Movement-wide marketing campaigns can sell our movement. They can help us take action, whether as consumers or voters, through local projects, or as institutions, businesses, and governments.
They give us a voice. Engagement campaigns can translate our values and hope into a call to action.
They help us focus on results. Lobbying campaigns can target the key actions required to develop leadership and achieve milestone targets on the path to achieving our vision.
They show us the way forward. Solutions campaigns can provide the critical marketing support to help help speed up the transition to new technology and approaches.
They support an entire movement. Movement-based campaigns are ones we can share, adapt to local needs, and use to achieve results in our communities.
“Movement-based social marketing” is probably THE most important concept to understand if we want to solve climate change.
A movement is larger than all our organizations and individual action. It is defined by our ability to work together in support of each other and our common goals. Movement-based campaign help bring us together in common cause. They empower leadership and action.
Much of the work for movement-based campaigns are at the front and tail ends of the climate action process. At the front end, campaigns can help market climate action and build social infrastructure and support for climate leadership. Once climate pathways and plans are developed, movement-based campaigns and community support networks can help to market climate solutions.
Success boils down to our ability to sell our values, goals, and solutions – not just to leaders, but to people.
Here’s a list of ideas for movement-based campaigns. They are just that – ideas. There will be links to supporting pages and posts as this site grows.
Feel free to try them out, find potential allies, and suggest alternatives and/or new ideas.
OGANIZING CAMPAIGN: Community Action
Imagine if every local community had a network and a Community Action Plans that tackled local priorities, including climate change and resilience. We’d have a strong foundation for leadership and action.
MARKETING CAMPAIGN: We Care
When people care for each other and the planet, we have a foundation for action.
MARKETING CAMPAIGN: The Climate Arrows
Let’s turn our core goals into a visual identity for climate action. We want a future that is net-zero, resilient, and better.
COORDINATED ACTION: Name and Shame
Never mind the deniers, focus on exposing the people, companies, and organizations behind intentional disinformation campaigns – the ones who profit by sowing doubt and sparking anger in order to create the conditions for inaction.
GLOBAL CAMPAIGN – All in by 2025
Every government, every company, everyone. All of us committed to achieving net-zero by 2050 or better.
If there is one single campaign we all need to work on, locally, nationally, and globally, it’s this one. By COP30, at the end of 2025, every national and subnational government, and every major company needs to be part of the climate movement. No exceptions.
ORGANIZING CAMPAIGN – Our COP
A coalition of climate leaders is needed to set a common agenda and benchmarks for COP meetings.
ORGANIZING CAMPAIGN – Climate Alliances
Government, business, and cross-sectoral networks and alliances can engage and support their members and establish best practices and benchmarks for climate leadership, transition pathways, and common strategies.
Blog post coming soon: who are the climate alliances, and how do we measure excellence in climate leadership?
Look for opportunities to promote net-zero pathways via climate allies.
Include movement-based marketing campaigns to promote climate action plans and collaborations.
Promote investments in transition planning. in particular those that include social benefit.
Develop movement-based campaigns to help meet milestone targets, in particular through individual action and social benefit.
Build campaigns around social and economic transfomations that build vibrant and resilient communities, local economies, and a better life for all.
MARKETING CAMPAIGNS: Climate Excellence Awards
Climate networks and independent organizations can recognize leadership in climate action through awards and marketing campaigns to encourage widespread adoption of best practices.
Use milestone targets and climate plan reviews as an opportunity to engage with communities and stakeholders again and reinforce the common commitment to action.
Be prepared for resilience to become a higher priority as climate impacts increase.
This site contains ideas you can adapt and use in your work to support climate leadership and action. All ideas and graphics are free to use under a Creative Commons 0 licence. They are ideas, nothing more. Feel free to adapt and adopt, and to suggest other ideas for a stronger climate movement.
