Background
In March 2023, UN delegates concluded negotiations for a global High Seas Treaty. This historic agreement was used to generate extensive press coverage and social media conversation across the globe.
The aim was to use coverage to cement the importance of this Treaty and drive momentum for its rapid signature and ratification.
To help achieve this, the Ocean ISU analysed media and social conversation from 4th – 29th March, 2023 to identify the most effective messages and frames. This was used to inform the ongoing legacy and social media work and to adjust Talking Points and other campaign materials.
During the course of the monitoring, an error originating with the UN was identified which was leading to misreporting about the role of the Treaty in the establishment of MPAs. Communications INC organised an online media briefing to correct the misunderstanding and help direct the media to other aspects of what the Treaty could achieve.
Objective
Generate extensive coverage of the outcome for both the High Seas Alliance and its member organizations, cementing the importance of the Treaty and its ratification, and deduce learnings from the legacy and social coverage to inform ongoing narrative and message evolution for the next phase of the campaign.
Approach and delivery
Our social and legacy teams provided extensive support and materials to the membership in multiple languages and ran proactive outreach to the media and via social channels and influencers. We conducted a detailed analysis of the media and social conversations arising from March 4-29, 2023. The insights report assessed successes and learnings from the coverage of the final negotiations. It also identified a mistake in the coverage and executed a plan to correct it, involving a press briefing to improve media understanding of the Treaty and its reach.
Impact
Coverage of the Treaty, in addition to being widespread, was effective in carrying messages around the importance of swift ratification and other campaign goals. It signposted the important next steps and provided impetus for States to sign and ratify. The research insights enabled the work to evolve in real time resulting in extended coverage and engagement.
See report here