EMAIL DESIGN FOR
#PEDAL4PANDA - BIKE-TO-WORK DAY
With the pollution rising each day in the heart of India, Delhi needs to change its commuting practices firstly. The WWF Volunteers team saw the Bike-to-Work Day as a perfect way to encourage people living in Delhi, to adapt to smart commute practices. Based on a simple idea, we planned to run a campaign across Email & Social Media, to create a buzz in Delhi.
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- Volunteer Participation
The participation was easy. The participant had to click a picture along with his/her bike, and share it on their social media along with the hashtags - #Bike2Work #Pedal4Panda.
The idea was for people to share at least one picture, so that it spreads on their network and we get an extended reach, getting more people curious about the Bike-to-Work ritual.
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- The benefits were long term
As it was a one day campaign with just a few people knowing about it, we didn't expect it to be a viral campaign, but as the first step for something big. A photograph on our team was out in the sun, looking for some everyday heroes, who use bike to commute regularly. I was on the Social Media channels, posting those pictures at regular intervals to keep the motivation going.
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- The problem we faced
The main problem was that it was just a short period of time when people could actually click a picture on their bikes. And that was early morning, when most of them are on the way to their workplace. Moreover, after that period, there was hardly any reason to push the audience, since the ones already at work had to stick with the same means they came to office with. Instead, we motivated them by posting pictures of the people who were able to participate in the Bike-to-Work ritual. In short, it opened a scope for similar campaigns or similar campaigns in the future.
*WWF and WWF Volunteers logo are trademarks or registered trademarks of World Wide Fund, used under license agreement. Use of them does not imply any affiliation with or endorsement by them.
**The strategy was created by the WWF Volunteers team and was implemented by me, and was modified by someone else before the implementation process.
***The artwork/illustrations used in the creative was made from scratch by my co-worked and a good friend - Surbhi Bhadani (https://www.behance.net/surbhi1111) Thank you the amazing artworks!
Thank you for your time!
