BRIEF

Hosted in November 2021 the UK, along with Italy, held the UN climate change conference COP26. The British Embassy wanted to raise awareness of COP26 and climate change amongst nationals and Arab-speakers in Saudi Arabia and tasked the agency with running a campaign starting in January 2021 until April 2022.

SOLUTION

The agency devised the strategy for the campaign undertaking a number of activities including:

• Liaising with government, NGOs, universities, private sector, KOL’s and media to participate in a number of virtual roundtables to discuss the impact of climate change in Saudi Arabia
• Confirming tier 1 influencers to support the campaign through video interviews and content on their social media
• Drafting an ongoing calendar for the British Embassy’s social media pages
• An ongoing schedule of press releases, interviews and features during the campaign

OUTCOME

Over the course of the campaign, the agency achieved 308 clippings, with an ad value of over $1.2 million