‘Accidental eco-warriors’ is the first in a series of Trade Me’s campaigns to raise awareness about the sustainable impacts of re-use trading.
The campaign is raising awareness and shaping behaviour through positive reinforcement for re-use trading, and educating about the impacts of trading across different re-use categories. With over 2 million members, the volume of re-use trading is huge.
The campaign included creating an animated video clip, an article in newspapers and online, promotion on social media and through Trade Me’s newsletter.
The campaign had 100,000 views on social media in just three weeks and 550 staff engaged internally.
Trade Me is a finalist in the Communicating for Change category of the 2017 NZI Sustainable Business Network Awards.