The Focus
As host of COP28, the UAE needed to do more than stage the world’s largest climate conference - it had to lead it. The Ministry of Climate Change and Environment faced a high-stakes challenge: build global momentum, shape perception and demonstrate that the UAE is a credible climate leader.
The Thinking
Four MENA’s social media strategy fused diplomacy with digital storytelling to create “The Year of Sustainability” narrative, supporting the COP marketing team across events including pre-COP, UNGA and Climate Week NYC. At COP itself, our team delivered bilingual content, creative design and real-time social media management - publishing every four minutes during the two-week conference.
The Difference We Made
- +50% growth in social media followers
- 100,000+ attendees from 199 Parties engaged
- UAE Consensus amplified globally within 20 minutes of announcement
- Repositioned the UAE from host to climate diplomat
