Environment

Wildlife Trafficking

Global

celebrity champions participated

people took the quiz

people engaged on social media

Wildlife trafficking is a billion-dollar business, run by international crime rings. It is a major threat to endangered species.

#WildForLife, a UN Environment Program campaign, designed by PCI Media, makes wildlife trafficking personal. Working wtih UN Goodwill Ambassadors as champions for change, it encourages people to find their kindred species and commit to their protection. Our 8-language campaign uses celebrities to encourage everyday people to “go wild for life”. Users took a quiz to find their own kindred species and uploaded their own image for sharing. To encourage groups and governments to take on the campaign and adapt it to their own needs, we developed a Communication to Combat Wildlife Crime Handbook and Workbook, alongside a microsite and animated video.

The campaign received a Webby People’s Choice Award, an Accolade Award of Excellence Special Mention, and the Hermes Creative Award. It was also named one of Weibo’s Top 10 Advocacy Campaigns in China. The online engagement broke all records for a UN Environment campaign.

Environmental Action

Global

people engaged on social media

people shared images of themselves as an #OzoneHero

people have been reached on social media

The Montreal Protocol brought the world together to heal the depleted ozone layer, and its story remains the premier environmental success story of recent times. Widespread recognition of the Protocol was needed to model global cooperation for climate action after its successes.

In celebration of the Protocol’s continued success, PCI Media launched the #OzoneHeroes campaign in partnership with Marvel comics and the UN Environment Program. The campaign follows Iron Man and the Guardians of the Galaxy as they discover humans are the superheroes who solved the global issue of ozone depletion. Alongside the comic, an online quiz to determine your own superpower, a revamped website, and an #OzoneHeroes Award ceremony all emphasized the point that cooperation and action can save the world.

Community Resilience to Climate Change

West Africa

countries

followers on Twitter

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West Africa faces a trifecta of major environmental challenges: wildlife trafficking, low coastal resilience to climate change, and deforestation. Without strategic efforts in these areas, the quickly developing region will put its environmental future at serious risk.

The 15-country West Africa Biodiversity and Climate Change (WA-BiCC) program is being implemented by six partners including Tetra Tech, USAID, and PCI Media, to test potential environmental solutions. PCI Media produces powerful radio dramas, films, social media, and traditional advocacy to encourage policymakers to take action and to promote sustainable behaviors such as integrated rice-mangrove farming, creating embankments to lessen the impacts of storm surges, raising awareness about wildlife trafficking, and establishing protected areas. Results are used to inform policy at a national and regional level.

Environmental Conservation

Belize

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increase in those who joined a fishing association

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increase in awareness of benefits of replenishment zones

people reached

Overfishing and absence of regulated replenishment zones have contributed to the declining populations of aquatic species in Belize, a problem which will devastate marine life and threaten the livelihoods of those dependent on these resources.

Punta Fuego, a radio show launched in 2013 with the Wildlife Conservation Society (WCS), is now in its third season with a total of over 60 episodes produced. The show’s fiery narrative of passion and betrayal follows the adventures of the protagonist, a young fisherman named Ritchie while providing role models and informing audience members about sustainable fishing practices. It is accompanied by a live call-in show, as well as mobilization activities such as community theater, roadshows, and a national ‘Fisher of the Year’ award.

Surveys show that listeners were more likely to possess and share knowledge of sustainable fishing and the benefits of replenishment zones than non-listeners.

Environmental Protection

Eastern Caribbean

countries

music videos produced

people reached

Climate change, overfishing, and pollution threaten the resilience of marine ecosystems and put coastal communities’ livelihoods at risk. One method for reducing threats to these ecosystems is through the creation and strengthening of Marine Management Areas

PCI Media supported the creation of a regional campaign, “This is Who We Are”, to build consensus for the creation and strengthening of Marine Management Areas. The program asked six countries to write a song and produce a music video celebrating their national identity and encouraging youth to respect marine life. The music videos were broadcast on radio and television to launch a six-month awareness-raising campaign on ocean conservation. “This is Who We Are” was part of the Climate-Resilient Eastern Caribbean Marine Managed Areas Network (ECMMAN) project aiming to improve the way Eastern Caribbean countries manage the marine and coastal resources that define their islands and sustain their economies.

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