2030 SDGs: THE PENGUIN AND THE WHALE

It’s a classic case of a PR partner sponsoring a media event.
As the UN wanted to dialogue with Chinese youth on 2030 SDGs, and the post-covid era communication relies more on technology, social media and big data, they naturally partnered with WeChat, a platform with one billion users. The campaign kicked off with a tragic animation that went viral during the summer vocation among students, and raised their parents’ awareness on the importance of environmental protection. Within one week, the campaign had 83 media coverages and 40 million participants, with 7 million students joining the online dialogue.