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In November 2011, the UN hosted the COP17 Conference on Climate Change in Durban. CNN wanted to make climate change topical again and launched the CNN Ecosphere project: a living digital ecosystem growing from tweets tagged with #COP17. Plant a thought. Watch it grow. The core message of the multi-channel campaign (ads, YouTube, Social Media, TVC, online promo etc.) was to call on people to plant their ideas with hashtag #COP17 and follow the evolving global conversation on: www.cnn-ecosphere.com/cop17. Then, the CNN Ecosphere emerged inside COP17 as a digital installation bringing 120,000 voices to the conference. *Google Chrome recommended.
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