Peoples' Climate Vote

Client: United Nations Development Programme

At a time of skyrocketing inflation and global conflict, how could the UN Development Programme (UNDP) keep the climate catastrophe front-of-mind with policymakers amidst competing political priorities? The “Peoples’ Climate Vote” gave voice to the world’s citizenry, who seized on the opportunity to call on their leaders for action. A year in development – and building on the branded platform created by the Browning team and UNDP to shape climate action – it became the most globally representative citizen survey on climate – ever. Crucially, it finally gave a platform to those least canvassed but most threatened by climate inaction: the Global South. Then we put the findings in the hands of the world’s people with a campaign eschewing typical institutional norms – punchy slogans, lifestyle influencers and flat-pack social toolkits allowing citizens to call for change themselves. Truly, a campaign by the people, for the people. And it overturned a longstanding academic consensus – showing that, with climate concern, it doesn’t matter who you are but where in the world you are.