UN COP 28 & 29, 2023/4

The UN’s annual COP events are the world’s most important forum for addressing issues of climate change, energy transition and global action.

At COP28 (UAE) and COP29 (Baku) ARC was engaged to develop a compelling narrative that presented Saudi Arabia as a key player in the global transition to sustainable energy, while also emphasising the country’s ongoing commitment to low-carbon energy security.

ARC’s approach was to communicate this dual role with a “both-and” strategy, blending Saudi Arabia’s position as a major energy supplier with its significant investments in renewables and carbon reduction technologies.

ARC’s involvement began with a comprehensive global analysis to understand how the media and public perceived Saudi Arabia’s role in the climate conversation. Insights drawn from this research informed the development of a messaging strategy that positioned the Ministry of Energy’s approach as authentic and forward-thinking.

ARC worked closely with the Ministry to refine key talking points and create content that would resonate with diverse audiences, including industry leaders, government representatives, and the public. The content focused on key themes such as energy security, innovation, and the human impact of energy transition, framed in a way that invited dialogue rather than just presenting data.

At COP28 in Dubai, Saudi Arabia’s pavilion followed a structured, self-guided visitor journey. Infographics provided overviews, interactive screens offered deeper insights, and expert-led discussions added context. This approach ensured accessibility for both experts and general visitors while reinforcing the ‘both-and’ message.

By COP29 in Baku, the engagement model evolved towards live, expert-driven interactions. Subject matter experts took centre stage, using interactive displays to lead personalised discussions, fostering deeper connections with visitors ranging from ministers to students. This approach transformed the pavilion into a dynamic conversation hub, emphasising credibility, transparency, and Saudi Arabia’s commitment to climate action.

Key features of the Saudi presence at COP included visually engaging infographics and animated displays that effectively conveyed complex energy topics in a simple and accessible format.

ARC integrated touchscreens to highlight proof-point stories, such as carbon capture projects, clean cooking initiatives, and the Kingdom’s progress in renewable energy. These interactive elements not only provided visitors with detailed, digestible information but also encouraged them to engage directly with the content.

The shift from structured discovery at COP28 to real-time dialogue at COP29 reflects Saudi Arabia’s evolving strategy—prioritising authenticity, adaptability, and direct engagement to shape future climate discussions.

The Saudi Ministry of Energy’s participation in COP28 and COP29 marked a significant shift in how energy providers can engage with the global conversation on climate action. ARC’s ‘both-and’ strategy, combining authentic storytelling with expert-led dialogue and interactive media, enabled Saudi Arabia to present a nuanced message that resonated across diverse audiences.

By emphasising both the human and technical aspects of Saudi Arabia’s energy strategy, ARC helped position the Kingdom as a credible leader in the transition to a sustainable future.