Movement-wide campaigns are focused on common strategic goals. They are elegant in design, and adaptable to local needs. They can promote global commitments, local climate plans, climate solutions, and much more! They can shape public opinion, influence public policy, and empower leadership.

When we work together towards common goals, we can move mountains.

If this sounds ambitious, it is. If it sounds impossible, it isn’t. A global movement-based campaign is a simple core design that supports the leadership role of each participating organization and leverages their ability to reach out and connect with others. It’s all of us working together to to achieve a common goal. 

Movement-based marketing is an new idea for the climate movement, but there are precedents. Most notably, there are the key social movements of the past century — the suffragette movement, civil rights, feminism, and gay rights. These were all social movements with key organizers and strong social cohesion around core values, tactics, and goals. 

There are also examples on the opposite side of the socio, economic, and political spectrum, most notably the MAGA movement in the United States of America, but also the shadowy efforts by ideologues and power-brokers to influence public sentiment over all aspects of social and economic policy. 

There are common elements to movement-based marketing:

• the messaging is tight, but it can influence policy and create opportunities for success
• the messaging is delivered and reinforced through multiple channels, from media to protests, and from personalities to common people.
• the coordination across the movement is organic, but also organized by lead people and groups.