#Notgoingto
Do less Help MORE
As we sheltered in place, the planet finally had the chance to recharge – creating cleaner air and healthier waterways as pollution levels dropped everywhere. It was a timely reminder that there’s environmental power in what we choose NOT to do.
So to inspire everyone to continue their eco-conscious quarantine habits, we asked people to pledge one eco-unfriendly act they’re #NotGoingTo do anymore – and continue them post-quarantine. Pledges could be, “I’m #NotGoingTo leave the lights on,” or “I’m #NotGoingTo drive to work.” And for people made especially great pledges, we sent earth-friendly prizes in appreciation.
Copywriting Mike Reiner
ACDing Chris Nash and Michael Ng
ECDing Jesse Dillow
Launched with friends
To get this contest started, we enlisted the help of prAna’s Adventurers to make pledges of their own and spread the word on their channels.
The contest lived completely on social media, and people submitted their pledges on Instagram, Facebook, and Twitter with #NotGoingTo. On prAna’s website, we had a landing page with more information and we updated that throughout the contest to show examples what people were pledging.
#NotGoiNGTO
Screen recordings from how the campaign played out on Instagram and Twitter
Landing page on prAna.com
Pledges from fans
Teaser post for Instagram