Client: WWF Foundation
Brief: Public interest in the topic of biodiversity based on a report that summarised historical data.
Successes:
- Reaching top media outlets with the message – we achieved 243 organic publications in the largest, national and regional media outlets including Fakt TVN, Gazeta Wyborcza, Fakt, Newsweek, Onet Rano.
- Creation of an appropriate narrative and communication mechanics of the Living Planet Report 2022, based on individual cooperation with journalists.
- Reaching more than 7 million Poles with the message, bringing the data on the state of our planet closer.
Challenges:
- Communicating the results of a report that did not include new data.
- Building public awareness of the threat to the future of the planet.
- Bringing home the importance of the concept of biodiversity and its impact on the life of the planet.
Description:
Nowadays, with climate change and environmental degradation becoming more and more apparent, environmental protection is essential for the future of our planet. Through projects such as WWF’s Living Planet Report (LPR), we synthesise and communicate global trends in population change for thousands of animal species around the world. The LPR is a comprehensive analysis of the state of the environment created in collaboration with more than 125 experts from around the world, the most important element of which is the Living Planet Index (LPI).
Activities:
- Media relations – development of a high-quality press release based on Living Planet Report data.
- Implementation of media activities divided into two communication phases.
- Implementation of a public opinion survey on biodiversity, including the development of scenarios and a summary report of the survey.