Green Thing Blog

(This is a guest post from Unconsumption. The Unconsumption Tumblr is a team effort involving several volunteer contributors and is a word used to describe everything that happens after an act of acquisition. It's a way of life)

Unconsumption — this site, this project — does not think you are ridiculous.

That simple point is worth articulating, because so many efforts to advance positive ideas about positive consumer behavior seems to take the opposite view. The ad above (via Adfreak) is an example of everything this project is NOT about.

It’s unclear to me why it is that when ad-makers do work on behalf of an idea such as “don’t waste energy,” they choose to shift into a lecturing, tedious mode, accusing anyone who fails to play along of being stupid, or in this case “ridiculous.”

Advertising that sells the idea of buying a brand of sneaker, e-tablet, or deodorant, NEVER takes this tone. Advertising that is geared toward consumption invariably suggests that by purchasing a certain product you will be better, smarter, sexier, a superior human being, you will be more efficient, you will enjoy life, you will be happier, you will get laid more often, you will be funnier, you will smile with joy, you will sleep with contentment, you will live your dreams, you will touch the transcendent, you will be a part of progress itself.

Such advertising tries to persuade, to seduce. It is, in a word … advertising.

For some reason that escapes me, advertising on behalf of genuinely positive behavior does not seem like “normal” advertising at all. It is not persuasion or seduction. It is, like this ad, a belittling, condescending, insulting lecture. It literally attacks the viewer. And as an obvious result, it practically begs to be ignored, or rejected, with a hearty middle finger.

Why?

Why can’t advertising agencies, clearly well versed in making the most mundane and idiotic and even harmful products seem incredibly sexy and desirable and redemptive, perform the same function on behalf of things that are actually good?

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How about that? It's the World's First Organic Dairy rap for Yeo Valley. With the help of Canadian Rap video Director "Little X" this ad has apparently gained some street cred (measured by its half a million views on youtube, at the moment). It's quite funny and definitely gets their message across in a creative way- although surely those farmers are models, no?

(Spotted on Grist)

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A while ago, Volkswagon posed a challenge to the public asking for entries for their "Fun Theory Award". The award is for simple, easy and fun ideas to change people’s behaviour for the better.

One of the winners, is the Speed Camera Lottery, system that awards people who maintain the speed limit through entering them into a lottery. The lottery is funded by speeders who receive fines if driving over the limit. Every so often people who have obeyed the speed limit may just win some of the money in the pot (although if people wanted to rig the system, they could repeatedly drive around the block to be entered multiple times).

From the beginning, Green Thing has always been about fun. Making messages of climate change something that people would like to do, rather than ought to do. This "Fun Theory" concept by Volkswagon really resonates with us and is something we do in all of our activities as it targets behavioural changes through enjoyment.

Getting people to adhere to the speed limit not only increases public safety and creates cyclist and pedestrian friendly streets, but it also reduces fuel consumption and emissions. Let's hope that we see ideas like the Speed Camera Lottery come to life beyond just ads for Volkswagon ;)

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(Image: MaSAT)

How  can you change people's behaviour when it comes to buying? How about a hijacking of the advert space?

A group called the Public Ad Campaign organises Street Advertising Takeovers across the world, getting teams of artists, sociologists, teachers, lawyers, gallerists, bloggers and activists to replace advertisements with their very own beautiful and thought provoking art work.

(Image: The Street Spot)

So far these guys have transformed the streets of New York, Toronto and most recently Madrid where, overnight, the Madrid Street Advertising Takeover team replaced 106 bus shelter adverts with short stories, poems and statements.

We love this bold and fantastic move. The artwork is a welcome relief from those commercial messages we are usually bombarded with at every street corner!

( Image: Jamie Alekos) 

We've all gone out shopping for the latest gizmo or fashion-must-have thinking "I want it, actually I need it, in fact it might just be the magical key to my happiness" only to come home feeling a bit sheepish and uncertain about our purchase. And doesn't it seem that no matter how much stuff we buy, we always get that hankering for more?

Well an obvious way to sidestep this silly consumer landmine is simply to Stick with What You Got. Or if you just have to shop, then safely scratch that itch and buy Nothing^TM at Amazero!

You do have to wonder though, what we would be like as consumers if our lovely public spaces were filled with inspiring messages and artwork instead of advertisements that scream 'BUY ME' or 'Shop 'til you drop'? It would definitely be a breath of fresh air.

(Image: Unruth)

Advertactivist, a new, UK based crowd funding platform, are also wondering about the power of advertising and replacing a typical commerical advert with something that has more meaning. They help you to get your favorite social campaigns some serious advertising space, so that they can replace ' shop, shop, shop! ' with positive social messages and hopefully make a little difference!

If you feel like most advertisements are All Spin and No Substance check out this lovely game and beat the sneaky ad folks at their own game!

Ps- If your curious to know, there are apparently 10 cognitive reasons that drive us to buy. Have a look.

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About Do The Green Thing (registered charity number 1125013)

Do The Green Thing is a non-profit that believes in using world-class creativity vs. climate change - inspiring people to lead a greener life with brilliant videos and stories from creative people and community members around the world. Do The Green Thing's mission is to reframe greener living as smart, sexy, fashionable and fun with something worthwhile on its own terms**.

Talent from Emma Thompson and Ryan Giggs to Dinos Chapman and Tugg from Basement Jaxx, have come out in force to Do The Green Thing. Over 200 more directors, musicians, illustrators and animators have contributed to brilliant bits of creativity all designed to turn green living from something you ought to do to something that people want to do. Do The Green Thin's advisors include Wangari Maathai and Satish Kumar.

Since launch, people from 209 countries have tuned into Do The Green Thing over 6.2 million times, saving over one million tonnes of CO2.

An independent report form leading market researchers Hall & Partners found that:

- 91% of people have positive things to say about Do The Green Thing.
- People tell an average of 10 other people about Do The Green Thing.
- On average we help to inspire/remind people to 2x more CO2 than they otherwise would.

Do the Green thing has previously won Best Green Digital and Best Green New Media at the prestigious Green Awards.

*See our 3 minute Ted talk here: http://bit.ly/2B2NrV

**See our sustainable product campaign 'Glove Love' here: http://bit.ly/6mjWo

About the Opportunity

We're looking for a volunteer Marketing Executive to help with strategic and tactical marketing for Do The Green Thing.

You'd be responsible for creating and implementing brand and community development primarily through digital channels.

We'd hope to optimize our existing partnerships [incl. SEM, banner ads, audio ads and content monetisation] whilst also exploring new avenues of opportunity.

The aim would be to develop an immediate short term strategy whilst simultaneously working to deliver a long term plan.

We're situated in London, meet on Wednesdays and would cover expenses. We do not envisage this as a full time or long term commitment, however a contribution of a few hours over an agreed number of weeks would be ideal!

Your Core Skills

- Generosity! The willingness to donate some experience and time to Do The Green Thing.

- We're looking for someone with a developed understanding of the not-for-profit and sustainability sectors with an awareness of an insight of emerging trends and technologies.

- Experience in planning and implementing effective marketing campaigns which build brand value, sales and loyalty.

- Fluency in social media [SMO].

- The ability to be resourceful!

How to Apply

If you would like to be involved please email Kim Rutherford at jobs [at] dothegreenthing [dot] com containing your cv, please. Thank you!

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