Global Cool Impact Assessment 2010

Impact headlines: Reach Awareness Coverage Typical press value Broadcast, online, print including £900k Four campaigns Doubled since January 2009 ROI = typically 30:1 Opportunities to see*: More than 395 million Festival ‘ads’ seen by 500k Tube ‘ads’ seen by 2 million Campaign videos seen over people people 400,000 times*Opportunities to see = The number of times a message is seen. This is a standard measure of press reach, and includes coverage in print, broadcast and online.For example, if a message is in one newspaper read by 20m people, and another read by 30m people, the combined ‘opportunities to see’ is 50m. 1 © Global Cool Foundation 2010

Impact headlines: Conversion Campaign Example changes in behaviour Example changes in attitude Home People who turn their heating down to Willingness to wear fashionable winter Energy save carbon: knitwear at home: Use Up from 16% to 28% Up from 55% to 81% Perception of People planning to travel to their next train travel as Flight-free Holidays short break destination by train: ‘fun’: Up from 17% to 24% Up from 20% to 36% Public Transport People swapping the car for public Perception that ‘interesting things can transport: happen on public transport’: Up from 13% to 18% Up from 17% to 28% 2 © Global Cool Foundation 2010

Introduction Global Cool takes measuring and understanding the impact of our campaigns very seriously, not least so that we learn with maximum speed how to be most effective This document explains: A. Briefly, what Global Cool does B. The process we use for measuring our impact C. The results we see and our learnings D. The changes which Global Cool is making as a result of these findings We welcome your feedback on this document: on the structure, content and findings. Contact tim.fiennes@globalcool.org We will publish data on our impact periodically (probably at least annually) on our website www.globalcoolfoundation.org Defra has funded the evaluation of our work to assess the impact of this approach on encouraging environmentally sustainable behaviour. We are grateful for the support of Cultural Dynamics and Liz Scofield in gathering and analysing the data, and Rebecca Griffiths and Clare Newman in assembling this document. There is a glossary at the end of this document. 3 © Global Cool Foundation 2010

“I’m really impressed that Global Cool is so seriousabout measuring its results. This is really hard to do, especially for campaigning charities. In NPC’s experience, there is far too little focus across the sector on understanding results. And Global Cool’s results look great” Tris Lumley, Head of Strategy 4 © Global Cool Foundation 2010

A. Global Cool’s Mission • Global Cool aims to inspire and enable a mass audience to adopt low-carbon lifestyles • We therefore ‘market’ green lifestyle choices, through consumer-facing campaigns • Which lifestyle choices? – Those where individuals can save most carbon: using less energy at home; alternative to driving; alternatives to flights; and recycling • Which audience? – The trend-setters who can ‘normalise’ green lifestyles most rapidly. These ‘Outer Directed’ people (~30% UK public) are rarely targeted by environmental groups (tend to be seen as the problem, rather than the solution), and hence Global Cool’s campaigns look very different to conventional environmental / climate comms. 5 © Global Cool Foundation 2010

A. We believe that the following factors are crucial toGlobal Cool’s success • We don’t presuppose that people are interested in carbon, climate or the environment • We ‘sell’ green behaviours and lifestyle choices highlighting the benefit to the individual e.g. – trains and buses are places to meet people, catch up on texting friends or read a great book – turning the heating down gives you better skin and saves you money • We construct messages and choose messengers (e.g. celebrities) that are relevant to our clearly defined target audience • And we use the media channels that are most relevant too, such as social networks, glossy magazines and lifestyle blogs • The experience of the Global Cool team is a perfect match for our audience and strategy e.g. – writing for The Sun newspaper – managing PR for major brands – managing bands – running social networks – producing films and managing celebrities – marketing mainstream commercial consumer products 6 © Global Cool Foundation 2010

B. The process we use to measure our impact:Underlying ‘theory’ Campaigns aim to change behaviour. So we measure changes in action. However, we know that people go through various attitudinal stages before they adopt a new behaviour, and that moving them on that journey is valuable. Marketers sometimes talk of stages of ‘Awareness’, ‘Interest’ and ‘Desire’ before ‘Action’ (AIDA) or ‘Cognition’, ‘Affect’ and ‘Behaviour’ (CAB) . Adapting this language, Global Cool therefore also measures: • Reach: the number of people who have been exposed to the campaign • Engagement: people’s engagement both with the campaign itself and the behaviour which a campaign promotes Therefore, for each Global Cool campaign, we track: Reach Engagement Action 7 © Global Cool Foundation 2010

B. How we measure impact We use five processes Reach Engagement Action 1. Surveys of general public Eg, awareness of GC, of Attitudes towards the behaviour which the Uptake of the action (self- before & after each campaign - our campaign, of the campaign promotes e.g. turning thermostat reported) conducted by external company behaviour we’re promoting down 2. Surveys of GC subscribers Eg, how they heard about As above. Plus views of the campaign Uptake of the action (self- before & after each campaign* GC reported) 3. Focus groups with our target N/A Tests relevance & power of GC’s campaign Explore remaining barriers to the market (but not GC subscribers) materials e.g. videos action Tests language GC uses, and attitudes to behaviours on which we campaign, and to other NGOs, brands & campaigns 4. Focus groups with GC How they heard of GC As for non subscribers, plus reactions to (not statistically significant) subscribers GC’s brand, comms they have received 5. Numerical analysis e.g. GC’s e.g. no. people who have e.g. dwell time on our website Changes in national behaviours web traffic, PR value, 3rd party seen GC videos, reach No. retweeted picked up by external studies, research e.g. by DfT into travel attained by online & offline No. people posting comments on our blog especially within our target patterns PR, no. people who’ve posts, or to our videos audience seen our experiential Nature of those comments Take up of GC offers related to activity (where No. of people engaged by experiential campaign behaviour e.g. booking appropriate) activity train trips through globalcool.org Growth in membership of GC’s groups*Subscriber surveys started in Autumn 2009 8 © Global Cool Foundation 2010

B. Overview of campaigns and data collection timeline 2009 2010 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Public transport Home energy Public Campaigns Recycling Traincations use transport Campaign in progress at time of writing 1 & 2 Surveys*(subscriber & non-subscriber): before and after each campaign 3 & 4 Focus Groups(subscriber & non- subscriber) Test effectiveness of Test effectiveness of previous campaigns: previous campaigns: test ideas for future test ideas for future campaigns campaignsNumerical analysis (on-going)*Subscriber surveys started just before the home energy campaign in Winter 2009 9 © Global Cool Foundation 2010

Warning:Global Cool campaigns are not the only events in the world!eg, during Global Cool’s campaign promoting train-based holidays as an alternative to flying, the Eyjafjallajokull Volcano grounded all UK flights andstrikes by British Airways workers caused airport chaos. Result: Changing attitudes and behaviour Because these events coincide with our campaigns, it is impossible to disentangle the effects and attribute causality. (This, obviously, is why scientific experiments only change one variable at a time.) Even in less extreme cases, it can be hard / impossible to distinguish the impact of campaigns from that of other factors such as natural disasters, the economic climate, seasonality. 10 © Global Cool Foundation 2010

C. Results Summary of key indicators over the past year Recycling campaign (Jan – April 2009) Transport campaign (June – Sept 2009) Home energy use campaign (Nov 2009 – Feb 2010) Flight-free holiday campaign (Mar – May 2010) 11 © Global Cool Foundation 2010

The number of people inspired to do something by Global Cool’scampaigns is consistently high People aware of Global Cool who can cite something “Oh you made those videos? I loved we’ve inspired them to do them! I thought I’ll try that. So I put on a jumper and turned down my heating. It had never occurred to me to do that before” Person Global Cool’s Executive Director met at a party the week after our home energy campaign launchedSource: Global Cool surveys, independently conducted 12 © Global Cool Foundation 2010

Example great feedback about Global Cool “Hey! Awesome website concept. LOVE it. Of course you can use my image. I am very excited to be part of your site because it really does go hand in hand with my artistic concept.” Paper Ballet via Flickr “This is so cool” Fantazya Fantazies via Flickr “Your organisation is fabulous!” Tomato d’Epingles via Flickr 13 © Global Cool Foundation 2010

Global Cool’s reach is extending dramatically Members on Global Cool’s groups on social % of people aware of Global Cool networks and database 30 40000 Number of Members 30000 20 Facebook Twitter 20000 Myspace Bebo 10 10000 Database Four campaigns 0 0 January 2009 May 2010 Q1 (2009) Q2 (2010)Source: Global Cool surveys, independently conducted 14 © Global Cool Foundation 2010

Each of the four campaigns to date has produced changes in attitudes andbehaviours Recycling campaign: % of people aged 25-44 who have been ‘Swishing’ Public transport campaign 15 40 Before After Before After 30 10 % non subscribers saying they have 20 replaced most or all car journeys 5 with public 10 transport 0 0 January 2009 July 2009 July 2009 December 2009 Home energy campaign Flight-free holidays campaign 100 40 % of respondents Before After Before After % of respondents who would put on a who are planning jumper if I felt cold at 75 30 to travel to their home next short break % of respondents destination by 50 who would think 20 train about turning heating down to reduce % of respondents 25 carbon footprint 10 who are thinking % of respondents about travelling to who would put on a their next short 0 jumper to save break destination 0 December 2009 March 2010 money by train February 2010 June 2010Source: Global Cool surveys, independently conducted © Global Cool Foundation 2010

Awareness of Global Cool has doubled since January 2009, and isparticularly high in our target age group Q. How well do you know Global Cool? 50 Before After Four Campaigns Campaigns 40 Percentage of Respondents % of respondents who have at least heard of 30 GC 30 20 18 16 9 % of respondents aged 10 25-44 who have at least heard of GC 0 January 2009 May 2010Source: Global Cool surveys, independently conducted 16 © Global Cool Foundation 2010

The internet and PR are important comms channels for Global Coolas is word of mouth Q. How did you first hear about Global Cool? (May 2010) Internet Percentage of Respondents PR 0 5 10 15 20 25 Other Search Engine Social Network Online Shop Elsewhere on the Internet TV Paper/Magazines Word of Mouth Shop Email Text Festival Gig Mobile Network Somewhere Else Dont KnowSource: Global Cool surveys, independently conducted 17 © Global Cool Foundation 2010

Our membership has increased dramatically throughout 2009 and into 2010– through our social network presence and newsletter database 40000 Facebook Facebook competition to Twitter win ASOS vouchers Myspace attracted new friends to 30000 Global Cool’s page Bebo Number of Members Database 10,000 signed up to Global Cool during the Do it in Public campaign at Traincation 20000 competition UK music festivals attracted 15,000 entries 10000 0 Q1 (2009) Q2 (2009) Q3 (2009) Q4 (2009) Q1 (2010) Q2 (2010) 18 © Global Cool Foundation 2010

Global Cool is more effective at reaching our target Outer Directed people thanother environmental campaigns Percentage of respondents aware of each organisation who are Outer Directed 100 80 60 40 80 20 40 48 41 41 41 30 0 n h ce st 2 F GC rt tio CO W ru ea Ea W la lT np n pu he to na ee Po ft tio Ac Gr so UK Na nd ie FrSource: Global Cool surveys, independently conducted 19 © Global Cool Foundation 2010

Feedback from focus groups “Carry on not being preachy, and carry on being fun!!!” “Yeah, I like your friendly approach” “I feel the site is becoming more young and approachable. I read the newsletter emailed to me and enter competitions” “The blog is readable and the photos show that it’s fun and active rather than just preaching, it’s an organisation out there doing something” “Cool video, great ideas to save money and the planet. I love that sort of thing to save money, mixing and matching and even borrowing or stealing your dads old tie to keep your wardrobe up to date and save the planet at the same time”Source: focus groups independently conducted for Global Cool 20 © Global Cool Foundation 2010

Feedback we’re learning from “Well you don’t know whether it’s just commercial, somebody’s just trying to make money out of it, so I would just dismiss it... but I think if it were a charity you might think they must be doing something, let’s have a look and see what it is they’re actually doing, what difference do they think they’re making? I mean I know they’re about saving the environment but I’m not sure that’s absolutely clear on the website” (25-34 Edinburgh) “They are trying to be cool and appeal to young people like us and then they’ve got a quote from the Secretary of State and Energy and Climate Change! Do I really want to know what Ed Miliband says?!” (18-24 Edinburgh) “They need to get the balance, if it is meant to be eco then say that, but then give us stories to back it up. Or if it’s trying to be a magazine, be a magazine and then give us little bits”* (18-24 Edinburgh) “What they’re doing seems to be based around certain themes, like music and gigs, or fashion, or whatever, so why aren’t they the categories on the website, so you can go straight to what you’re interested in?”* (18-24 London)*since these focus groups, Global Cool’s website has in fact been re-designed and is now much more like a magazine with precisely these kinds ofcategories. 21 © Global Cool Foundation 2010

C. Results Summary of key indicators over the past year Recycling campaign (Jan – April 2009) Transport campaign (June – Sept 2009) Home energy use campaign (Nov 2009 – Feb 2010) Flight-free holiday campaign (Mar – May 2010) 22 © Global Cool Foundation 2010

Recycling campaign - Spring 2009 Objectives: Encouraged people to recycle clothing by swishing (=holding /attending clothes recycling parties), and to recycle phone handsets through Global Cool and Vodafone Activities: Making it cool: • Partnership with Estethica at London Fashion Week • Online and offline PR around swishing event and after-show party Making it easy: • Phone recycling partnership with Vodafone – encouraged audience to recycle handsets on behalf of the charity • On-line advice on swishing 23 © Global Cool Foundation 2010

Results: Recycling campaign (Q1 2009): Reach • Campaign activities were reported in 57 pieces of coverage (January to April): – Covered national and regional print and broadcast – National, international and regional on-line sources – Specific green and lifestyle online channels – Included Metro, OK! Magazine, celebrity pages, fashion • Total Reach 56 million viewers / readers • Total PR Value £256, 869 • Web traffic to Global Cool site increased by 500% from an initially low base 24 © Global Cool Foundation 2010

Results: Recycling campaign (Q1 2009): Engagement • More than 4470 friends, followers and group members across five different social media platforms and communities including Digg, Facebook, Twitter, Myspace and Youtube • Amuso competition on Bebo had 10,000 viewers, 1,000 fans and approx 100 entries. Global Cool had approximately 200 entries from around 30 countries • Partnered with six popular video bloggers with a total subscriber number of more than 20,900 • Video has been viewed more than 14,400 times across six channels with 837 five star ratings 25 © Global Cool Foundation 2010

Results: Recycling campaign: Engagement – through social media 26 © Global Cool Foundation 2010

Results: Recycling campaign: Action This campaign dramatically increased both its target behaviours: • Tripled Vodafone’s phone recycling • Increased ‘swishing’ behaviour Q. Have you been “swishing?” Handset Recycling % respondents aged 25-44 who responded yes 15 Percentage of Respondents 10 5 0 Jan-09 July-09 Dec-08 Jan-09 Source: Omnibus surveys conducted independently for Global CoolHandset recycling figures are confidential 27 © Global Cool Foundation 2010

C. Results Summary of key indicators over the past year Recycling campaign (Jan – April 2009) Transport campaign (June – Sept 2009) Home energy use campaign (Nov 2009 – Feb 2010) Flight-free holidays campaign (Mar – May 2010) 28 © Global Cool Foundation 2010

Campaign: ‘Do It In Public’Public transport – Summer 2009 Objectives: Repositioned public transport as a fun and desirable alternative to car travel Activities: Making it cool: • Focus on ‘journeys’: the quirky, unexpected and inspiring events on trains and buses • Presence at major music festivals throughout summer – Interviewed and filmed celebrities and bands about experiences on trains and buses – Global Cool bus and giant games – ‘Advert’ for trains on large stage-side video screens, and tube platforms • Insert with Vice magazine Making it easy: • Provided a Transport Direct door-to-door transport planner on the Global Cool website 29 © Global Cool Foundation 2010

Results: Transport campaign: Reach • Festivals – Global Cool content ran at 6 UK Festivals in front of 475,000 people – Estimated 30,000 people interacted directly with Global Cool’s festival activity – Facebook reached 24,115 through friends’ recommendation – 71,366 video views on YouTube – Twitter total reach was 45,156 • Web traffic during the campaign period (Jun-Sept): – Total visits: up 30% from Q1 & Q2 – Unique visitors: up 13% from Q1 & Q2 – Page views: up 16% from Q1 & Q2 – A total of 137 new inbound links to Globalcool.org created (excl. social media) • Global Cool ‘advert’ shown on big screens at 75 tube stations and seen by over 2 million people – 67% of Tube users (22.5% of total London ITV region) • Vice Magazine ran a Global Cool insert (16 page A6 booklet) in July: total reach of 445,000 30 © Global Cool Foundation 2010

Results: Transport campaign: Engagement • 9,582 sign-ups to Global Cool at festivals = £130K ROI on sign-ups* • 219,420 trackable digital interactions (including video views, photo views, photo tagging, comments, video/ image embedding, fan video/ photo uploads**) • 204,012 video views across 7 channels • Social Network activity: 63,859 views across channels with available data (Facebook, Myspace, Youtube), 1263 video comments, 758 video ratings, 6398 friends across 5 main channels • Content distributed via Bluetooth: – 30,283 bluetooth content downloads at festivals – 17,525 content downloads – 5% of total festival goers * Assuming that to achieve the same number of sign-ups via database purchase, a database of 1m @ approx £130k/’000 would need to be acquired, with an average 1% response rate; ** Excludes MySpace individual interactions – data not available 31 © Global Cool Foundation 2010

Results: Transport campaign: Reach – example coverage 32 © Global Cool Foundation 2010

Results: Transport campaign: Engagement – Interviews with bands at festivalsengaged many people through bands’ websites and social mediaExamples of comments made by fans on bands’ websites: It’s an interview with environmental group Global Cool so them talking about being excited to ride busses, trains and public transportation versus planes is apparent. Expressing their flying phobia might be a round about way to encourage others to think about the environment instead of always using gas guzzling cars and airplanes, yes? 2009-08- Posted by lord_byron on 2009-08-27 22:10:43. Hiya guys Ive joined Globalcool.org and I try 2 the best I can 2 save our planet I walk most places or get buses or trains, I give my old mobiles 2 charity and old clothes so im trying 2 do my bit. Bye 4 now luv u Tim, Richy, Tom, Jesse xxxx enjoy your break and safe journey for when u all go 2 America/Canada 2009-09- Posted by Babs2009 on 2009-09-06 22:12:23 33 © Global Cool Foundation 2010

Results: Transport campaign: Action We saw improvement in action on using public transport – and around the attitudes which the campaign addressed specifically 50 Before After 50 Before After Campaign Campaign Campaign Campaign 39 % of public aware Percentage of Respondents Percentage of Respondents 40 40 of GC agreeing that interesting things 28 can happen on 30 % of public saying 30 public transport they had replaced 21 18 most or all car 20 20 17 journeys with 13 % of public aware public transport of GC agreeing that 10 10 you can meet new people on public 0 0 transport July 2009 Dec 2009 July 2009 Nov 2009Source: Global Cool surveys, independently conducted 34 © Global Cool Foundation 2010

Results: Transport campaign: Action However, perceptions of public transport – which the campaign did not address – generally deteriorated 100 Before After 50 Before After Campaign Campaign % who perceive Campaign Campaign public transport as confusing 40 Percentage of Respondents 80 Percentage of Respondents % who perceive 63 public transport 60 % who perceive as convenient 60 public transport 30 51 25 46 as dirty 21 38 40 36 20 % who perceive 15 public transport 12 % who perceive 19 20 as usually late public transport 20 10 as relaxing % who perceive 0 public transport 0 July 2009 December 2009 as expensive July 2009 December 2009 Source: Global Cool surveys, independently conducted 35 © Global Cool Foundation 2010

Campaign: ‘Turn up the Style: Turn down the Heat’Home energy use – Winter 2009 Objectives: Promote dressing warmly at home in the winter, and going easy on the heating Activities: Making it cool: • Set of films with celebrity models / stylists creating fabulous warm Winter fashionable looks Campaign artwork featuring (clockwise from top left): Jo • Focus on how to burn calories – not money – by turning Wood, Stella Tennant, Leah Wood and VV Brown. down the heating • Partnership with ASOS, on-line fashion retailer, • Content syndication across internet, eg, to Hello!, OK! FabSugar, • On-line ‘hot or not’ voting for best user-generated looks Making it easy: • Advice on finding and using heating controls: many people don’t know what theirs look like or how to use them 37 © Global Cool Foundation 2010

Results: Home energy use campaign: Reach • Partnership – Exposed to 216,400 ASOS fans on Facebook • Digital distribution – 47 million+, through press and on-line coverage • Social media: – On Facebook there were a total of 20,831 page views by 8,810 visitors – Engagement ads which generated over 6 million impressions – 4092 votes for competition entries – Additional “recommendation” reach of 65,557* – On Twitter, retweets reached 3,685 people • Global Cool website – 10,036 Visits – 6,839 Absolute unique visitors – 24,509 Page views – 2.44 Average page views per visitor • Content syndication across 30 sites including OK!, The Independent, Telegraph, Hello! Magazine, Metro, Fab Sugar and Shiny Style as well as other media partners and aggregator sites (e.g. YouTube, MySpace etc).*Based on an average of 301 friends and a 5% news feed average 38 © Global Cool Foundation 2010

Results: Home energy use campaign:Reach – example online coverage 39 © Global Cool Foundation 2010

Results: Home energy use campaign: Engagement • Digital Interaction – 35,442 video views plus further 1,471 views on Global Cool aggregator sites (YouTube, MySpace, Vimeo etc). • Social Media - Facebook – 9,228 views per film – Conversion rate of 35% of those who clicked-through; i.e. of 8,963 click-throughs 3,137 became fans – a high conversion rate. – 4,092 people voted in the competition. – A total of 4,068 new fans on the Facebook page throughout the campaign – a 484% increase. – 88% of fans were female, and 88% were in the 18-34 age group • Global Cool Website – 65% new visits – 20,099 unique views 40 © Global Cool Foundation 2010

Results: Home energy use campaign: Action Q. Which of these has Global Cool inspired you to do? 50 Before After Campaign Campaign % of non 39 subscribers 40 Percentage of Respondents (aware of GC) who were inspired by 29 GC to wear warmer 30 clothes at home 20 18 % of subscribers who were inspired 12 by GC to wear warmer clothes at 10 home 0 December 2009 March 2010Source: Global Cool surveys, independently conducted 42 © Global Cool Foundation 2010

Results: Home energy use campaign: Action Q. Thinking about your heating at home, which of the following statements apply to you? Before After 50 Campaign Campaign 42 Percentage of Respondents 40 % of respondents who say they turn 28 28 heating down to 30 reduce carbon footprint 20 16 % of respondents 10 who say they think about turning 0 heating down to reduce carbon December 2009 non March 2010 non footprint subscribers aware of subscribers aware of GC GC 43 © Global Cool Foundation 2010

Results: Home energy use campaign: Action Q Thinking about your heating at home, which of the following statements apply to you? 100 Before After Campaign Campaign 90 % of respondents who say it is very Percentage of Respondents 80 or fairly likely that 70 if they feel a bit 60 55 cold at home they 48 will put a jumper 50 on 38 40 % of respondents 30 26 who say that they already wear 20 warm clothes at 10 home to reduce 0 their carbon footprint December 2009 non March 2010 non subscribers aware of subscribers aware of GC GCSource: Global Cool surveys, independently conducted 44 © Global Cool Foundation 2010

Results: Home energy use campaign: Action Q How much do you agree or disagree with each of the following statements about wearing warm clothes at home? 100 Before After Campaign Campaign 90 81 % of respondents Percentage of Respondents 80 who agree that 70 warm winter clothes can be 60 55 55 stylish 50 46 40 % of respondents 30 who would 20 consider putting 10 on a jumper at home to save 0 money December 2009 non March 2010 non subscribers aware of subscribers aware of GC GCSource: Global Cool surveys, independently conducted 45 © Global Cool Foundation 2010

Results: Home energy use campaign: Action Feedback from Focus Groups : “Like the blog, I think the stories are relevant to me and what’s happening in the world. They make you think” “18 Degrees of Inspiration is brill” “Makes green sound fun, rather than killjoy” “Its very cool and young” “I like the website - easy to use - great celeb links to get the young ones on your side” Reactions to a campaign video they were showed: “Love this one, its so good it was due to this I researched apples coming in to this country, the heating tips are fab” “It does make people think about saving money and being sensible in the home” “I liked the bit about burning up calories, and skin being better - that would make a few people sit up!” 46 © Global Cool Foundation 2010

Campaign: ‘Join the 100mph club: Take a Traincation’Flight-free holidays – Spring 2010 Objectives: Encourage and enable our audience to consider flight-free options when designing and booking their holidays Activities: Making it cool: • Online films of celebrities taking flight-free holidays to exciting destinations across Europe • PR – positioning train journeys as part of the holiday: fun and viable alternative to flights Making it easy: • Flight-free holiday information service • Booking facility on the Global Cool website 48 © Global Cool Foundation 2010

Research: Flight-free holidays campaign: Reach • 151 pieces of coverage including: – The Sun – News of the World – The Independent – Hello! – Company – Now Magazine • Over 132 million opportunities to see (print, broadcast and online) • PR value of £916,713 • ROI 31:1 49 © Global Cool Foundation 2010

Results: Flight-free holiday campaign: Engagement • Digital Interaction – 7000 video views on YouTube • Social Media – Facebook page generated 332 click throughs to the Global Cool website – 389 tweets during campaign – 150 new followers on Twitter • Global Cool Website – Over 13,096 visits to the website – 35,409 page views during the campaign period – Over 15,000 people entered a competition to win books chosen and signed by Mr Hudson, one of our ‘traincation’ celebrities – 190 comments helped us build a traincation music play list 51 © Global Cool Foundation 2010

Results: Flight-free holidays campaign: Action Positive attitudes towards flight-free travel have improved markedly 50 Before After Campaign Campaign 40 % of respondents Percentage of Respondents who are planning to travel to their 29 next short break 30 destination by 24 24 train 20 17 % of respondents who are thinking 10 about travelling to their next short break destination by train 0 February 2010 June 2010 53 © Global Cool Foundation 2010

Results: Flight-free holidays campaign: Action Positive attitudes towards flight-free travel have improved markedly 50 Before After % of respondents Campaign Campaign who perceive train travel* as 40 exciting Percentage of Respondents % of respondents 29 who perceive train 30 25 25 travel as fun 20 19 20 % of respondents 14 15 who perceive train travel as easy 10 10 % of repsondents who perceive train 0 travel as comfortable February 2010 June 2010*‘train travel’ here was specifically in relation to travel to a holiday destination 54 © Global Cool Foundation 2010

Results: Flight-free holidays campaign: Action Positive attitudes towards train travel have improved markedly particularly amongst people aware of Global Cool Before After 50 Campaign Campaign 38 % of respondents 40 Percentage of Respondents 36 aware of GC who perceive train travel as fun 30 24 20 20 % of respondents 10 aware of GC who perceive train travel as easy 0 February 2010 June 2010*‘train travel’ here was specifically in relation to travel to a holiday destination 55 © Global Cool Foundation 2010

Results: Flight-free holidays campaign: Action Negative attitudes towards train-based travel* declined during the campaign 50 Before After Campaign Campaign % of respondents who perceive train 40 travel as slow Percentage of Respondents 30 26 % of respondents 23 who perceive train travel as 19 20 16 complicated 10 % of respondents 7 who would never 3 consider using the train for their next 0 holiday February 2010 June 2010*‘train travel’ here was specifically in relation to travel to a holiday destination 56 © Global Cool Foundation 2010

D. Conclusions and actions arising We have learned that: – Global Cool’s approach is effective: specifically of ‘selling’ green behaviours to people based on what they are interested in, rather than what we are interested in – so going out, having a good time, being social, having adventures, rather than (necessarily) the environment • That it is possible and important to construct messages and choose messengers (e.g. celebrities) that are relevant to our clearly defined target audience • That this approach works across a range of green behaviours • That our approach is very effective at engaging our target ‘Outer Directed’ people – more so than other charities’ and it works better for Outer Directed people than for the general public – That it is important to use media channels that are relevant to this audience, such as social networks, glossy magazines and lifestyle blogs • The internet is a key method for us to recruit and communicate • Mainstream media channels are keen to use our material • Engaging journalists through PR activities alongside syndicating content online gets a much higher pick-up As a result, we are: • Continuing to run innovative campaigns which focus laser-like on our target market (Outer Directed people). We know that this makes our campaigns look very different to other environmental campaigns and is crucial in order to reach our audience • Including multiple elements in our campaigns, eg, experiential, PR, online syndication and social media • Improving our website and volume of traffic to the website, depth of online content and outreach through other websites • Endeavouring to rule out some of the ‘noise’ eg, by comparing data from June in one year to data from June in another year 57 © Global Cool Foundation 2010

Glossary Aggregator sites A website that collects together a specific type of information from multiple online sources Click through The percentage of individuals viewing a web page who click on a specific ad/link appearing on a page Engagement People’s engagement both with the campaign itself and the behaviour which a campaign promotes GC Global Cool Impressions An impression of a web page is counted each time a web page is visited by a user Opportunities to see This is a calculation of the number of times a message is likely to be seen by people. It uses figures of circulation (print), audience (broadcast) and unique users (online) Outer Directed A segment of the UK population that sets trends and norms and thus have the potential to influence others. Outer directed people are interested in the esteem of others, visible symbols of success, brands, looking cool and having fun PR value Unpaid-for editorial is thought to be of higher value than paid-for advertising because the reader sees the brand/product as being endorsed by the publication in which it appears. The PR industry considers PR value to be approximately three times greater than that achieved by advertising, therefore PR value is advertising value multiplied by three Reach The number of people who are likely to have seen the campaign and awareness of the campaign ROI Return on investment. In PR, the ROI is the ratio of the PR value secured to the cost of securing it Subscribers People signed up to Global Cool Swishing Clothes-swapping parties Traincation Train-based holidays (as alternative to flying) 58 © Global Cool Foundation 2010

Global Cool Impact Assessment 2010

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