Moving to Movement-Based Campaigns

The previous two pages presented words and images that can be used to build a strong social mandate for climate leadership and action. They are ideas that you can incorporate into your work and communications, whether as an individual, an organization, and they form a verbal and visual foundation for a stronger and more effective climate movement.

But what if we wanted to go further? What if we want to tap into the combined resources and reach of a climate movement to help make change happen faster and smoother? 

Can we design movement-based campaigns to support leadership and action, globally and locally? 

Design Criteria

A movement-based campaign is not the same as an organization campaign or a coalition campaign.  There’s a few key differences:

  • Anyone can join — NGO, company, government, networks, climate experts and climate advocates, teachers, students, community groups… Anyone that shares the common campaign objective.
  • The objectives are usually strategic and high level — if achieved, all participants will benefit.
  • It is organic — there is limited control over the ideas and resources
  • It is adaptive — The overall campaign can be easily adapted to meet specific needs and opportunities, from global to local, and from advocacy to action. 
The climate arrows, for example, can be used to promote the high-level, common goals for a climate movement: net-zero, resilient, and a better future for all. There are countless ways the image and core message can be used, each supportive of the overall objective.

Scoping Campaign Targets

Movement-based campaigns can support a global climate movement. This movement already exists, so our goal is to make it stronger and more effective. 

  • There are already governments and companies that have committed to climate leadership and net-zero, but there are many more that are still hesitant. (see Net Zero Tracker). We want 100% commitment across the board, 
  • There are networks, campaigns and expert advisors that are helping design net-zero pathways and climate resilience strategies. Our goal is to support them in their work, and help translate climate solutions into action.
  • Once we have climate solutions, we will also need campaigns to promote the solutions and maintain a strong social mandate, globally and locally, to support transition to net-zero, resilience, and a better future.