Objective: As a way to engage kids in helping the environment, Nickelodeon launched the yearlong “Big Green Help Global Challenge” and an accompanying online game (nick.com/biggreenhelp). “We have a long history of empowering kids with information and tools to have them be proponents of change,” said Joanna Roses, the senior director of corporate communications for Nickelodeon, who pointed to previous campaigns like “The Big Help” and “Let's Just Play.”
Idea: “We found that the environment is definitely an issue on kids' radar, but kids don't necessarily know what they can do to affect it,” Roses said. “We thought the best approach to reach them... in an entertaining way is through gaming, so we developed a multiplayer online game.” After playing one of many games, which teach about climate change, visitors are asked to pledge to help the environment and can use the site to track hours pledged and how much their actions will affect carbon dioxide levels. The “Challenge,” aimed at kids ages 6 to
14, is in 15 global markets and also encourages parents' involvement.
Tools: In addition to using the game to get kids excited about helping the environment, Roses said Nickelodeon has an aggressive traditional media outreach plan, focusing on broadcast and print outlets in the top 25 markets. Nickelodeon is also reaching out to environmental bloggers and partnering with several organizations, including the Natural Resources Defense Council and the National Wildlife Federation, to fulfill the action part of the program.
Measurement: Nickelodeon will measure success based on the number of game plays and volunteer hours pledged.
Campaign: The Big Green Help Global Challenge
PR Team: Nickelodeon (internal)
Launch: December 14