Objectives

1. To confront the widest possible range of decision-makers, at every level around the world, with the results of the IPBES #GlobalAssessment Report (also known as the 'Million Species at Risk of Extinction' Report) - the most compelling and comprehensive global evidence ever collected about biodiversity and nature's contributions to people, in order to strengthen policies and actions that benefit people and the planet.  
2. To inform and inspire urgent action, on the basis of the best-available expert evidence, for the conservation and sustainable use of biodiversity for long-term human well-being and sustainable development.
3. To mobilise the broadest coalition of global influencers, advocates, partners and stakeholders to engage with the results of the #GlobalAssessment and to champion policies and actions on the basis of this evidence. 
4. To generate the greatest level of global awareness and appreciation ever about the critical importance of biodiversity and nature's contributions to people. 
5. To underpin higher levels of global ambition on targets and goals for nature in the post-2020 biodiversity negotiations at the landmark 2020 UN Biodiversity Conference in Kunming, China in October 2020.

Strategy and Execution

The #GlobalAssessment social media campaign was divided into three distinct phases - prelaunch, launch and post-launch - each with very specific objectives, target audiences, messaging and activations:

1. Pre-launch (from Sep 2018 - Apr 2019): Primary objective = awareness/understanding. In this phase, the focus was on the scope, scale and significance of the Assessment - to identify and activate IPBES partners, allies and advocates - as well as media - through messaging based exclusively on the #GlobalAssessment 'Primer' . Social media collateral was developed for a range of events and key dates in this phase - the most important of which was the global launch of the Primer in all six UN languages at the CBD COP14 in Egypt.
2. Launch (Apr-May 2019): Primary objective = reach. During #IPBES7 in April and May 2019, the focus was firmly on engaging the widest possible range of media outlets and key influencers through social media - and spreading the key messages, findings and policy options of the #GlobalAssessment Report. In this phase, IPBES published a wide range of social media resources for wide public use - including bespoke animations, video material, high-resolution thematic images and other "B-Roll" material suitable for five key social media platforms (Twitter, Facebook, Instagram, LinkedIn and YouTube).  
3.  Post-Launch (May 2019 - Present): Primary objective = impact. From the week following the launch, the focus on social media shifted firmly to showcasing impact of the Report on policy, legislation, decisions, actions, investments, research etc. at scales from global to regional, subregional, national, local and even individual (click here for specifics). It has also continued to highlight major 'uptake' events including two US Congressional hearing on the Report, the impact of the Report on the G7 Leaders' Summit (and the adoption of the Metz Biodiversity Charter) and many more.

In terms of implementation, a major part of the unprecedented success of the #GlobalAssessment social media campaign was due to the exceptional level of support and amplification from IPBES partners, allies and advocates including (among others) the main UN social media accounts, the French Government, WWF, WEF, IUCN, UNESCO, UNDP, FAO, UNEP, CBD, the EU and IPCC.

Results

• Made "1 million species at risk of extinction" go globally viral.
• More than 33,000 news online articles tracked (excluding print and broadcast) in 158 countries, in 50 languages.
• #IPBES7 earned more than 14 million views/impressions; #GlobalAssessment nearly 16 million.
• Third highest trending Twitter hashtag in France on 6 May (only beaten by #GameofThrones and #MondayMotivation)
• #GlobalAssessment saw 4,236 tweets in May 2019 - with nearly 48,000 retweets by 28,979 accounts.
• The single best-performing #GlobalAssessment tweet from IPBES generated more than 540,000 impressions and almost 11,000 engagements.
• Beat the birth of the UK royal baby to top news spot on BBC broadcast and online news throughout the day on 6 May 2019 (day of launch and day of birth)
• Key social media influencers who engaged (among many others):
  • French President Macron
  • Canadian PM Trudeau
  • Greta Thunberg
  • The UN Secretary-General
  • Hillary Clinton
  • Al Gore
  • The Pope
  • Leonardo di Caprio
  • Bernie Sanders
  • Jeremy Corbyn
  • Mike Bloomberg
  • Jimmy Kimmel
  • Trevor Noah
• Front page headlines around the globe - including (among others) New York Times, Washington Post, Wall Street Journal, Le Monde, the Guardian, El Pais and Sud Duetsche Zeitung.

Media