The core message
The less we rely on chemicals like oil, gas, and methane, the better.
Doctors are finding plastic in the blood and organs of infants. We use petroleum-based products in our food, in our fabrics, and on our farms. And we power our lives by burning oil and methane while air pollution is the second leading cause of death worldwide.
Just talking about “emissions,” “NOx and SOx”, or “particulate” misses the point. This goes deeper than just energy that’s “dirty.” It’s about what’s chemical, toxic, and unnatural.
Key
language
to use
- Toxins, chemicals, pollutants
- Flames and fumes
- Petroleum-based
- Petrochemicals
- Microplastics
- Cleaner water, soil, and air
- Oil & gas byproducts
- Methane
- Benzene
- Cancer
- Carcinogens
- Healthier food, water, and energy
What stories about Health can feel like…
At the right
places & times
Wherever pollution is a concern, such as…
- Communities near power plants
- Plans for data centers
- Health and wellness interest groups
- Drilling or extraction debates
- Protection policy rollbacks or changes
From the right messengers
Anyone with a clear stake, such as…
- Wellness influencers
- Hunters, fishers, campers
- Pet owners and vets
- Public health officials
- People who work in, on, or with water
Key message performance statistics with a center-right audience
Everyday examples from real, human voices.
More climate stories.
To succeed, we will have to reach beyond the climate bubble. Our work identified four climate stories that can engage new messengers, show up in new moments, and reach people where they are across media channels.
Love
Money
Power