Following important recent milestones (such as the Paris Agreement and COP22), we sought to encourage more decision-maker debate about climate change; to help citizens understand opportunities for action; and for people to consider the impacts of climate change on their businesses, families and communities. We focused on the next steps within the areas of: business, infrastructure, emissions reduction and adaptation.
Our integrated approach
A print publication, distributed within the Guardian newspaper had an estimated readership of 829,000 people. We also sent the publication to industry events where it would reach climate change advocates, political figures and policy makers all around the world.
Online, we hosted sponsored and editorial content on globalhealthaction.co.uk, and drove targeted traffic through content recommendation platforms. The online campaign was also shared in bulletins, backlinks and e-newsletters to the public, business leaders, politicians and policy makers.
We achieved this through working closely with credible UK and global associations like the Environmental Change Institute at the University of Oxford and the United Nations. Furthermore, we utilised influencers like Christiana Figueres, Former Executive Secretary the United Nations Framework Convention on Climate Change (UNFCCC) to gain maximum exposure and global engagement.
A client example
The campaign served as platform for multiple clients to have their share of voice, reach and exposure. The World Business Council for Sustainable Development (WBCSD) contributed an interesting angle on what businesses specifically can do to reduce carbon. We created a sponsored article with four esteemed industry sources, a video featuring their president and a Twitter chat which reached 1,629,923 people. We deliver analytics for our online content, and WBCSD saw an active-page dwell time of 72 seconds and scroll depth of 63%.