Case study

Climate change is an issue that affects everyone. In the UK, sportspeople in particular are experiencing environmental deterioration first hand as athletes rely on their environment to perform.

We were asked to help launch UK Sport's Environmental Sustainability Strategy — a plan to redesign high-performance sports systems to have a net positive impact by 2040.  We needed a campaign that would corral the high-performance sports community around this goal.

A key consideration was levels of audience buy-in. We knew that some of the audience were skeptical and concerned that this might distract from their day-to-day goal of delivering extraordinary sporting moments.