HOW TO DELIVER NEWS TO AN AUDIENCE THAT DOESN'T FOLLOW THE NEWS
At the time of writing, millennials are still a tough bunch to crack. Yet, our brief was to spark a conversation on climate change amongst millennials. But to talk to them, we had to find out where to do so first. We found out the top two types of news millenials were paying attention to, and we combined them. The result was a hijack on an internet news channel that delivered a sobering climate change report with a celebrity millennials love.
