Challenge
The COVID-19 pandemic and unfair distribution of vaccines meant that many key voices from the world's most vulnerable communities would not be heard during the COP26 climate summit in Glasgow.
Solution
We developed an integrated campaign to amplify ActionAid's EarthWalk, calling on people everywhere to walk, run, cycle and wheel to demand climate justice, and collectively reach the target of covering the Earth's circumference.
Result
500 Tweets using #EarthWalk were delivered to over 5 million Twitter timelines. We secured 45 pieces of broadcast and online media coverage for EarthWalk and ActionAid's spokespeople from the Global South, including interviews with Sky News, BBC Radio 4, and Euronews TV, as well as features in Forbes and The New York Times.
Impact
Thousands of people across the world took part in EarthWalk, collectively marching over 43,000km. Through our digital and media amplification of EarthWalk, spokespeople from the Global South were given the opportunity to make their hopes, concerns and demands for the conference known to a global audience.
Media Coverage
