The Conference of the Parties (COP) for the United Nations Framework Convention on Climate (UNFCCC) is one of the worlds biggest political conferences. Each year it is hosted by a different country.

Nearly 12,000 people including 186 official government delegates and 1,000 journalists came to Poznan, Poland, to participate in COP 14, a worldwide discussion on climate change taking place between the 1st and the 12th of December 2008. The main guests were UN Executive Secretary, Ban Ki-moon and the Nobel Peace Prize laureate, Al Gore.The principal goal of this PR campaign was to initiate a large scale discussion on global warming in Poland. At the time in Poland there was little value placed on the protection of the natural environment, which made the task extremely difficult.Owing to this far-flung campaign which was supported by a number of integrated marketing tools, the subject of climate change appeared both in the most significant Polish media and in the public consciousness.Within the framework of the COP 14 PR campaign we also conducted numerous special activities that proved to be very popular, encouraging people to protect their planet and its environment. The results of the campaign were the highest among the public campaigns run in Poland so far.

The PR campaign lasted for 4 months and was supported by the press office. We used a wide range of inovative marketing tactics in order to extend the activities within the media relations dynamic and to reach the biggest amount of people. Special activities were differentiated to reach the specific target groups that they were directed to. For example, communication for young people focused on modern online actions, competitions and events whereas the activities tailored to appeal to adults included more traditional and typical PR activities. To reach young people, we created the COP 14 Island in online virtual world called "Second Life" that they could visit to view a forecasted world affected by climate change in the year 2100. Guests to the Island could follow the conference, visit the virtual exhibition or take part in events such as a rock concert promotion on the Island.Within the framework of the campaign we also ran an active press office. Its main task was to respond to media enquiries from all over the world during the course of the COP 14 Conference and after it concluded. Both intensive and extensive media relations enabled us to instigate wide discussions concerning climate change in the media and in Polish society.

The COP 14 PR campaign was a great success and its media results were the highest among all public campaigns led in Poland so far. All the activities within the framework of the campaign enjoyed a great popularity.

The extensive and intensive media relations resulted in more than 100 interviews and statements given by the Ministry of the Environment representatives. In tandem with this, 6000 articles concerning the Conference were pubiched in all areas of Polish media including the most important daily newspapers and TV stations. During the twelve days of the COP 14 Conference a new article was published every 3.5 hours.

In December the unique virtual climatic island we created in Second Life was visited by nearly 3000 guests.Owing to the PR campaign the subject of climate change has become one of the most popular topics in Poland and is at the forefront of public and media consciousness.