‘Count Us In’, aimed at mobilizing citizens to act on climate change was launched by actors Priyanka Chopra and Chris Hemsworth at the TED Countdown. Lintas Live, the digital-first creative PR agency of MullenLowe Lintas Group, supported the launch of the global initiative in India through a digitally-driven and influencer-led outreach across the country.
“This pandemic has led people to reset their priorities and everyone is far more conscious of issues like the environment.”
Amidst the COVID-19 pandemic, climate change continues to be a chief concern across the globe and the ‘Count Us In’ campaign promotes the idea that individual action can make a significant impact. With that assumption as a backbone, Lintas Live created an influencer-led strategy to generate widespread visibility for the ‘Count Us In’ campaign in India.
“Climate change is already ravaging our lives, our communities, and our livelihoods,” said Dia Mirza who is championing the Count Us In campaign and is a UN Environment’s Goodwill Ambassador for India. “It is up to us to respond to what we see around us. We are not powerless. We can protect what we love from the worst impacts of climate change if we act boldly and urgently. I am committing to wear clothes that last and call on citizens across India to take steps in their own lives too.”
A diverse group of actors, celebrity stylists, entrepreneurs, eco-conscious fashion designers, musicians, climate warriors, nutritionists, and editors who have all previously been vocal about sustainability and have already taken steps in their individual capacity were called upon.
Introductions with key celebrities, influencers, and entrepreneurs were made with the focus to drive conversations towards impactful long-term associations. ‘Count Us In’ achieved a potential reach of 6.1 million across digital and social media channels.
“This pandemic has led people to reset their priorities and everyone is far more conscious of issues like the environment,” said Ameer Ismail, President, Lintas Live on the collaboration.
“It is an honor to associate with causes that have a deep social impact and Lintas Live is proud to have supported the launch of an inspiring global movement such as Count Us In that urges individuals to take simple but effective steps towards climate change. In today’s hyperconnected world, we understand the importance of driving conversations that are live via credible experts across industries.”
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“We have less than a decade to do what science shows is necessary – halving emissions by 2030,” said Christiana Figueres, former UN Climate Chief, who oversaw the delivery of the landmark Paris Agreement on Climate Change. “It is entirely possible to change our economy from burn and destroy to rebuild and regenerate. Climate change affects us all right now, and we all have agency in tackling it before it’s too late.”