What we did
The project
The Droughtland campaign took a creative approach to communicating the urgent and complex issues of land degradation and drought. By transforming dense scientific findings from the Global Land Outlook into a compelling narrative, the campaign aimed to engage policymakers, stakeholders, and the global public in a conversation about proactive drought mitigation and land restoration.
Drought and land degradation are pressing global issues that often lack visibility due to their technical nature. The campaign was designed to break down these complexities by creating a fictional country, “Droughtland,” that exemplified the potential future consequences of inaction. This approach aimed to make the data and findings more relatable and urgent, encouraging broader understanding.
Engaging audiences through creative storytelling
We used a mix of irony and dystopian elements to highlight the potential reality of drought impacts. By personifying the problem in a fictional yet plausible future scenario, the campaign sought to spark concern among the audience, making the distant concept of drought feel immediate and personal. This narrative strategy was complemented by interactive elements designed to provoke discussions across various media platforms.
Creating a multimedia narrative
This phase set the stage for a broader reveal, which linked back to the actionable insights and data provided by the UNCCD’s research, emphasizing the real-world implications of drought and the importance of sustainable land management. The campaign had a variety of content forms, including videos, social media interactions, digital postcards, and AR filters on social media to disseminate its message.
The launch of the campaign started at COP 15 in Abidjan, Côte d’Ivoire with a cultural mural we commissioned in the city center.
Changing perceptions and motivating action
The Droughtland campaign significantly impacted public and policymaker awareness regarding drought and land degradation. By presenting scientific data through a creative, accessible lens, the campaign facilitated a deeper understanding of the issues, leading to increased dialogue around sustainable practices. It also provided a platform for the UNCCD to broaden its influence in global environmental discussions.
The campaign expanded its reach by incorporating more interactive, personalized engagement strategies at NYC Climate Week and at COP 27 in Egypt. Plans include developing further educational materials and experiences that can be tailored to different regions and demographics, ensuring the message of land sustainability continues to grow in relevance and impact.
