We - case study z amerykańskiego Albumu Superbrands.

1. THE MARKET months, with the use of the “We”
Climate change is real, and its Facebook application growing by
potential consequences are cata- 700 people each week.
strophic. A suite of ecological, eco- The “We” brand has won a
nomic and security challenges will number of awards, including the
escalate if the world’s nations fail Ethicmark Award, given out by
to act. Its onset is occurring much Ethical Media Markets in recogni-
faster than was predicted just a few tion of “advertising that uplifts the
years ago, and the international human spirit and society,” and an
scientific community agrees that Adweek Best Spot of the Month
we have only a short time to award for an “Unlikely Alliances”
respond in order for the next gen- commercial that featured people
eration to inherit a healthy planet. considered to be polar opposites
Many effective players are sitting on a couch together agree-
fighting to solve the climate crisis ing on the need to solve the cli-
at different levels, with varying mate crisis.
degrees of success. What the mar-
ketplace has missed, however, is a HISTORY
sustained national effort to catalyze The “We” campaign is a project of
a broad cultural shift on the issue. the Alliance for Climate Protection.
Furthermore, there are specific Founded in 2006 by former Vice
message challenges that must help drive this cul- ACHIEVEMENTS President Al Gore, the Alliance is a unique, sin-
tural shift. Americans must understand that the The “We” campaign has helped to mainstream gle-purpose organization committed to igniting
crisis is indeed urgent. They must see that the climate issues with a diverse and extensive media public action to help solve the climate crisis. The
solutions to this crisis already exist and can be presence. Climate protection messages have, for the Alliance gained worldwide attention when Al
implemented if we develop the political will. And first time, appeared on broadcast networks and in Gore donated his Nobel Peace Prize grant, as well
Americans must break the partisan gridlock that prime time. In its first six months, “We” campaign as proceeds from the Oscar-winning documentary
would stop the development of these solutions. commercials were seen by more than 159 million An Inconvenient Truth, to the Alliance.
This is where the “We” campaign comes in: people, and “We” obtained 26 percent After an international competition, the
it is a massive effort to engage and mobilize the brand awareness. Visible partner- Alliance selected top creative commu-
American people, to help them come together ships with nontraditional allies nications firm the Martin Agency as its
and call for solutions to climate change. have helped build a bipartisan partner in designing adver-
movement in support of tising that would reach the
climate solutions. mass market and inspire
This visibility was individuals from a multi-
leveraged with online organ- tude of backgrounds to
izing. In the first six months, 1.8 demand actions from their leaders. Thus, the
million people joined the “We” campaign, “We” brand was born, and through a creative
and 475 local “We” chapters were created. transformation of the word “me” to “We,” a logo
“We” members have helped move the cli- that captured the campaign’s focus on collective
mate debate forward by signing petitions, action was created. The “We” campaign launched
writing local newspapers, calling their in April 2008, releasing two compelling TV spots
elected representatives, participating in pub- during the first two weeks of the campaign, com-
lic events, and more. When, for example, plementing them with strategically placed print
ABC refused to air the “We” campaign’s ads and an engaging website.
“Repower America” commercial, a quarter
of a million people responded to the “We” THE PRODUCT
action alert, flooding ABC’s inbox with The “We” campaign is an unprecedented, large-
requests to air the ad. scale, mainstream mobilization effort designed to
“We” has utilized other websites to bring public opinion past a tipping point and con-
build and engage its membership. Once vince elected leaders to take bold action. “We” is
“We” began using its own YouTube chan- an invitation, an offer to join a collaborative effort
nel regularly, it was consistently among to overcome the defining challenge of our time.
the most viewed nonprofit web pages on a With compelling media campaigns, extensive and
monthly basis. The “We” Facebook cause strategic online engagement, and grassroots part-
had more than 2 million members after six nerships, “We” offers the American people a
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2. nonpartisan, scientifically grounded assessment the goal of 100 percent clean
of the state of the climate crisis and the solutions electricity: accelerate the use
needed to solve it. The “We” campaign gives of renewable energy, imple-
voice to all those who are concerned about the ment a national efficiency
future of the planet, regardless of their political upgrade, and create a unified
leanings. The website — www.wecansolveit.org national smart electricity grid.
— provides the public with a wealth of resources As an extension of and
addition to the “We” brand, the
Repower America message is
GREEN FOCUS positive and hopeful: solutions
to the climate crisis are avail-
Electricity generation accounts for approxi- able, and they are ready now.
mately one-third of America’s global warming The Repower America plan
pollution. Meanwhile, viable, nonpolluting will not only result in a signif-
generation alternatives exist to deliver reli- icant step toward solving the
able, cost-effective power to meet America’s climate crisis, but it will also
needs. W I N D : Every day enough wind power create new high-paying jobs,
blows through the Midwest corridor to meet lower energy costs, and end
100 percent of the U.S. electricity demand. U.S. addiction to fossil fuels.
S O L A R : Concentrated solar thermal power
systems, also known as solar thermal power, PROMOTION
covering a parcel of land fewer than 100 The “We” campaign is unpre-
miles on each side in the Southwest could cedented among issue-advocacy
supply 100 percent of America’s electricity efforts, engaging the public on
needs. G E O T H E R M A L : Recoverable geo- three levels in order to moti-
thermal energy can provide enough energy to vate millions of Americans to
equal 2,000 years worth of 2005 U.S. elec- demand real solutions to the
tricity consumption. climate crisis: a multimillion-
dollar national ad campaign,
stretching from coast to coast
on the climate crisis and how to take action and in every type of media; cut-
be part of the solution. ting-edge online engagement
and activation, providing
RECENT DEVELOPMENTS opportunities for citizens to get and stay involved; climate crisis, to help protect the environment, and
On July 17, 2008, the “We” campaign introduced and partner organizations that work across the to help give future generations a healthy planet. No
Repower America, a product of the “We” brand. political spectrum to reach people in their day-to- one person acting alone can accomplish this, nor
Unveiled in a speech given by Al Gore in day lives. The combination of these efforts allows can any one group, nor any one country. It is going
Washington, D.C., the Repower America chal- the “We” campaign to address people directly who to take everyone working together, and that is
lenge is bold and clear: to Repower America with may never have thought about climate change exactly what the “We” brand is: all of us working
100 percent clean electricity within 10 years. before, or who are familiar with the issue but have together to solve the climate crisis.
Repower America is the solution to the inter- never taken action. The “We” brand is unique in its optimism.
woven energy, economic, and national security “We” advertising is centered on three cate- Rather than dwell on the negative effects of global
crises. It offers a concrete framework for achieving gories: news, entertainment, and life solutions. warming, “We” is about the hope of a better future,
The broadcast ads run nationally on about the ability of the human race to overcome
the networks during primetime and this seemingly insurmountable challenge. The
on a number of cable stations. The “We” principles are simple yet powerful: create
print ads appear in a variety of publi- hope, not fear; build urgency, not panic; issue an
cations, including Newsweek, Ebony, invitation, not an accusation; make friends, not
Scientific America, and Wired. “We” enemies; generate response. The “We” brand
also maintains a significant advertis- embodies these principles, with a logo and tagline
ing presence on the Web. designed to motivate and unify: “Together, we can
Additionally, visible partnerships solve the climate crisis.”
with nontraditional allies helps peo-
ple see “We” as something other
than a green issue. More than 100 THINGS YOU DIDN’T KNOW ABOUT
million viewers saw the television “WE”
ads featuring people who disagree
on much (such as Al Sharpton and H The Alliance’s first office was located in the sta-
Pat Robertson), but agree on the bles of a rented house in Los Altos, California.
importance of climate change, sitting It soon relocated to proper offices in Silicon
together on the “We” campaign’s Valley, but early staffers have fond memories
Unlikely Alliances couch. of the start-up days in “The Stables.”
H The “We” campaign maintains close rela-
BRAND VALUES
tionships with leading academics and indus-
“We can solve the climate crisis.” try experts on climate and energy issues.
“We” is not a political organi-
zation, nor an exclusive club; it is H The Alliance is headquartered in Silicon
not an accusation and is not looking Valley, an area known for its innovation and
commitment to renewable technologies.
to point fingers. “We” is an invita-
tion: an invitation to help solve the
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