FCDO: Climate action segmention

The Foreign, Commonwealth & Development Office (FDCO), a government department, launched an international campaign to enable and empower business leaders and individuals around the world to tackle climate change, focusing on carbon reduction and biodiversity.

Summary

The Foreign, Commonwealth & Development Office (FDCO) commissioned Yonder to conduct a global segmentation to achieve a deeper understanding around the drivers and motivations towards climate change and build a robust insight led communications strategy aimed at creating tangible behavioural change on a global basis.

Yonder conducted quantitative research in 6 countries, followed by a segmentation, an innovative approach bringing segments to life across markets, and carefully selected advanced analytics to enhance the comms and messaging toolkit deliverables. The programme represented a unique and innovative solution by:

  • Social media analysis to identify nuances in climate change language/priorities
  • Sophisticated international...

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