Making smallholders big players at COP28

One Acre Fund

One Acre Fund is a social enterprise that supports smallholder farmers across Sub-Saharan Africa to build more food secure, climate resilient and prosperous communities. 

Results and Impact

Thriving Farmers, Thriving World

Challenge

Smallholders make up 70% of people living in poverty and their entire livelihood is often dependent on rainfall and an acre or two of land. For them, climate change is not a hypothetical future risk; it is a But farmers have an opportunity to combat global heating, secure livelihoods, build soil health and safeguard a world for future generations. A thriving network of climate smart and resilient farmers across Sub-Saharan Africa is a win-win for people and the planet.

Solution

Smallholders must be recognised on the global stage for the role they can and are playing in building global climate resilience. We worked with One Acre Fund to launch their first ever integrated campaign ahead of COP28 to emphasise the power of smallholders. We developed in-depth climate messaging, produced a brand new campaign identity, created a suite of creative assets, and amplified the campaign across media and digital platforms in the lead up to and during COP28.

Results

We secured over 20 pieces of coverage across international, insurance, policy trade, farming trade and green trade media, with an estimated viewership of 118K. Our social content gained 2 million impressions across the campaign period, and the campaign landing page became the first non-careers page to appear in the top five visited pages on One Acre Fund’s website. 

Impact

Our paid media campaign saw increased engagement from target audiences of investors and policymakers, and our hero film was screened at the launch event for the One Acre Fund Re reinsurance facility in the Food Systems Pavilion at COP28, attended by media, investors, policymakers and farmers. The use of our creative assets led to a 23% increase in profits from the end-of-year fundraiser in 2023 compared with 2022. 

What we did

Campaign identity

We devised three creative campaign routes and used feedback to create a final creative campaign identity.​​ The final concept incorporated custom illustrations, hand rendered mark making, photography, and graphic typography. The result was an attention-grabbing, yet warm and inviting visual style, that set the campaign apart from others while staying true to the One Acre Fund brand.​

Hero animation

We conducted extensive research on existing climate and food security data, compiling datasets to create our ‘Global Croptake’ analysis of the threats to global food production and security since the Paris Agreement and into our future. We produced a hero animation to highlight the findings of the Global Croptake and emphasise One Acre Fund’s messaging and call to action for COP28.

Hero infographic

We created an eye-catching infographic for the campaign landing page to visualise the findings of the Global Croptake.​ We worked with One Acre Fund to ensure the infographic was consistent with the organisation’s data-driven style.

Optimised landing page for conversions

We advised on the layout and produced copy for the Global Croptake landing page, which became the first non-careers page to appear in the top five visited pages on One Acre Fund’s website. Our custom infographic provided a compelling data-driven summary of the Global Croptake findings.

Social assets

We created a suite of social asset templates to share key messaging and Global Croptake findings.

Hero film

We produced an additional hero video asset for the launch of One Acre Fund Re, showing how the groundbreaking reinsurance facility will safeguard smallholder farmers in the face of extreme weather events’ devastating impacts on crop yields.

Media coverage

Top stories included

• IISD: Comment piece from One Acre Fund’s Annie Wakanyi. Small holders on the frontline: A call for action at COP28

• AgTech Navigator: COP28: Calls for urgent need to invest in small-scale farmers as climate solution

• Reuters: COP28 a milestone in terms of ambition, but falls short on finance. Featured quotes from One Acre Fund Re launch event.

What our clients say

“It was a pleasure to work with Greenhouse on One Acre Fund’s first ever integrated campaign. Their expertise in the climate space is second-to-none, and the creative flair they brought to the campaign identity and hero assets made the campaign sing. The insight offered by Greenhouse on the ground at COP was invaluable for our team, and we were very pleased with the cut-through we achieved at the conference. We are delighted to now have strong key messaging on climate and a creative identity that we can use for future campaigning.”

Abi Calver, Global Digital Lead, One Acre Fund