide +
Requirements for delivery Press Release for Launch Assets Twitter post copy Use preview or photo in the PR The subsidize fossil fuels for consumers. spends US$423 billion annually to Press release link: https://www.undp.org/press- releases/every-dollar-pledged-tackle-climate-crisis- worlds-poor-four-dollars-are-spent-fossil This is 4 times the amount being called for to help poor countries tackle the #ClimateCrisis according to new research from @UNDP. Learn more: LINK #DontChooseExtinction Use preview or photo in the PR DYK the world spends US$423 billion annually to subsidize fossil fuels for consumers? @UNDP research shows this could pay for #COVID19 vaccines for every person on or 3X the annual amount needed to eradicate extreme poverty: LINK #DontChooseExtinction +
Assets Facebook post copy Instagram post copy Instagram Stories (link only) Twitter post copy LinkedIn post copy Requirements for delivery Campaign film Film - full length We can t ignore #ClimateChange any longer. Unless we end the excuses, we ll be another species facing extinction. We can t ignore #ClimateChange any longer. Unless we end the excuses, we ll be another species facing extinction. dontchooseextin ction.com We can t ignore #ClimateChange any longer. Unless we end the excuses, we ll be another species facing extinction. We can t ignore #ClimateChange any longer. Unless we end the excuses, we ll be another species facing extinction. Sharing our hero long form film across all social placements at the launch of our campaign will create an online presence that contributes to the cultural moment we will create. Join @UNDP and let's take #ClimateAction before it s too late: dontchooseextinction.co m #DontChooseExtinction Join @UNDP and let's take #ClimateAction before it s too late: dontchooseextinction.com Join @UNDP and @FrankieTheDino, and let's take #ClimateAction before it s too late: dontchooseextinction.co m Join @UNDP now, and let's take #ClimateAction before it s too late: dontchooseextinction.com #DontChooseExtinction #ClimateAction #ActNow #DontChooseExtinction #DontChooseExtinction Shorter edits will then be used as the campaign progresses to continually reinforce our overarching message. Film - 15 An asteroid is a pretty good excuse for extinction. - dontchooseextin ction.com An asteroid is a pretty good excuse for extinction. An asteroid is a pretty good excuse for extinction. Fake news is not. Fake news is not. Fake news is not. Join @UNDP and take #ClimateAction now. Join the conversation today at: dontchooseextinction.com Join @UNDP and take #ClimateAction now. Join the conversation today at: dontchooseextinction.co m #DontChooseExtinction Join @UNDP and @FrankieTheDino and let's take #ClimateAction now. Join the conversation today at: dontchooseextinction.co m Created in 1:1, these videos will be used in-feed across Facebook, Instagram, LinkedIn and Twitter, as well as 9:16 for Instagram Stories, and 16:9 for YouTube. #DontChooseExtinction #DontChooseExtinction Downloadable asset link: https://www.dropbox.com/sh/4oeajxhchamlf8l /AAD2uSzIHW2EnmkodQz3OYxfa?dl=0 Destination link: dontchooseextinction.com Film - 6 - - dontchooseextin ction.com Excuses start to sound pretty stupid when the alternative is extinction. - It s time to choose #ClimateAction instead. Join @UNDP and @FrankieTheDino today at: dontchooseextinction.co m #DontChooseExtinction +
Requirements for delivery World of Excuses Assets Facebook post copy Instagram post copy Instagram Stories (link only) Twitter post copy LinkedIn post copy Video 1 - 15 Fossil fuels threaten to drive humanity extinct. Fossil fuels threaten to drive humanity extinct. dontchooseex tinction.com Fossil fuels threaten to drive humanity extinct. Fossil fuels threaten to drive humanity extinct. It s time to end the excuses, and start taking #ClimateAction. It s time to end the excuses, and start taking #ClimateAction. It s time to end the excuses, and start taking #ClimateAction. It s time to end the excuses, and start taking #ClimateAction. Learn more and join @UNDP today: dontchooseextinction.com Learn more and join @UNDP today: dontchooseextinction.com Learn more and join @UNDP and @FrankieTheDino. #DontChooseExtinction Learn more and join @UNDP today: dontchooseextinction.com In order to connect the hero campaign film, to our broader campaign ecosystem, we will create a short social video that directs audiences to our central End the Excuses website. #DontChooseExtinction #DontChooseExtinction #ClimateChange #ActNow dontchooseextinction.com #DontChooseExtinction Video 2 - 6 We all have excuses for why we re not doing more to save our planet. We all have excuses for why we re not doing more to save our planet. dontchooseex tinction.com We all have excuses for why we re not doing more to save our planet. We all have excuses for why we re not doing more to save our planet. Created in 1:1 / 4:5, the three videos will be used in-feed across Facebook, Instagram, LinkedIn and Twitter, as well as 9:16 for Instagram Stories. See if your excuse stands up against the facts. More via @UNDP: dontchooseextinction.com See if your excuse stands up against the facts. Join @UNDP at: dontchooseextinction.com Join @UNDP and @FrankieTheDino to see if your excuse stands up against the facts: dontchooseextinction.com Join @UNDP and see if your excuse stands up against the facts: dontchooseextinction.com #DontChooseExtinction #DontChooseExtinction #ClimateChange #ClimateAction #ActNow #DontChooseExtinction #DontChooseExtinction Downloadable asset link: https://f.io/tybtoYqw Destination link: dontchooseextinction.com Video 3 - 6 Too busy? Too complicated? Or is it someone else's problem? Too busy? Too complicated? Or is it someone else's problem? dontchooseex tinction.com Too busy? Too complicated? Someone else's problem? Too busy? Too complicated? Or is it someone else's problem? There s plenty of excuses when it comes to #ClimateChange. But to save humanity we need to take #ClimateAction today. There s plenty of excuses when it comes to #ClimateChange. But to save humanity we need to take #ClimateAction today. There s plenty of excuses when it comes to #ClimateChange. But to save humanity we need to take #ClimateAction today. There s plenty of excuses when it comes to #ClimateChange. But to save humanity we need to take #ClimateAction today. Join @UNDP and @FrankieTheDino and #DontChooseExtinction: dontchooseextinction.com Join @UNDP and #DontChooseExtinction: dontchooseextinction.com Join @UNDP and contribute to the conversation today: dontchooseextinction.com Join @UNDP and #DontChooseExtinction: dontchooseextinction.com #DontChooseExtinction #ClimateChange #ClimateAction #ActNow +
Requirements for delivery Global Mindpool Assets Facebook post copy Instagram post copy Instagram Stories (link only) Twitter post copy LinkedIn post copy One video will be created to prompt users to participate in the Global Mindpool survey throughout the duration of the campaign. Video We need your help to find a solution. We're on a mission to pool minds from people around the world, creating a collective intelligence tool. Here, we'll find the answers needed to help build a more sustainable future for all. We need your help to find a solution. We're on a mission to pool minds from people around the world, creating a collective intelligence tool. Here, we'll find the answers needed to help build a more sustainable future for all. We're on a mission to pool minds from people around the world, creating a collective intelligence tool. Here, we'll find the answers needed to help build a sustainable future. We need your help to find a solution. We're on a mission to pool minds from people around the world, creating a collective intelligence tool. Here, we'll find the answers needed to help build a sustainable future. globalmindpool.org The video will then be shared again as a reminder for followers to contribute to the Global Mindpool. Join @UNDP and contribute today: globalmindpool.org We need your help to find a solution to #climatechange We need your help to find a solution to #climatechange We need your help to find a solution to #climatechange #DontChooseExtinction Downloadable asset link: https://f.io/ZXDR17hE Destination link: globalmindpool.org Join @UNDP and contribute today: globalmindpool.org Join @UNDP and visit the link in bio to contribute today. Join @UNDP and visit the link to contribute today:globalmindpool. org #DontChooseExtinction #ClimateChange #ClimateAction #ActNow #DontChooseExtinction #DontChooseExtinction +
Assets Twitter post copy Requirements for delivery Policy Papers Video 1 - What are fossil fuels? Our extensive use of fossil fuels is the main cause of the #ClimateCrisis. But what are fossil fuels exactly, and why are they harmful? Find out more: dontchooseextinction.com #DontChooseExtinction Video 2 - What are fossil fuel subsidies? Every year, governments spend US$423 billion on fossil fuel subsidies. But what exactly are these subsidies and why are phasing them out important? Find out more: dontchooseextinction.com #DontChooseExtinction Downloadable asset link: Find them in our Toolkit, under Social Media Assets Explainer videos Video 3 - What is carbon pricing? Chances are, you ve heard about putting a price on carbon . But what does it mean exactly, and how can it help limit greenhouse gas emissions and fight #ClimateChange? Destination link: dontchooseextinction.com Find out more: dontchooseextinction.com #DontChooseExtinction Video 4 - How to reform fossil fuel subsidies in a fair way? 1)For every dollar pledged to tackle the #Climate Crisis for the world s poor, US$4 is spent on fossil fuel subsidies that keep the climate crisis alive, according to @UNDP s new research. Let's take #ClimateAction before it s too late: dontchooseextinction.com #DontChooseExtinction 2)Every year, governments spend US$423 billion on fossil fuel subsidies. Yet fossil fuels are the leading driver of the #ClimateCrisis. Priorities must shift. Find out more: dontchooseextinction.com #DontChooseExtinction 3)Every year, governments spend US$423 billion on fossil fuel subsidies. @UNDP's latest research provides insights to help countries move away from fossil fuels in a way that is socially just and economically fair. Find out more: dontchooseextinction.com #DontChooseExtinction +
Assets Twitter post copy LinkedIn post copy Requirements for delivery Data Futures Post 1 N/A What will it take to stop #ClimateChange? Reallocating 30% of $ spent on fossil fuel subsidies could increase investment in renewable energy sources by an additional $44 billion. @SDGintegration #DontChooseExtinction @undp @FrankietheDino #ClimateChange #ClimateAction Simulate the reallocation of a country s fossil fuel subsidy: https://data.undp.org/fossil-fuel/ Post 2 N/A #DYK fossil fuels are the biggest contributors to greenhouse gas emissions & generate more air pollution than other energy alternatives? Priorities must shift if we want humanity and earth to survive. Downloadable asset link: Find them in our Toolkit, under Social Media Assets Fossil Fuels Subsidies Simulator @SDGintegration #DontChooseExtinction @undp @FrankietheDino #ClimateChange #ClimateAction Take action to phase out fossil fuels today https://data.undp.org/fossil-fuel/ : Destination link: https://data.undp.org/fossil-fuel/ Post 3 N/A Fossil fuel subsidies are wreaking havoc on our planetary health. It s high time countries move away from reliance on fossil fuels. @SDGintegration #DontChooseExtinction @undp @FrankietheDino #ClimateChange #ClimateAction Use #data4dev to learn how countries fossil fuel subsidies can be reallocated towards the #SDGs : https://data.undp.org/fossil-fuel/ Post 4 N/A Reforming fossil fuel subsidies could not only help save the planet but also pay for #COVID19 vaccines for every person in the world and increase fiscal space for investments in the #GlobalGoals. With UNDP s country s fossil fuel subsidy can be reallocated towards, education, healthcare, renewable energy and a temporary basic income - and the impact on vulnerable populations. fossil fuel subsidy simulator you can uncover how your #DontChooseExtinction @undp #ClimateChange #ClimateAction Deep dive into the transition process from subsidies to https://data.undp.org/fossil-fuel/ sustainability: +
Campaign and content overview +
Campaign overview Organic content timings Week 1 - w/c 25th October Week 2 - w/c 1st November Week 3 - w/c 8th November Week 5 - w/c 22nd November Week 4 - w/c 15th November Week 6 - w/c 29th November Launch film + social edits Launch Film - Awareness CTA Film Edit - Engagement Ambassador + celebrity pledges Celebrity + Ambassador Pledges World of Excuses Engagement Conversion Potential UGC Merchandise Engagement Policy Papers Climate Mindpool Engagement Voice of Reason Awareness Engagement Conversion Awareness The Birds and the Bees Engagement Potential UGC The Thesaurus Awareness Engagement Awareness Potential UGC Data Futures Engagement Creator Content Branded Effect Potential UGC + resharing across other channels Explained by TikTok Engagement Awareness Potential UGC + celebrity/ambassador content Moment of Truth Campaign timings are for organic and earned (influencers, PR, etc) only. We have not currently incorporated media spend into this schedule. +
Idea/content pillars Campaign timings Organic content calendar for lead/global UNDP channels Film Moment of Truth World of Excuses Data Futures Global Mindpool Policy Papers Birds & the Bees Thesaurus Rex Explained by Tik Tok Access full content calendar: https://docs.google.com/spreadsheets/d/1S9FobsDzyR4cNPeeTTW2Yr8E_gV8- chcdfuGk7jh8lg/edit?usp=sharing Voice of Reason Don't Choose Extinction Campaign Notes: - Ambassador/celebrity pledges - not scheduled; share/reshare as tagged or available. OCTOBER MON TUES WED THURS FRI SAT SUN 25-Oct-21 26-Oct-21 27-Oct-21 28-Oct-21 29-Oct-21 30-Oct-21 31-Oct-21 Campaign Film - full edit WEEK 1 (LAUNCH) WoE Video 1 Video 1 Video 2 Video FB, IG (Feed + Stories), TW, LI, YT FB, IG (Feed + Stories), TW, LI As required (UNDP managed) As required (UNDP managed) NOVEMBER MON TUES WED THURS FRI SAT SUN 1-Nov-21 2-Nov-21 3-Nov-21 4-Nov-21 5-Nov-21 6-Nov-21 7-Nov-21 Campaign Film - 15" edit Data Futures (Animation) WEEK 2 Thesaurus Rex - V1 Video 3 Video 4 WoE Video 2 Data Futures (GIF) As required (UNDP managed) As required (UNDP managed) FB, IG (Feed + Stories), TW, LI IG (Stories), TW FB, IG (Feed), TW, LI FB, IG (Stories), TW, LI FB, IG (Stories), TW, LI +
Community + content management +
Connecting content through CTA Organic call to action per platform All content shared should direct users to either our Don t Choose Extinction landing page, or specific action pages within the website. Therefore, as our content is being shared primarily as organic content throughout the campaign, the most direct website URL should be shared with content, to ensure messaging ecosystem connects, and audiences are able to find the information they need to engage and contribute. Platform Where to include Call to action Facebook Write the most appropriate call to action at the end of the post copy. For example: Don t Choose Extinction, learn more today at: [INSERT SHORTENED LINK] Instagram Update the link in the @undp Bio to be the Don t Choose Extinction landing page. Include Link in Bio at the end of post copy. Instagram Stories Add Link to Instagram Story when posting. Where sharing a Story over multiple frames, the Link should be added to the final frame. N/A; link sticker in frame. Where paid spend is used, there will be options to add a URL to these placements. For organic, we must include our call to action and corresponding link where possible within our post. LinkedIn Write the most appropriate call to action at the end of the post copy. For example: Don t Choose Extinction, learn more today at: [INSERT SHORTENED LINK] Twitter Write the most appropriate call to action at the end of the post copy. For example: Don t Choose Extinction, learn more today at: [INSERT SHORTENED LINK] YouTube N/A N/A +
Managing content regionally Aligning content All assets are available to be used across regional accounts in both their original English formats, as well as translated into regionally specific languages. Keep in mind: Translations will need to be managed by regional UNDP offices, and working files are accessible via the link below to execute. Only share regional versions or translations after content has been shared on the lead global UNDP channels. Where possible, reshare (to Instagram Stories, Twitter, Facebook, etc) the Long Form Campaign Film from the lead global UNDP channels to regional social channels. This will see views and engagement accumulated from this major post, which helps us create a viral moment online. UN account tag for Spanish copy: @PNUD UN account tag for French copy: @PNUDFR Engaging with tags and conversation via social channels is an important part of this campaign. If regional accounts are tagged in user/community content, please reshare where appropriate. +
Encouraging a global conversation Heroing UGC content With our campaign existing primarily through organic content and interactions, engaging in online conversation will be important for creating the sense of our campaign as a viral cultural moment. Tier 1: ambassadors celebrity partners + high profile engagement Where our content is aimed at starting a conversation throughout the world, we must engage with, and have these same conversations in the digital space. All content shared by our high profile community members (ambassadors, celebrities, experts, politicians, etc) that tag UNDP social accounts should be reshared to our profile. Use formats that are best suited to this process; Instagram Stories and Twitter. High profile engagement should be heroed and shared, and further positive engagement also encouraged as much as possible. Tier 2: broader community engagement While this is of a lesser priority, content that is tagged, and represents the campaign and our message well, should be shared to UNDP channels where possible. This encourages more of our community members to engage. +
Managing the conversation Community Management Check social pages regularly for user comments, feedback and queries. Set up hourly email alerts to monitor activity. High importance: Instagram tags and Story mentions + Twitter resharses, mentions, trending topics and conversations. Social pages should be monitored closely throughout our campaign period to both manage risk, and seize opportunities to amplify social conversation and increase our reach and cultural influence. MONITOR Instagram and Twitter will require the highest level of attention, as these are the most conversational and of the moment platforms where timing is of the essence. Review user comments and topics of conversation. Remaining alert to negative sentiment, assessing whether responses are required. Review hourly alerts. MODERATE Further monitoring across other platforms will be required. Delete spam and offensive material. Reply to all active engagements. Share tagged content where appropriate. Escalate concerning engagement or conversations. RESPOND +
Managing the conversation Framework for response Community Management Social manager Weekday Monitoring Where engagement or escalation is required, we recommend creating a process for escalation, that allows further action and support triggers where necessary. Monitored throughout the day, as required to manage volume Flagged Risk General Question Escalat e CM Process + FAQs Customer Service Teams as required GIF/emoji use? Crisis Management Process If a positive comment is received, we can use emojis or GIFs if it feels right or relevant. If a negative comment is received, we will not ever use emojis or GIFs in our replies. +
