Creating Real Impact: WWF’s Kwentong Kompost Explainer Video Campaign
The world’s leading conservation organization initially approached our team to create a translated version of the Compost Story inspired by Kiss the Ground. The communications agency recommended an entirely new concept for Filipino audiences, which was an insightful explainer video titled Kwentong Kompost. Personal and targeted narrative videos were used, as global audience research revealed that emotional content that touched on shared Filipino values performed best in the Philippines—one of the most emotional countries, according to the 2019 Global Emotion Report.
The Kwentong Kompost video featured six WWF PH ambassadors to talk about composting in the Philippine context; some of these ambassadors included WWF PH Ambassador Janine Gutierrez, Composting Revolution PH’s Organizer Faye Manlosa, and Sustainability Advocate and Actor Pepe Herrera.
Moreover, the video already has real-life applications. The video is currently being used as an educational resource for Barangay Tatalon in efforts to incorporate sustainable farming and bokashi composting in urban cities. In partnership with the Climate Change Commission, the video has also been used to promote composting among youth sectors in the country.
Beyond video metrics, the end goal of this video was to divert hundreds of thousands of food waste from landfills to sustainable composting methods and ultimately mitigate the effects of global warming. While this goal isn’t exactly measurable, we hope the video continues to be used as a key resource in ending the food waste crisis in the Philippines.