Challenge
Mangroves are under threat but are vital nature-based solutions to the climate crisis, protect our coastlines and support livelihoods for local communities. The "Save Our Mangroves Now!" initiative was launched by WWF, IUCN, Wetlands International and BMZ to mobilise action to reverse the loss of mangroves globally.
Solution
We launched a new #RootsOfHope campaign on World Mangrove Day to inspire political decision makers and influencers to take action to restore these precious ecosystems. We developed unique assets to showcase the guiding principles for sustainable mangrove ecosystem management at the IUCN World Conservation Congress and developed a white paper with case studies from the Western Indian Ocean region at COP26.
Result
The #RootsOfHope hashtag has now had over 4.4 million timeline deliveries with a reach of over 2 million. There have been 437 contributors and the SOMN! Twitter account has grown by 400 followers. The campaign was supported by influencers across the political and conservation sphere.
Impact
The #RootsOfHope has struck a chord with our target audience, achieving cut-through during key international events. Top engagements include Hugh Fearnley-Whittingstall, TV personality and environmentalist, Nigel Topping, UN High Level Climate Action Champion, Peter Thomson, UN Special Envoy for the Ocean, and Dr Maria Nera, Director of WHO.
