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CNN launched a media initiative that not only brought the conference to the world, but also brought the world to the conference - with a hashtag.At the core was the CNN ECOSPHERE - a living digital ecosystem growing on the Internet from tweets tagged with #COP17.

CNN invited the world to plant a thought with a tweet with a multi-channel campaign comprising of international press ads, TV spots, online banners, and web films. The call-to action was also integrated into CNN media landscape: with promotion spots, on-air mentions, social community posts and editorial coverage by CNN TV, cnn.com and CNN Mobile.

Then the ECOSPHERE emerged inside the COP17 Conference in Durban, as a dynamic digital installation that connected delegates with contributions from around the world.CNN then brought the conversation back to the airwaves as tweets became the subject of televised debates involving international COP17 delegates.

The Ecosphere Project brought over 120,000 voices to the COP17 Conference in Durban and generated 6,7m media impressions in 1 month of the action (non-CNN media).The project was embraced and covered by eco-blogs, environmental organisations and collectivism websites worldwide, including, WWF/Earth Hour, Ososcio.org, Good.is, Rainforest Partnership, Silobreaker, and the National Forest Foundation.Avaaz.org called on followers to start a topic within the Ecosphere - with #COP17 #greendreamteam reaching 6,327 tweets.Numerous international news agencies and broadcasters including German, ARD, and ZDF, as well as Pan-African broadcaster Africa Magic also covered the project.20m people are following CNN’s coverage of the COP17 Conference.The project lead to an increase in advertising sales revenue for CNN, and at the end of the action CNN secured a major corporate sponsor for their coverage of the next UN Conference on Sustainable Development, Rio+20.

Today the Ecosphere continues to grow, displaying over 226,000 tweets.