To raise awareness of a donation website that could provide funds to rebuild homes for flood victims, we launched an activation which saw the first town on the planet named after the website itself.

The town, of course, is outdoor. As are all the signs that were placed to direct people to it.

On 25 August 2022, Pakistan declared a state of emergency because of the world's deadliest flood since the 2020 South Asian floods, and the worst in the country's history. It was also recorded as one of the costliest natural disasters in world history.

Over 33 million people were affected, with thousands dead or missing. The Minister of Climate Change stated that a "third" of the country was underwater - overnight a 100km lake had emerged in Sindh province. Officials estimated at least $30 billion of reconstruction costs and economic damage, equivalent to about 10% of GDP.

In Pakistan especially, women faced an immense challenge, one exponentially more difficult than men. Not only is there an increased rate of violence against women, but severe health challenges, especially around childbirth and reproductive health. Girls often bear the brunt in crises such as these in which they are sold off to earn food.

The Government of Sindh began the rebuilding process, but there always has been a massive funding gap.

In the aftermath of Pakistan’s devastating flooding that destroyed or damaged 2 million homes, the Government of Sindh through SPHF set out to rebuild the lives of flood victims, with a focus on helping the millions of women who were now homeless and living in camps and were affected disproportionately more than men.

According to PRB, "Studies have shown that women disproportionately suffer the impacts of disasters, especially in developing countries."

Our brief was to raise donations for the rebuilding efforts on a global level to enable the world's largest rehabilitation program and rebuilding of the social fabric that protects women. The immediate task was to raise awareness of not only the donation website, but also of the efforts of SPHF and the Government.

The brief was to produce an activation that would move potential donors (governments, agencies, and individuals) at COP28, and beyond.

By officially naming the new town ClimateChangeTown.pk, we successfully created a world-first mechanic that simply and effectively spread the donation website to help SPHF in what is now the world's largest rehabilitation program.

Through various donors, we have successfully raised in excess of $200 million since COP28.

The news of the town (and therefore, the website), was shared in more than 50 countries.

Thousands of sustainable future-proof homes have already been built, with a total of 2.1 million homes to be constructed. The funds raised also provide necessary income to flood victims, particularly women who are actively involved in the effort to rebuild their lives. More than 10,000 title deeds have been given to women, while 800,000 constructions are being led by women, a truly remarkable moment in Pakistan.

Once the entire town was named after the website, we installed official road signs, directing people to climatechangetown.pk. These were put up on main highways, country roads, and at the the town.

We then got the town name recognized by Google Maps, complete with a hyperlink to the donation website.