To promote awareness of unsustainable palm oil in household goods. The aim was to make people think they were watching a movie trailer before revealing it is actually a campaign film. The objective was to get people to click through to the microsite and tweet companies to take action.
The film has been primarily distributed and viewed online, mainly via YouTube, although it is also being shown in WWF presentations. The intended audience was the worldwide general public, across all demographics. It targets consumers who either don’t know about the Palm Oil issue, or who simply want a way to act on their concerns.
MEASURES OF IMPACT AND EFFECTIVENESS
Success will be measured through views online and action taken. Currently the video is only in the first phase of outreach, with YouTube views already exceeding 55,000. The second, more targeted phase, is due to start and is likely to generate a more concerned audience.