Climate Neutral: Managing the PR Launch of a Global Non-Profit
Launching a Global Non-Profit
What We Did
Content Strategy + Development
Media Communications + Digital PR
Corporate Carbon Responsibility
Climate Neutral, a non-profit organization whose mission is to mobilize the global business community to clean up their carbon emissions, was never meant to be a modest undertaking.
Founded in early 2019 by two Millennial-aged CEOs who believed that private enterprise has a unique opportunity and responsibility to address the climate crisis, Climate Neutral was intended from day one to think big and go wide.
With big ambition, the nascent organization needed equally big amplification.
Climate Neutral's B2B Launch.
Purple Orange was brought in to help orchestrate the launch and amplify the story behind all that the new non-profit was trying to achieve. The official B2B unveiling of the organization was scheduled to coincide with the Outdoor Retailer Trade Show: a North American industry gathering of outdoor businesses.
In preparation for launch, Purple Orange helped secure and organize the first seminar of the trade show and recruited the world-renowned rock climber Alex Honnold to moderate the event. Purple Orange also secured the front cover and feature article of Day 1 of the OR Daily, the tradeshow’s official magazine.
Climate Neutral's B2C Launch.
Purple Orange continued to build momentum by scheduling a host of major media to drop in connection with NYC Climate Week (what was considered to be the official B2C unveiling of the organization). Purple Orange facilitated several deskside media appointments in New York, as well as secured major media coverage from Inc., Fast Company, CBS News, Men’s Journal, GreenBiz, and more.
In the month following Climate Week, Purple Orange worked with the founding cohort of companies behind Climate Neutral to deploy a major effort to build consumer awareness and fundraising through Kickstarter. The effort ended up netting more than 2,400 individuals and businesses contributing more than $160,000 to clean up their carbon emissions and support Climate Neutral’s ongoing efforts.
Within a year of launch, Climate Neutral had more than 275 companies join the certification process and collectively off-set more than 400,000 tons of Co2.
Purple Orange also secured notable media awards and accolades including a feature in Outside Magazine’s 2019 year-end issue entitled: “Outsider’s of the Year,” a feature article and award within Fast Company’s 2020 “World Changing Ideas,” and was featured as the first recipient of Backpacker Magazine’s “Editor’s Choice Green Award.”
Today Climate Neutral is recognized as a global thought leader and voice in corporate carbon responsibility, and has certified more than 350 brands that employ more than 15,000 people, and span 12 industries, representing more than $2.3 billion in combined revenue.
2021’s group of Climate Neutral Certified businesses off-set more than 1,000,000 tons Co2 — the equivalent of 11.5 million trees planted and grown for 10 years, 150,000 cars off the road for one year, or the annual energy use of 84,000 homes.
Cheers to that.
*The Purple Orange agency is among the 380+ companies that are Climate Neutral Certified. Get YOUR company Climate Neutral Certified here.