Empowering Young Voices: Comms8 Aims to Spark Climate Action through UN Weather Kids Initiative

BRIEF
The United Nations Development Programme (UNDP) launched the impactful ‘Weather Kids’ initiative to educate viewers on the potential consequences of climate change and ignite a sense of urgency for action.

Comms8 was chosen to support the initiative in mainland China, Hong Kong, and Taiwan. Their role involved engaging with media outlets and KOLs to amplify the campaign’s message.

STRATEGY

Tailored Press Releases & Personalised Outreach

With the goal of getting maximum engagement, Comms8 translated the press release into traditional Chinese, catering to the target audience. We crafted two tailored outreach email versions and strategically distributed the press release to 26 relevant media outlets across two outreach rounds.

Strategic Influencer & KOL Engagement

Comms8 identified and engaged with a broad range of influential figures across mainland China, Hong Kong, Taiwan, and the UK. This included bloggers, internet celebrities, and other relevant online personalities on various platforms.

We implemented a strategic outreach campaign spanning four rounds, ensuring consistent communication and follow-up with a total of 74 influencers.

Full-Funnel Amplification Through Owned Media Channels

Comms8 leveraged the reach of our website and LinkedIn presence to elevate awareness of the ‘Weather Kids’ initiative. Through strategic content dissemination and audience engagement activities, we drove significant traffic and views to the campaign.

Influencers sharing their thoughts on their social media platforms.

RESULTS

  • 6.72 Million Impressions: Without a budget, we secured the support of 7 heavyweight KOLs, generating an impressive 6.72 million impressions

  • 120 Organisations and Influencers: We shattered boundaries by reaching out to 120 influential organisations and influencers across the UK and the greater China area.

  • Diverse Network For Maximum Impact: Our outreach encompassed a wide spectrum of voices, from bloggers and internet celebrities to renowned journalists and UK students.

  • Shortlisted for Cannes Lions Creativity Festival in the Sustainable Development Goals category: The project was shortlisted in the prestigious Cannes Lions awards, and our MD & Founder, Carol Chan was speaking in the ICCO PR session about the project.

Weather Kids project is covered by the Cannes Lions Festival official magazine. 

Irene ChenComment