Modern Marketing

How ClientEarth appealed to the creative industries and decision makers for help combating air pollution


By John McCarthy | Media editor

November 12, 2016 | 5 min read

ClientEarth, a charity of activist lawyers, embraced Do It Day to forward its efforts to educate people in the UK about the dangers facing them from pollution.

Its aim is to mobilise Londoners and the wider UK to warn them about the dangers of bad air. A study from the Royal College of Physicians claimed that air pollution contributed to 10,000 early deaths a year, giving the group a solid figure to set about reducing with its work.

ClientEarth work

ClientEarth's Do It Day work

Social good movements can influence people on the ground with far-reaching, deeply-penetrating ad campaigns – if they have the money to match their ambitions. ClientEarth faced the task of making its good work in courts across the world more visible on a limited budget using effective creative and strong messaging.

Kicking off its public awareness drive, ClientEarth’s advertising fundraiser drive deliberately targeted both the most polluted city in the UK (London) and in Scotland (Glasgow) using free digital space donated by Clear Channel and creative inspired by Plan It Day contributers.

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On the day, it also shot an ad to anchor the drive.

Print media also played a vital role, with creative featuring in the Evening Standard and the Guardian as the charity sought donations to fund its battle against the government to enforce clean air legislation. On the day, the brand announced the the increased visibility had caused an early spike in engagement and donations.

The lasting effect of the campaign remains to be seen though it was announced that through the use of relevant media space, the work reached top decision makers - including Sadiq Khan, the mayor of London.

Check out how The Drum's other Do It Day challenges fared here - and remember, it's never too late to commit your talent to any of the fantastic causes launching their campaigns during Do It Day.

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