#DestinationZero | The British Council

The challenge

The British Council, the UK’s international organization for cultural relations and educational opportunities sought to engage youth in climate, specifically across social media channels in the run-up to the COP26 summit in Glasgow in 2021. CR was brought on to conceive of and deliver an innovation challenge for youth in Global South countries, the program sought to reach young people in areas that are often not included in climate discussions but experience some of the most severe impacts of climate change. 

What we delivered

CR conceptualised and designed the social media campaign platform #DestinationZero, a unifying message that brought together activists from all over the world and highlighted that, when it comes to Climate Change, we all share the same fate and ambition. During activation we created the channel strategy and content plan for the campaign, maximising reach across all target regions and incorporating live Facebook broadcasts to reach youth in our three key macro-geographies, Africa, Asia and South America. The challenge was a huge success and, from cheap renewable energy generators to waste-eliminating fashion initiatives, hundreds of astounding innovations were submitted. Now, in its second iteration as part of the British Council’s Climate Connection initiative #DestinationZero continues. 

Project deliverables Deliverables

  • Ideation: Channel strategy which included the concept of #DestinationZero. A unifying and galvanizing message, designed to appeal specifically to Global South Trailblazers
  • A visual campaign guide/ handbook which included the channels for activation as well as the visual identity of the campaign.
  • Activation: Campaign content calendar and design and production of visual assets including animations. Social support and optimization throughout the campaign.
  • Webinars: Delivered 5 globally viewed webinars led by industry professionals.
  • Shortlisting & Judging: Design of judging criteria and initial shortlisting of the Top 20 submissions. Oversaw the selection process of the Top 10 candidates by a panel of industry experts. Engaged industry leaders as mentors for the top candidates.

Over 1,000,000 Impressions across social channels 

Over 25K Views of submission videos 

43 Countries participating across 3 continents

5 Expert-lead webinars