Work
IWMI
Rising up to the Drought Challenge Rising up to the Drought Challenge Rising up to the Drought Challenge
Client

The International Water Management Institute (IWMI)

Services

Writing

Expertise

Soaring temperatures and evaporation rates, along with decreases in precipitation across the Middle East and North Africa (MENA) are creating extreme challenges to water and food security. The MENAdrought project is turning the tide of climate change by creating more resilient communities that can stay one step ahead of the next drought.

As part of our broader communication support for the project and an outreach campaign for the World Day to Combat Desertification and Drought, we wrote a blog featuring the work of the project.

The blog was published on the USAID Climatelinks website, a global knowledge portal for USAID staff, implementing partners, and the broader community working at the intersection of climate change and international development.

We launched the blog with partners through a social media campaign using custom social cards.

Solution
Drought, with a focus on early action to prevent disastrous outcomes.

The Desertification and Drought Day on 17 June is a key thematic moment in the global calendar created to promote public awareness of international efforts to combat desertification. This year’s theme, Drought, with a focus on early action to prevent disastrous outcomes, aligned perfectly to the outcomes of the MENAdrought project. To connect with this highly focused and large-scale conversation, an outreach campaign for MENAdrought ran from June 16 -30, and included:

  • A video trailer promoting the project
  • An opinion editorial in Arabic, targeted at regional audiences
  • A blog published on USAID’s ClimateLinks blog, linking to the new US Climate Strategy

Results
In the two weeks of the campaign, we achieved:
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+2,300
Video views
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1.73 million
Social media reach
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5.02 million
Media reach
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5
Media placements
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78
Social media mentions
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15
Media mentions
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