Agency: Fauna & Flora International
The world's oldest international conservation organisation, Fauna & Flora International (FFI), wanted to place conservation at the forefront of the global government agenda and change the way it is funded internationally.
The core activation of this initiative, designed to mark the launch of FFI's five-year campaign was a letter, signed by more than 140 conservation groups in 50 countries and sent to the United Nations Secretary-General, urging member states to collectively commit an initial $500bn to protect the natural world. Delivered to coincide with the UN Biodiversity Summit, the letter formed the centrepiece of a wide awareness-raising programme of activity, including a public petition, rich video content featuring FFI vice presidents, including Sir David Attenborough, Dame Judy Dench and Stephen Fry calling for action, and the mobilisation of influencers with environmental credentials to spread the news.
The impact was phenomenal: 230+ pieces of coverage in 32 countries with a reach of 930mn. On FFI social handles, the campaign has generated more than 2.4mn impressions and 46k video views. Our One Home gained high-profile social support from the likes of Leonardo DiCaprio (46mn followers) and Stella McCartney (6.3mn), and the public petition for government action has garnered 85k signatures and counting. The campaign has given FFI license to speak with authority at the highest tables, opening doors with the United Nations Environmental Programme, the globally recognised Organisation for Economic Co-operation and Development (OECD) and the World Economic Forum.