Belong asks Aussies to consider their carbon thumbprint in new campaign via Deloitte Digital


Carbon neutral Australian telco, Belong, has launched a new campaign, via Deloitte Digital, challenging Australians to consider the environmental impact of their phone usage by asking them to calculate their carbon thumbprint – the amount of CO2 their mobile data use contributes to carbon emissions.


Currently, it is estimated that mobile data networks in Australia contribute upward of 500,000 tonnes of CO2 every year. Belong has become Australia’s first accredited carbon neutral telecommunications provider – with all operations and products certified ‘carbon neutral’ at no extra cost to its customers.

The campaign launches with a TVC that drives consumers to the Carbon Thumbprint App; an AR app that uses data modelling to allow individuals to see the size and effect of their personal carbon thumbprint.

A contextual digital campaign also leverages the carbon thumbprint modelling using pre-rolls, banners, in podcast and Spotify placements to calculate the carbon cost of the content they appear in.

Says Kelly Schulz, customer protagonist, Belong: “Climate change is the defining issue of our generation and we’re committed to doing something about it. By switching to an accredited carbon neutral provider, consumers can transform an everyday habit into a positive change and the App helps people do just that. It is our hope that this can underpin more informed and deliberate choices, which in turn might mobilise climate action beyond telecommunications.”

Says Leanne Boyd, brand and strategy lead, Belong: “You can’t manage what you don’t measure. The carbon emissions associated with the mobile data we use – our ‘carbon thumbprint’ – have been hidden from us until now. The new app enables Australians to estimate their carbon thumbprint in a matter of seconds, and then easily neutralise it by changing to a telco that does it for them.”

Says Matt Lawson, chief creative officer, Deloitte Digital: “It’s a been a privilege to bring this campaign to life, Deloitte has been helping Belong’s journey towards carbon neutrality from day one; we have helped Belong crunch the numbers to become carbon neutral, and to identify the impact that mobile data networks have on the environment through the activity of their products and services across their value chain.

“We found that while those numbers are large and compelling, we know that to move people from awareness to action we needed to create a more personal, emotional and visual connection. We hope ‘carbon thumbprint’ becomes part of the common vernacular, as it’s hard to talk about a problem that is not yet in conversation: the environmental impact of mobile phone usage.”

Belong is one of around 100 Australian businesses to be certified as carbon neutral by Climate Active – an ongoing partnership between the Australian Government and Australian businesses to drive voluntary climate action. Telstra Corporation (which owns Belong) has also achieved Climate Active certification.

The campaign has been developed with input and advice from Belong’s First Nations and Accessibility teams. 50% of the television spots are audio described and the app experience has been tailored for the vision impaired.

Belong’s carbon neutral mobile and internet is available now. Find out more information by visiting Find out your Carbon Thumbprint by downloading the app today – available from the Apple App store or Google Play store.

Research conducted by Blisspoint, for Belong, May 2020, found that:
– 92 per cent of Australians do not believe mobile data is a contributor to carbon emissions and yet it is estimated that mobile data networks in Australia create more than half a million tonnes of CO2 every year
– 54 per cent of Australians do not understand what it means to be ‘carbon neutral’
– 40 per cent of Australians say they are willing to switch to a carbon neutral telecommunications company to reduce their carbon footprint
– 62 per cent of Australians agree that changes in behaviour in response to COVID-19 gave them confidence in the ability to make the changes needed to address climate change.

Client: Belong
Customer Protagonist: Kelly Schulz
Brand and Strategy Lead: Leanne Boyd
Brand Orchestrator: Clare Taylor
Business Performance Lead (Carbon Neutral): Peng Lee
Cultural Jedi: Thelma Austin

Creative Consultancy: Deloitte Digital
Creative Brand & Advertising Partner: Adrian Mills
Chief Creative Officer & Partner: Matt Lawson
Executive Creative Director: Charles Baylis
Head of Motion & Production: Rob Weir
Creative Director: Gustavo Vampre Franco
Copywriter: Britton Upchurch
Designer: Kyle Lotherington
Producer: Marlese Sloan
Group Account Director: Morgan Collins
Account Manager: Natalie Ng
Director, Sustainability Servcies: Wibishana Rockwood
Manager Strategic Reputation and Risk: Ben Symons

Production Company: Collider
Director: Damon Cameron
EP/Producer: Olivia Hantken
Production Manager: Ellie Craven
Drone Operator: Matt Chang
Editor: Adam Wills

VFX / Post: Fin Design + Effects
Executive Visual Effects Producer: Alastair Stephen
VFX Supervisors: Stuart White + Mikey Smith
VFX Producer: Emily Newbould

Sound Design: Squeak E Clean:
Sound Engineer: Abigail Sie
Producer: Meg Drummond

VO + Mixes: RISK
Sound Engineers: Dee Gjedsted & Dylan Stephens
Producers: Kate Gibson & Sally McManus