Winner of the 2024 Anthem Award in Global Awareness Campaign category, this 360 social campaign brought climate information to millions of users on TikTok.
Purpose
TikTok,
The United Nations
Creative Direction,
Copywriting
35+ TikTok eco-content creators
3 countries represented in our audience and creators
608+ million people reached globally
In an era of overwhelming social media noise, climate information is often buried beneath misinformation, denialism, or sensationalized content. The central challenge was clear: how to cut through the volume, validate credible creators, and guide billions of video views toward science-based content. TikTok sought a way to ensure that audiences could access trustable climate facts, and fast.
Our network of 35 trusted messengers reached millions to help build digital literacy and climate understanding across communities, while our convenings united 165 leaders from philanthropy, business, media and civil society to accelerate climate action.
We created a multi-country social campaign featuring Verified Champions, a network of trusted messengers, climate experts, and influencers who counter climate misinformation and disinformation on the TikTok platform through original, informative, and accurate content. The result? A coalition of creators amplifying climate change news and updates from verified sources so TikTok users would never have to doubt if the climate news on their feed was fake or not. The Verified Champions campaign aimed to address misinformation by training and amplifying creators and regional climate experts, producing over 160 original climate videos that earned more than 280 million impressions and 800,000 engagements by April 2024.
We worked closely with Verified Champions from UAE, Brazil, and Spain whose powerful voices were hand-selected to be the heartbeat of the campaign. Their impressive audience reach and climate expertise made them the perfect partners in creating compelling content that drives climate action. Each creator posted videos about climate news, myths, and trends under the hashtags #VerifiedChampions, and #AgentesdeVerificado, inviting viewers to follow along the Verified Champions journey.
As the content lead and copywriter for the campaign, I helped frame the briefs for our creators, streamline our communications, design and edit a bi-weekly newsletter, and brainstorm content crossover ideas between our Verified Champions.
“The Verified Champions initiative is proving that climate solutions are not just for policymakers and scientists: they are for everyone. And by making the conversation culturally relevant, we can help communities understand that climate action isn’t just necessary—it’s something everyone can and should participate in.” - London Daily News
