Climate Reality Project reached 25 million live stream viewers in 1 day
For many people, the effects of climate change remain abstract and difficult to identify in daily life. Former Vice President Al Gore wants to change that by highlighting specific communities and regions of the world hit the hardest by a changing global environment.
Furthermore, Gore wanted show the effects of climate change on the globe. And he wanted to do it live for a 24-hour stretch.
That was the challenge Al Gore’s team at the Climate Reality Project brought to AmpLive 2 years ago. Their goal is to galvanize support for climate change and drive the adoption of the Paris Agreement on Climate Change by following the sun in a 24-hour live broadcast highlighting the effects on different regions of the world.
With uncertainty in the air after election of Donald Trump, the Climate Reality team wanted to get their live stream in front of as many viewers as possible in the 24-hour window starting December 5. Each hour during the day-long broadcast highlighted progress in countries around the globe, including efforts to build wind farms in Argentina, a look at Mexico City’s sustainable public transportation system, the climate-related challenges faced by farmers in Australia and wrapping up with an update on efforts to transform the US energy sector.
“Now in the wake of the recent United States presidential election, some fear a cloud hangs over this process,” Gore said in the opening of the broadcast. “Of course, while we hope fervently that the new President Elect respects the wishes of the majority of US citizens who do want strong action to solve the climate crisis, we also have to be doubly aware, highly vigilant and prepared to respond should progress be threatened.”
The challenge for the Climate Reality team was to bring the live experience to as many viewers around the globe as possible, not just from the 24 largest CO2-emitting countries highlighted in the live streams. How do you make the effects of global warming in countries like Turkey, Indonesia and Saudi Arabia resonate with people in New York? The answer: distributing the live streams to viewers across the globe.
Throughout the broadcast, Climate Reality reached 25.6 million viewers, up 30% from the 19.7 million viewers who tuned in for the 2015 broadcast.
Each viewer spent more than 9 minutes on average watching the live streams, more than double 2015’s average view time of 4 minutes. Nearly 10% of 2016’s viewers took further action to engage with the live stream, such as clicking through to the landing page. That nearly double’s 2015’s engagement rate of 5%.
Using the audience they built during the 24-hour broadcast, the Climate Reality team plans to maintain the engagement and build up momentum ahead of the 2017 live stream.
The Climate Reality team will also use the results from the event to keep up the drumbeat of public awareness about climate change, continuing to push global leaders to take action.
“And as of today, every sitting world leader is committed to action, committed to putting into force the promises of the Paris Climate Agreement and realize the larger promise of a sustainable future,” Gore said. “Now, it’s time to make it a reality.”