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While the world celebrated
new records at Paris 2024,
WWF reminded us of the ones we shouldn’t break.
WWF International | The Climate Games
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The Opportunity. The Olympics are all about pushing limits and breaking world records. Yet, some records are not meant to be broken. Our planet is shattering records at an alarming rate, and 2023 marked the hottest year ever, with countless national temperature and extreme weather records broken. These are not the ones to celebrate. So, the World Wildlife Fund took that unique moment—when all nations unite to celebrate human achievement—to remind the world that there’s a bigger event happening. One with far higher stakes.
The Idea. Just ahead of the highly anticipated 100-meter finals, WWF introduced a new global competition that impacts every nation; The Climate Games. We aired a film across French TV channels, highlighting scientifically proven climate records from 2023 caused by human activity. To create a powerful message, sports commentators, including the French icon Nelson Monfort, narrated the records in a celebratory and uncanny way. To engage the rest of the world, 30 WWF offices across the globe collaborated on the campaign. Every time countries broke a record, local WWF offices responded with national climate records.
The Results. The campaign went viral in several countries participating during the Olympic Games. By the end of the campaign, after the Paralympics had concluded, over 1,500 news stories had been written about The Climate Games, resulting in a media reach of 2.6 billion people. In addition, the campaign became a topic of discussion during Climate Week in New York and was highlighted as an outstanding example of powerful climate communication.