Page 35 - Internationalist Magazine 2013 66

DIGITAL SOLUTIONS SILVER

Vestas,

Act On Facts
Vestas (Globall)

The wind industry

is under scrutiny
by media-savvy

and politically
inluential

opponents.
This anti-wind

movement

represents a signiicant business risk to
Vestas. Wind is being accused of causing a range of

health problems such as ‘wind turbine syndrome’, wind
turbines kill wildlife, they can cause cars to shake and

rumble when too close, and that chickens raised close
to wind farms lay yolkless eggs and provoked chicken

cannibalism. Vestas is not aware of any scientiically-
based, peer reviewed analyses that support allegations

of ‘wind turbine syndrome’ and well sited wind turbines
cause far fewer bird fatalities than buildings, power

lines, automobiles, not mentioning house cats. And its Bank of America- Merrill Edge,
Face Retirement
conceivable that cars shake for any number of reasons.
In many cases, these claims are unsubstantiated. Vestas Starcom MediaVest (Local)

intended to turn the quiet majority of people who support What do you do when nearly half of all young Americans
wind energy into a visible and vocal force to encourage are not saving for their future? Bank of America thinks

politicians to back wind energy’s continued expansion.
the answer is simple. You bring the future to them.
Research from Stanford University showed that when

The campaign solution design was based on several young people are exposed to an image of their future-
in-depth interviews with key stakeholders, including selves they are more likely to start saving for retirement.

developers, industry associations and NGOs/professional Face Retirement at faceretirement.merrilledge.com is
an online experience where users share their age, take
campaigners within renewables. Based on these
discussions, The Act on Facts campaign sought to a photo, and Bank of America would shock them into
thinking about their retirement by showing them just
provide an overview of pro-wind calls to action on both
a community and national level, thereby connecting how the future could look. When people come face to

possible supporters with all the good initiatives already face with their under-prepared, over-the-hill selves — real
maintained and executed. Since there is an element
photos of themselves aged to 67, 77, 87 and older — we

of activism crucial to Act on Facts, Vestas relied on a know they are more likely to save for tomorrow.
relatively young population segments who are more likely

to engage. These segments are more easily accessible Bank of America also banked on people sharing their
aged photos on Facebook. They didn’t disappoint, and
through digital and social media like Facebook, LinkedIn
and Twitter. In all markets where Act on Facts was rolled helped spread the idea to nearly 10 million people.
Aging is a universal truth. Most everyone could use a
out the campaign is kicked off by a physical launch
event. Highly inluential key inluencers were targeted jolt of reality to increase their likelihood of saving for

via Act on Facts campaign mails with the purpose
the future. Since launch, Face Retirement has drawn
of recruiting supporters from their personal and/or well over a half million visitors, earned nearly 10 million

professional networks via social media. In addition www. social impressions, 569 earned major-media placements
ActOnFacts.org combined multimedia channels Social including Fast Co, Wired.com, and has been seen by

media channels have generated 47% of all messaging millions on NBC’s Today Show and CNBC’s Squawk
spread. Impressions on Vestas’ LinkedIn proile fared Box. Best of all, thanks to Face Retirement, Merrill Edge

well, starting with an increase of 56.3% week-on-week), has seen an 11% increase in aided awareness and an 8%
increase in brand favorability.
with Vestas Facebook, content has been shared almost
150 times (an increase of 55.3% week-on-week). Finally,

regarding paid media, the LinkedIn AOF video banner
has now displayed 387,380 times on segmented

Australians’ LinkedIn pages.

w
3
ww
w
w
w.
.i
in
n
t
t
e
e
r
rn
na
at
ti
io
o
n
n
a
a
l
li
i
s
st
t
m
ma
ag
g
a
az
zi
in
ne
e.
.c
co
o
m
m
3
33