Last week, 45 PR agencies and organizations united for urgent action on climate change. The UNDP launched the “Weather Kids” campaign on March 21, reaching over 80 markets.
The Weather Kids campaign, led by Activista, showcases children worldwide presenting alarming future weather reports to prompt adults to adopt habits benefiting children amidst rising temperatures. Main focus: Tier 1 press coverage in partner markets to encourage pledging for children’s sake.
There was no PR budget for this campaign, yet the call for support from the global PR community was answered emphatically, with the commitment from some of the world’s leading agencies from the USA and Canada, Australia, UK, Northern Ireland, Ireland, France, Germany, Austria, Switzerland, Denmark, Sweden, Finland, Italy, Spain, Portugal, Czechia, Poland, Bulgaria, Romania, Moldova, Hungary, Turkey, United Arab Emirates, Brazil, Argentina, Colombia, China and Honk Kong, India, Indonesia, Singapore, Thailand, Vietnam, Philippines, Nigeria, Kenya, South Africa, Morocco, Algeria, Tunisia. PR agencies, especially the world’s biggest, are known for their sharp attention to resources and revenues, so to achieve this collaboration required an inspiring creativity, drive, dedication, and genuine hunger for change. The scale of worldwide coverage has been monumental, achieving broadcast and print media across target markets including China, India, UK, and US.
The International Communications Consultancy Organisation (ICCO) announced their partnership with UNDP in November and swiftly set up a Climate Communications Taskforce (CCT) to tackle PR campaigns, with an immediate focus on the earned media for Weather Kids.
The purpose of the taskforce for this campaign was simple – own and execute the earned media strategy worldwide, without spending. Chris Pratt, Managing Director, Better Impact at Hill+Knowlton Strategies in UK was appointed Co-Chair of the Taskforce alongside Boaz Paldi, Chief Creative Officer, UNDP.
The taskforce implemented a strategy and enlisted 35 ‘Activation Partners’ to support local country activation, each contributing diverse approaches and solutions for pitching the story locally. The successful collective PR effort highlights the influence of PR agencies and international networks amidst global challenges like divisive politics and misinformation. This emphasizes the role of global not-for-profit organizations in mobilizing collective action for change. UNDP’s dedicated PR efforts highlight its role in shaping global issues and humanity’s future.
Boaz Paldi, Chief Creative Officer, UNDP, and Co-Chair Climate Communications Taskforce said, “We know PR is an integral component in fighting climate change and this campaign has reinforced that substantially. I have been blown away by the scale of support from ICCO’s members for Weather Kids. The commitment to contribute from so many different organisations, countries, cultures, languages is unlike anything I’ve seen before. This is the biggest climate campaign ever and gives great hope for the future of the children at the heart of Weather Kids.”
Chris Pratt, Co-Chair, Climate Communications Taskforce shared, “It has been an honour to lead the CCT alongside Boaz with such a talented group of PR experts delivering fantastic earned media for this campaign worldwide. The scale and diversity of support from the PR community demonstrates the nature of the issue we are seeking to tackle. This affects us all and I am sure Weather Kids is just the beginning for the CCT in turning the tide and making a difference for the future of the planet.”
Girish Balachandran, Founder, ON PURPOSE and Vice-Chair, Climate Communications Taskforce said, “Home to 3 of the world’s 15 most vulnerable cities to climate change, India is uniquely impacted by the effects of climate change. However, the local innovation in climate adaptation and resilience can also offer solutions to the rest of the world. By also amplifying voices from the global south, this campaign serves as a powerful reminder that we’re not simply waiting for a solution; we’re actively contributing to it.”
Paco Conde, Founder and ECD, Actavista said, “At Activista, we believe that universal truths breed extraordinary ideas. Few truths are as universal as the desire to secure a better future for our children. This campaign amplifies their voices, reminding us that their future is at stake and urging climate action”.
Grzegorz Szczepanski, President, ICCO said, “When the UNDP pitched the idea to ICCO at Cannes Lions last year, we thought wow – I am not sure anything like this has been done before – but of course we couldn’t refuse. Climate communications was already a top priority for ICCO and its members, and I had faith in our network to deliver to the high standards and ambitious objectives – they didn’t let us down. This campaign has brought together ICCO members from over 30 countries and it is just the start of our UNDP partnership. It is great credit to our members that PR is being recognised as integral to solving the great global challenges of our times”.
