UN COP 16 SAUDI GREEN INITITIVE, 2024

Saudi Green Initiative (SGI) – Defining the Vision

SGI is Saudi Arabia’s flagship programme for addressing the nation’s climate commitments and transitioning to sustainable energy. With a focus on green urban development, reforestation, clean energy, and biodiversity conservation, SGI plays a central role in the Kingdom’s ambition to reach net-zero emissions by 2060.

Working from first concept to final delivery, ARC’s content direction of the SGI Pavilion at COP 16 was crucial in shaping strategy and messaging. The goal was to create an experience that was educational, compelling, and reflective of Saudi Arabia’s commitment to sustainability.

Research, Content Development & Storytelling

With an audience of global leaders, experts, and the public, ARC was tasked with a communications experience that was both scientifically accurate and engaging for diverse groups.

ARC led the research program and content development process, gathering insights from environmental scientists, government officials, and industry experts. This extensive research collation was essential in ensuring the information presented was both credible and clear.

The team worked closely with stakeholders to verify data, translate technical concepts into accessible messages, and structure the content into a cohesive story.

Visitor Journey

The exhibition was divided into thematic zones, each representing key elements of SGI, and starting with A Nation’s Commitment – demonstrating Saudi Arabia’s sustainability ambitions.

Zone 1: Reducing Carbon Emissions, explored impactful solutions transforming the environmental footprint of industry and society.

Zone 2: Planting 10 Billion Trees, answered visitors questions about how and where the hugely ambitious reforestation program is being undertaken.

Zone 3: Nature Protection, took visitors into an imaginary Mission 2030 Control Center as a way of showcasing action on species and habitat conservation.

Zone 4: Promoting Sustainability, offered insights in to sustainable living.

Zone 5: Call to Action, ended the visitor journey with an opportunity to pledge your own environmental commitment.

In addition a Kids Zone engaged families and schools with playful and inspiring activities around the natural world.

Bringing the Story to Life

ARC collaborated with designers and technology experts to bring the SGI narrative to life through cutting-edge visuals and interactive elements.

Notable features included an interactive map that showcased the regional distribution of tree planting efforts across Saudi Arabia and immersive displays that allowed visitors to experience the country’s green future.

Through dynamic storytelling, visitors gained a tangible understanding of SGI’s impact, from urban redevelopment projects in Riyadh to reforestation initiatives across the Kingdom.

Host Coaching

In addition to concept and content development, ARC also provided coaching for the SGI team of exhibition hosts. Recognising the high-profile nature of the event, TGAC’s coaching focused on enhancing messaging clarity, improving delivery, and preparing hosts for potential audience questions.

This training ensured that all hosts could confidently and effectively communicate the key messages of SGI, reinforcing Saudi Arabia’s dedication to sustainability and climate action.

A Model for Future Sustainability Communications

Visited by over 42k people, including Ministers, VIPs and heads of state, the SGI exhibition is an example of how effective storytelling can make complex environmental issues both accessible and engaging.

Inspiring Action on a Global Scale

By defining the visitor experience, developing the narrative, and providing coaching to team members, ARC created unified and engaging messaging across the event, clearly and effectively communicating the Saudi Arabia’s vision and progress towards net-zero.

This project serves as a benchmark for future sustainability communications, demonstrating how strategic storytelling can inspire action on a global scale.