Clean2Antarctica
Solar-powered expedition to the South Pole
How would you raise awareness for plastic waste? Edwin ter Velde decided to build a vehicle with the stuff most people call trash.
I created my first website about climate change when I was 14 years old. Passionate about the issue, I joined the team to streamline the communication and inspire a bigger audience.
Index
1. Strategy & Copywriting
2. Re-design website
3. Newsletter
4. Social Media
5. Photography
The challenge was exciting and immense: with the tight resources of a non-profit the Solar Voyager would drive on the world’s most difficult terrain on solar power, children would learn about plastic, and on board a tall ship students would help companies to become more sustainable.
The communication challenge was connecting all these projects and inspiring change.
Besides sparking the imagination of many households, Clean2Antarctica also worked with businesses. For the 73 partner companies, Clean2Antarctica was a source of innovation and a driver for change.
Results & Reach
Companies
Business innovation for Teijin
( 19.000 employees)
Connecting 73 partner companies
People
Reach: 500.000 - 2.000.000
Followers: 15.000
Media:
1 Strategy & copywriting
Defining answers to tricky questions
Clean2Antarctica is about many things, so my first task was writing a clear brand narrative. It’s like telling your whole life story in 30 seconds. Do you focus on your passion for cheese or talk about your first kiss?
What is the mission?
Why should people care?
Who is our target audience?
2 Re-design website
The fun of exploration
To make it more fun to explore the website and allow the content to stand out, I designed a new structure and content pages. I made some color tweaks to the brand, upgraded the blog, and created a crowdfunding tool.
Content pages
before // after
More visuals
Less text
Blog
before // after
The extra details
Even errors can be funny
Live temperature
Discover the quirks of the team
3 Newsletter
Every email is a party
The next step was setting up a newsletter in English and Dutch and segmenting into categories, while keeping the sign-up as simple as possible. And of course an explorer’s newsletter can’t be boring, so it was rewarding to receive the many compliments about the ‘fun’ aspect of the emails.
✅ Cool looks
The newsletter had to be just as cool as the vehicle.
✅ Great content
Everyone receives too many emails. That's why we made sure every email was worth opening.
52,3%
open rate
(industry average is 20,5%)
✅ Interactive
Hint: the right answer is b)
4 Social Media
Building a conversation
Having followers is one thing, engaging them is something else. With the right mix of humor, honesty and inspiration I often had too many reactions to deal with, which of course is a great problem.
For the sustainability challenge on a tall ship we received more than 250 qualified applications with a Facebook campaign.
Sparking your followers' humour:
Infographics
5 Photography
Documenting the adventure
Throughout the project I shot photographs of events, people, and of course the vehicle itself. They were used for social media and for articles in magazines and newspapers.
