A Bold Mission
AllRise is a non-governmental organization (NGO) composed of lawyers, scientists, operational strategists and entrepreneurs who are committed to fighting environmental destruction through climate litigation.
In 2021 they launched their first initiative, named “ThePlanetVs,” to address the mass deforestation of the Brazilian Amazon and its devastating impacts on the health of the planet. To build international support for the legal case, the need for a global marketing strategy and integrated marketing campaign was identified. Our goal was clear: bring AllRise’s mission to people around the globe.
It Starts with Expertise And Passion
To deliver a global awareness campaign across multiple continents, we worked with the founders to assemble a highly experienced team of global partners who were passionate about the mission, including creative and production capabilities, public relations and social media. These carefully selected experts would ensure the campaign received traction and worldwide attention. Together we accessed a curated network of potential vendors, interviewed candidates and negotiated terms, ensuring a team with deep subject matter expertise and alignment to the climate mission.
“Katie pulled the strings for the newly established NGO “AllRise,” with players operating from numerous different countries on different continents”
-Nicolas Entrup, Co-Founder AllRise
Transform Scientific Data Into A Human Story That Connects & Empowers
There are millions of complex details in the science of climate change, especially as it relates to the Amazon, but we knew that the messaging for the campaign needed to be simple, straightforward and accessible, because stories move people to action, not complex data sets. We engaged with climate scientists at Oxford University to translate reams of scientific data into messaging that would be easy to understand, as well as inspiring and actionable. We avoided scientific jargon and focused instead on relevancy — demonstrating at every stage how destruction of the Brazilian Amazon affects each person living on the planet. The campaign’s success hinged on the simplicity of the messaging and its power to reach people with diverse interests and backgrounds around the world and engage them around a common threat: mass deforestation of the Brazilian Amazon that was directly impacting the health of the planet under President Jair Bolsonaro.
Smart Investments For Exponential Payoff
As a newly formed NGO, it was critical for AllRise to carefully allocate every dollar raised for greatest impact, similar to the challenge many early-stage climate tech companies grapple with on a daily basis. The selected creative agency developed a poignant short film to visually tell the story, one rooted in the reality of climate change but also inspired by a call to activism. Ideal for sharing across social media platforms and with the media, the film quickly went viral, and the grassroots campaign slogan of “Share. Sign. Stop his crimes” encouraged individuals to share the film, sign a petition, and take part in a worldwide movement. Because AllRise invested early in building out the core marketing team with social media and PR expertise, we were able to ensure that the campaign would organically reach a wide audience in a short period of time. Social media viewers were treated to an insider’s look at the International Criminal Court (ICC) in the Hague on the legal filing day, and the PR team ensured numerous interviews with the Press that ultimately led to over 1500 coordinated articles across a variety of media outlets.
Strategic Partnerships Deliver 1m Signatures
Throughout the campaign development phase, AllRise engaged experts in climate science, the law, campaigning and regional politics. We developed strategic partnerships in Europe, the United States, South America and beyond — the importance of which cannot be underestimated. Upon launching the online petition and crowdfunding portions of the campaign, we excitedly watched as the campaign went viral – and then pushed it even further by leveraging a vital strategic partnership with a well-known European climate organization, ultimately growing signatures on the climate petition to over 1 million in just a few weeks.
1,000,000+
petition signatures in weeks.
Straight up, human-centered marketing engages for exponential impact.
Special thanks and acknowledgement to the global team: Lead creative agency, 180 Amsterdam; PR Lead, Kathrin Stoiser, of Ecker & Partner Öffentlichkeitsarbeit and Public Affairs GmbH; Community and Social Media Lead, Hannah Zach; AllRise Founders Johannes Wesemann, Nicolas Entrup and Wolfram Proksch; and AllRise Marketing Operations Director Tatum Kennedy.
