UNICEF, in partnership with YuWaah and the Government of India, launched the Meri LiFE app to mobilize youth for climate volunteering. The goal was to achieve over 55,000 intent-rich downloads in under a month. They needed it from young people motivated to take meaningful action.
The challenge was overcoming climate fatigue and skepticism with a message that inspired agency, not anxiety. We needed a unifying creative idea that could shift the narrative from “climate change is overwhelming” to “climate action is in your hands.”
We anchored the campaign in a single strategic insight: youth don’t just want to care about climate change, they want to see themselves as part of the solution.
From that insight, we built a thematic platform that positioned the app as the easiest first step into a much larger movement. Every creative asset worked to make climate action feel personal, doable, and worth sharing.
We engineered intent through:
Messaging Sprints: We developed and tested two narrative “on-ramps” that both laddered up to our unifying insight:
Both narratives were adapted in English and Hindi to break language barriers and maximise reach in Tier II & III markets.
Conversion-Driven Creative:
Agile Media Strategy
The campaign built an owned, engaged audience for climate volunteering.
100% install goal achieved within the campaign window.
18% lower CPI than planned.
60% drop in CPC, increasing efficiency without sacrificing quality.
19% under budget, reinvesting savings into sustained engagement.
