Earthjustice and Fission worked together on the Mountain Heroes campaign to raise awareness through social media, blogging, and email about mountaintop removal coal mining in Appalachia. EarthJustice had a goal to recruit 5,000 photos from online supporters and asked for Fission’s strategic help to create a broad-based social media and email campaign. Earthjustice ultimately presented a photo petition with 13,696 submissions (exceeding the goal by 270%) to the Obama Administration and the Environmental Protection Agency on the National Mall. As a result of the campaign, Patriot Coal announced that the company would stop mountaintop mining in one state.

The Mountain Heroes campaign was groundbreaking for Earthjustice in a number of ways: it was their first photo petition drive, it exponentially broke existing records on how far an Earthjustice post could reach, and it helped raise awareness about mountaintop removal coal mining for thousands of people that may have otherwise not known about its environmental and social atrocities. Celebrity blogs Ecorazzi and Fit Perez picked up the Mountain Hero campaign stories and discussed the involvement of Edward Norton, Woody Harrelson, Daryl Hannah, and Mad Men’s John Slattery, reaching new audiences for Earthjustice.

After conducting an online analysis with recommendations, Fission’s detailed weekly campaign timeline specified themes, narrative arc, blogger pitching, celebrity involvement, and incremental benchmarking. The team created content for all platforms and helped drive Earthjustice’s Facebook and Twitter advertising campaigns. The campaign was adaptive to the changes within the strategy, social platform, and audience.

"This is fantastic! I am really happy about all this content! You guys really cranked this out! Thanks so much Sam and team."

Liz Judge, Media Director

http://www.earthjustice.org/