The Challenge
To mark Earth Day 2009, Metro International wanted to engage its global audience of 23 million readers and encourage meaningful action around sustainability.

The Insight
Small individual lifestyle changes, when multiplied at scale, can create a significant collective impact.

The Idea
Shift the focus from reducing a negative “carbon footprint” to creating a positive “handprint” encouraging people to take simple actions that contribute to preserving the planet’s resources.

Execution
A global ‘Green’ edition of Metro International, supported by a multi-channel campaign across press, TV and social media.

Readers were challenged to try something new, a small lifestyle change and share their experiences with others around the world, creating a sense of collective participation and momentum.

Result
Engaged a global audience of 23 million readers

Encouraged widespread participation in sustainable behaviours

Created a shared platform for global interaction around Earth Day