The challenge: The United Nations Development Programme (UNDP) Nature Hub aimed to change perceptions of investment in nature and climate as beneficial to the economy, rather than limiting, as well as an essential part of human life. To reach this goal, UNDP aimed to launch a campaign to reach leaders in business, media and policy.
Our approach: Marchmont, to support this aim, developed and implemented a multi-channel campaign, including:
- Launching a social media campaign around the tagline “Counting on Nature”, flipping imagery and phrases traditionally used for finance to highlight nature’s economic benefits.
- Conducting media outreach ahead of and during key moments such as the biodiversity COPs, the climate COPs, the World Economic Forum in Davos, and the Global Environment Facility Assembly.
- Developing written materials to empower in-country offices to engage local stakeholders in discussions around the value of nature.
Outcomes:
- Marchmont’s targeted media outreach secured placements in key outlets such as Carbon Pulse, Climate Home News, Mongabay and POLITICO.
- Marchmont also produced and placed several opinion pieces authored by UNDP leadership, including placements in FairPlanet, Fortune, The Hill, IPS News and WEF Agenda.
- The social media campaign resulted in more than 500,000 impressions, with key stakeholders sharing campaign materials, such as Achim Steiner, UN Biodiversity, the UN Environment Programme (UNEP) and Ulrika Modéer.
