CASE STUDY

Only One Earth

The Digital Campaign Rally Cry for World Environment Day 2022

Services

Strategy

Branding

Digital

Marketing

Paid

Situation

For the second consecutive year, Fifty & Fifty led efforts with the United Nations Environment Programme (UNEP) to craft a digital campaign for World Environment Day 2022. This annual initiative is UNEP’s largest communications push of the year intended to motivate a massive global audience to continue their commitments in saving their local environments and the planet. This year was of particular importance as it coincided with the 50th Anniversary of the creation of UNEP and the 1972 UN Conference on the Human Environment, widely seen as the first multinational meeting that made the environment a pressing global issue.

Our Approach

Our strategic process started at the brand level by finding a focus around the idea of ‘Only One Earth.’ We crafted a narrative, content strategy, and visual brand assets that helped audiences connect their everyday actions with a much bigger picture, showing we are taking advantage of the only earth we have.We moved the brand to a custom digital experience where users participated in an interactive form, choosing the actions they wanted to take and receiving custom social graphics to share their commitment online and in their community. To make this possible, our team developed critical integrations and partnerships with Hubspot and Webflow to ensure data was captured and the UNEP could better understand what motivated users to respond.The actions taken by people around the world were displayed in an interactive map experience to inspire users and ensure continued support throughout the year.

https://fiftyandfifty.org/wp-content/uploads/2022/09/wed-screen-recording.mov

Results

01

570,000

Website Visitors

02

4.3M

Views of UNEP’s Video Content

03

48,540

Articles in 166 Countries

04

55,000

Practical Guide Downloads

04

11%

Increase in Story Engagement

05

#1 and #3

Trending Terms on Twitter on June 5th

06

10,000+

Global Events Created

The campaign resonated around the world reaching a crescendo on 5 June. Over 65 million people around the world joined global conversations online demanding urgent action to conserve and restore the environment.Read the Client Impact Report

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