Climate change is increasingly threatening communities and economies around the world, and there is an urgent need to drastically reduce emissions and push leaders to take action. To move forward, there is a need to move beyond the activist community and engage citizens, who have a significant carbon footprint across the world.

To this end, a diverse coalition of individuals and groups in India announced their participation in the Count Us In movement, focused on engaging uninformed individuals on climate issues. They have set out 16 practical and high impact steps that individuals can take to protect the planet from carbon pollution before it is too late. The movement, launched by Priyanka Chopra and Chris Hemsworth, was supported by Lintas Live in India. The agency, the digital-first creative PR agency of MullenLowe Lintas Group, set in motion a digitally-driven, influencer-led outreach across India.

The thought behind Count Us In is that individual action can make a significant impact. Inspired by this, Lintas Live devised an influencer-led strategy to generate widespread visibility for this movement. A diverse group of influencers, who have been vocal about sustainability and have previously taken steps in this regard, were identified. They supported the cause on their social and digital pages and created awareness about the power to protect what they love from the effects of climate change. Lintas Live created awareness and evoked a sense of responsibility, potentially reaching 6.1 million people in India across digital and social media channels.