It was time to send a message from Earth to Paris—and that message needed to be as big and loud and beautiful as possible. The Earth To Paris campaign encouraged ordinary people from every inhabited continent to have a voice and a seat at the table in December with policymakers who would attend the UN Climate Change Conference in Paris (COP21). It encouraged ordinary people to move from words to action, from problems to solutions.

“Traditionally, during major summits, you have the protagonists on one side, activists on the other,” Aaron Sherinian, chief communications and marketing officer for the UNF, told l’Opinion newspaper. “Our wish is that everyone becomes a protagonist.”

The message we needed to send: We are all important to our planet.

Implementation: From Dec. 7-8, Le Hub ran alongside COP21, took over the Petit Palais, and assembled media, influencers and politicians. Our support included brokering interviews for speakers like Adrian Grenier and Alec Baldwin, and ensuring media picked up quotes through the media lounge, Livestream or while in the audience. We distributed copies of a climate-themed National Geographic, coordinated a step and repeat, and captured video bytes of all speakers.

Timeline: A month out, our teams in Paris and NYC created global media lists; drafted, translated and issued press releases and FAQ; and pitched and briefed media.

Placement: Associated Press, Agence France-Press, CBS News, Channel NewsAsia, Financial Times, The Independent, Japan Times, Le Figaro, L’Opinion, Los Angeles Times, Mashable, The New York Times, NPR, Reuters TV, The Times of India, many more

Scale: Over 78 million individuals reached. Earned media coverage in 300+ outlets in 15 countries. Impressions exceeded 1.1 billion.

Tier 1: This bottom-up movement empowered and inspired people globally. One powerful measure of this: Climate activists were invited on stage at Le Hub, where they hand-delivered over 4,000 crowdsourced love letters addressed to Paris. When world leaders signed the historic Paris Agreement on Dec. 12, we all felt responsible.

Tier 2: 99 percent of coverage was positive or neutral.

Tier 3: Le Hub was attended by 317 members of the press, as well as climate leaders and celebrities, but thanks to more than 80 locally hosted watch parties in 67 countries/territories, people from all inhabited continents tuned into the livestreamed, multi-language feed. Meanwhile, a 36-hour global surge of Twitter chats, Google Hangouts and digital activations took place.

#EarthToParis was a major global trend on Twitter both days of the summit, hitting nearly 1 billion impressions and featuring in more than 68,000 tweets from 16,000-plus unique contributors.