Engagement strategy for a community of young environmental advocates.
Project goal
To develop a strategy to keep environmental advocates aged 10 to 20 years old actively engaged and committed to planting trees in their communities for years to come.
Outcome
We developed a strategic plan with actionable steps to help Plant-for-the-Planet enhance ambassador engagement. This included strengthening the sense of community, improving access to valuable resources, and aligning expectations between the organization and its ambassadors.
Client: Plant for the Planet is a global movement initiated by children and youth, aimed at combating climate change through tree planting and environmental education.
Duration: 1 month
Team Members: Desiree Al Kary, Enrique Oton Vidal
Context
Plant for the Planet was facing a drop in active participation from their youth ambassadors, who promote tree planting and environmental awareness. The organization needed a strategy to re-engage these young advocates and ensure their continued commitment to local environmental initiatives.
Our role
01
Conducted interviews with the Plant for the Planet team and ambassadors to gain insights into their work and identify key pain points.
02
Ideation workshops to identify key opportunity areas that shaped the development of our strategy.
03
Develop strategic actions to enhance community engagement for Plant for the Planet.
Research
01
Context Analysis
We started with a workshop with the plant for the planet team to better understand the challenge from their perspective.
12 in-depth interviews.
We interviewed 12 ambassadors in Germany and Spain aged 9 - 23 years old to understand their pain points and the work they do with plant for the planet.
Workshop with Plant for the planet team in their offices in Germany
Opportunity Areas
02
Workshops.
We conducted team workshops to share and analyze research findings, identifying key connections among the different ambassadors.
Analysis and Opportunity Areas.
We analysed how the ambassadors in both Spain and Germany perceive their role with the organization. This includes their pain points, motivations and jobs to be done. We came up with the following opportunity areas:
Create a sustainable offer and simplify the message.
Build trust and available support.
Set realistic expectations.
Build a stronger sense of community.
Easy Access to knowledge and resources.
Teams research and ideation workshops.
Strategy
03
Ideation Workshop
The team had an ideation workshop where we reviewed the research we completed and brainstormed on ideas. We then choose to develop four of the ideas into strategies.
Strategy
We broke down the strategies and proposed to Plant for the Planet actionable steps that they could deploy to support their community:
Reduce ambiguity for multiple audiences and simplify the message.
Create a robust network and platform for ambassadors to boost collaboration and community.
Making an active global database for ambassadors and their activities
Uniting and group activities in nature.
Among others.
Final presentation to Plant for the planet
Learnings
It is important to stay in tune with your users, customers, population and this case ambassadors to build strong and long-lasting relationships.
It was a very quick project that involved a lot of people but because of the collaboration all through it was fun and they were happy with the results.