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Sky's New Environmental Angle
In 2021, Sky News changed the way it reported on the environmental crisis. It launched a daily update to bring to viewers the latest news from around the world on the fight against climate change, but from a different angle.
Sky understood the exhaustion that their audience felt from exclusively negative reporting. They chose instead to focus on the positive steps being taken to address the planet’s challenges, and doing so through a format that steered clear of preachiness, while keeping it educational and even entertaining.
They launched a Weekly Climate Show on a range of social media platforms, including Snapchat, Twitter and Facebook, and went live on Instagram and TikTok to introduce the individuals coming up with novel planet-saving solutions.
They also teamed up with TikTok to live stream coverage of Cop26 (UN Climate Change Conference of the Parties), and partnered with the Met Office to produce segments about how climate change affects weather systems.
The praise for their efforts has come in from environmental stalwarts such as Al Gore, John Kerry and Erin Brokovich, increasing the network’s audience and global reach.
The Sky Twitter poll that asked “Would you eat bugs to save the planet?” earned 37,000 votes and 1,000 comments and retweets.
The success of Sky’s approach is proof of their understanding that keeping audiences engaged in the climate conversation includes optimistic messaging that promotes a sense of hope about today’s climatic challenges.
Tagged advertising, marketing, climate change, Sky News