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Weather Kids - ICCO x UNDP

United Nations Development Programme PROJECT

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Title

Weather Kids - ICCO x UNDP

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Entrant

United Nations Development Programme

About This Project

Summary

On March 21, 2024, the kid meteorologists took over the mainstream media around the globe with a special 2050 weather forecast. The spot developed by Activista LA for the United Nations Development Programme (UNDP) was localised in over 10 languages and then, distributed in over 80 countries. For the first time in PR community history, 45 PR agencies and organisations around the world - ICCO members and partners - collaborated completely pro bono, united in climate action.

Goals & Objectives

Reach top tier media around the globe with no paid media budget. Urge people to take urgent climate action by visiting weatherkids.org website and signing the climate pledge on behalf of their beloved child's future.

Results & Impact

Earned media rollout surpassed all KPIs, with positive earned coverage including Fox News, who have until now only reported negatively on climate change. The Weather Kids appeared in 84 countries, airing or mentioned on 300+ TV and radio stations including BBC, CNN, Sky News, Fox News and more.

Recognition

Gold

Awareness Categories — Best PR or Earned Media Campaign

2024

About the category

Best PR or Earned Media Campaign

Best, most creative, or most effective use of PR or organic promotional efforts in a campaign to raise awareness for Sustainability, Environment & Climate, including traditional public relations efforts gaining attention in broadcast, print, radio and other digital publications as well as earned media on social and other digital platforms.