Change the World at 35,000 ft

Partner: Virgin

    The Challenge

    Virgin Atlantic, on top of making some big efficiency moves at corporate level, have big ambitions to help their 6 million customers do more positive things as part of their journey.

    So, as a big fan of Change the World for a Fiver and Change the World 9 to 5, Virgin asked us to create something that could engage all their customers in the same ways.

    The Solution

    We created a minibook and series of short films that appeared on Virgin Atlantic flights.

    The publication that appeared in every seatback in the fleet, was entitled Change the World at 35,000ft, and offered passengers ten positive ideas of things they can do to improve their journey for themselves, others and the environment, including Speak the local lingo, Pack less, and Be nice to the people who help you.

    It also contained ideas from other brands including Nokia, Honda and Puma, whose suggestions appear as advertorials.

    The book was made from 100% recycled, chlorine-free paper and is recyclable and biodegradable. The book was also offset through Virgin’s Gold Standard carbon offset scheme.

    We also made three short animated films which encouraged passengers to Decline plastic bags, Recycle Your Specs and Spend time with someone from a different generation, which were broadcast on flights in between the scheduled entertainment.

    Community

    The minibook encouraged passengers who wanted to learn and do more to visit the We Are What We Do Action Tracker. The free web tool allows people to track the positive Actions they have done and allows for the online community to interact and communicate with one another: commenting on one another’s posts, suggesting new Actions and totalising their combined effort.

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