Project Information

The world’s attention is still preoccupied with the pandemic while COP 26 and environmental issues have fallen to the background. How can the BBC World Service gain new readership while remaining true to their brand as a trusted news outlet?

Leading up to COP 26 the BBC World Service worked with 8 Million Stories running a campaign targeting and driving traffic to a cluster page as well as individual articles across nine languages. In phase 01 we created a simple and direct video across multiple languages summarising the single minded message 'Making sense of climate change and what’s next'.

The simplicity of the design was effective in reminding people that climate change is an issue and that the World Service has a range of articles offering clarity on the issue. In phase 02 we rolled out the content and the message ‘Life at 50 Degrees Celsius’. We showcased snippets from larger programs the World Service has to offer on climate change.

In phase 03, we created individual banner ads, driving traffic to individual articles across nine languages. The campaign saw an increase in traffic to the cluster and individual article pages, performing well across all nine languages.

8 Million Stories

BBC World Service