To develop the communications strategy, scripting and content for the Saudi Green Initiative experience at UN COP16. Translating a national environmental programme of enormous scale and ambition into a narrative that could engage a global audience of policymakers, practitioners and public.

Cultural Strategy | Core Narrative Development | Scripting & Content Development | Communications Design

The Saudi Green Initiative encompasses hugely ambitious environmental commitments, including planting 10 billion trees, expanding protected areas on land and sea, and reducing carbon emissions.

 The narrative challenge was relatability: how do you make a programme of this complexity feel coherent, credible and genuinely motivating to audiences with very different levels of knowledge and very different stakes in the outcome?

We created a powerful narrative journey around the sustainability pillars at the heart of the initiative, finding the human stories inside the policy and environmental science.

Visitors became wildlife rangers, divers, tree-planters, scientists and planners in a series of interactive and immersive environments. 

This narrative experience connected the global urgency of desertification and climate change to the specific, concrete and measurable actions Saudi Arabia is taking in response.

With policy communications, as with museums, it’s essential to start with the human story, not the data. Numbers without narrative context produce acknowledgement, not conviction.

The Saudi Green Initiative experience demonstrated that even the most complex environmental agenda, spanning biodiversity, carbon, reforestation, conservation and economic transformation, becomes legible and motivating when it is anchored in specific places, actions and human outcomes.

The narrative experience cut through the jargon to let people feel something, not just know something.

Client: Saudi Green Initiative

TGA: Strategy, Core Narrative Development, Scripting & Content Development, Communications Design

Partners: Filmmasters (Design & Production), Fraser Randall (Content Management), PTL Studio (AV Media)