What we say about climate change and how we say it matters. It affects how people think, feel and act.

The right story can build the public appetite needed to catalyse change. Decades of research and experience shows how stories can shift how people think and feel. They can make important actions feel right, normal and inevitable.

Intentionally changing the story has shifted attitudes to things like tobacco control and equal marriage. It was a decisive factor in the referendum ending the ban on abortion in Ireland.

The last year has seen an increase in stories and campaigns on climate change. And they are having a profound impact. People in the UK are more aware and concerned than ever before.

But awareness and concern by themselves don’t make change happen. In fact, they can lead to paralysis and despair.

We can transform growing awareness into widespread desire for change. We can drive and normalise action.

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