Climate change is one of the most pressing issues of our time, and tackling it requires innovative strategies and powerful partnerships. This is why AMEC, the International Communications Consultancy Organisation (ICCO), and the United Nations Development Programme (UNDP) joined forces for the impactful Weather Kids campaign. The collaboration is a testament to how effective communication and rigorous measurement can amplify important messages and drive real-world action.

“The climate emergency is a global problem that requires global solutions, and we need everyone to be involved. Partnerships are key element of that. The partnerships for the Weather Kids campaign were a key element to success and measuring the results and impact are critical. Not only do we need to have impact, but it’s vital that we measure that impact objectively. AMEC allowed us to do just that.”

Boaz Paldi, Chief Creative Officer at UNDP.

The Weather Kids Campaign: Amplifying the Voices of Future Generations

The Weather Kids campaign, launched by UNDP in collaboration with the World Meteorological Organization (WMO) and The Weather Channel, aimed to raise awareness about climate change and inspire urgent action. The campaign creatively utilised children as the narrators of the “2050 weather forecast”, highlighting the potential consequences of climate inaction through a relatable and emotionally compelling narrative. By giving a voice to children, the campaign not only conveyed the gravity of climate change but also called on adults to make pledges for a sustainable future.

AMEC’s Contribution: Measuring Success for a Global Taskforce

AMEC played a pivotal role in the Climate Comms Taskforce, providing its expertise in measurement and evaluation to ensure the effectiveness of the Weather Kids campaign. As part of the Taskforce, our contribution included:

• Developing a measurement framework: AMEC created an integrated measurement framework tailored for the Weather Kids campaign. This provided a structured approach to evaluate the campaign’s success across different stages and metrics.
• Informing communication decisions: Insights derived from the measurement framework helped guide the strategy and execution of the campaign, offering valuable data to inform communication decisions for UNDP, ICCO, and the activation partners.
• Creating a blueprint for future campaigns: Our work resulted in a comprehensive evaluation model that can be used as a blueprint for future campaigns, setting a new standard for measuring the impact of climate communications.

 Strategy and Activation: A Collaborative Effort

The work carried out by AMEC and its members was a contribution, showcasing our commitment to supporting impactful social causes. The activation process was broken down into three key steps:

1. Review and analysis: The campaign strategy, communication objectives, and press materials were meticulously reviewed. A qualitative analysis of earned media was conducted to validate the campaign objectives and align them with the strategic goals of the Taskforce.
2. Data collection and enrichment: The data was collected, normalized, and enriched through automated and human analysis. This dual approach ensured a comprehensive understanding of the campaign’s reach and impact.
3. Measurement and evaluation: The effectiveness of the campaign was measured by analysing inputs, outputs, outtakes, and outcomes. This included evaluating media coverage, audience engagement, and behavioural impact.

Methodology: Aligning with AMEC’s Best Practices

In line with AMEC’s Integrated Measurement Framework and Barcelona Principles, the methodology focused on evaluating both short-term and long-term objectives of the Weather Kids campaign:

• Objectives: The primary goal was to urge immediate climate action on behalf of children while influencing COP28 negotiations to prioritize the future of younger generations. Additionally, the campaign aimed to position UNDP as a leading organization in climate advocacy.
• Inputs and activities: The call to action encouraged the public to sign pledges, amplifying the campaign’s message through social media and traditional press engagement.
• Outputs and outtakes: The campaign garnered extensive media coverage, with nearly 1,500 pieces analyzed in the first week. It received significant attention from Tier 1 media outlets like AFP, Der Spiegel, and The Times of India, and achieved 100% key message pull-through across major broadcast channels.
• Outcomes: Initial outcomes showed a 20% increase in online searches for UNDP, attributed to the campaign’s successful communication activities. The launch of the UNDP Climate Hub also witnessed a spike in audience interest, as evidenced by Google Trends data.

Celebrating Success: Award-Winning Impact

The Weather Kids campaign’s success was recognised at the AMEC Global Communication Effectiveness Awards in November 2024, where it won two prestigious gold awards:

• Most Effective Change of Practice in Measurement in the Public and Not-for-Profit Sectors (In-House Communication Teams): The campaign showcased the power of innovative storytelling combined with robust measurement to drive meaningful change. It harnessed the voices of children to cut through public disengagement with the climate crisis, urging immediate action.
• Regional Awards (In-House Communication Teams) – North America: The campaign demonstrated the effectiveness of tailored regional strategies, achieving significant engagement and recognition across North America. By leveraging local partnerships and media outreach, it effectively conveyed the urgency of climate action.

“Our role as AMEC Task Force was to ensure that the campaign’s success wasn’t just anecdotal but measurable. Developing the measurement framework for the Weather Kids campaign was about more than evaluating performance – it was about demonstrating how impactful storytelling, backed by data, can drive real-world change and can cement UNDP’s reputation as a key stakeholder in global conversations on addressing the climate emergency.”

Maya Koleva, PhD, AMEC Board Director and Director of Research & Insights, Commetric

 Looking Ahead: A Blueprint for Future Activations

The success of the Weather Kids campaign has laid a strong foundation for future initiatives. AMEC’s measurement framework and evaluation model will continue to inform and shape upcoming activations as part of UNDP’s evolving communication plan. The campaign’s legacy is not just in the immediate outcomes but in its long-term potential to influence policy, drive public engagement, and strengthen the UNDP’s role as a leader in climate advocacy.

As we celebrate this impactful partnership, we look forward to continuing our collaborative efforts with UNDP, ICCO, and our global network of partners. Together, we can harness the power of effective communication and measurement to create a lasting impact in the fight against climate change.

A Call to Action for the Industry

The Weather Kids campaign serves as a reminder of the power of strategic communication and the critical role of measurement in driving change. As AMEC, we are proud to have contributed to this global initiative, demonstrating that when we measure what matters, we can make a real difference. We invite PR and communications professionals worldwide to join us in this journey, applying rigorous measurement practices to amplify their own campaigns and contribute to a sustainable future.

“The Weather Kids campaign is a powerful reminder that when we unite behind a common cause, and measure our impact with intention, we can transform voices into actions and inspire a movement for change. By harnessing the voices of future generations, we have not only amplified the urgency of climate action but have also set a precedent for what is possible when data-driven insights meet creative storytelling.”

Raina Lazarova, AMEC Global Chair and Co-founder of Ruepoint