How does a national climate change campaign reach beyond the concerned minority to a broader, more diverse sector of the British public?
COIN employed its unique methodology of narrative workshops to steer the Climate Coalition’s upcoming two year campaign towards more inclusive messaging. By testing and refining language and narrative directly with target audiences, COIN identified messages that worked across a diversity of groups, including those with more conservative values.
Whilst reinvigorating traditional support, the campaign now has the flexibility to appeal to those harder to reach audiences so crucial for effective action on climate change.