The Challenge


It’s widely known that trees are a natural solution to climate change, helping to pull carbon out of the air. Can this solution be enhanced by increasing the efficiency of carbon capture and storage in trees? 

This is the question that led a science-focused team to found Living Carbon. The team is using biotechnology to discover new pathways and traits which allow plants to capture more carbon in a shorter amount of time, store it for longer, and thrive in rapidly changing – or degraded – landscapes. 

Living Carbon’s scientists had proven that it was possible for its photosynthesis enhanced trees to capture 27% more carbon dioxide due to a faster growth rate and accumulation of 53% more biomass. Living Carbon was looking for an environmentally-informed communications team to share this breakthrough publicly, build awareness, and educate audiences to overcome any misconceptions around the role of genetic engineering in addressing climate change.


The Strategy 


Yulu knew that Living Carbon’s story and discovery was newsworthy, and were excited to announce this breakthrough publicly, for the first time.

Yulu developed a considered strategy that offered the science-breakthrough news as an exclusive to a credible scientific reporter from Science. Once the news broke in Science, it was shared broadly with media.

Post-launch, Yulu worked to sustain Living Carbon’s media presence, using a variety of tactics including: inviting reporters to the facility and seeing the photosynthesis-enhanced trees firsthand, tailored trade pitches to media, and submitting aligned speaking and award opportunities.  


The Results & Impact


Yulu has amplified Living Carbon’s story publicly, resulting in:

  • 31 media hits proactively secured, and 67 media hits overall (including organic pieces)
  • 25 interviews coordinated
  • Top-tier coverage including: Grist, Bloomberg, TechCrunch, Axios, CNN, CNET, Science and Wired.