The core message
Later is too late to protect the people and places you love.
You don’t have to be a scientist to see how extreme weather like floods, heat waves, hurricanes, and wildfires are becoming more frequent and intense, putting the people and places we care about most in danger.
Our message has to be about something more immediate than ocean currents, planetary boundaries, or cumulative carbon. It’s traditions, vacations, and fishing spots. Preserving our way of life. Protecting our land and natural heritage. Ultimately, it’s about our very own children and families.
Key
language
to use
- Overheating planet
- Unnatural disasters
- Heat, hurricanes, fires, floods, storms
- Protect
- Preserve
- Heritage
- The places you grew up
- The people you care about
- Tradition
- Ways of life
- Land, nature, and wildlife
- Our children’s futures
What stories about Love can feel like…
At the right
places & times
When weather hits or we call for action, such as…
- Rallying cries to organize
- Extreme weather events
- Major sporting events
- Seasonally, around hobbies & holidays
From the right messengers
Anyone affected, such as…
- Athletes
- Gardeners, skiers, and hobbyists
- Travel influencers
- First responders
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.
Health
Money
Power