How can we make climate change relevant for local communities?

Climate change is adversely affecting the things we cherish about our local communities. And those changes happen to be one of the most effective communications strategies.

The Challenge

People think of climate change as an abstract, global idea.

It’s something we hear on the news, or from Swedish climate activists. It sounds like some abstract concept about the future versus something happening right now at home.

Research shows that hyper-local messaging can help connect the dots between large, global concepts like climate change and the love we have for the places we live.
The Insight

Make it hyper local

When you talk to people about the place they live and the changes they see, they get really animated. They might not totally understand how climate change is affecting their lives, but they know something weird is happening and they fear losing the things they love.

Meet the world’s latest endangered species: Florida Man

Florida is a unique place and Floridians love that about it. But worsening storms and rising sea levels threaten to wipe out one of its most iconic characters. That’s right, Florida Man, that staple of the "weird news" section who’s always up to something, might not be around to entertain much longer. To spread this urgent message, we enlisted the help of real life Florida man, Robbie Stratton.

Save Florida Man

The Save Florida Man video tells the story of “who’s Florida man?” and why he needs saving. Need a hint? Same thing we’re trying to save the rest of us.


Global warming is here, and many places are unseasonably hot (Florida included). Save your beer and Florida Man with this super chill Koozie.

Make it local, make it personal

For many people, climate change feels too far away. It’s a global issue, it’s super complicated, and can sometimes seem more subtle than it sounds. In reality, it’s happening. Everywhere. To all of us.

Local beats national

If people can physically see the change you’re talking about with their own eyes, they’re more likely to be persuaded by your message. And if you can tap into a strange or unique local custom, that’s even better.

Fear of loss is motivating

Nobody wants the place they love to change. Even if what they love about it is a bunch of random oddballs doing stupid things. Pride, loss and nostalgia are motivating factors that help connect the concept of climate change to people’s lived experiences.