Through a cooperative and inclusive approach to tackling climate change, British Council supported COP 27 in Sharm Sheikh in Egypt through its Climate Connection Program, which brings people around the world together to meet the challenges of climate change embracing the idea that climate change and climate emergency can only be tackled by giving all voices a safe space to be heard and an opportunity to make an impact. It is in this context that the idea of voices 4 climate emerged.

Objectives:

1- Raising awareness about the British Council’s led Climate programmes.

2-Showcasing the Impact of the British Council’s programmes.

3-Creating a change of perception and contributing to shifting opinions and driving action towards a more sustainable future

4-Providing the MENA youth with relatable positive role models for amplified climate action

The idea was to carry the voices of our beneficiaries leading climate action and showcase them to the world in a modern, compelling, and interactive way.

This has been achieved by initiating a digital campaign combined with a countdown before the start of COP.

Each day, one of the voices had a complete yet controlled takeover of our Social Media platforms. This act, symbolic and impactful, helped carry those voices to the world by lending them the British Council’s platform and embodied the full engagement of the British Council in climate dialogue and action. The digital activation side was supported and amplified by a PR and media campaign, including print and online press and TV and radio interviews.

-Implementation of a female-led multifunctional and cross-cultural team to Identify the projects with the highest representational and aspirational potential to serve as voices 4 climate

- Conducting an online insight generation study with a methodology leveraging the theory of change for climate action.

- Data review from each of the projects and one-to-one discussions to capture the essence of each “voice” in a short and impactful story leveraging the insights and findings of the online insight generation study.

-Collecting User Generated Content from the key persons behind each voice

-Structuring the Stories defined earlier and Stylising User-generated content into Instagram photo drop posts with impactful stories as captions to convey the voices with the highest fidelity.

- Implementation of the digital activation and showcase over the course of 4 weeks, starting two weeks prior to COP 27.

- Amplification of the initiative via a Media and Public Relations

We created more than 100 visual assets including videos and photography conversation screenshots, quotes, interviews illustration That were dispatched over the course of the campaign from 22nd October to 18th November 2022 in more than 40 social media posts.

On top of social media, the campaign benefited from a total coverage including 106 articles in online and print media, 3 interviews in tier 1 Egyptian and pan-Arab TV stations and 2 radio interviews

The digital showcase of the voices 4 Climate showcase campaign delivered strong results with a reach of more than 2 million on owned digital social media accounts only and impressions that were up by 100% versus previous period.

149 million Total media reach

EMV=10x invested budget

On top of social media, the campaign benefited from a total coverage including 106 articles in online and print media, 3 interviews in tier 1 Egyptian and pan-Arab TV stations and 2 radio interviews