Launched in 2018, the “On est prêt” campaign mobilized 60 French-speaking Youtubers for the environmental cause. Every day for a month, these influencers launched all sorts of ecological challenges to their subscribers, such as deleting their e-mails to reduce their digital footprint, not using plastic and buying in bulk, or cooking with leftovers to avoid waste. Elliot Lepers, founder of the NGO “Le Mouvement” – an organization specializing in campaigns to mobilize French decision-makers on ecological and social justice issues and gender equality – and instigator of this digital campaign, wished to “get involved beyond a one-off testimonial that would have taken us two minutes [because] the challenge is to have a deep, strong and long-term commitment.”
More recently, in 2019, two well-known Youtubers, Horia and EnjoyPhoenix, committed to the fight against waste, abuse of packaging, and the environmental impact of transport, by asking brands to stop sending them packages and samples. Other activists, such as the journalist Hugo Clément, who has just published his book, Journal de guerre écologique, use social networks in a more vindictive way, as weapons of combat to fight for the environmental or animal cause. By collaborating with associations such as L214 or Direct Action Everywhere France, he publishes shocking reports on the often-deplorable treatment of animals in slaughterhouses that provoke public opinion and some parliamentarians.
The impact of visual content
The emphasis on visual content on these digital platforms, particularly Instagram, makes it possible to have a strong and immediate impact, often generating reactions and exchanges with users. The use of hashtags will notably allow followers to gather around the same subject or facilitate the virality of a campaign. For example, the #climatechange hashtag gathered over 4.6 million publications in November 2020. Digital mobilization around a cause is much higher than a physical mobilization and is also more accessible. Digital mobilization avoids having to go through institutional media, offering freedom of tone and speech, even if it means distancing oneself from the facts to promote impact and buzz. In France, the number of active Instagram users is estimated at 21 million people, representing 31% of the population, which gives us an idea of the extent of the impact that a digital campaign can generate. This impact is all the more important since, according to the Reuters Institute’s Digital News Report 2020, the use of Instagram as a source of information by its users has doubled since 2018 on a global scale.
Inès Leonarduzzi
@inesleonarduzzi
When we think of our fight against climate change, the first thing to come to mind isn’t necessarily the digital footprint. Inès Leonarduzzi created the NGO “Digital For The Planet” in 2017 to alert the public of the impact of digital pollution. On her Instagram account, which has more than 8,000 followers, and on her LinkedIn profile, totaling more than 83,000 connections, she gives out advice to companies, as well as interviews and interventions at UNESCO and elsewhere, with the aim of encouraging the use of low-carbon technologies.
Elliot Lepers
@getelliot
Downloaded over 500,000 times, the 90 Days mobile application was created by Elliot Lepers and designed as a guide for those who don’t know where to start in the fight against climate change. Simple gestures, useful tips, Elliot Lepers makes it easier to practice virtuous ecological practices. His Instagram followers benefit from book recommendations, humorous content, and political bias, as well as insights into the environmental initiatives he undertakes.
Alexandra Cousteau
@acousteau
Alexandra was born with activism in her blood: the genes of maritime exploration and ocean preservation are what guide the life of Jacques-Yves Cousteau’s grand-daughter. As a consultant for Oceana, she campaigns against shark hunting and fights for the preservation of a blue planet. At 44 years old, this environmental activist is also co-founder of the Oceans 2050 organization, which relies on the discoveries of science and technology to protect our oceans. On Instagram, she broadcasts information on the state of the ocean and shares her actions with her 12,000 followers, with the added bonus of some souvenir photos with Commander Cousteau.
Chloé Charles
@chloecharlescuisine
For this activist cook, the fight against waste has to go through the fork. As nomadic chef and promoter of a more humane, accessible and responsible cuisine, she offers tailor-made cooking services to individuals and professionals, advising on new concepts while helping to reduce food waste and drawing the focus towards cuisine that is as tasty as it is virtuous.