Movement-based marketing (MBM) is an approach to marketing that emphasizes widespread adoption and use of messaging and marketing materials across a movement.
No one owns a movement, and therefore, no one organization can organize the core messaging and marketing material.
Organizations can, however, play a lead role in developing and promoting material consistent with the strategic priorities of the movment. In many cases, lead organizations of all types will collaborate and amplify the impact of a campaign.
Movements are intrinsically organic, and so it stands to reason that MBM campaigns will also allow for interpretation and individual expression is support of the core message and objectives of a movement-wide campaign.
In particular, movement-based campaigns should be easily adapted to local and regional priorities. Campaigns can also encourage individual creativity, including hand-made signs at rallies, and social media posts with the campaign hashtag.
For examples of movement-based marketing, you need to look to history, and to our opposition.
In the past, social movements, such as civil rights, feminism and gay rights all had a consistent and common message of equality that was reflected in speeches and rallies. More recently, the economic ideology of neoleberalism has created a network of think-tanks, organizations, and political connections to join together in promote a common agenda and to counter social and environmental policies.
Anyone can participate — activists, professionals, volunteers, scientists, experts, entrepreneurs, businesses, governments, organizations, and any other descriptor you care to give yourself.
We can all support climate campaigns, each in our own way.
Start with a simple and strategic goal, and build a multi-faceted campaign.
Include convential media, social media, talking points, protest marches, lobbying, community outreach and merchandising. Flood the zone.
Take the complexity of our movement, and use it to our advantage.
We work on all kinds of climate solutions from global initiatives to community projects.
Movement campaigns work from global leadership to kitchen conversations and everything inbetween. They empower us, wherever we are, and whatever aspect of climate change and solutions we are working on.
Movement-based campaigns bring the entire weight of the climate movement to bear on key objectives, yet they can also be adapted to fit local priorities and engagement opportunities.
Unlike our adversaries, our motives are to protect our planet, build community and economic resilience, and offer hope for a better future.
Movement-based campaigns are meant to be shared freely and widely.
This site contains ideas you can adapt and use in your work to support climate leadership and action. All ideas 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.
Some poster designs have a hashtag to identify the designer. Feel free to contact them for more information on their work.
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