This is the first qualitative research in India that tests and compares specific language around climate change and renewable energy. India was chosen to be the pilot country for the Global Narratives project due to its critical importance in relation to climate change and its strong civil society sector. Our report, in collaboration with Climate Action Network South Asia, presents a set of recommendations as well as an example of a successful narrative and a full analysis of our Narrative Workshops.
Global Narratives is a pioneering initiative to test and develop climate change messaging and narratives, launched jointly by Climate Outreach and Climate Action Network International (CAN-I). It pilots a new model of cooperative design that invests in the skills and capacity of national level organisations and makes high quality research affordable.
The Global Narratives approach is based on Climate Outreach’s Narrative Workshop methodology which focuses on asking searching questions about people’s values, identity and hopes for the future (this methodology will be published in a forthcoming academic article).
Below are links to our two reports as well as to the webinar recording in which we present key insight from the project.
Next steps for the Global Narratives project
The Indian pilot provides a proof of concept: that national level organisations can conduct qualitative research using a rigorous methodology to a high standard with limited resources and relatively quickly.
We intend to replicate the Global Narratives method and further develop this approach in other countries. Ultimately, our ambition is that all people, in every country, are able to relate to climate change through language that speaks to their distinct concerns, values, and cultural identity such that they can understand the issues and feel motivated to take action. This project is the first step towards that wider ambition.