ABOUT

Concept:
As an independent communications agency passionate about sustainability, 33Seconds works with both established brands and startups in this space. But we wanted to take this one step further and use our expertise to make a positive difference. With this mission, we created Earthtopia - a channel that shines a light on planet-saving organisations, solutions and actions and which is now one of the largest eco-communities on TikTok - bigger than Greenpeace and WWF.

Becoming a content publisher has also strengthened our credibility as an agency working in this sector. The fact that we’ve grown the community and established Earthtopia as an eco-influencer demonstrates our deep understanding of social media and Gen Z audiences, as well as helping to attract and retain talent.

Execution:
Earthtopia’s mission is to educate and inspire our 288 thousand strong community on climate crisis issues and the solutions to them through TikTok native formats.

​​Following weekly trends meetings focused on brainstorming eco-themed pop culture moments, our dedicated Earthtopia team then creates short, informative videos that highlight the positive actions individuals, businesses and governments can take and are taking, adding a dash of humour when it feels appropriate. Our primary content pillars are: good news roundups, eco innovations (that once scaled can build a better world) and eco hacks (e.g. how to shop, recycle and live more sustainably) - which help people take action in their everyday lives.

Some recent content examples include: 'How to spot greenwashing', 'Eco switches that will save you money', and 'Cooling your home without air conditioning'.

Results:
Earthtopia has become a trusted voice on TikTok - we have partnered with organisations including the UN, The Earthshot Prize, WWF, COP & Youth COP and we regularly march on climate change protest days.

We won ‘Best Use of TikTok’ at the Global Social Media Awards and we have a book coming out later this year - '100 Ways You Can Help Save the Planet' published by Penguin Random House.

​​To create the book we picked our Top 100 ‘eco hacks’ - from everyday changes that collectively have a big impact, to community-based actions that will positively influence your local area and beyond.

​​We have also worked with some amazing brands including The Body Shop, Nandos, Lush, Netflix, YouTube & eBay, as well as charities, such as Surfers Against Sewage, to encourage and inspire positive action.

As part of this we aim to work with companies that take sustainability as seriously as we do - the other common thread is that they value the opinions and feedback of our Gen Z audience - the early adopters that are set to bring eco-conscious living into the mainstream.

Dominic Cook, CEO and co-founder of 33Seconds said:

"As creators, we go through the same worries about the climate crisis that our community does, so most importantly, we want to remind people that not all hope is lost, there are solutions out there, as well as actions you can take AND people and businesses who are doing great things for the planet.

Positivity, listening to the community, and not being afraid to adapt has been key to the success of Earthtopia. TikTok is a fast moving platform and we've got a nimble and passionate team who are willing to get stuck in and immerse themselves in the crazy world of social media and the climate crisis.

The journey to a better, more sustainable future is an ongoing process for us all and we’re humbled and motivated to be playing a part in it."

To find out more and become part of the community, visit Earthtopia on TikTok.