Why is this work relevant for PR?

Before, during and following the COP26 climate summit, the topic of climate change and the need for more action was a regular feature of news bulletins around the world. Most of this coverage spoke about what world leaders were doing, but through the international PR coverage and shares this book received, we were able to spotlight what our planet’s youngest citizens were doing to safeguard their future – and in doing so, stimulate a much larger conversation.

Background

In the lead-up to COP26 – the most anticipated international climate summit ever – the UNDP wanted to remind the world that it’s not just world leaders who have the power. Their challenge was to inspire even the most powerless groups across the globe to speak up about the need for climate action.

Describe the creative idea (20% of vote)

Today’s kids will be affected by climate change more than any other generation. But they’re often the ones who feel most powerless. To empower kids to use their voice, the UNDP published: The Birds & The Bees and the facts of saving life, a children’s book that gets kids to sit parents down for a difficult conversation about our planet’s future. Since birds and bees are among the most susceptible species to the effects of climate change; the story uses them as the barometer for the health of the planet and the devastating effects of fossil fuels. From this bleak realisation, the story evolves to leave kids and parents with a simple solution that they can action together. After all, parents can easily ignore climate scientists, but not their kids.

Describe the PR strategy (30% of vote)

Scientific projections and news stories about what the future of our planet will look like without climate action were cause for people to switch off. Particularly following a pandemic, people of all ages needed stories of hope for a better future. By empowering today’s youth to talk to adults about protecting the planet, we gave news outlets a climate story with a positive spin. To achieve this, both digital and physical copies of books were sent to news outlets, as well as celebrities with a passion for climate action.

Describe the PR execution (20% of vote)

Once the book went live on November 4th, media gravitated to the story. Melanie Zanetti, (star of children’s show Bluey and voice of the audiobook) began to be asked about the book in interviews with major national broadcast outlets, the story became the top article in two of Australia’s biggest news outlets, and people began to share their photos with the book on social media. This was amplified by the UNDP sharing the book with millions of followers.

List the results (30% of vote)

The book was covered in all forms of media, from TV news, to national newspapers, radio, online publications and was shared by readers across Facebook, Instagram and Twitter. Achieving 17 million earned media impressions, and contributing to the book having been read 915,362 times and counting. It is also now available in multiple languages as a physical copy and e-book. As well as two audiobooks, one voiced by Game of Thrones star Nikolaj Coster-Waldau, and Melanie Zanetti from Emmy-Winning kids’ show Bluey. More importantly, it has become an ongoing tool to discuss the most important issue of our time.