Our theory of change
The problem we are focused on
We all know that the climate and nature crisis is also a communications crisis.
While a global majority of 89% want more action on climate, people can’t see a role for themself and are overwhelmed.
We also know from our own research that climate and nature communicators want to tell more people-centred stories of action - and to use video more.
Capacity, budgets, and to a certain extent a lack of skills combined with the challenging global socio-political situation holds us back.
We know that action inspires action
Climate communication and neuroscience research tells us:
- Fear does not makes us change our behaviour
- Knowing the facts - awareness - is not enough on its own.
The science of communication tells us:
- Visible action shifts beliefs
- Stories of real progress build momentum
- Video is one of the most effective storytelling formats online.
Our job is to help you make climate action more visible
When climate action is visible it inspires more action:
- Funders offer more appropriate and longer term funding
- Policy-makers feel confident to be bolder and more urgent
- Our networks and partnership are strengthened
- Everyone is ready to be more ambitious and action-focused.
We help make this happen in three ways
First we reduce the practical barriers to using video
- Training that builds capacity
- Accessible remote filming
- Using video in new ways without the need for new resources
- Flexible, scalable production.
Second we apply our knowledge to your briefs so you can turn factual information into action-focused video stories
- Real stories about people and their communities
- Action-focused messaging strategically applied
- Ways to be understandable and inspiring for new audiences.
Third we are committed to deepening knowledge and share skills in the sector
- We are committed climate and nature activists - we know shared knowledge is collective power
- Communicating Earth is where we share what we know - a podcast, our annual survey with climate and nature communicators, and other free tools and guides.
When we make climate action more visible good things happen
Action will feel much more achievable and every day
- Progress will become inspiringly visible
- The majority who are worried and want more action - will see itself and get inspired and activated.
Long term impacts are inspiring for us all
- A stronger climate action narrative
- Greater resilience to misinformation
- Momentum towards a liveable planet.
