Humanizing Climate Resilience — The SEEDS Climate Charter Campaign
Client: SEEDS (Sustainable Environment and Ecological Development Society)
PR Partner: Wing Communications
Timeline: 5 Months (Phase 1)
OBJECTIVE
Bringing Climate Action Closer to Home
SEEDS approached Wing Communications at a critical juncture — they were ready to move beyond institutional circles and spark a public movement around climate change resilience. The objective was to elevate the SEEDS Climate Change Charter as a national call-to-action, engage youth and local communities, and inspire citizens to pledge personal climate responsibility.
The key objectives were:
- Mass Awareness: Position the SEEDS Charter as a relatable and urgent movement for everyday Indians, not just climate experts.
- Community Engagement: Use storytelling to highlight the lived experiences of disaster-affected communities.
- Brand Humanization: Bring SEEDS’ technical work to life with emotionally compelling narratives.
- Stakeholder Credibility: Garner media attention and trust among government bodies, CSR partners, and climate organizations.
STRATEGY
A Story-Led PR Campaign Rooted in Ground Realities
WingComm designed a deeply narrative-first campaign rooted in two truths: climate change is real, and it’s already here — especially for India’s most vulnerable. The strategy combined emotion-driven storytelling, timely media placements, and digital-first leadership visibility.
1. Reframing the Charter as a Citizen Movement
- Renamed and positioned the initiative as “The SEEDS Climate Charter: Your Pledge for a Resilient India.”
- Created simple, relatable messaging across media content and digital assets — turning complex environmental jargon into everyday language.
2. Media Relations with a Human Lens
- Curated journalist lists across climate, social impact, CSR, and general news desks.
- Developed media kits and story pitches featuring human stories — like the lives of heatwave survivors in Bihar and flood-affected families in Odisha.
- Secured bylines and op-eds under SEEDS leadership on community resilience, climate skilling, and nature-based solutions.
3. Leadership Voice Building
- Profiled Manu Gupta and the leadership team in top business and development media as thought leaders on climate action.
- Published guest articles and opinion columns timed with extreme weather events and UN climate dates.
- Created ghostwritten LinkedIn content to spark dialogue with SEEDS’ donor and government partners.
4. Topical Press & Influencer Amplification
- Timed the press release of the SEEDS Climate Change Charter with World Environment Day.
- Collaborated with green influencers, educators, and micro-activists to drive grassroots digital engagement and downloads.
- Highlighted metrics like “1,14,41,045 lives touched” and “over 63,000 climate-resilient shelters built” in storytelling.
RESULTS
From Awareness to Action — Impact That Resonated
In just five months, WingComm helped transform the SEEDS Climate Charter from a downloadable document into a national conversation starter on climate resilience.
Media Coverage
40+ Organic Mentions Across National Media:
- The Hindu: Community-led response to India’s extreme heatwaves
- India Today: SEEDS and the rise of local climate resilience models
- Outlook India: Editorial coverage on disaster innovation and the SEEDS approach
- Down to Earth: Expert opinion on anticipatory climate skilling
- Business Standard: Climate change and corporate responsibility — SEEDS’ POV
Performance Metrics
- Charter Downloads: 22,000+ public downloads within 2 months of launch
- Digital Reach: 6.2M organic impressions across media and influencer content
- LinkedIn Growth: 3.5x increase in leadership engagement, particularly among CSR and NGO leaders
- Partnership Inquiries: 27 inbound queries from state governments and CSR foundations post-coverage
Perception Shift
- Moved public perception of SEEDS from a “disaster relief NGO” to a climate innovation thought leader.
- Created emotional recall around SEEDS as a protector of everyday Indian lives, not just a technical organization.
- Enabled deeper storytelling collaborations with partners like UNEP, UNICEF, and local governments.
