EARTH TO PARIS

[Agency: Havas PR Global Collective]

Challenge: We aspired to raise the visibility of Earth To Paris, the global communication channel launched by nonprofit United Nations Foundation for ordinary world citizens to have a seat at the table with policymakers attending the UN Climate Change Conference in December 2015 in Paris (COP21). Our New York and Paris teams were charged with reaching those citizens by securing coverage and moving them to action to influence the world’s leaders who were finalizing a new climate agreement.

Actions: Havas PR brought together media and their audiences around one topic people care about with all their heart: how climate change is affecting our planet. That strategic, unifying thread gave Earth To Paris a platform during COP21 that stood out from the crowd. In a one-month lead-up, we drafted, translated and issued materials; proactively pitched and briefed key media about the movement and major happenings; and positioned leading UN spokespeople as thought leaders. We invited media to attend Earth To Paris–Le Hub at the Petit Palais and provided support for that culminating event.

Results: On Dec. 7-8, a 36-hour global digital surge of Twitter chats, Google+ Hangouts and other activations took place while 317 members of the press, plus climate leaders and celebrities, attended the summit. (John Kerry filmed his very first Snapchat at Earth To Paris.) The #EarthToParis hashtag trended globally on Twitter both days, with nearly 1 billion impressions; it appeared in more than 68,000 tweets from 16,000-plus unique contributors. We earned media coverage in 300-plus outlets in 15 countries with impressions exceeding 1.1 billion (99 percent positive or neutral). Havas PR ensured that the UN spokespeople—quoted in three dozen unique articles—steered the conversation. The most powerful measure of success? During Le Hub, more than 4,000 love letters were hand-delivered, written by people from around the world.

UNITED NATIONS FOUNDATION CLIMATE

[Agency: Havas PR Global Collective]

Challenge: In 2013, the United Nations Foundation gathered allies to help change the narrative around science and climate change in conjunction with the release of one of the world’s most authoritative science reports. We were tasked with generating positive coverage.

Actions: Havas PR created a global consortium to support the report’s release in 10 countries with consistent, scientifically based (yet understandable) messaging. We developed media curricula and implemented them with 150-plus scientists worldwide, then connected the scientists as local resources to comment about the report’s phases. Our agencies also launched Climasphere.org, a first-of-its-kind resource for climate change influencers, and a digital strategy that enabled #climateimpacts to be among Twitter’s trending conversations globally.

Results: Phase one produced 412 million media impressions with 85 percent sustained, on-message positive coverage and 10 percent neutral. The release of the second and third phases received unprecedented coverage—17 billion impressions, 57 percent of which were positive and 40 percent neutral—and, according to a key executive associated with the report, “by every account this must have been one of [our] most impressive launches ever.” The final report generated more than 7 billion impressions with over 90 percent combined positive/neutral coverage. Finally, more than 100 organizations joined with our consortium to present a united communications strategy.

BLOOMBERG PHILANTHROPIES

[Agency: Havas PR Global Collective]

Challenge: Michael Bloomberg’s mission during his February 2015 visit to India was fourfold: Urge India to continue investing in renewable and sustainable technologies, underscore India’s role in ensuring that the UN reaches an ambitious climate action agreement, highlight road safety and emphasize the close economic ties between America and India. He had only two days to do this.

Actions: Bloomberg traveled to the RE-Invest Forum in New Delhi, where he was to deliver the keynote address, in a compressed natural gas auto rickshaw—an event captured by countless shutterbugs. The remainder of his trip was a flurry of meetings, which Havas PR scheduled, managed and kept Bloomberg briefed on. While in India, Bloomberg and Prime Minister Narendra Modi jointly announced plans to advance the Smart Cities initiative, and a meeting in Mumbai with Maharashtra Chief Minister Devendra Fadnavis led to a partnership to strengthen that city’s road safety plan. Bloomberg also led fruitful meetings with top Indian business executives, celebrities and a wide range of senior government ministers and civic and climate leaders to stress the importance of city emergency management.

Results: By the end of the RE-Invest conference, the Indian government’s already ambitious renewable energy targets—160 gigawatts of renewable power by 2022—swelled to 220 gigawatts by 2022. Bloomberg’s trip also attracted significant Indian media attention—and we directed that attention to the issues that matter most to him. His visit was covered by NDTV’s “Walk the Talk” and All India Radio; by top-tier press outlets such as Times of India, Economic Times and Business Standard; and by key vernacular media in a breadth of local languages.