STROOM finds it important to do its proverbial bit. We do so gladly and - media technically - consistently. Justdiggit has been a client of STROOM since its inception in 2009. Together with our media network and other supporters of Justdiggit such as advertising agency HavasLemz, we help Justdiggit take a step further every year. Currently, Justdiggit's success is skyrocketing.
Cooling down the planet
Justdiggit is tackling the global climate crisis using so-called "nature-based solutions." Justdiggit works to green and cool Africa-and the earth-by making parched land green again. In this way, global warming can be reduced by 37%. The organization has already brought back more than 9 million trees. Justdiggit generates a lot of impact with its awareness campaigns.
Insights
A number of Insights from the HavasGroup research give us additional guidance regarding creation, media and (ultimately) donation acquisition. We have listed some key insights and conclusions:
Culture
Almost half (47%) of the Dutch population believes there is a relationship between natural disasters and climate change. This percentage is highest among women and young people. On the other hand, a third of Dutch people, more men than women, do not believe in this relationship.
Similar charities
If we look at similar charities working on climate change, a few key insights can be gleaned from them:
- Justdiggit should not compare itself to the charities that have been operating for decades and have a lot of brand history, budget and long-term investments.
- Justdiggit should be incredibly proud of the level of helped awareness (14%) and consideration (3%) achieved. For the future, it is important to continue to focus on helped familiarity because Justdiggit has a direct impact on it with its marketing activities.
- In addition, there is a strong relationship between spontaneous brand awareness and consideration, from which it can be concluded that the familiarity goal is important to continue to drive consideration as well - in the long run.
Brand
From the long-term strategy that STROOM set up in the early days as a media partner, mass media has always been an important component. As an international partner, HavasGroup has taken over this commitment with rollouts in African countries, among others. Key insights from this are:
- TV is the channel the target audience knows Justdiggit from. Followed by radio and word of mouth.
- When brand awareness is high, people have stronger, fact-based associations with the brand. Consider core associations such as: digging, Africa, trees, greening and one of the ambassadors: Floortje Dessing.
- The philosophy around bringing back vegetation is embraced by many. 6 out of 10 people reached think it is an important and good initiative.
Communications
STROOM has been building awareness and raising donations with Justdiggit's media partners over the past few years. The new creative concept: 'dig in' spurs action and strikes both the name of the organization and the solution it promotes. It is interesting to see that the target group highly appreciates the method for raising donations. This is because it is left up to the individual whether they want to contribute rather than an "aggressive" request for a donation. Half of the Dutch prefer this method.
Media Strategy
For Justdiggit, STROOM helps build the always-on visibility where TV, cinema and OOH (out of home) are successfully used to further load the brand. For example, the number of donations increased by 60% in 2021 compared to the previous year. Where Justdiggit once started together with STROOM in the Netherlands, the organization is now experiencing traction worldwide.
