Championing climate justice

Crtve Development (CD) is a pan-African social agency that champions change in Africa. It harnesses the power of art, technology, journalism and research to advocate for African-owned and led development that bridges the gap between people and policies.

Challenge:

To inspire young people from vulnerable communities to take climate action through participating in workshops, showcases, inclusive partnerships, and dialogue.

Solutions:

The WE!ARE campaign was conceptualised to socialise the issue of climate justice among the youth.

Mechanics:

A comms strategy was produced encouraging the youth to retell the story of ‘the Africa we want to see’. The strategy governed preferred channels, the narrative framework, messaging to enable youth to participate in the climate justice conversation in a relatable manner, and key deliverables per workstream.

Impact:

The WE!ARE campaign generated a lot of media interest and resulted in widespread, quality coverage across various media outlets in Nigeria, Mozambique, Kenya, South Africa, and Egypt. More than 53 million people were reached through media and social media campaigns.