???? What's Your Climate Story? Are You Creative Enough for Climate Ads???

A few weeks ago, the brilliant team at Futerra shared a groundbreaking climate storytelling toolkit designed to ignite fresh narratives for the climate crisis. ??? These climate change story frameworks are game-changers. They address the critical insight from the IPCC that stories could be the key to driving behaviour change on a massive scale for our planet. Moreover, they provide a whole new playground for creatives working on climate action. ??????♀?

So, how can this toolkit help you define your brand's climate story? The proposition I find most compelling is the "Climate Journey Story." (see image)

Here's why:

1?? It's Relatable: This story is anchored in individual benefits. It focuses on why the climate journey matters to people like you and me, rather than getting lost in the complexities of demonstrating benefits to the entire planet and ecosystem. It's a story that resonates with each of us and offers a framework for individuals, families, and local communities.

2?? It's in the Now: Unlike most dystopian climate communications, this story is firmly rooted in the present. This is a powerful and unique space in climate messaging. Most climate ads focus on the distant future, but in reality, climate action and the journey toward a sustainable future have already begun. Climate change is happening today, all around us. We are all on this path, whether we realize it or not.

3?? It's Entertaining: The climate journey can be framed as a thrilling quest, just like in the Futerra example. There are twists and turns that make it engaging and ever-fresh. It also invites citizens and brands to embark on this journey together.

4?? Partnerships: It naturally encourages creators, influencers, and other brands to join in as we encounter different obstacles and opportunities along the way. Any effective climate campaign requires long-term commitment, achievement, and celebration. The journey framework accommodates all of these elements.

5?? Accountability: It allows people to get involved, not just as consumers but as citizens who support a CEO's ambition and journey towards a purpose-driven business. It gives people an opportunity to cheer you on, support you, and align with brands that are moving in a direction they want to go as well.

But here's the beauty of this story framework—it's not about marketing, advertising, or consumption. It's a framework for change, transformation, and a new future where marketing budgets are used to celebrate the wonderful everyday rather than consuming more of our precious resources. It's the strongest approach for rethinking marketing's role in the net-zero journey: a celebration of the remarkable every day. ????

What do you think of this story framework? Have you tried it for your brand? Share your thoughts in the comments below and let's spark a conversation for a brighter, more creative future for brands! ????

#ClimateStory #ClimateAction #SustainabilityCreative #BrandJourney