Client
Nature Positive Pavilion
Challenge
Nature is being destroyed faster than it can regenerate. Natural ecosystems are losing their ability to sustain themselves, support human needs and well-being and absorb carbon from the atmosphere. It is clear: the Paris Agreement goals cannot be met without restoring and protecting nature. However, the key role nature can and must play in tackling climate change, is still often overlooked.
Solution
Working with Nature4Climate, The UN High Level Champions and the Global Commons Alliance, we planned and delivered the Nature Positive Pavilion communications package. This involved developing a comprehensive messaging toolkit, collating announcements and experts from a coalition of more than 40 organisations, pre-briefing spokespeople and journalists on the role of nature at COP27 and ramping up support on social media. On the ground, we coordinated a series of high-level media briefings and announcements, amplified voices from areas most affected by the climate crisis while also driving social media engagement across the community and amongst notable influencers.
“The Greenhouse team was EVEN better this year than last year – which takes some doing. Thank you to everyone at Greenhouse for such excellent behind-the-scenes communications work on all things nature and climate.”
Result
Over 1,000 pieces of coverage mentioned Nature Positive during COP27 with standout coverage in top outlets such as Reuters, The Guardian, AFP and more. Experts were also interviewed on the ground for features in CNN, BBC World Service and France24. More than 250 partners, local leaders and organisations engaged with Nature Positive content across social media channels, achieving +200k engagements on N4C’s Twitter and +128k impressions of bespoke content throughout the campaign.
Impact
Targeted media outreach profiling nature experts – including overlooked voices from front-line communities – contributed to a rise in global ambition to halt and reverse nature loss. Nature, food, land, biodiversity and water all received an unprecedented mention in the COP27 cover text. The focus on nature at COP27 also paved the way for success at COP15.
