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Reports & guides | 9 April 2014

How narrative workshops informed a national climate change campaign

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How does a national climate change campaign reach beyond the concerned minority to a broader, more diverse sector of the British public?

We’ve produced a summary of our work for the Climate Coalition, the UK’s largest group of people dedicated to action on climate change, examining how narrative workshops informed a national climate change campaign.

Climate Outreach employed its unique methodology of narrative workshops to steer the Coalition’s upcoming two year campaign towards more inclusive messaging.  By testing and refining language and narrative directly with target audiences, Climate Outreach identified messages that worked across a diversity of groups, including those with more conservative values.  Whilst reinvigorating traditional support, the campaign now has the flexibility to appeal to those harder to reach audiences so crucial for effective action on climate change.


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