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Social media cheat sheet: How to engage youth audiences with climate justice at COP28

By Purpose Union on December 4, 2023

How can you use your social media to engage youth audiences during COP28? Built from Climate Outreach’s ‘Communicating climate justice with young adults in Europe’ messaging guide and Purpose Union’s social media expertise, below we share some key recommendations.

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Young people are demanding urgent action to protect their future and the planet, and their voices must be heard. Key spokespeople like Xiye Bastida, Vanessa Nakate, and Luisa Neubauer will use their platforms during COP28 to inspire activism from grassroots to beyond, demonstrating how we can encourage others to engage in activity and take action to tackle climate change. 

Social media is a powerful tool to leverage young people’s stories and ensure their perspectives and concerns are taken seriously at COP28 and beyond.  It can educate audiences, shape public perceptions, and mobilise  support.

We’ve pulled together a guide for how to use social media for youth audiences during COP28. These key recommendations have been taken and built from Climate Outreach’s ‘Communicating climate justice with young adults in Europe’ messaging guide and Purpose Union’s social media expertise.

Read our full guide here

Here are three principles to keep top of mind: 

  1. Use personal stories to explain what climate justice means: COP28 is a moment where people from across the world will be gathering to discuss the climate. Use this as an opportunity to explain climate justice and establish connections between concepts like colonialism and climate change. Personal and relatable stories about climate justice can bring these concepts to life. 
  2. Use content created by young people to speak to young people: Share content that appeals to their strong belief in equity, care, and fairness.
  3. Offer different versions of the future: Focus on ideas and inspiration, openly discuss solutions and possibilities for action, and explore opportunities to drive change.  In addition to being authentic about the problem, people want positive and proportionate actions that can give hope. 

Read our full guide here


These outputs part of SPARK, a four-year European Union funded project to build the awareness, capacity and active engagement of European Union citizens, particularly young adults, with efforts to bring about climate justice. SPARK is delivered by a consortium of 20 civil society organisations across 13 European countries. See:

This has been produced with the assistance of the European Union. The contents of these outputs are the sole responsibility of Climate Outreach and can in no way be taken to reflect the views of the European Union.

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