Challenge: Prior to the tea’s launch, Australians had a limited understanding and awareness of the Rainforest Alliance Certification™. Pulse needed to manage media skepticism and claims of “green washing” which was an issue high on the media agenda.
Insight: Australians want to make a positive contribution to sustainability and make their world a better place but any actions they undertake need to be manageable and accessible.
Creative Idea: Give Australians tips to make better, sustainable choices at home.
Campaign: Ogilvy PR’s consumer public relations agency, Pulse Communications, released the “Sustainable Australia?” report, a 12 month study which delved into Australians attitudes and perceptions of sustainability, with support from the Rainforest Alliance.
Pulse briefed 20 key NGO and influencers in the field of sustainability on the new research and certification process. Following this, a press conference featuring key Unilever and Rainforest Alliance spokespeople was held to engage news, environment and marketing media.
Pulse invited two journalists from Notebook and the Sydney Morning Herald to visit the Lipton’s first certified tea plantation in Kericho, Kenya.
To increase longevity of the story as a new angle in phase two of the public relations campaign Pulse focused on one of the key findings from the “Sustainable Australia?” report which revealed Australians are confused about sustainability and how to take action. In order to overcome this, Pulse gave Australians the tools to act sustainably by engaging key women’s/sustainability bloggers by getting sustainability expert Katie Patrick to develop the Lipton “Make a Better Choice” pack which will included top tips for Australians to act sustainability in the home.
- Over 13 million people have been reached through consumer and trade media coverage including key pieces in mx, Sydney Morning Herald, metro radio 2UE and a five-page feature in Notebook
- Pulse successfully managed to overcome any “green washing” claims and negotiated two positive stories with Julian Lee, Marketing Editor of the SMH, including a key news piece in the front section of the paper
- Twenty NGOs and key influencers were engaged on the certification process and the launch announcement received wide support
- 50 pieces of consumer and trade media coverage has been secured including key pieces in metro newspapers
- Every piece of media coverage secured featured at least one key message and over 85 per cent of coverage featured two key messages around Lipton’s commitment to sourcing tea with the Rainforest Alliance
- Over 7,000 Australians engaged in the blogger micro-contest therefore becoming involved in the sustainability concept, and Lipton’s partnership with the Rainforest Alliance