Walk it Back: the campaign of a lifetime

It's been a year today since serial entrepreneur and retired Coca-Cola executive Craig Cohon reached Istanbul on foot, ending a 6-month walk through Europe, to campaign for carbon removal.

Craig had challenged himself to walk 4,250 kilometers from London to Istanbul to compensate for his lifetime carbon footprint and raise awareness on non-polluting solutions helping remove Co2 from the atmosphere. All this before turning 60, on June 5th 2023.

Abata media was asked to coordinate the Walk it Back press campaign across the 14 different countries that Craig crossed, promoting the project and gathering interest from institutions, prospects, local journalists and of course the international press.

Craig's journey was documented throughout the world in 12 languages at least, reaching over 500 million people globally. It was also an unforgettable human adventure for the Abata team that took us from the streets of Paris to the TV set of a Morning show in Bratistlava and finally the shores of the Bosphorus. Watch our impact film and find out more about the project on the walk it back website .