Google:
Your Plan, Your Planet.
360 Campaign THINKING / CLient ManAgement / Concepting / UX Writing / Copywriting
Video summary of campaign
BRIEF
YPYP is a platform that highlights how small changes in your daily life can add up to a big impact on the environment. Originally launched in 2018, I was brought in to update the existing Water, Electricity, and Food Waste pillars on the website. Also, I was tasked with creating a new pillar, focused on reusing clothing and educating users about the Circular Economy.
Role: Copywriter, Creative
Responsibilities: Platform Rewrite, UX Writing, Creative Concepting, Client Management
EXECUTION
My first task was to update the tone on the current platform and make it seem a bit more human, so I got to work creating a massive copy doc.
My second challenge was to create the new pillar, focused on…stuff.
Yup. Stuff.
If you don’t know about the circular economy, the fundamental tenet is based on using things that we’ve already created.
Welcome to another chaotic copy doc that survived several rounds of feedback and development.
Take a look at my massive doc full of notes as I taught myself about the circular economy.
Basically:
Buy less, but better.
Google hooked me up with the Ellen Macarthur Foundation, and from there, I quickly dove into research. We explored a lot of iterations on how to best explain the environmental impact clothes can have. Once again, we leaned into the concept of how small changes can add up to a big impact for the environment.
On the carousel below you can see some of the fun animations, tips, and learning points we developed for YPYP. And yes, one of my proudest achievements is slipping in the joke of calling avocados dinosaur eggs on a high-profile platform.
These are just a few of the little moments of joy and fun we were able to inject into the website. I strongly encourage you to click the link at the bottom of the page to experience the site for yourself.
Who knows? You might learn something, and even pledge to knock a few minutes off your normal shower time!
To amplify our impact, we took the learnings we collected and created unique posters to be placed in schools across the country in partnership with the California Academy of Sciences, to instill good eco-friendly habits into children at a young age.
RESULTS
The launch of the updated platform was a massive success. We got great press around the country, were on the homepage of Google.com, and users from all across the globe signed up and pledged to make an impact.
We also collaborated with conservation and eco-focused influencers to amplify our reach, and we even created a set of magnets to remind you where to best store your food— and the packaging we sent the magnets in? You could plant it in your garden.