#Changesomething
belgian CAMPAIGN REPORT - NOV. 2021
24 agencies
6 countries of Latin America
12 B-Corporation
A network of agencies linked by their sustainable and ethical outlook. We think that creativity, humour and optimism can create a better future.
A communication, advertising and marketing industry that contributes to the construction of a more inclusive, equitable and sustainable future.
11 agencies, 15 European towns
100 creative members of staff Springtime, Brussels-based office
#changesomething is based on the idea that small changes can make a difference at a bigger scale,
no matter if you are a politician, a businessman
or a citizen.
Creative concept?
The creative concept of the campaign is the following: changing one word in a song’s title/verse to change
its meaning.
At the occasion of COP26, the ‘Change Something, Change Everything’ campaign issues a call to action to others in the marketing, advertising and design industries to use their abilities and networks to change behaviours. Changing something which can change everything.
Our 2021 challenge
INTERNATIONAL COMMUNICATION TIMELINE
MOST IMPORTANT actions - GLOBAL/REGIONAL, by more than 50 agencies in 30 countries
1
2
3
4
Stage 1 - Awareness
from March to June
Stage 2 - Awareness
from June to July
Big idea�
�Pre-landing
�1st PR Release
Regional Social Media
Songs
Media Plan
(online & offline)
Initatives / Pledge
Webpage Release
2nd PR Release
Campaign Toolkit
Global Social Media Strategy & Content
Stage 3 - conversion
from August to September
Stage 4 - action
from October to December
Agencies & Professionals Recruitment
Artists & Influencers Collaboration
Blog Content
3rd PR Release
Global Social Media Content
Regional Social Media Content
Artists & Influencers Collaboration
4th / 5th PR Release
Billboards and BTL
Global Social Media Content
Regional Social Media Content
FROM AUGUST FOrWARD (MONTHLY) - PERFORMANCE & METRICS
*
3-11/9/2021
IUCN biodiversity congress
(Marseille, France)
28/09/2021
PreCOP26 climate (Milan, Italy)
01/11/2021
COP 26 climate (Glasgow, Scotland)
PR
PR Releases
(Online and offline)
Social media
ATL & BTL
Billboards
Street Art and interventions
ATI / DNS / Agencies involved / Clients (external) / Influencers (external)
Influencers (external)
ATI / DNS / Agencies involved /
Client (external)
ATI / DNS / Agencies involved
It’s time to be the change.
“As communication professionals, part of the creative industry, commit and challenge yourself to change things, and inspire others to do the same”.
COMMUNICATION TIMELINE in Belgium
MOST IMPORTANT actions in Belgium
1
2
3
4
september
Launch of the Campaign
october
Sept. 19th: Free-car day
Guerilla marketing
Stencils #CS at strategic places in Brussels
Sept. 20th - Oct. 4th
OOH campaign in collaboration with Clear Channel
Radio campaign in collaboration with NRJ, Nostalgie, Chérie FM
Sept. 23rd
Press Conference with Sandrine Dixson-Declève (Club of Rome), Esmeralda de Belgique & Adélaïde Charlier
Oct. 7th
E&T DAY
Workshop - #changesomething
Une communication engagée est possible !
Oct. 10th
Climate March
Panels + AdBicy
Oct 30th
Departure of the Climate Train
distribution of booklet to activists
Oct. 31st
Climate March
Panels + AdBicy
November
Highlight: the COP26 in Glasgow
During the 3 months
from September to November
Nov. 2nd - 9th
COP26
Collaboration with Colas Van Moorsel on Instagram
Radio campaign in collaboration with NRJ, Nostalgie, Chérie FM
Nov. 5th
International communication action�“Blast on the 5th”
Nov. 6th
Interview Nostalgie radio
Press
Articles in La Libre, Le Soir, L’avenir, PUB Magazine, … TV-evening news : RTBF / RTL-TVi
Ads in : PUB Magazine, Imagine, Références
Posts every 2 days
The goal?
Becoming a catalyst for change by providing an information platform with a multitude of local actions, in close collaboration with partners.
HOW?
Setting up a digital campaign on Instagram from mid-September to mid-November. �
Using the codes of advertising through partnerships and spread a proactive message facing the climate emergency.
a digital campaign for Belgium
INSTAGRAM:
content typology
Frequency: 1 post every 2 days
INSTAGRAM:
content typology
1
2
3
4
Stencils #CS at strategic places in Brussels
SEPT. 19 : Free-car DAY
Guerilla marketing
SEPT. 20th - oct. 4th :
ooh campaign �with �clear channel
Digital report
DIGITAL BOARDs
SEPT. 23rd
PREss conference
With Sandrine Dixson-Declève (Club of Rome), Esmeralda de Belgique & Adélaïde Charlier
SEPT. 20th - oct. 4th :
RADIO campaign �with NRJ, �Nostalgie �& Chérie fm
NRJ Radio spot
With the support of Cyril Dion, ANIMAL-movie producer
Workshop: “#Changesomething, une communication engagée est possible !”, moderated by Philippe Warzée, Chief editor of Pub magazine
OCT. 7th:
E&T DAY - WORKSHOP
50 panels gifted to the young people to claim their own messages�
An adbicy with visuals of the campaign
OCT. 10th:
CLIMATE MARCH in bXL
OCT. 30TH
departure of the climate train to glasgow
Distribution of booklets and badges to activists leaving to Glasgow. Booklets contain the highlights of the campaign and the messages and ideas conveyed.
“L’action de chacun et chacune, à tous les niveaux, est indispensable pour une transition juste vers une manière d’habiter la Terre qui respecte le climat et tous les êtres vivants.” �
Jean-Pascal van Ypersele, GIEC climatologist
With Adélaïde Charlier, Clara Descamps and Colas Van Moorsel
OCT. 31ST:
CLIMATE MARCH in bXL
Panels gifted to people to claim their message and bilboard on Luxemburg Place.�
An adbicy with visuals of the campaign.
Nov. 2nd - 12th:
collaboration
with colas
van moorsel
Nov. 5TH:
“international communication blast”
All agencies that wanted to take part in the campaign were invited to share their commitment as actors of communication and to make noise on social networks.
Why the 5th of November?
That day, COP26 focused on the theme of youth and the education of population to climate issues, hence the importance of communication.
The visual we shared with all the agencies to spread their engagement
Visuals from Germany, South America and an article from England
Articles in La Libre, Le Soir, L’avenir, PUB magazine, … ��TV-evening news : RTBF / RTL-TVi
Advertising : Pub magazine, Imagine magazine, Références
Debate: Orbit / Pub magazine
During 3 months:�mass media
During the 3 months:�mass media
10/11 : Full-page article in Le Soir
As examplar communication commitment, the #changesomething has shown good practices !
One strong commitment
and Thank you for your amazing support !
CHANGESOMETHING.BE