‘Nature Saves People’ Campaign for the Koalicja 10% and the ECF

Brief:

• Raising awareness of the importance of NRL legislation 
• Eliminating misinformation about the law and replacing it with facts 
• Mobilizing public support for the NRL  

Results:

• Nearly 30 million reach: The campaign achieved nearly 30 million reach and 8 million AVE of publications in media with which cooperation was exclusively substantive and free of charge.  
• Materials in high- profile media: Campaign materials were published in high-profile media, such as Fakty TVN.  
• Over 2 million organic reach on social media.  
• Increasing the awareness of the topic: From a meaningless acronym, NRL became a project with a face, evoking specific and unequivocally positive associations in line with the campaign’s assumptions.  
• Building an emotional bond: It was possible to build a personal, emotional bond with the media and the public, which made the votes for the NRL personal. The campaign not only convinced people to support the bill, but also created a belief in the public that it was their own business and a personal matter.  

Challenges:

• Changing political circumstances: The need to quickly change the concept, verify and change the strategy during the project implementation. 
• Brief changes:  On-the-fly changes required the preparation of 4 different strategies, meetings, brainstorming and consultations.  
• Accelerated campaign start:  Intensity of activities under time pressure due to the political situation.  
• Actions in difficult times: The campaign took place during the European Parliament election campaign – drawing attention to the law with a political context was difficult. 
• Coordination of activities of 10 organizations: Developing common arguments, messages and narratives with organizations with different priorities. Longer acceptance process, more work, more changes in materials, preparation of more materials (reformatting graphics, videos, comments).  
• Limited time to prepare materials:  The campaign had to go into express mode due to the need for a quick response and to push the topic.  
• Alignment with the ECF mission framework: The need to align the campaign approach with the strict mission framework of the European Climate Foundation, promoting public dialogue, educating, building diverse partnerships.  
• Reaching out to decision-makers: The need to reach out to decision-makers indirectly, through various social groups and their representatives, with the message that the NRL is a social, intergenerational, inclusive for minorities and dialogue-integrating demand of citizens.  
• Political resistance and social apathy: The need to address these challenges through tailored communication strategies that highlight societal benefits and mobilise diverse stakeholders.  
• Sociopolitical background: Consideration of recent EU nature conservation legislation, including the blocked vote on the NRL due to political opposition.  

Description:

 The Nature Restoration Law (NRL) is a groundbreaking and most important law for 30 years concerning the restoration of nature in the entire European Union, and thus protecting people from the effects of climate change. Negotiations on the adoption of the NRL lasted over 2 years, and when there was consent to its introduction, several EU countries, including Poland, vetoed it. This decision had many reasons, including the lack of knowledge of society, including farmers, about the provisions of this law, which were compared to the Green Deal and assessed as harmful. 

Key success factors:

Deep understanding of the topic: Ability to include the issue in the media discourse and appropriately select messages for individual media and recipients, due to excellent substantive orientation and deep knowledge of the act, awareness of the issues it raises and insights into its perception in various groups of society  

Rapid response and adaptation: Adjusting strategies and actions to changing circumstances.  

Unique content: Creating engaging and educational content, such as a video spot with experts from various fields.  

Effective education: Reaching various audiences with reliable information, dispelling doubts and building understanding of the NRL.  

Building good relationships based on solid foundations and dialogue. Cooperation with media, politicians and non-governmental organizations, building trust and commitment.  

Social mobilization: Directing the message to a wide audience and encouraging active participation in the campaign.