The Challenge:
- Maximise an unprecedented opportunity to engage some of the world’s most influential climate policy-makers and activists attending COP26
- Reduce greenwashing around the conference and drive positive climate change
- The communication vehicle was 780 OOH sites in Glasgow and London purchased by the UK’s largest private philanthropic climate foundation.
- Budget: £3.4m.
Solution and Delivery
- An integrated campaign targeting policy-makers and climate sector NGOs focused on highlighting urgency and tangible action
- Stakeholder mapping and communication strategy to coordinate 40 climate focused NGOs and some grantees of the foundation
- Briefing, selection and contracting of creative agency (IRIS) and OOH media planning agency (Media Bounty) to deliver the campaign
- Creation of planning dashboard for all stakeholders to share developments with daily updates
- Managed collaboration across stakeholders advertising efforts and conference activities including the opening conference speech by Sir David Attenborough
- Scheduling of assets for date-specific and message-specific opportunities to reach delegates including Street Hubs, airports, rail stations, underground and roadside
- Management of 6 additional NGO campaigns for organisations supported by the foundation
- PR and crisis comms plan for campaign period including microsite
Results
Refusal by some media owners to run the campaign led to the convening of UN communications leads to discuss how to create a ‘level playing field’ for NGO campaigns
1m+ views and major influencer content shared across social media
coverage of campaign across all UK press with international press platforms
75% Direct Traffic to microsite
25% from NGO network referral and press coverage
22k delegates attended the week long event
average 1,690 unique visitors per day to microsite
Outdoor Media National Social Impact Award
"I would highly recommend Carolyn to anyone seeking pragmatic and professional marketing and communications support. Carolyn joined QCF at an early stage to help us prepare our communications and engagement plans in the lead up to COP26. She stayed with us for 18 months and over that time helped us shape our thinking around grantee communications as well as our persuasion and communications strategy. "
