BRAND & COMMUNICATION
January - February 2022
When major events take place in relatively small cities, one thing in particular becomes scarce: beds. This was the case at COP26, the global climate conference in Glasgow, when overnight accommodations suddenly became unaffordable for young activists from around the world.
But Danish start-up Human Hotel saw the problem as an opportunity and quickly set up a local homestay network: 1,260 people from Glasgow and the surrounding area opened their doors to almost 2,000 activists.
We created a dynamic microsite with co-matter that highlighted the emotional stories of activists and hosts. We shared impressive figures and the network’s great impact, showing that solidarity is a powerful tool in the fight against climate change – and is also economically relevant. The digital report served not only as a review and blueprint for the next homestay network but also as inspiration and encouragement – because the most beautiful stories are still written by life itself.
Through the Homestay Network at COP26, people who previously had little exposure to the climate crisis came into contact with activism and issues around it. The report – and its impressive numbers – aims to help people remember that and motivate everyone to take more activist action in the future. 69% of the guests from around the world were only able to come to Glasgow and interact with like-minded people thanks to the generous hosts, who were similarly euphoric in reporting on their experiences. And, thanks to the online report, those who weren't on the ground were able to get a sense of how important local communities, curiosity, and collective action are to the climate justice movement.