UNEP - Ozone Secretariat
Reset Earth – One Ozone. One Planet. One Chance
The state of the environment and the numerous issues facing the planet can be daunting and overwhelming, particularly for younger generations, who often feel powerless to act. With the Reset Earth campaign, UNEP Ozone Secretariat wanted to capture the hearts and minds of global youth in their role as future custodians of the planet, and inspire them by showing the power of collaboration in addressing one of the biggest challenge the world has ever faced.
Rooftop and the Ozone Secretariat worked together to develop a mobile game and animation film for the global youth enticing them to immerse themselves in an epic adventure and race against time to save the planet and what’s left of human life. We used the power of creative storytelling and immersive gameplay to sensitize, educate, inspire and engage Gen Z about the fundamentals of the ozone layer protection, and to foster worldwide consciousness around the critical role that the ozone layer plays in preserving all forms of life.
Rooftop supported UNEP and the Ozone Secretariat not only in the game and animation production, but we also implemented a marketing model played a critical role in increasing the visibility, engagement, coverage and credibility of the campaign. Our approach, included global PR, digital & influencer marketing, social media outreach, plus multiple activations across established UNEP and partners’ channels, which created online buzz and awareness from World Education Day 2021 throughout February 2021, when we released the mobile game on Apple’s App Store and Google Play.
The animation film received national, mainstream, environmental, teen and entertainment press support worldwide, with over 700 articles and broadcast features across 30 countries. The animated film was watched over 1.1M times on UNEP social media channels, and the game now stands at 43K downloads. It has also gained recognition as “Game of the Day’ on App Store on Earth Day in March 2021 in over 50 countries across Africa, the Middle East & Europe.
Reset Earth campaign content directly reached 20M people through UNEP corporate channels, generating 118K engagements and over 100M impressions.