The Climate Coalition:
Great Big Green Week

Projection on cliffs
Art installation house tipped into pond

The work

Ahead of COP26 in Glasgow, The Climate Coalition – a collective of over 100 charities and brands (everyone from Oxfam and the WWF to the National Trust and Ben & Jerry’s) – appointed us to deliver communications for the first ever Great Big Green Week.

We devised the platform ‘The Fight That Unites’, a powerful statement that people from all walks of life care about the green agenda.

We activated the campaign through tactics that revealed the impact of climate change on different parts of British life, including:

  • A story on how extreme weather is threatening grassroots football
  • New data and an art installation to dramatise the impact of flooding on homes and properties
  • A projection of The Fight That Unites logo onto Lulworth Cove cliffs to reveal the impact on nature spots

Pro bono partnerships were also secured with the likes of the FA, BT Sport and Norwich City.

31%
awareness achieved among key demographics
14%
increase in the perception that climate change is something ‘everyone cares about’
17%
increase in agreement from key audiences that they are likely to take ‘positive action on climate change’
Projection on cliffs

The impact

The campaign achieved 906 pieces of coverage in total, including 60 national items. More importantly, independent research showed that:

  • We achieved awareness among key demographics of 31%
  • Perceptions that climate change is something ‘everyone cares about’ rose by 14% (from 48% to 63%)
  • Agreement among key audiences that they are likely to take ‘positive action on climate change’ spiked by 17% (45% to 62%).

Great Big Green week received two PR Moment awards for best use of research and measurement.