LoveEarth.com

BBC Worldwide, 2007

Communications support for LoveEarth.com, BBC Worldwide's environmental and green living platform, run alongside PR work for BBC.com, TopGear.com and BBC Motion Gallery in the same period, as broadcast and digital were only just beginning to work as one operation rather than two.

LoveEarth carried a different weight to TopGear.com. Environmental content had to earn attention without tipping into a lecture, at a point when sustainability stories were still finding a mainstream audience rather than commanding one automatically. The job was the same discipline as any consumer platform: understand who's actually reading, and build coverage that holds them there, rather than assuming the subject alone will do the work.

Running a motoring entertainment brand and an environmental one in the same year, on the same broader BBC Worldwide digital push, showed how much audience instinct travels. Building interest in green living took exactly the same muscle as building interest in a Sunday night car show. The subject changes. What earns someone's attention doesn't.

Different platform, same job: make someone care.