Go for the Green is a four-week challenge that encouraged students in residence halls to reduce their energy use, learn about sustainable practices, and attend an in-person event: "Plant It Forward." The campaign focused on education, participation, and building habits that could last beyond the competition. Using social media to drive engagement and awareness, these were the key objectives:
Educate residents about how their everyday energy use impacts sustainability
Drive pledge sign-ups and hall participation
Encourage attendance at the Plant It Forward event
Instagram for visual storytelling, short-form video, and student-facing updates.
Pledge signups and hall standings were hosted on the WWU Housing Sustainability website.
With a primary audience of women ages 18–23, content was designed to resonate with this demographic while aligning with Instagram’s algorithm, which favors short-form video, consistent posting, and high engagement.This resulted in content focusing on these key pillars:
Short-form videos
Trend-focused Content
Collaboration Posts
Human Facing Content
328 residents took the Go for the Green pledge
27% increase in website traffic to the sustainability pledge page
+13% engagement rate across campaign Reels compared to the monthly average
217 attendees at the Plant It Forward event
Top-performing content: Carousel featuring real student testimonials on how they reduce energy in their rooms (400+ views)
