Nature4Climate / Nature Positive

Our campaign unified 32 leading NGOs behind a single idea, ran across multiple COPs and multiple continents, turning a term that barely existed into a mainstream rallying cry for the planet, and won a Purpose Award for best ‘Environmental Cause Campaign’.

The Momentum Challenge

Nature is responsible for a third of the climate solution. Yet for years, it barely registered in the conversation; crowded out by climate headlines, net zero targets, and carbon commitments.

Biodiversity loss received eight times less media coverage than climate change. Funding lagged. Urgency was absent.

The brief from Nature4Climate was at once both simple and enormous: make Nature Positive as prominent and as urgent in the climate conversation as Net Zero. Come up with a narrative, a message, and a campaign idea powerful enough to do that; while unifying the world’s leading NGOs behind a single movement. That’s not a brief. That’s a mission.

The Joined-up Solution

Rather than adding more noise to an already crowded climate conversation, MSQ/Sustain assembled a bespoke team spanning campaign strategy, creative and multi-channel communications; built to give a technical, overlooked concept a visual identity powerful enough to unite a fractured NGO landscape.

We found an idea that said everything, by doing almost nothing.

The biodiversity stripes, created by Professor Miles Richardson of the University of Derby using data from the WWF Living Planet Index, were already a powerful visualisation of nature’s collapse. Each stripe represents a year since 1970. The journey from green to grey tells the story of biodiversity loss without a single word. 

We took those stripes, and we reversed them. That’s it.

But in that single act of deceptive simplicity, everything changed. Instead of a graphic that charted decline, we created a symbol of possibility. We showed what a Nature Positive future could look like; change moving in the right direction, green returning. Not another warning. But a vision. Integrated execution across every touchpoint:

• Creative: reversal of the biodiversity stripes into a single, ownable visual identity
• Comms Strategy: multi-channel, multi-language campaign launched at COP27 and CBD COP15
• Coalition-Building: 32+ leading NGOs unified behind one shared message and visual language
• Sustained Momentum: campaign extended to COP28, Regional Climate Weeks and Biodiversity COPs since launch

The Momentum Delivered

Cultural penetration beyond expectation:

• Used by King Charles in his COP28 World Leaders Summit speech
• Adopted by Stella McCartney, Harvard University, Unilever, Apple and the Mayors of C40 Cities
• “Nature Positive” now as prominent in international climate and policy discourse as “Net Zero”
• Won a Purpose Award for best 'Environmental Cause Campaign'
• 32+ NGOs unified behind a single idea, across multiple COPs and continents

MSQ's joined-up thinking delivered the strategic conviction, creative simplicity and coalition-building power to shift a global conversation, creating unstoppable momentum for Nature Positive, and the planet.