Calling for long-view leadership on existential threats

The Elders

Founded by Nelson Mandela in 2007, The Elders are independent global leaders working together for peace, justice, human rights and a sustainable planet.

The launch of the long-view leadership open letter called on global leaders to tackle the four existential threats to humanity that require a collective response – the climate crisis, AI, pandemics, and nuclear weapons.

Results and Impact

Strategic communication support to signatures

Challenge 

We are currently facing four sets of threats that put all humanity at risk.

The impact of these threats is already being seen: a rapidly changing climate, a pandemic that killed millions and cost trillions, and wars in which the use of nuclear weapons has been openly raised. 

However, our leaders are not responding with the wisdom and urgency required and are focused on short term political cycles.  

Solution  

We launched a worldwide open letter advocating for far-sighted leadership, backed by an integrated campaign. Greenhouse created flagship films, activated paid advertising, crafted stakeholder toolkits, conducted influencer outreach, prepared media materials, and unveiled the open letter to the global press.

Results

Secured 85 pieces of coverage, with 4.21 estimated coverage views, an audience of 1.1BN.

Generated coverage in a total of 19 countries across four continents and in five languages, including key targets the UK, the US, and across the Global South.

The paid digital campaign exceeded all KPIs, with activity receiving 36.5M impressions, 357K engagements, and 85,068 link clicks across all platforms.

Impact

Over 3000 high profile signatories have signed the open letter, including actor and film producer Cate Blanchett, former Prime Minister Gordon Brown, Former Prime Minister of Australia Julia Gillard, co-founder of Skype, Jaan Tallinn and President of the Munich Security Conference Foundation Wolfgang Ischinger.

Hero film

Greenhouse developed and launched a hero film to introduce the concept of long-view leadership to target audiences. This included scripting, animated graphics and launch strategy. The film had 4,289,250 video views, which surpassed KPIs by +801%.

Social assets

Greenhouse designed resources and assets to highlight the four existential threats facing humanity and raise awareness of the concept of long-view leadership. All of the assets linked to the open letter which resulted in 85,000 link clicks.

Film series

Greenhouse produced a four-part series around the key themes of the Long-view Leadership campaign: AI, pandemics, climate, and nuclear threats.

The series featured full-length episodes with both Elders and experts from the field. All content was filmed on location with the talent and the Elders.

Post-production was key for the series as we created bespoke graphics and illustrations to create an engaging viewing experience.

Media coverage

Secured 85 pieces of coverage, with 4.21 estimated coverage views, an audience of 1.1BN and 1.22K social media engagements. Other highlights included PA, AFP, CNBC (USA and South Africa), BBC World Service, The Telegraph (UK), Yahoo!News (International) and El Mundo (Spain).

Secured and coordinated 2 interviews with international agencies Bloomberg TV and CNN.

Generated coverage in a total of 19 countries across four continents and in five languages, including key targets the UK, the US, and across the Global South.

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