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Taking climate justice to new audiences
We worked to raise awareness of the links between climate change an international development among young people.
Campaign strategy
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Brand & narrative development
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Messaging and narrative
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Research & insights
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Digital mobilisation and behaviour change
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Digital marketing & influencers
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Strategy
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The client
EC DEAR: The European Commission Dear programme brings together over 20 NFPs from around Europe to mobilise young people to help drive climate justice in their home nations and around the globe.
The challenge
With an aim to reach 44m young people over five years, these organisations needed to reach beyond their usual older, middle class audiences and fight the polarisation around the topic of climate change.
They asked us to help understand attitudes towards issues around climate justice across Europe. They then needed support to reach those audiences through influencer engagement.
The solution
We started by gathering insights through a digital audit on Instagram and TikTok to understand the behaviour and preferences of the target audiences. These findings were then summarised through a robust SWOT analysis.
We hosted a two day co-creation workshop with the charities to develop ideas that would engage 15-35 year olds. From this, we developed a clear digital strategy, including the coalition’s positioning, narrative and wider tactics to reach new audiences.
Finally, we executed a pilot TikTok campaign to raise awareness around the inequalities of climate change ahead of COP27. This included working with influencers from Colombia, Zambia, Indonesia and Uganda, pairing them with influencers from European countries for a conversation around climate justice.
