How Stand.earth Community Members Contributed to Major Trans Mountain Pipeline Win using Soapboxx
SOAPBOXX SITE
Trans Mountain Pipeline Campaign
80,000compilation
video views on Linkedin and Facebook
965reactions, shares
and comments boosting the campaign
129petition signatures
generated during the campaign
Total Impact
268video submissions
in total to Stand.earth’s campaigns
100,000+video views
from organic shares and paid distribution
Stand.earth (formerly ForestEthics) is an international nonprofit environmental organization. Stand.earth is known for its success in challenging corporations and governments to create new policies and industry standards in protecting forests, advocating for the rights of Indigenous peoples, and protecting the climate.
Challenge
The Trans Mountain tar sands pipeline is a ‘climate-bomb’ being pushed ahead without the consent of Indigenous peoples along the route, and despite the ongoing opposition of millions of people. After many years of trying to stop the pipeline through political pathways, Stand.earth pivoted to picking off the pipeline’s insurers one by one – asking its members to pressure companies by sending them emails, phoning them, targeting them on social media, and signing petitions. But some of the project’s biggest insurers were still refusing to cut ties with the pipeline. Stand.earth and its members needed to try some new tactics to make insurance companies feel pressured in a more personal and direct way – and Soapboxx was the perfect tool.
We love how Soapboxx’s technology makes it easier than ever for thousands of our members to make a positive impact in the world.
Solution
In two months, Stand.earth collected 53 videos of members speaking directly to Trans Mountain pipeline insurers. Stand.earth worked with Soapoxx to create a compilation from 15 of their favorite supporter-generated-videos, complete with b-roll footage of pipeline infrastructure, protests, music, branding, and closed captions.
Stand.earth used the 80 second compilation on Facebook and LinkedIn to target senior executives at two major companies known to be insuring the Trans Mountain pipeline . Soapboxx made it possible for Stand.earth to deliver personal and crucial messages to key decision-makers facilitating the construction of the project – and without insurance, the pipeline cannot go ahead.
Featured Stand.earth videos collected through Soapboxx
FromSusan
Fossil Fuel Non-Proliferation Treaty
FromVictoria Raging
Stop the Trans Mountain Pipeline
FromZsuzsa
Old Growth Forests
FromBrenna
Fossil Fuel Non-Proliferation Treaty
FromChad
Old Growth Forests
Result
The targeted video ad was a part of a dynamic campaign that included petitions, letters, phone calls, social media pressure, and direct action. From the video, Stand.earth received 965 reactions, comments and shares, and also boosted signatures on their petition. Shortly afterwards, one of the project’s largest insurers, Chubb, announced it would no longer insure the Trans Mountain pipeline.
In addition to this huge feat, Stand.earth collected 268 videos across six other campaigns addressing global fossil fuel production, subsidies, and financing, Amazon Forest protection, and old growth forests. In total, Stand.earth’s user-generated videos received over 100,000 views. These videos did more than help Stand.earth send messages to campaign targets, they also provided a way for members to voice their concerns for their home, share stories about their personal connection to these important issues, and stand up for Indigenous rights and the climate.
In February 2022, the Anthem Awards, the Webby Awards’ newest initiative for social impact digital work, awarded Stand.earth and Soapboxx the Silver Medal for our partnership in Sustainability, Environment & Climate Awareness.
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