Inspiring businesses to make big changes for the future.
Client
The Climate Pledge,
Amazon
Scope
Research & strategy
Concept development
Content creation
Art direction
Social media graphics
Illustration
Motion graphics
Role
Research & concepting, content creation, design, art direction, illustration, project management (design team)
Design Team
Rachel Samples, Jenny Hoffman, Michelle Ghiotti, Desirae Smith, Noni Devora, Rita Pais
The Climate Pledge (TCP) challenges businesses to initiate and participate in real, collective action against climate change. The initiative, spearheaded by Amazon and Global Optimism, asks businesses to join as signatories of the pledge to reduce carbon emissions to net-zero by 2040. In support of the effort, we concepted, researched, art directed, and designed a strategic social campaign that included 166 unique posts across TCP's Instagram, LinkedIn, and Twitter channels.
Work completed at Ashton Design in partnership with ATTN:
Reaching Each Audience
Each post's tone and graphics were tailored to best speak to each platform's unique audience. For Instagram, messaging was meant to raise awareness, while on LinkedIn and Twitter, messaging was tailored to reach CEOs, CFOs, and the press.
Brand Education and Engagement
TCP capitalizes on key events to build its pledge base and reach a wider audience. For example, for Earth Day 2022, we created “The world changes when we do" post to celebrate the pledge's 300+ signatories across social media and encourage other businesses to join.
During NYC Climate Week, TCP released a celebratory, third-anniversary video to complement its presence at the event. The video captures TCP's sense of forward momentum by showcasing real action taken by 375+ companies, across 54 industries and 34 countries, to effect change.
Tackling Complex Topics
With the small space and short lifespan of social media posts, it was critical for each post to be impactful and engaging. Most importantly, every post had to feature easily digestible content, which required distilling complex concepts and new technologies into bite-sized text blocks and informative infographics.
Flexible Assets
As climate change is a quickly evolving subject, it's critical that the TCP brand remain responsive. We created posting templates and Instagram stickers to streamline content creation and allow TCP to engage with its audiences in real time.
“Walking the Walk"
Custom Instagram stories, carousel posts, and reels highlight TCP signatories making measurable change in their industries.
Results
In the past year, post impressions rose an average of 200% across all of TCP's social media channels, with the third anniversary video recording the highest number of organic impressions of all time across all channels.