How We Won Stronger U.N. Global Biodiversity Targets with Strategic Influencer Engagement
The Situation
In late 2020, a critical situation emerged during the biannual U.N. biodiversity talks as countries began pre-negotiations to set post-2022 global biodiversity and conservation targets. Climate scientists have repeatedly emphasized the urgent need to conserve and restore 50% of the world’s land and oceans by 2030 to mitigate the worst effects of climate change. However, discussions were leaning towards a meager 30% target, grossly inadequate for ensuring a livable planet. Additionally, mainstream media coverage of the U.N. biodiversity talks was almost nonexistent, unlike the highly publicized annual COP climate talks that focused on fossil fuels the month before. This lack of attention meant unambitious targets could be set without public awareness.
Our Approach
Faced with a short timeline, we needed a low-lift but high-impact strategy. Our approach involved providing travel grants to send partners to Montreal to participate directly in the U.N. biodiversity conference. Collaborating with negotiators, civil society, and government officials, we advocated for targets to protect 50% of lands and oceans by 2030. Meanwhile, our home office orchestrated a celebrity-driven campaign, garnering influential signatures on a letter delivered directly to U.N. Secretary-General António Guterres, advocating for the protection and restoration of 50% of nature. This letter, along with our ground presence, offered significant leverage for partners in discussions with U.N. negotiators and attending journalists.
This video was displayed in Montreal hotel lobbies to target U.N. negotiators on their way to and from the main venue.
Results
Our concerted efforts led to several notable outcomes:
Adoption of Stronger Targets: The U.N. adopted language targeting “at least 30%” of land and ocean conservation by 2030, providing legal flexibility to exceed this baseline.
High-Profile Participation: U.N. Secretary-General António Guterres responded to our call by attending the conference in Montreal and bolstering the significance of the negotiations.
Celebrity Influence: The celebrity sign-on letter, endorsed by stars including Meryl Streep, Hilary Swank, and Mark Ruffalo alongside 15 conservation organizations, galvanized public and political support.
Legal Recognition of Nature’s Rights: Our grantees also facilitated the inclusion of language in the U.N. biodiversity framework that acknowledges the rights of nature, a groundbreaking legal recognition at the U.N. level.
What We Learned
This experience underscored the power of strategic, low-lift yet high-impact collaborations with high-profile partners in driving specific outcomes. The powerful combination of on-the-ground advocacy and influencer support was made more effective by the broad bipartisan support for conservation, which allowed a wider universe of influential partners to participate in the campaign.
