2024/5 broke two records–it was the hottest year on record with the most climate disasters ever. In 2024 alone, damages from storms, droughts, and climate shocks cost $417B. Yet less than 10% of global climate finance goes to develop strategies to adapt, innovate and build resiliency to weather extremes.
Chronically underfunded, continuously deprioritized, and not cutting through in the media, Adapt2Win was created to increase visibility and awareness of climate adaptation in the lead-up to COP30.
Our Athletes
In just five weeks, WRTHY brought together 40 elite athletes across 14 countries, reaching 42M+ followers, to push for stronger leadership and investment in climate adaptation—connecting how, as in sport, we win when we adapt.
CLICK & DRAG
Shifting the narrative to focus on adaptation as a driver of innovation and demonstrating its investment-worthiness was critical. The campaign highlighted innovative, real-world solutions from communities across Sierra Leone, Cameroon, Kenya and Brazil, illustrating how investment in adaptation can protect lives, strengthen economies, and secure a sustainable future for all.
EXTREME HEAT
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FLOODING
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MALARIA
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MALNUTRITION
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SOIL EROSION
With the COP30 Presidency supporting the campaign, Adapt2Win was crucial at COP30, where it advanced the adaptation message and helped secure a commitment from 194 countries to triple adaptation funding by 2035.
Athletes didn’t just share the campaign—they recruited teammates and asked to stay involved. Adapt2Win will continue beyond COP30 as climate impacts deepen across sport, society, and the economy.
Funded by the Gates Foundation and Wellcome Trust, the initiative is supported by a broad coalition of global and regional partners spanning policy, climate adaptation, health, and civil society.
