This masterclass was in 2016 - but we will shortly be announcing our 2017 series of Masterclasses on 4 climate communication topics, starting this Spring!

One of the most consistent findings in the social research about public attitudes towards climate change is that it is politically polarised. This masterclass will discuss the reasons why this polarisation has developed and will present practical and tested proposals for engaging people on the centre-right.

Climate Outreach has pioneered research and understanding into widening engagement with climate change and energy, in particular with centre-right audiences. During this session George Marshall will build on the findings from our latest research and our practical work with groups across the world. 

Who is this masterclass for?

This session is designed for anyone from across the political spectrum whose work involves engaging people from the centre-right. Participants will come from a range of backgrounds including statutory bodies, policy professionals, businesses, NGOs and academics.

What will participants learn?

Participants will explore how to make communications and campaigns more effective at reaching centre-right audiences, and discuss means to incorporate this into strategy development. This masterclass will focus on values, arguing that “small c” conservative values are strongly represented among voters for all the main political parties.

The event will be interactive and participatory, with participants invited to share their own experience and insights and propose creative solutions. It will adhere to Chatham House rules.

Participants will be introduced to a synthesis and analysis of the latest research on this topic in the UK and US (including recent narrative design work by Climate Outreach), as well as case studies of previous successes and failures when communicating about climate and energy with the centre-right.

This 4 hour masterclass will explore the following topics:

  • Values and worldview - the importance of political values in forming attitudes to climate change
  • Centre-right ideology, values and worldview - the moral foundations of centre-right worldviews and its variations
  • Case studies - a critical analysis of 20 years of communication from science, media and campaigns, exploring the reasons why campaigns so often fail to engage the centre-right
  • Effective centre-right narratives and framing on the causes and impacts of climate change and key policy areas including: fossil fuels, renewables, renovation, energy efficiency, carbon pricing
  • Communicating climate change around faith values
  • Finding common-ground - moving beyond the political polarisation, are there narratives based on shared identity that can cross political divides and create cross-societal support for action?


The workshop will take place on Wednesday 11 May, from 1:30 - 5:30pm. Registration opens at 1pm.

Tea, coffee, biscuits and fruit will be served. Lunch will not be provided.

The venue is the St Gobain Innovation Centre, 95 Great Portland Street, London W1W 7NY.

Payment and registration details

We offer the following sliding scale:

  • Government agencies; statutory bodies; private sector: £225 (including VAT)
  • NGOs over 10 staff; local and regional authorities; academics: £185 (including VAT)
  • NGOs under 10 staff: £150 (including VAT)

Should you need an invoice, please contact us directly.

About Climate Outreach and George Marshall

Climate Outreach has become the European leader in climate communications, with a focus on helping people understand climate change in their own voice, and appealing to common values and goals to unite them in a shared mission. We have over 10 years of experience working with a wide range of partners including government, charities, academics, business and community groups.

The masterclass will be led by George Marshall, co-founder of Climate Outreach. He has over 25 years experience in environmental policy and campaigning, including senior campaign positions in Greenpeace and the Rainforest Foundation. He is a communications advisor to the Welsh government, WWF, Climate Action Network, the European insulation industry, and faith organisations.  He writes regularly for the national and international media and is the author of "Don’t Even Think About It: Why our Brains Are Wired to Ignore Climate Change” (Bloomsbury, 2014)  described by the Guardian as “the most important book published on climate change in the past few years”.