Global

UNCCD COP16

The Land's Voice

The United Nations Convention to Combat Desertification (UNCCD) is tackling a critical but often overlooked crisis: the degradation of our planet’s healthy land. Despite affecting more than 3.2 billion people, UN Sustainable Development Goal (SDG) 15: Life on Land remains one of the most underfunded global priorities. At COP16 in Riyadh, UNCCD set out to change that – to ignite global action, galvanize leaders, and make the land crisis impossible to ignore.

Turning Data into Dialogue and Connection

Instead of adding to the noise, Burson and UNCCD COP16 created something bold: a breakthrough AI-powered experience that transformed land degradation from a distant, scientific statistic into an immediate, emotional, and deeply human encounter – giving the Land a voice.

At the heart of this world-first activation was “The Land’s Voice”: an AI-powered MetaHuman trained on decades of environmental data, scientific studies, indigenous wisdom and real-time conversation models. Designed to speak in both English and Arabic, this emotionally intelligent experience enabled two-way dialogue between people and the Land itself – a digital embodiment that turned environmental storytelling into meaningful connection.

Launched at the conference’s first-ever Green Zone, the installation invited thousands of visitors to listen, reflect and respond to the Land. And it didn’t stop there. Supported by global earned media, social amplification, out-of-home activations, stakeholder support and a full-page New York Times ad, “The Land’s Voice” campaign sparked a global conversation.

The Lands Voice Installation 1
The Lands Voice Installation

Carrying the Conversation Forward

The UNCCD COP16 event achieved remarkable reach and impact, sparking global awareness and action for SDG 15 and was hailed as a global “turning point” by CNN, Bloomberg and UN News.

Beyond the impressive media coverage, attendance, and funding secured – post-COP16 analysis showed a significant shift: land restoration is now being understood not just as a scientific or environmental challenge, but as a human rights and emotional imperative. Youth voices, diplomatic leaders and private sector players have carried the conversation forward – keeping SDG 15 in the spotlight well beyond the event.

This storytelling model is now influencing how environmental issues are communicated – moving from cold data to real human connection. And “The Land’s Voice” isn’t finished: the AI MetaHuman experience is already being planned for future UN events, ensuring SDG 15 continues to speak loud and clear.

$12B pledged for SDG 15
+1.3B Reached
+45K earned media articles
+10% public awareness
+7% willingness to act
+24K attendees (largest UNCCD COP in history)