Summary:
The Weather Kids campaign aimed to break through public disengagement with the climate crisis by presenting climate prediction data through a compelling and relatable narrative. Utilizing the voices of children, the campaign illustrated the stark consequences of inaction by delivering the ‘2050 weather forecast’. The primary objective was to urge immediate climate action, emphasizing the impact on the next generation. The campaign sought to achieve positive tier-one media coverage globally and motivate adults to pledge actionable changes for the benefit of children, aligning with UNDP’s mission to combat climate change, reduce inequality, and support sustainable development.

Objective/Brief:
The Comms Taskforce behind the campaign, consisting of the UNDP communications team and a multitude of activation partners around the world, set out organizational objectives that extended beyond mere communication and coverage strategies. With an immediate call to action looking to urge people to take urgent climate action now on behalf of children everywhere, the longer-term strategic objectives included:

• Influencing COP28 negotiations to prioritize the future of children, and driving public engagement with climate commitments.
• Positioning the UNDP as the leading United Nations organization fighting to end the injustice of poverty, inequality and climate action, and a major thought leader.

The campaign was designed to foster action and behavioral change, not just awareness. All this taking place in a challenging environment where conspiracy theories and climate change denial are flourishing, and a few years after the Guardian newspaper called the UNDP the “dull workforce” of the United Nations.

The AMEC Integrated Measurement Framework was used to track various metrics, including media reach and sentiment, website traffic, social media engagement, and the number of pledges taken. These KPIs provided a comprehensive evaluation of the campaign’s impact on both public awareness and actionable outcomes in the initial stages of the campaign.

Strategy:
The target consumer and stakeholder groups for the Weather Kids campaign were well-defined, and research was conducted to guide a clear and differentiating strategy. The primary target audience included parents, grandparents, and younger generations, particularly those who are not climate deniers but are not actively engaging in climate action. The campaign also aimed to reach decision-makers attending COP28 and UNDP’s funding partners. Research and insights were pivotal in shaping the campaign strategy. Data showed that meteorologists are among the most trusted messengers on climate change, and that love for children is a powerful motivator for climate action.

This insight led to the innovative strategy of using children as future weather forecasters to deliver the ‘2050 weather forecast’. This approach was designed to make the scientific data more relatable and emotionally compelling, breaking through the public’s disengagement with traditional climate messaging. Additionally, a rapid scan ahead of the launch anticipated the campaign’s reception in an information environment prone to misinformation and conspiracy theories. This foresight allowed the team to prepare for potential risks and negative
narratives.

The strategy was underpinned by the extensive global collaboration with 45 PR and creative agencies, partnerships with the World Meteorological Organization, and the use of localized content in over 80 countries. This comprehensive approach ensured that the campaign resonated with diverse audiences worldwide, effectively driving home the urgent need for climate action.

Execution/Implementation:
The innovative concept of training children to deliver the ‘2050 weather forecast’ was disruptive and emotionally compelling.
By using data from the IPCC report and framing it through the eyes of children, the campaign effectively communicated the urgent need for climate action in a relatable and impactful manner.

Creatively, the campaign employed a multi-channel approach, integrating broadcast, online, and social media platforms. On March 21, 2024, children took over weather reports on more than 300 networks in over 80 countries, delivering a unified global message. The use of AI for translating the children’s voices into multiple languages further showcased the campaign’s creativity and use of innovative technology. UNDP and the activation partners had the courage to address a highly politicized issue in an year marked by divisions and elections across the globe. By presenting the climate crisis through trusted messengers—children and meteorologists—the campaign navigated the divisive nature of climate discussions and reached a broad audience.

Additionally, the extensive preparation for potential misinformation and negative narratives highlighted the campaign’s boldness in addressing anticipated challenges head-on. Integration was key to the campaign’s success. The collaboration with 45 PR and creative agencies, along with partnerships with the World Meteorological Organization and The Weather Channel, ensured a cohesive and wide-reaching execution.

Customized toolkits enabled localization, making the campaign relevant to diverse audiences globally. The use of various assets, including videos, a microsite, TikTok filters, and social media engagement, ensured consistent messaging across all platforms.
In terms of campaign monitoring and measurement, UNDP relied on an AMEC task force involving multiple data vendors and measurement consultants from various AMEC member companies, supporting the initiative on a pro bono basis. The activation partners relied on world-class data and best practice integrated measurement to track the initial results of the campaign.

Campaign Effectiveness:
Delivering on organizational objectives:
Campaign objectives included positioning UNDP as leader in climate action, influencing COP28 negotiations, and driving public engagement through pledges. The effectiveness was assessed using the AMEC Integrated Measurement Framework.
Outputs:

1.Content Creation

• Media assets included long-format films, short videos, TikTok filters, and localized press releases;
• AI utilized to translate children’s messages into 67 languages, with 42 versions created using local talent;
• Celebrity ambassador posts and media touchpoints

2. Earned media coverage:

• The campaign aired on 300 TV and radio stations in more than 80 countries;
• Major broadcasters included BBC, CNN, Sky, ITV, Fox, VOA, Rai, ARD;
• 1,496 items tracked across 65 markets in the week post launch, in sources with domain-level reach of 31.7 billion;
• Online media mentions included earned media and content driven by global PR partners;
• Earned media coverage in high authority media in key markets, estimated to be around 10% of all online mentions.

3. Online and social media reach:

• The WeatherKids microsite registered 328,000 visitors globally;
• Organic social media buzz in 34 markets, with over 7.3K posts;
• 385 social media million impressions, with backing from influencers and celebrities.

Outtakes:
4. Media reactions / sentiment:

• Earned media had 95% positive/factual sentiment;
• 92% of coverage featured climate urgency messaging, and 90% included call to action.

5. Immediate audience reactions:

• High engagement rates on the WeatherKids microsite, with significant video start and finish rates.
• Social media sentiment was predominantly positive or neutral (88%).

Outcomes:
6. Behavioral impact:

• Over 5,000 individuals took the climate action pledge in phase I.
• 74% of visits to the pledge sites were direct or referral traffic, indicating effective message penetration from media exposure.

7. Organizational positioning:

• Google searches for UNDP increased by 20% during phase I.
• 38% of earned media coverage mentioned UNDP’s role.
• The campaign reinforced UNDP’s reputation as a leader in climate action.

Impact:

• The campaign laid the foundation for ongoing engagement to continue through COP30.
• The campaign aimed to influence COP28 negotiations by highlighting the future impact on children.
• UNDP’s strengthened reputation is expected to enhance its ability to advocate for significant policy changes at global forums.