News

FleishmanHillard brings the sounds of nature to COP26

Gabrielle Roberts sits in front a new billboard unveiled by Conservation International in partnership with Clear Channel to launch their ‘Hear me while you can’ campaign, which was created to raise awareness of the importance of nature in our fight against climate change, London. Picture date: Friday November 5, 2021. PA Photo. The digital screens, which are being launched during COP26 in 26 countries in Europe, Asia and the Americas, feature a QR code which directs the public to the conservation charities website where they can listen to natural soundscapes — from the Amazon rainforest, the South African savannah, Southeast Asia mountains and the North Pacific Ocean, and learn more about Conservation International’s work to protect nature around the world.

Photo credit: Jonathan Hordle/PA Wire

FleishmanHillard UK unites two clients to bring the sounds of nature to COP26 and the rest of the world

In the run-up to COP26, Conservation International briefed our Brand Marketing team to help amplify their attendance at the event and bring to life their ‘Nature is Speaking’ campaign. We knew it was going to be a huge challenge to get traditional media cut-through, get something off the ground with a tight turnaround AND create something simple to execute. 

Fortuitously, our Corporate team’s client, Clear Channel offered some of their billboard spaces in London for a pro bono campaign with the right partner. Bingo! 

Our Brand Marketing and Corporate teams joined the dots and workshopped how we could bring the OOH campaign to life.

We settled on an insight that for nature to be kept front of mind, we have to make its presence felt, seen and heard. ​We needed to close the gap between the conference rooms of COP26 and the places that our World’s leaders were talking about, by bringing the Amazon and the Great Barrier Reef to Glasgow and beyond. ​ 

General views of a new billboard unveiled by Conservation International in partnership with Clear Channel to launch their ‘Hear me while you can’ campaign, which was created to raise awareness of the importance of nature in our fight against climate change, London. Picture date: Friday November 5, 2021. PA Photo. The digital screens, which are being launched during Cop26 in 26 countries in Europe, Asia and the Americas, feature a QR code which directs the public to the conservation charities website where they can listen to natural soundscapes — from the Amazon rainforest, the South African savannah, Southeast Asia mountains and the North Pacific Ocean, and learn more about Conservation International’s work to protect nature around the world.

Photo credit: Jonathan Hordle/PA Wire

We developed the Nature is Speaking theme into a simple strapline of ‘Hear me while you can’ – an impassioned cry for our audience to understand the fragility of our environment by immersing themselves in the many voices of nature. We wanted to bring the sounds of nature to COP26.

We worked diligently with our partners to create a series of images alongside the ‘Hear me while you can’ strapline to produce interactive billboards, which featured a QR code.

Once snapped, the public were transported to conservation.org/HearMe, where they were able to listen to some of nature’s most majestic soundscapes and learn more about Conservation International’s work to protect nature around the world.

Clear Channel loved the creative so much, they offered to run the billboard campaign outside of London and onto the streets of Glasgow and cities across Europe, North America, LATAM and APAC!  The cost of the space amounted to over $1million dollars worth of free advertising and translated into hundreds of media hits across the globe.

Contact us

Find Out More