The ambition behind Hubbub’s new vlog series is to make sustainability compelling to a mainstream audience. Whilst hugely proud of what Hubbub has achieved in the first two years, we are still playing around the edges. Bold new approaches are needed to crank up the level of public engagement and this led to the launch of a weekly vlog in January. So what have we learned?

1) Beware the elitist trap

We want to show that a sustainable lifestyle is creative, inspirational and something to crave rather than about giving things up. We have interviewed the brilliant designer Christopher Raeburn and showcased the fabulous Scratch food waste menu at Spring Restaurant. Both have shown that the finer things in life can be achieved in a sustainable way, but we are acutely aware that what has been created is outside the financial reach of many people.

We quickly realised that we need to show these pioneering leaders but be able to demonstrate how what they are doing can be interpreted on a budget.

2) Blah, blah, blah

Lets’ be honest: much of the sustainability agenda is deadly dull. Getting to grips with the finer points of your heating controls, draft proofing your homes and making sure you wear the correct safety gear for cycling is not going to set the average pulse racing.

We have sought to communicate this important but dull stuff in an entertaining way. Our three key learnings have been to use graphics as a great way to get messages across quickly, to keep a sense of fun and to have an engaging presenter for the channel.

3) Trust ourselves

We have realised that we must ask the question ‘Why is this a Hubbub video?’. We have discovered that the best vlogs are those that describe how we seek to generate change and are based on real life experiences. Initially we stepped away from this approach as we didn’t want the vlogs to be a Hubbub advert channel, but we have grown to realise that there is a genuine interest in learning from what we are doing.

4) Is complexity and diversity good?

If you look at the 10 vlogs we have created they cover a wide range of subjects and will be of interest to a diverse group of people. This reflects the richness of the sustainability agenda, but is it a good thing? Most marketing experts will tell you to focus on a clearly defined audience and tailor all messaging appropriately. We haven’t gone down this route as we wanted to explore the variety of sustainability. This could be a strategic mistake - time will tell.

5) There is a lot of noise out there

The world of social media consists of many people shouting loudly at each other with not too many listening and reflecting. Trying to find a distinct place within this noise is complex and takes time. Our subscriber numbers are building but not at the rate we had hoped and we are still learning how best to achieve the scale of impact we think is required.

We would be intrigued to hear your feedback on the vlogs. They are freely available for all to use and if you feel they could help to reinforce your communications please do get in touch.