The Green Accountability Initiative was launched by the World Bank Global Partnership for Social Accountability (GPSA) in 2012 to promote green and climate social accountability. Interested in a dynamic messaging approach and new audiences, the GPSA approached iF to develop a foundational narrative and digital destination for the upcoming Green Accountability Call for Proposals. In addition to creating a bank of communications assets, we mapped and engaged a diverse set of stakeholders to generate momentum around the call for proposals and broker future long-term GPSA partners. Our strategy across our work centered on how to connect with those not traditionally involved in conversations around climate finance, including youth, indigenous communities worldwide.
“Intentional Futures brought a fresh and creative perspective to the GPSA, and leveraged their network to help us amplify the Green Accountability Call for Proposals in a compressed timeline. The design deliverables they presented us with breathed new life into our appearance digitally, and will be a great help as we continue to grow our network and amplify the Green Accountability Initiative.”
To prepare for the launch of the Green Accountability Initiative, iF engaged in a seven-week partnership with the GPSA to equip them with the materials needed to introduce the initiative in a compelling way. We adapted existing GPSA content into a new narrative, mapped relevant donor ecosystems, conducted priority donor outreach, designed a web page , and developed a series of outreach materials to share with partners. iF created two concurrent workstreams to ensure the initiative's success.
Phase 1: Messaging and narrative
The first phase focused on a deep dive into the existing Green Accountability Call for Proposals prospectus and answering core questions that would dictate iF's approach. In this phase, we drafted a new narrative and developed a branded look and feel for green accountability, based on a landscape analysis of existing materials and climate messaging and branding used by stakeholders. We focused on ways to adapt the tone and strike a balance between evidence and storytelling to create a foundational messaging approach that was action-oriented yet evidence-based. We used this narrative to create content for a new webpage and various donor outreach materials, including a new two-page prospectus. We brought the content to life through a deliberate design approach that turned the GPSA’s vision into reality. This phase included content immersion, landscape analyses of climate messaging and design approaches, a kick-off workshop, and a messaging workshop.
Phase 2: Donor outreach and amplification
The second phase prioritized donor outreach by first mapping and tiering out prospective donors and collaborators. We then coordinated and conducted donor outreach, turning to our networks and pursuing new connections in the spirit of building a more inclusive climate finance architecture. We supplied interested parties with a series of social media assets that highlighted green accountability as a concept, and encouraged people from all corners of the world to learn more about ways they could join the movement.
Over the seven-week project, the GPSA and iF successfully engaged stakeholders in and outside the World Bank network of contacts, and generated positive momentum around the Green Accountability Initiative. The GPSA is hosting an event in Washington, D.C. to continue to galvanize energy for the initiative, and over time the hope is that more partners – especially nontraditional ones – will join and amplify green accountability so it is built into emerging frameworks for climate finance and action as well as multilateral reform. With a fresh, energizing brand that stands out from existing climate messaging and branding, the GPSA is well equipped to turn this hope into impact for a greener future for all.