As part of its local implementation strategy, the European Commission sought to increase visibility for the EU Climate Pact in Cyprus. The goal was to raise awareness of the Pact’s mission, showcase the efforts of newly appointed Climate Pact Ambassadors, and mobilise citizens’ participation in sustainability initiatives. Purpose Communications was tasked with designing and executing a communications plan that would spotlight Cyprus’s role in this European movement while empowering the ambassadors to speak confidently and consistently across platforms.

We developed and executed a multi-phase communications strategy anchored in three core priorities:

• Visibility: Deliver consistent media presence for ambassador-led initiatives and European-level participation through interviews, press coverage, and digital outreach.
• Coordination: Align messaging and activity planning across ambassadors, the Country Coordinator, and relevant local stakeholders.
• Support: Equip ambassadors with the tools, content, and confidence to represent the Pact effectively across media and community engagements.
• Consistency: Maintain a steady flow of visibility and publicised activities through regular media engagement, social content, and community presence. Ensure a unified tone, message, and visual identity across all communications to reinforce recognition, credibility, and long-term impact. 

• Media Relations: We developed a media plan focused on strategic visibility throughout Q1 2025. A total of six targeted press releases were circulated, covering key topics such as a reflection on 2024 activities, the appointment of new EU Climate Pact Ambassadors, the Climate Walk initiative, and ambassador participation in the EU Climate Pact flagship event 2025 in Brussels. We also prepared tailored social media toolkits to ensure message alignment and visual consistency across platforms.
• Ambassador Engagement: Purpose coordinated regular check-ins with ambassadors, helping them identify moments to engage audiences, such as environmental awareness days and encouraging the creation and sharing of original content.
• Media Training: To prepare ambassadors for public appearances, we delivered media briefings, talking points, and backgrounders; supporting successful interviews on both television and radio.
• Media Engagement: Beyond preparing spokespeople, we also worked to inform and engage journalism by providing context and a clear brief, access to Ambassadors, and timely information to deepen media understanding of the Pact’s goals and local relevance. 
• Stakeholder Engagement: We facilitated connections between the ambassadors and key stakeholders, including arranging a meeting with the Mayor of Lakatamia to support the Tiny Forest tree-planting initiative.
• Liaising with Ambassadors and the Country Coordinator: We maintained close contact with both the ambassadors and the EU Climate Pact Country Coordinator in Cyprus to ensure alignment, share updates, and support planning across activities.
• Event Support: For selected events and public appearances, we arranged on-site support by photographers and videographers to document the activities and provide high-quality content for media and social use.
• Reporting: We provided monthly reports outlining key deliverables, media coverage, and communication activities. This included media monitoring and tracking to measure impact and guide next steps.

• 6 press releases circulated across key national topics
• 2 high-profile media interviews secured (1 TV and 1 radio)
• 80+ media placements across leading outlets 
• Over €100K in earned PR value
• Increased public awareness of the EU Climate Pact in Cyprus
• Strengthened visibility and confidence among local ambassadors
• Reinforced Cyprus’s role in Europe’s collective sustainability efforts