Amplifying the Ocean’s Voice at CBD COP16

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Key metrics

83 airport displays

Strong visual assets and materials helped raise visibility

5 million impressions

The online ocean community helped put the ocean into the negotiating room

Bluest COP yet

CDB Secretariat remarked on mobilization of the ocean community at COP16

Background

At the Convention of Biodiversity (CBD) COP16 in 2024, Communications INC led a coalition of ocean-focused NGOs in the Nature Is Also Blue campaign, reminding world leaders of the ocean’s vital role in achieving the Kunming – Montreal Global Biodiversity Framework goals.

Objective

Launch a collaborative, high-impact communications campaign to reinforce the ocean’s critical role in biodiversity protection and inspire global leaders at COP16 to include specific measures to help protect ocean biodiversity.

Approach and delivery

Communications INC activated the campaign through a shared message, a series of striking visuals, events and digital engagements strategies. Upon arrival, visitors to Cali airport were welcomed by 83 screens displaying stunning images of ocean biodiversity with the tag line ‘Nature is also blue”. Around the conference venue, blue handprints symbolized our shared responsibility for ocean protection, while delegates and attendees wore blue wristbands as a show of solidarity. Ocean Day Events on October 27th further established COP16 as a true Blue COP. To amplify global reach, Communications INC also developed a social media toolkit, mobilizing advocates and organisations worldwide to join the campaign online using the hashtag #NatureIsAlsoBlue.

In addition to this, Communications INC supported several clients with the coordination and management of events, including side events, workshops, and panel discussions. The team on the ground helped coordinate multiple partners across various issues, ensuring a unified ocean presence at COP16.

The team also coordinated and supported several journalists attending the conference. This included managing travel logistics, producing background briefing materials, coordinating daily briefings, and a press conference with multiple partners across the ocean sector.

Cross-cutting strategy

Global partner engagement

High-impact communications

Impact

High visibility campaign

The airport ads, blue handprints, and wristbands set the stage for a Blue COP, ensuring strong visibility and advocacy for the ocean in negotiations.

Engaged online community

The online campaign generated 1,200 social media mentions, 49,000 engagements, and an estimated 5 million impressions.

Elevating the ocean’s role at CBD COP

By reinforcing the ocean’s role in a nature-positive future, Nature Is Also Blue strengthened momentum for marine conservation, helping to integrate ocean health into global biodiversity, climate resilience and adaptation efforts at COP16. The CDB Secretariat and lead for the ocean described it as the bluest COP yet.