Paddle to Paris

Purpose and the Ford Foundation worked with indigenous groups and leaders from around the world to unite behind a single message and hashtag. This elevated indigenous voices and the important role they play in fighting climate change. We supported the world’s first indigenous-led, global social media campaign, bringing together coalitions across Central America, South America, the Congo Basin, and Southeast Asia behind a single message and hashtag. We created 117 social media graphics using photos submitted by indigenous leaders from across the globe.

Article - The Guardian Article - Burness

Awards & Nominations

Shorty Social Good Award in Environment & Sustainability

Challenge

Although indigenous forest communities are on the front lines of climate change and their protection of forests is one of the best climate solutions, the climate movement is mainly focused on advancing renewable energy and technological innovation.

Moment

There was an opportunity to use the Paris COP as a hook to elevate indigenous voices and the critical role they have in mitigating climate change.

Strategy

We unified indigenous groups and leaders from around the world behind a single message and hashtag in order to elevate indigenous voices to amplify the important role they play in fighting climate change.

Video

User Engagement

Branding

We helped launch the world’s first indigenous-led, global social media campaign, bringing together coalitions across Central America, South America, the Congo Basin, and Southeast Asia behind a single message and hashtag.

Impact

#PaddleToParis unified indigenous groups from around the world and elevated their message and political demands at the 2015 Paris COP.

The #PaddletoParis video–with subtitles in Portuguese, English, and Bahasa – reached a total of 3.7 million people with nearly 1M views, the video had over 20k likes, comments, or shares. Over 60 organizations and influencers—including WWF, WRI, Climate Action Network, SumofUs, and Cameron Russell— shared the #PaddleToParis campaign on social media. The campaign also earned media coverage on MSNBC, AOL, and El Financiero (Costa Rica), Yahoo (Germany).