Earth Day Campaign

Challenge + Goal

Mattel, leveraging their "Purposeful Play" initiative, required content that could achieve two critical objectives: a) educate children about environmental issues and ecosystems without causing anxiety, and b) formally align their Earth Day initiative with established Corporate Social Responsibility (CSR) metrics and UN Sustainable Development Goals (SDGs). We needed to create a safe, authoritative, and empowering content suite for a highly sensitive target audience (children and parents).

Develop a multi-asset educational package (fact sheets, activities, guides) that successfully translates complex climate topics into accessible, optimistic, and action-oriented content, positioning Mattel as a thought leader in purposeful, sustainable play.

All conducted as part of my role at Creature & Co..

Role + Process

My role centred on content research, tonal strategy, and strategic compliance for all educational assets:

• Tonal Strategy & Safety: Defined the messaging framework that balanced honesty about climate challenges with empowerment and positive action. This was crucial to meeting the client's goal of avoiding 'hopelessness'.

• Deep-Dive Research & Verification: Conducted the necessary research to create and verify the content for 12 unique fact sheets on environments and 'planet heroes', ensuring scientific accuracy for both kid and parent audiences.

• SDG and CSR Integration: Strategically wove in references and educational points to explicitly address and advance three critical SDGs (Goal 4: Quality Education, Goal 14: Life Below Water, Goal 15: Life On Land).

• Asset Production: Authored the core written materials, including DIY crafts, Eco Tips, and an actionable checklist, ensuring content was structured for easy digestion and high family participation.

Results

The campaign successfully delivered on the client's internal and external strategic goals:

• Successfully deployed the educational resources, establishing Mattel as an authoritative source for parents seeking to discuss climate change, as evidenced by a 95% positive feedback score from initial parental surveys.

• The content package was instrumental in helping Mattel publicly demonstrate clear commitment to three UN SDGs, bolstering the overall agency pitch and strengthening the client’s annual CSR reporting.

• The combination of positive messaging and actionable items resulted in a significant uptake, with the resource landing page achieving an average Session Duration of 2:40 minutes (22% higher than the seasonal content average).

• Provided a highly adaptable resource that was utilised across multiple Mattel channels (social media, website, and internal employee communications) throughout the quarter.