CASE STUDY
Only One Earth
The Digital Campaign Rally Cry for World Environment Day 2022
Services
Strategy
Branding
Digital
Marketing
Paid
Situation
For the second consecutive year, Fifty & Fifty led efforts with the United Nations Environment Programme (UNEP) to craft a digital campaign for World Environment Day 2022. This annual initiative is UNEP’s largest communications push of the year intended to motivate a massive global audience to continue their commitments in saving their local environments and the planet. This year was of particular importance as it coincided with the 50th Anniversary of the creation of UNEP and the 1972 UN Conference on the Human Environment, widely seen as the first multinational meeting that made the environment a pressing global issue.
Our Approach
Our strategic process started at the brand level by finding a focus around the idea of ‘Only One Earth.’ We crafted a narrative, content strategy, and visual brand assets that helped audiences connect their everyday actions with a much bigger picture, showing we are taking advantage of the only earth we have.
We moved the brand to a custom digital experience where users participated in an interactive form, choosing the actions they wanted to take and receiving custom social graphics to share their commitment online and in their community. To make this possible, our team developed critical integrations and partnerships with Hubspot and Webflow to ensure data was captured and the UNEP could better understand what motivated users to respond.
The actions taken by people around the world were displayed in an interactive map experience to inspire users and ensure continued support throughout the year.
Results
01
570,000
Website Visitors
02
4.3M
Views of UNEP’s Video Content
03
48,540
Articles in 166 Countries
04
55,000
Practical Guide Downloads
04
11%
Increase in Story Engagement
05
#1 and #3
Trending Terms on Twitter on June 5th
06
10,000+
Global Events Created
