Global Witness

Climate Justice | Global Advocacy | COP29

Payback Time

As the climate crisis escalates, fossil fuel giants continue to profit while vulnerable communities bear the brunt of the devastation. Global Witness wanted to hold Big Oil accountable ahead of COP29 by launching a bold campaign that demanded reparations for climate loss and damage. Our challenge was to cut through the noise and make people, media, and policymakers take notice - and act.

A graphic that reads 'They broke it, they pay for it' - the bottom line has a red highlight over it

Taking over the narrative

To make the campaign impossible to ignore, we secured the domain COP29.com and turned it into a rallying point for the message: fossil fuel companies must pay for the damage they’ve caused.

We crafted a striking campaign identity using collage-style visuals that spotlighted oil executives alongside the devastating impacts of climate change.

A social post showing a group of celebrities and public figures. Above them it reads 'Join (all their names) and make big oil pay up at COP29

A social post shows Vanessa Nakate. She is smiling at the camera and wearing a pink blazer and top. There is text underneath her that reads 'Fossil fuel companies are some of the richest companies on the planet - they can afford to pay'

A social post which shows an image of rex tillerson, over the top of energy or power stations. Above him there is text that reads 'Fossil fuel giants account for 90% of carbon dioxide emissions. They broke it, they pay for it'

Influencer and media strategy

The campaign was amplified by securing high-profile supporters, including Jude Law, Aisling Bea, Vanessa Nakate, and Mary Robinson. Collaborations with global organisations like Greenpeace, Oxfam, and 350.org further expanded reach.

Undercover investigation integration

Global Witness's investigation into the COP29 CEO’s ties to oil interests was seamlessly integrated into the campaign narrative, earning widespread media coverage and sparking calls for accountability from figures like Ban Ki-Moon.

Before long, COP29.com was blocked across Azerbaijan due to its pointed critique of fossil fuel interests, so we must have been doing something right.

A graphic illustration of a power station. It is red, and there is smoke coming from its chimneys, like it is burning coal

GETTING Results

• Secured endorsements from Jude Law, Aisling Bea, Adam McKay, Rosario Dawson, Bonnie Wright, Brian Eno, and Peter Capaldi.

• Gained public backing from climate leaders such as Vanessa Nakate, Farhana Yamin, Clover Hogan, Lauren MacDonald, and Kumi Naidoo.

• Support from major organisations like Greenpeace, Oxfam, and Make My Money Matter.

• The campaign attracted global media attention, with coverage from BBC, The Guardian, and others, and a public letter to the UNFCCC signed by Ban Ki-Moon.

If Not Now are tremendous forward-thinkers - bold, creative, and passionate about change-making. We keep working with them because they deliver real impact, like our It’s Payback Time COP29.com campaign, where they were a game-changing partner.

- Alexander Kirk, Global Witness