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Blocking Greenwashing for COP26

2021’s COP26 Summit in Glasgow was the planet’s final chance to avert a climate catastrophe. 

No biggie.

But here’s the thing. Some companies saw it as an opportunity to pull the wool over the world’s eyes.

If we left them to it, it’d be nothing but an orgy of greenwashing. An avalanche of disinformation. A week-long corporate pat on the back.

All with no real results.

We worked with Iris London to make sure this didn’t happen. And to tell the people at the top, that the rest of the planet was watching them.

We were responsible for media strategy, media planning and media buying.

The Insight

Companies that benefit from the burning of fossil fuels have a history of greenwashing in order to shift the responsibility for climate change away from them.

The oil industry, climate delegates, and media platforms need to be held accountable for taking action.

 

The Work

To protect COP26 from these naughty narratives, we planned and activated an Out of Home takeover. One that blocked the greenwashers, and would be impossible to ignore.

By tracking delegates at every turn, we planned and activated a campaign that would be visible everywhere they went.

From the moment they arrived in the UK, and throughout the summit, we bought up inventory across multiple touchpoints. From Paris, to London, to Glasgow.

 

We plastered Iris’s creative over transport hubs like Heathrow Airport, London City Airport, St Pancras, Euston, Glasgow Central Station and Glasgow Airport.

Ads were placed in multiple formats across Glasgow and Edinburgh to reach delegates for the whole 12 days.

This included a takeover of Buchanan Street Station, Exhibition Station, multiple roadside formats, and street level panels surrounding the conference centre.

 

Our strategy was all about using impactful formats to stop people in their tracks, combined with more cost-effective ones to give us broadcast level reach around Edinburgh and Glasgow.

Artwork with longer copy was placed in long dwell environments like airports and train stations, meaning they were more likely to be read.

Shorter, snappier messages were used for smaller panels as a way of driving high frequency. Creating the impression that wherever delegates were, we were there too.

Picking the key transport hubs meant that the world’s media could see the work, then share the work.

 

But that wasn’t all of Media Bounty’s work on show at COP. Earlier this year we helped to launch FACT Dialogue – a governmental body whose aim is to make worldwide trade fairer. We were responsible for the name, logo and visual identity – as seen behind Theresa May.

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