UNDP: Weather Kids Climate Awareness Campaign

Client Overview

The United Nations Development Programme (UNDP), a global leader in sustainable development, launched the Weather Kids initiative to address the urgent need for climate change awareness. Targeting audiences in mainland China, Hong Kong, Taiwan, and the UK, the campaign aimed to inspire actionable solutions through education and advocacy. UNDP partnered with InfluenConnect™ to amplify its message across diverse demographics, bridging cultural gaps and mobilising communities toward climate action.

The Challenge

UNDP faced a multifaceted challenge in scaling its climate advocacy efforts. First, the initiative required engagement with media outlets and influencers across regions with distinct cultural and linguistic landscapes. Ensuring consistent messaging while respecting local nuances was critical. Second, the campaign needed to resonate with both younger audiences, who are active on digital platforms, and older demographics, who rely on traditional media. Finally, UNDP sought measurable impact through widespread reach and tangible advocacy outcomes, necessitating a data-driven approach to track performance and optimise strategies in real time.

Strategy & Execution

InfluenConnect deployed a tailored, full-funnel strategy to address UNDP’s objectives.

• Personalised Media Outreach - The campaign began with a targeted media engagement strategy. Leveraging InfluenConnect’s AI-powered platform, the team identified 40+ high-impact media outlets across mainland China, Hong Kong, and Taiwan. Four rounds of personalized outreach emails were crafted, aligning each communication with the outlet’s editorial focus and audience demographics. This approach ensured that UNDP’s climate messaging was contextualised for regional relevance, maximizing media pickup and credibility.

  
  

• Strategic Influencer & KOL Collaboration - To amplify grassroots engagement, InfluenConnect conducted a rigorous vetting process to identify 74 influencers and Key Opinion Leaders (KOLs). These included environmental activists, lifestyle bloggers, and celebrities with a proven track record of advocating for sustainability. The platform’s analytics tools evaluated engagement rates, audience demographics, and content authenticity, ensuring alignment with UNDP’s mission. Regular follow-ups and a streamlined communication process maintained momentum throughout the four-week campaign.

  
  

• Cross-Regional Coordination - Managing a campaign across multiple regions demanded seamless coordination. InfluenConnect’s centralized platform enabled real-time collaboration between UNDP’s global team and local partners. Content calendars, performance dashboards, and feedback loops were integrated to ensure consistency in messaging while accommodating regional adaptations.

Results

The Weather Kids initiative achieved remarkable success, solidifying UNDP’s position as a leader in climate advocacy. The campaign generated 6.72 million impressions, significantly exceeding initial projections. Over 120 organisations and influencers participated, creating a ripple effect that extended the campaign’s reach to schools, NGOs, and policymakers. Notably, the initiative was shortlisted for the prestigious Cannes Lions Sustainable Development Goals category, underscoring its creativity and impact. Post-campaign surveys also revealed a 35% increase in audience intent to adopt sustainable practices, demonstrating the campaign’s lasting influence.