About The Project

World Wide Fund for Nature (WWF) initiated a technical and strategic digital campaign titled “Building Climate Resilience in Cities”, aimed at educating and engaging citizens on urban climate change challenges. To execute this campaign, WWF partnered with Urban Innovation Lab (UIL) to manage the strategic and technical implementation.

The campaign was designed around two primary objectives:

• Increasing Citizen Awareness: WWF sought to strengthen public understanding of climate change impacts on urban areas. The campaign curated a mix of informative posts, analytical articles, and engaging videos highlighting the urgency of climate resilience in cities. The content aimed to sensitize and inform urban residents about emerging environmental risks and adaptation strategies.
• Engaging Citizens in Solution-Focused Dialogue: The campaign encouraged public participation through interactive tools such as polls, surveys, and thought-provoking digital posts. The objective was to foster collaborative dialogue and encourage citizens to contribute ideas and perspectives toward climate-resilient urban futures.

For effective implementation, WWF required a robust content strategy aligned with campaign objectives, systematic distribution planning across Instagram, LinkedIn, and Twitter, and a continuous monitoring framework to assess engagement and optimize performance.

UIL translated these strategic requirements into actionable execution by developing a detailed content calendar, producing diverse digital assets, and optimizing platform-specific delivery. The agency played a critical role in bridging WWF’s strategic vision with impactful digital outreach.

Services Provided

In executing the “Building Climate Resilience in Cities” campaign, Urban Innovation Lab (UIL) implemented a comprehensive digital strategy structured across four key components:

Content Strategy Development and Calendarization

• Audience analysis and campaign objective alignment.
• Development of detailed customer personas.
• Creation of a structured content calendar (July 17–24, 2023).
• Multi-format content planning including videos, carousels, text posts, polls, and stories.
• Thematic coverage: wastewater management, solid waste management, urban floods, urban heat island effect, urban transportation, nature-based solutions, and green entrepreneurship.

Creative Content Production and Optimization

• Design and production of 30+ digital assets over 15 days.
• Platform-specific optimization: – Twitter threads for in-depth narratives – LinkedIn posts for professional engagement – Instagram reels, stories, and carousels for visual interaction
• Content themes included waste management, youth engagement, climate resilience, and sustainable urban innovation.

Audience Engagement and Interaction Facilitation

• Interactive polls and participatory posts to stimulate dialogue.
• Story-based video reels highlighting practical climate solutions.
• Active monitoring of engagement to sustain campaign responsiveness.
• Facilitation of community-driven conversations around urban resilience.

Performance Monitoring and Analytical Reporting

• Tracking of key performance indicators (KPIs) across platforms.
• Measurement of engagement rates, audience growth, and interaction quality.
• Post-campaign analytical reporting with strategic insights for future initiatives.

Results Achieved

• 21,833 total likes
• 39,015 total views
• 45 comments
• 146 reshares / reposts / retweets
• 88,321 total impressions

The campaign demonstrated measurable impact in raising awareness and fostering citizen engagement toward building climate-resilient urban ecosystems.