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A 27% improvement in petition signatures for ActionAid.

We partnered with ActionAid Denmark to bring mainstream Danes back into the climate conversation.

Client
ActionAid Denmark
Timeline
3 months
Outcome
27% more cost effective

Campaign videoThe problem and the solution

Video slot
The challenge

Familiar, safe and easy to ignore.

  1. 01

    Blending in, not breaking through

    ActionAid’s messaging sounded a lot like every other NGO: familiar, safe and easy to ignore. It wasn’t cutting through the noise.

  2. 02

    Trapped in the echo chamber

    The content stayed within the same circle of supporters, with algorithms reinforcing the bubble. It wasn’t shifting the wider conversation, which limited its social impact.

  3. 03

    High conversion costs

    The journey from the first media touchpoint to a signed climate petition was costing too much.

The process

How we found the mainstream.

01 / 03
01Process

Audience mapping

  • We used open-source polling and trends data to map the largest persuadable audience, not just the audience that was already engaged.
  • We looked at cultural affinity, digital behaviour, values and current interests, not demographics alone.
STEP 01 / 03
01
AUDIENCE MAPPING
02Process

Positioning

  • We analysed the climate NGO landscape, including competitors’ messages, current audience perceptions and barriers to engagement.
  • We developed a fresh position and ideas to energise a new audience with the idea that ActionAid is creating the change they need.
STEP 02 / 03
02
POSITIONING
03Process

Targeting innovation

  • We turned off targeting automation and AI optimisation for the new videos, and left them on for the original.
  • We built new target audiences from our map of the persuadable mainstream: people who could be with us, but are less engaged, so platforms don’t serve them NGO messages.
STEP 03 / 03
03
TARGETING INNOVATION
Strategy

New angles into the disengaged middle.

We developed several messaging angles to cut through and connect with people who usually tune out.

  • We rooted each new message in its own hypothesis about what motivates the user.
  • Our UX strategies hinged on personal relevance and curiosity.
  • We used an emotional palette less often associated with climate messaging.

The campaignWatch with sound

0:42

The problem and the solution, start to finish.

Driving impact with data

We tested old against new, with both audiences.

  • We tested ActionAid’s original video against the new videos, with both the existing audience and the new mainstream audiences.
  • We compared the cost per engagement of each video with each audience.
  • The new media brought up to a 27% improvement in the cost per petition signature.
Results

What changed.

  • R-01Mainstream
    27%

    better cost per petition signature

  • R-02Echo chamber
    =

    equal echo chamber engagement

  • R-03Budget
    0%

    increase in media spend

Why it matters

More reach, same base, same budget.

  1. 01

    Reduce polarisation, increase consensus

    The results show it’s possible to expand engagement with the climate conversation by up to 27%.

  2. 02

    Keep climate top of mind

    Traction drives social change. When issues dominate the conversation, they stay top of mind.

  3. 03

    Better cost effectiveness

    We can increase social impact and grow the potential donor pool, without spending more on distribution.

Next case studyExpanding mainstream traction for economic rights.Read the case study →

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