Multiplying the impact of climate action by inviting others to join us.
In the absence of new news, our challenge was to demonstrate and raise awareness of Mars’ unwavering commitment to science-based targets that keep global temperature rises below 1.5°C.
Rather than a corporate announcement, we launched an invitation. Pledge to the Planet encouraged associates, suppliers, influencers and consumers to make their own commitment to the world.
Our bold mural from celebrated artist Steven Harrington brought to life what this vision of tomorrow could look like. Hosted around the corner from the UN, this optimistic vision of tomorrow leapt into feeds and front pages everywhere.
The mural fuelled social content that drove consumers and influencers to sign the pledge on mars.com. With the help of other Mars partners, we shared the Pledge from the inside out. Soon our invitation appeared everywhere from internal comms to Buzzfeed to the M&Ms store on Times Square.
An ongoing platform for action for Mars’ 22,000 suppliers.
With 642 million impressions it was biggest Mars earned media story of the year.
Cutting through the category tropes to land sustainability commitments closer to home.