The Focus
As the UAE prepared to host COP28, Abu Dhabi Sustainability Week (ADSW) stood at the heart of the nation’s climate diplomacy. The challenge: to elevate the event’s global profile and reinforce the UAE’s leadership in sustainability in the lead-up to the world’s most important climate summit.
The Thinking
An integrated, multi-channel communications campaign positioned ADSW as a global catalyst for climate action. Our plan combined international media outreach, thought leadership and high-impact storytelling with a powerful social media programme to amplify key themes from the Year of Sustainability and COP28 and highlight the UAE’s role in convening governments, innovators and changemakers.
The Difference We Made
The campaign generated over 5,000 pieces of global media coverage, with a reach of over 1.3 billion. On social media, we delivered 1,000+ posts across platforms, achieving 25 million impressions and 1.5 million engagements. Top-tier international media placements and facilitated interviews with key UAE figures, dramatically increased ADSW’s visibility and influence.
