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Internal environmental campaign for ATNS


Client: Air Traffic and Navigation Services

Project: Mission Blue

ROI: Engagement target exceeded by 20%, cost per engagement reduced by R100

Awards: Leader Assegai Award

Responsible for air traffic management and control in 10% of the world's airspace, ATNS sought to promote awareness around environmental sustainabiltiy to their staff. Not only this, but they wanted to position themselves as a responsible employer and eco-aware regarding their carbon footprint.

Since ATNS focuses on air traffic and navigation and safer carbon-free skies, we devised a sustainability initiative that we dubbed 'Mission Blue'. Not only is blue part of ATNS's brand identity but it also enabled a direct connection to aviation.

Describing this initiative as a 'mission' gave a sense of collective purpose and a firm direction - towards sustainability. In addition the strapline - 'It's up to you' - emphasised that it is every individual's responsibility to make a positive change.

A mascot called SIMO was also developed, providing a more human/humorous element addressing the issues of sustainability and eco-living.

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