We Can Fix It: Personalized, Multimedia Expert Advice to Galvanize Everyday Climate Action

Problem: We have not yet reached a critical social tipping point where the climate crisis feels both urgent and actionable enough for everyday people to engage in high-impact climate action throughout their daily lives.Solution: Reach the climate-concerned, middle-class majority in Europe and North America with personalized, evidence-based guidance on high-impact climate action they can take today through 5 key roles in their daily lives: as consumers, role models, investors, part of organizations, and citizens.Approach: Create three new communication activities that serve as a ladder of engagement: 1) an evidence-based, interactive personalized climate action guide for those ready to act; 2) a podcast with community members to help them solve their everyday climate problems in conversation with an expert; and 3) a compelling, community-building social media campaign for the concerned to build engagement towards action.

Team: Kimberly Nicholas (docent, Lund University), an internationally recognized climate expert and trusted communicator, and Cara Harrison, a creative communications director and brand strategist with extensive multimedia experience.Impact: We will reach 100,000 people with information through engagements and impressions (measured through online and podcast analytics), inspire 10,000 to commit 2 hours per week to high-impact climate action, and produce inspiring Stories of Change highlighting the successful climate action journeys of community members.