1.Using CreativityTo Drive ActionDiscover how to get supportersto take action by finding newways to tell your story.

2. Neo is acommunicationsagency that takescare of the brandsthat are taking careof the world. 3. Motivate,dont educate.**www.campaignstrategy.org 4. Drive action,not questions.Education isa broadeningexercise. 5. Campaigningmaximises themotivation of theaudience, not theirknowledge. 6. ChallengeHow do we moveWWFs Earth Hourfrom a political andclimate changecampaign to anongoing mass-movement aboutsustainable lifestyles? 7. About Earth HourPeople who donteven like footballwill get behindthe World Cup. 8. About Earth HourIn the same way,Earth Hour is not aboutsupporting WWF, itsabout people aroundthe world comingtogether in celebrationof the planet. 9. Listening Focus groups Online survey Social media 10. ListeningThe motivations wetargeted were:To show that I am up-to-date(living sustainably is cool)To feel socially included(as a good person)To experience people power 11. SolutionOur World is BrilliantA conclusive statementA positive rallying cry Our world something big andglobal Brilliant its not just about theplanet Get involved - simple, clear call-to-action Its not just about an hour ofdarkness, its about a brighter future. 12. Find a newway to tellthe story. 13. ChallengeHow do you tell an uglystory in an elegant way? 14. ImpactOver 5000 emails and letters to airlinesAmerican Airlines, Caribbean Airlines, Air India, Etihad Airways and Lufthansa have announced that they will no longer transport primates for research 15. Create greatcontent. 16. ChallengeHow do you getpeople to care aboutan unknown andobscure region ofBrazil called theCerrado? 17. SolutionCreate a piece ofcontent that peoplewould want to watchin its own right. 18. Impact135,000 viewsOver 5000 emails to the big six supermarkets. Waitrose has signed up. 19. What workedGood content spreads further more brand awareness, not just actionUsed internationally (WWF Brazil and WWF Asia)Helped reinforce the WWF brand good quality, informative, optimisticSuccessfully told the story of the Cerrado in an engaging and unusual way 20. The last wordMotivate, dont educateFind new ways to tell the storyCreate great content 21. Lets talk...+44 (0)1273 600 500talk@weareneo.comNeo8 Beaconsfield Studios +44 (0)1273 600 50025 Ditchling Risetalk@weareneo.comBrighton BN1 4QL weareneo.comUnited Kingdom