263% increase in impressions for Insure Our Future’s Annual Scorecard

Client
Insure Our Future

Sector
Climate Change and Sustainability

What we did
Digital Strategy
Paid Media
Social Media
Video Production

“We’re grateful for the comprehensive and timely support Empower provided throughout the lifecycle of the Scorecard Campaign. Thank you team!“

*WAITING ON CLIENT APPROVAL*

About Insure Our Future

Insure Our Future is a global campaign of NGOs and social movements that hold the insurance industry accountable for its role in the climate crisis. They call on insurance companies to immediately stop insuring new fossil fuels and phase out support for existing coal, oil and gas projects.

The Brief

Insure Our Future is a group of NGOs and social movements that hold the insurance industry accountable for its role in the climate crisis.

Every year they launch an Annual Scorecard that ranks the top global insurers contributing to the global climate crisis, by insuring fossil fuel projects. 

Empower was briefed to launch their 2023 report and drive engagement through a strategic organic and paid social media campaign that catalysed conversation about insurers’ 50 years of failure to act on the climate.

The Challenge

As a network organisation with a Global and US-specific view, our role was to ensure that the campaign was launched across different stakeholders in an aligned manner, while also tailoring messaging and strategy to meet specific regional needs.

It was also the first time that Insure our Future implemented AI in their creative, so Empower acted as a supporting partner, sharing feedback and insight on the ethical use of AI.

The Approach

Drawing on our findings from the Insure our Future Strategy, we amplified the Scorecard through:

• Organic Social: crafting pre, during, and post-launch copy.
• Paid Media: launching, optimising, and reporting on a strategically targeted campaign.
• Stakeholder Engagement: created a partner toolkit via Trello, with suggested platform and country-differentiated copy.
• Social Listening and Community Management: ongoing reactive communications with our audiences.

In addition to strategic implementation, we:

• Edited the hero video asset of the campaign – an address from Ugandan Climate Activist Patience Nabukalu.
• Advised on how to navigate generative AI ethically according to our AI Manifesto.
• Provided a comprehensive post-campaign analysis.

The Results

• 4.8 Million total Impressions (+263% on previous period)
• 11,000 New Website Users
• 633 #InsureOurFuture Mentions
• 16 Partners Engaged