Campaign details

Brand: The United Nations Framework Convention on Climate Change (UNFCCC)
Brand owner: The United Nations
Lead agency: WPP, Grey London
Contributing agencies: Facebook, Kantar, Finsbury, BCW, Whalar
Country: Global
Industries: Charities & voluntary organisations
Media channels: Content marketing, Livestreaming, Online video, Social media, Voice, chatbots, Word of mouth, influencers
Budget: No budget

Executive summary

This is a case study about how the United Nations used new marketing tools and platforms to include the world’s people in the biggest issues facing our time.

In an age of growing grassroots activism, many people feel that action happens on the street, not behind the closed doors of the United Nations. For an organisation set up to be the collective voice of the people, this was a problem.