Stakeholders
UBC Sustainability, multiple faculties across the university
Timing
October – December 2023
Summary
Media Relations developed a media campaign to promote UBC’s participation in the 28th United Nations climate summit, COP28, and to highlight the university’s leadership in climate change research and action.
The Strategy
Media Relations aimed to showcase the breadth of climate expertise across UBC’s campuses and provide media with a variety of angles from which to cover it. We collaborated with various faculties and departments across UBC to develop media-friendly content, news tips, pitches and advisories. Our role included providing media training to delegates attending the conference, ensuring they were well-prepared for interviews and media engagement. We facilitated interviews for UBC experts and delegates with local and international media outlets. We monitored and tracked mentions of UBC experts who provided commentary during the conference, which revealed comprehensive coverage and engagement.
The Results
Our efforts generated 13 inquiries from media outlets, and 62 media mentions of UBC students, staff and faculty.
Selected media coverage:
Global News: UBC student participates in COP28
Radio-Canada: COP28: British Columbians seeking solutions in Dubai (French)
Vancouver Sun: UBC delegate to COP28 witnesses climate displacement in Bangladesh
CBC The Sunday Magazine: Climate, conflict, and Canada’s commitments in a world of crisis