UNCCD COP16 / Saudi Arabia / 2024Digital & Tech · Experiential · PR Stunts
The Land's Voice.
At the UN desertification conference COP16 in Riyadh, Burson gave the land itself a voice: an AI MetaHuman that visitors could talk to in Arabic or English.
- Brand
- UNCCD COP16
- Agency
- Burson
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2024
The challenge
Land degradation affects more than 3.2 billion people, yet the UN goal for life on land is one of the least funded. More statistics were unlikely to move anyone.
The idea
The Land's Voice was trained on environmental data, scientific studies, indigenous knowledge and real-time conversation models, and held two-way conversations with visitors in the conference's first Green Zone. Earned media, social, outdoor and a full-page New York Times ad carried it beyond the venue.
Results
- By Burson's figures, the campaign reached over 1.3 billion people and generated more than 45,000 earned media articles.
- Burson reports a 10% rise in public awareness and a 7% rise in willingness to act.
- Burson's case lists more than $12 billion pledged for SDG 15 (life on land) among its outcomes.
Case study source: Burson Source ↗
Credits
- Creative agency and PR
- Burson
