2021 is a landmark year for the climate crisis; this November, global leaders are set to gather in Glasgow for the UN Climate Change conference (COP26), to set the future path for the planet.

To generate awareness ahead of COP26 and for the environmental charity ClientEarth, Playlists For Earth encouraged conversation online in a novel and accessible way; building the diversity of voices calling for action; and ultimately adding pressure on political leaders ahead of COP26.

Music has long been at the heart of social change. Playlists for Earth allows people to engage simply and creatively with others on climate change, using music to create the conversation. Prioritising action, not inaction, ClientEarth strives to bring people to a place where they feel change is possible; by focusing on change from the top down through, industry transformation and government action, ClientEarth uses the power of the law to secure systemic change.

Playlists For Earth calls on the musical creativity of people around the world to deliver an awareness message to a broad audience. The idea is original and impactful: celebrities, influencers, and citizens use the song titles of the playlists they create to deliver a message.The song titles on each playlist, when read as a sentence, communicate a powerful message about the climate crisis. The campaign allows the music industry - artists and labels alike - to start important conversations with fans about action on climate change and hope for a better future. In a playful way, people will inspire each other to create and share playlists on social media. The result is an original, emotional and impactful kind of modern activist poetry.

PR efforts surrounding Playlists For Earth focused on the timeliness of the campaign, which occurred ahead of COP26 and Earth Day, as well as the influencers involved, including Coldplay, Brian Eno, alt-J, and more, to create a relevant and compelling pitch to media.

Key messaging focused on several areas related to ClientEarth’s mission:

1 2021 is a landmark year for the climate crisis as COP26 takes place in November

2 There is an urgent need for systemic action on climate change

3 Climate change affects everyone, and we need to take action collectively

The goal was to generate coverage far and wide to raise awareness for ClientEarth and the climate crisis, targeting a broad range of national and local publications across entertainment, sustainability and culture.

All campaign assets were hosted digitally on a custom-created PlaylistsForEarth microsite, ClientEarth’s Spotify page and social channels, and artist social media profiles Comment end.

More than 65 influencer partners curated custom playlists on Spotify and posted them on social media throughout the duration of the campaign.

The Playlists for Earth campaign activated over a three day period from April 14 to April 16 with additional activation for Earth Day on April 22.

Our primary goal was driving awareness about the climate crisis and ClientEarth’s mission ahead of COP26.

Across social, we garnered:

2.6K MENTIONS OF CAMPAIGN ACROSS SOCIAL MEDIA

201K ENGAGEMENTS (LIKES, COMMENTS, SHARES) ON SOCIAL MEDIA

104.4M SOCIAL MEDIA IMPRESSIONS

9M USERS REACHED

+25% INCREASE IN CLIENTEARTH SOCIAL MEDIA FOLLOWERS

Our PR efforts yielded:

138 PIECES OF PRESS COVERAGE

ONLINE READERSHIP OF 1. 74 BILLION

ESTIMATED COVERAGE VIEWS OF 1.9 MILLION