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Advancing funding for the fight against climate change
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The client
Global Solidarity Levies Task Force:
For People and the Planet brings together countries from around the world to advance options for international levies that will raise much needed revenue to fight against climate change and support development and nature.
Key stats
80+
Total pieces of coverage
23m+
Estimated overall reach
BBC World Service, Financial Times, the Guardian, l’Opinion, Times of India, Focus Online (DE), CNN Indonesia, Business Today (KE)
Coverage Highlights
The challenge
Right now, the most vulnerable people and economies who contribute the least to global emissions are experiencing the worst impacts of climate change. Ensuring a fair transition requires finance on a large scale. This money has to come from somewhere.
The world needs to find a fair way to raise climate finance.
The brief
The Global Solidarity Levies Task Force approached 89up seeking to develop its strategy and narrative, establish its brand identity, launch a website and a social media presence, and secure a major coverage around its first official meeting in global media.
The task force also requires ongoing support to deliver its two-year work plan and meet its objectives: building a coalition of willing countries to advance levy options, drumming up international support for taking these forward, and facilitating a transparent consultation process.
A core challenge lay in the need for the task force’s communications to diplomatically navigate the differing priorities of member countries and contentions surrounding the industries being examined for levies: fossil fuels, shipping, aviation and financial transactions.
The solution
After an initial strategy session, 89up developed a messaging framework for the task force conveying a highly technical topic in a compelling way while balancing the diplomatic needs of the task force’s members. We also developed branding, built a website and began managing its social media channels.
89up officially launched the task force onto the global stage with an international media moment at the 2024 World Bank and IMF annual meetings in Washington DC. This galvanising call invited countries all over the world to join and be part of the solution.
Building on this momentum, our 2024 communications strategy will amplify the task force’s work at key diplomatic moments such as the UN General Assembly, Climate Week New York and COP29 in international media, leveraging the team’s expertise and aiming to secure further buy-in from governments.
89up is also providing an always-on crisis team to spot and manage any emerging reputational risks with an early warning system and processes in place, alongside a drumbeat of social media channel management and press office support.
The brand & website
The Global Solidarity Levies brand emphasizes authority, accessibility, and simplicity, reflecting its mission and values. This approach ensures clarity and professionalism while remaining approachable to diverse audiences.
Its multilingual website serves as a hub for sharing the organization's milestones, story, statements, and member details. By providing accessible and structured information, the platform has become a vital resource for media inquiries and for attracting new members to join the initiative.
The impact
In the task force’s first major media moment, 89up secured more than 80 pieces of coverage across the world, including top-tier articles in Financial Times, BBC World Service, The Guardian, l’Opinion, BBC and CNN.
It didn’t stop there - we kept the task force on the news agenda by arranging one-on-one briefings with top economics and finance editors, who now regularly reference its work alongside tax initiatives at the UN, OECD and G20.
Now having established the task force as a major player on the global stage, several more countries have joined or engaged with its work. 89up continues providing a press office support, strategic communications and driving engagement with its global research and stakeholder consultations.
