Recloaking Papatūānuku
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Recloaking Papatūānuku is the largest climate solution ever proposed for Aotearoa NZ, with the goal to strategically restore and enhance 2.1 million hectares of diverse indigenous forest over the next decade.
Demonstrating Pead’s sustainability and media relations credentials.
The brief
Pead has been working as communications advisors for Pure Advantage since the idea of Recloaking Papatūānuku was just a seed. Now it’s growing into a mighty kauri tree as it was officially presented at COP28 in a showcase featuring the Minister for Climate Change, Simon Watts and the former Co-Leader of the Green Party, James Shaw.
As with most strategic communications campaigns, the majority of the work came before the public announcement. The scope of this project is enormous, but our strategic, purpose-driven planning led to a campaign that delivered excellent results with all cultural, business and scientific elements carefully intertwined throughout the project and core narratives.
Media coverage from the initial announcement stretched across most major outlets including Newshub 6pm, NZ Herald, Stuff and AM. This is just the beginning of a communications campaign that won’t stop until we’ve recloaked our whenua.
The result
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