The British Council #DestinationZero
A campaign galvanising youth engagement in COP26 & 27 to stimulate and fund solutions for the climate crisis and raise the voices of future generations in the Global South.
THE CHALLENGE
The British Council, the UK’s international organisation 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.
Whilst youth demographics were and are very interested in climate change, many were disengaged in the conference as they felt excluded from the conversation.
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
Creative Strategy & Design: 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.
Campaign Strategy: Our team 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.
Animation: We scripted and produced an animation to explain the program and spread our call to action across channels. Following the program’s end, we showcased the winners and their achievements through another animated video.
Mentorship Program: Our team secured a panel of 5 industry leaders, both to judge the submissions and to volunteer as mentors for a 5-month mentorship awarded to the winners of the program.
RESULTS
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.
STRATEGY
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UX DESIGN
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BRANDING
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COMMUNICATIONS
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STRATEGY - UX DESIGN - BRANDING - COMMUNICATIONS -