UN Mongolia | World Day to Combat Desertification and Drought | 2025.06.17

In preparation for UNCCD COP17, we launched the “Ногоон Дэлхийг Өвлүүлье” social campaign to amplify the voices of young herders actively fighting desertification across Mongolia.

The campaign creatively showcases how these young herders are reviving ancestral wisdom through fresh, innovative approaches — working to restore degraded lands and build a more resilient future.

Through dynamic short documentaries, real interviews, storytelling videos, infographics, and influencer content, we aim to shift public perception and inspire action — turning an often overlooked topic into a movement rooted in creativity and authenticity.

Client: United Nations

Date: 2025.05.01 - 2025.06.17

Project team: 

• Senior Account Manager: Bulgankhishig. T

• Account Manager: Murun.Ts

• Assistant Manager: Minjinsor.B

• Assistant Manager: Baasandulam.N

• Art Director: Amin-Erdene.P

• Assistant director: Temuulen.D

• Assistant videographer: Tamir.U

• Assistant video editor: Bilguun.Ts

• Designer: Enkhjin.Y, Temuulen.P, 

• Comic designer: Badamkhand

Watch main video here

Challenge

Desertification is a well-known issue in Mongolia, but because it’s discussed so often, audiences risk becoming indifferent or fatigued.Reaching people in a fresh, relatable, and eye-catching way — beyond statistics and formal messaging — was our main challenge.We needed to create content that feels new, authentic, and relevant to both urban and rural audiences.

Watch reel here

Solution

Our team overcame this challenge through strong collaboration, detailed planning, and a flexible, creative mindset.

• We developed five diverse content formats: short documentary video, interview video, storytelling video, infographics, and influencer content — each with an innovative twist.

• Instead of traditional interviews in front of a yurt or flock, we filmed on mountain tops, while riding horses, or in newly restored areas, creating striking, cinematic visuals.

• Infographics were designed to go beyond static facts, adding animation and real quotes to keep audiences engaged.

• By blending real stories with professional production, we ensured the message stayed powerful yet accessible.

Watch storytelling 1 here

Result

Thanks to creative content and authentic storytelling, the campaign reached over 513,460 people on social media.We successfully sparked renewed interest in desertification and land restoration among young herders and the wider public, highlighting that everyone has a role to play.This campaign didn’t just spread awareness — it connected tradition and innovation in a way that inspired real conversations and action ahead of COP17.

Watch storytelling 2 here