Stories are one of the most fundamental ways humans make sense of the world. Stories have been found to increase the likelihood of prosocial behavior, and even release oxytocin – the ‘love hormone’ that is released while breastfeeding or when we hug a friend.1 What kind of story we tell is crucial here — ideally, one rooted in hope and possibility rather than fear and despair.2. Most of our communication happens through anecdotes and stories, rather than graphics and statistics. According to Climate Outreach, relatable human stories can help shift climate change from a scientific to a social reality.3
Effective storytelling can induce "transportation" into the narrative, enabling listeners to deeply immerse themselves and be moved by stories. Research has shown that narratives with dramatic arcs can elevate levels of cortisol and oxytocin in individuals. Elevated oxytocin levels are linked to an increased feeling of empathy — prompting people to exhibit prosocial behavior, such as donating money. Another study involving public service announcements (PSAs) saw participants being given either synthetic oxytocin or a placebo — those administered oxytocin showed a notable increase in concern for the PSA characters, and were subsequently more inclined to donate to relevant charities, donating 56% more than those given the placebo.4
“Unlike numbers or facts, stories can trigger an emotional response, harnessing the power of motivation, imagination, and personal values, which drive the most powerful and permanent forms of social change.”
The oxytocin release through listening to stories is powerful in eliciting pro social behavior: In a study by neuroscientist Paul Zak, participants who were given synthetic oxytocin donated 57% more to charity than participants given a placebo. Similarly, hearing information in narrative form results in a higher likelihood of prosocial behavior.4
Anna Jane Joyner
Stories to Save the World
My father is an evangelical pastor, and my religious upbringing helped me to see early on the power of stories to change our world. The stories my father told from the pulpit shaped the lives of the people in his congregation in profound ways. The only other stories I’ve ever seen have the same power over people are on the screen—and almost none of them are talking about the biggest story of our time: the climate crisis.
The climate crisis is a surreal, heartbreaking global horror show that’s happening in real life, right now. Why aren’t we talking about it? The conversation has to begin in our stories, in the spaces where we allow our hearts and minds to explore new possibilities and old fears. If we can talk about it in our stories, we’ll be able to talk about it in real life — and we urgently need to do just that. We need to investigate what it means to be human in the age of climate change. We need to envision some ending other than the apocalypse. We don’t need just one hero or savior: we need a billion saviors, working together for a common purpose. We need all of us, doing whatever the hell we can.
I started Good Energy because stories are vital to finding the courage to face the climate crisis. But I also started it for a much more personal reason. I’ve worked in climate my whole adult life, and have struggled at times with profound climate anxiety and anger and grief. The truth is, I need these stories. I need to see myself and my friends and my world on-screen. I need help making sense of all this—and finding joy and beauty in the midst of it. I need you. And so do many millions of others.
There are no silver bullets when it comes to the climate crisis. But everybody can help by doing what they do best—which, in your case, is to tell stories. As it happens, that is one of the things we need most. If we all tell the climate stories we want to see in the world, those stories can help save the world. To help make this a reality, Good Energy created A Playbook for Screenwriting in the Age of Climate Change. It’s a guide to incorporating climate into any existing story, as well as conjuring new climate stories. You'll learn how to apply the Climate Lens™ to any element of a script and to understand the spectrum of ways climate can show up on-screen.
We’ve gathered expert-informed material, from the real-world adventures of climate heroes, to the dark obsessions of glaciologists, to climate impacts like scorpion attacks and blood snow. The playbook includes contributions from an amazing group of climate experts, communicators, and storytellers, with pieces by climate scientist Dr. Kate Marvel, storyteller and climate poet Mary Annaïse Heglar, journalist Amy Westervelt, and many others.
Watching my father tell stories that changed his congregants’ lives, I knew I was watching something magical. Now, I know it was more than magic: it was the deepest truth of what it means to be human. It was the raw power of stories to shape the world. That’s the power you hold at your fingertips.
Stories are typically perceived as more accessible, persuasive, memorable, and engaging. They're a powerful and effective method for climate change engagement, particularly when they employ positive language and “wrap facts in emotion”.5
Stories allow communicators and listeners to:6
- ‘zoom out’ and see the bigger picture of possibilities and assumptions,
- ‘zoom in’ to better understand micro-dynamics and local scale context,
- ‘zoom through’ by looking at what’s behind the surface (e.g. cultural dimensions, power dynamics, symbols and framings), and
- ‘zoom and hook’ by capturing or re-steering both listeners and storytellers
Stories are a powerful device to elicit emotions and therefore reduce psychological distance to climate change. This is especially true for personal stories of climate change consequences, which increased worry and compassion in the listener and therefore likelihood of engagement. Some research points to findings indicating that both negative and positive emotions should be triggered, to avoid both complacency and hopelessness. Sometimes, a viral story can lead to widespread change in policy and business practices - such as the viral video of a sea turtle injured by a plastic straw in its nose, which is thought to have contributed to Seattle, the UK, and Starbucks banning plastic straws.
Paddy Loughman
Humble stories for healthy systems
Stories are an ancient technology. For thousands of years they have helped to guide us through reality. Stories of all kinds, in many forms. From our myths, legends, parables and fairytales, to our textbooks, blockbusters, taglines and headlines; from the physical design of our homes and cities to the design of our digital products, and the stories they carry about our relationships and values.
These stories surround us like water surrounds fish, run through us like coding, and underpin us like roots7 and soil8 – often unnoticed but always present – shaping how we think, feel, and act everyday. They are how we efficiently transmit information and understanding. How we maintain or change social norms. How we imagine9 and promote different ways of being. They can be used as light, web or glue.10
We all carry and create stories, not just the professional storytellers who work in communications, journalism, politics or the arts. Telling stories is an innate human tendency, one of the defining features of our species.11 A practice that can enable us to design viable systems together, and thrive. Considered amongst other technologies, stories are exceptionally powerful. As the Hopi proverb describes it: “the one who tells the story, rules the world.”
But as with any power, this power is limited and must be handled responsibly.12 Bayo Akomolefe warns: “stories are performative, there is always something left out”.13 Much as our eyes can only see a narrow band of the light spectrum, stories can offer only a limited lens on an inconceivably-complex reality – stories cannot tell the whole story.
Sometimes we fill our stories with truth and love in pursuit of healing, but sometimes we pollute them with fear and lies that cause harm. As you read this, our shiny new ‘AI’ technologies are making such pollution easier.14 So how can we ensure that our stories reduce harm and promote health, as good guides through reality?
Recognizing that narratives are merely representational maps, intrinsically relational, and living entities perpetually evolving is imperative. They should accurately capture the interrelatedness of our existence within the broader cosmos, adapting in tune with the constant flux of reality. Many of our present narratives are flawed, promoting dominion and control, leading to a damaging crisis of relationships. To restore health and avert destruction, we need to realign our narratives to genuinely reflect the dynamism of our existence.
We can tell ‘better’ stories, stories that soberly estimate reality, helping us form healthy relationships and design viable systems that serve life. But doing so means accepting the three things above, and that demands something else we sometimes struggle with today: humility. The humility to accept that we must navigate reality, not the arrogance to expect that we can control it. The humility to recognize our vulnerability in the face of limits, and the risk in believing we can transcend them. The humility to carry many better stories, together.
In “Research shows that research isn’t good at changing people’s minds”, the Common Cause Foundation argues that the value we assign to narratives and deep frames often outweighs the impact of bare facts on our worldviews, as we're more likely to disregard challenging data than to question our deeply held beliefs. The focus, therefore, is shifting from an overreliance on facts to the power of compelling narratives in influencing perspectives, acknowledging the role of stories that resonate with people's core values.15
Understanding the deeper, often emotional reasons why people care about issues is key. It's not simply about the raw data; it's about our shared humanity and our ability to connect. Though emphasizing the economic benefits of climate action can be effective, some argue that appealing to profound human connections may be even more powerful — as Common Cause put it, “it's about appealing to the heart, not just the head”.15
David Fenton’s Communication Rules for Activists:
- SPEAK TO THE HEART FIRST, THE MIND SECOND. Don’t just recite facts—they only work inside stories that touch people’s emotions through moral narratives. Whoever holds the moral high ground wins. Not: “We have to get to net zero by 2050.” Rather: “Our children deserve a future, so we must act against polluters.”
- STORIES NEED GOOD AND BAD CHARACTERS. People learn from stories about people. Think climate activist Greta Thunberg against the “blah, blah” politicians doing nothing.
from the activist media handbook
Storytelling is a tool through which we can build agency and empowerment. An effective line of messaging offered by ClimateXChange is that “climate change is not a cliff but a slope. The choices we make individually and collectively can and will pull us back up. This framing gives us agency in understanding that nothing really is a given, and that no future scenario is inevitable, but is instead dependent on the decisions we make right now.”16
This notion of agency extends to the wider audience, where the act of storytelling can help connect diverse stakeholders and foster imaginative forms of collaboration and collective action6 — by allowing to change the dynamics of who speaks, who gets heard, and even who hears. While science poses barriers to entry and understanding, stories are one of the first modes of communication we learn and are therefore inherently accessible.
In fact, stories of grassroots mobilization and activist successes can help build a sense of self-efficacy, which is a crucial factor in engagement. Concrete examples of successes inspire hope, while emphasizing the importance of climate action. In this context, storytelling approaches can also be used to raise awareness of alternatives to the status quo and “awaken people’s political imagination”.17
Case study: Indigenous storytelling at Big Sky Documentary Film Festival
The Big Sky Documentary Film Festival is hosted by Nia Tero annually in Missoula, Montana. Centering Indigenous filmmakers, it helps connect creatives to opportunities and networks, as well as showcasing their work. At the heart of the initiative lies narrative sovereignty - supporting the sharing of Indigenous stories by Indigenous peoples who are best able to tell them comprehensively as members of their communities. Historically, Indigenous communities have been under-represented in media, and their stories told on their behalf - narrative sovereignty upholds Indigenous peoples’ power to tell their own story, allowing wider society to understand their true histories and break down stereotypes previously perpetuated by the media industry18.
Big Sky also hosts the 4th World Media Lab, a year-long fellowship for emerging and mid-career Indigenous filmmakers providing opportunities for skill development, networking, masterclasses and meetings with industry decision-makers. The program is now running in its eighth year.
Collaborative storytelling in particular is a powerful approach for explaining scientific facts, inspiring and engaging people, as we tend to respond more favorably to narratives than statistics.19 For instance, the Climate Storytellers Collective is an emerging network built from a UNFCCC Network of collaborations in 2021, which seeks to support the coherence, further capacity building, and spreading of climate empowerment learning and actions through storytelling in multiple media forms.20 To maximize the impact of these approaches, scientific facts should be connected to familiar cultural stories. By sharing stories of possible futures and successes of activism and community action, the public can be engaged more meaningfully with climate issues, policy, and grassroots action.5
It’s important that we consider the desired outcome of storytelling approaches, as different techniques may yield different effects for engagement. For example, portraying an entity as the “bad guys” is effective in mobilizing short-term campaigns, but can sometimes hinder sustained engagement by fostering pessimism and impeding constructive communication.17 Using binary narratives of “good guys and bad guys” should be approached with caution as they can lead to polarization — however, they also provide accessible frameworks for mobilization (for example, “the people vs fossil fuels”).
However, this binary approach is not without its critics: As elaborated on by Clover Hogan at Change Now 2023, a binary ‘good’ and ‘bad’ focus on individual actions can result in change paralysis, as people only feel their advocacy and actions will be valid if it is completely void of hypocrisy.21 The fixation on individual actions has created a myth of perfectionism and served as a vehicle to undermine the credibility of people who are simply trying to make a difference. Therefore, it is necessary to emphasize how everyone needs to mobilize no matter how sustainable their current lifestyle is, or the number of potential change-makers would be incredibly limited.21
Will Travis
The Power of Narrative
The importance of communication in solving the climate problem is often missed. People need to feel included and celebrated in solutions. There's a huge deficit of confidence in sharing and celebrating the entire journey. If people see their impact and are acknowledged for it, it fuels further action. Remember, everything—religion, currency, government—is built on the power of a story. A poor story gets no attention. When you look at something like 'My Octopus Teacher', they crafted a captivating narrative that emotionally engaged audiences with an octopus.
The power of story can facilitate participation. Take NFTs, for instance. Despite the current negative perception, they offer a digital connection allowing people to feel involved, akin to bat boxes I used to look after in my childhood. Having your own bat box evoked a sense of responsibility, a physical connection with nature that fosters a protective instinct. This is what we need to recreate.
Too often the narrative is one-sided, and gets stuck behind unrealistic visualizations and romanticism. Role models are often romanticized, presenting an unattainable image that disconnects people from their true values. This promotes a feeling of inadequacy. Romanticism exists only in the mind, not in the doing. We need to change that, make people feel important, that they belong, and that they can contribute.
I founded Elevation Barn from a craving for belonging and self-celebration, to help my comrades elevate their purpose through the strength of collective insight and support. I leverage my experience building global brands, stressing that stories are the lifeblood of infatuation with products or services. Early on, I found fuel in helping conservationists and philanthropists worldwide elevate their stories, something I found the advertising world sorely lacking due to its hands-off accountability. Storytelling is a potent tool, and often weaponized by brands and controllers for manipulation rather than purpose elevation. Elevation Barn is often viewed as a retreat — but it was born to encourage authenticity and collaboration, inspire vulnerability and help us realize our interdependence. Now spanning 48 countries, our ambition is to unite this force behind planetary challenges.
In the Elevation community, I see individuals striving for accountability daily— to the planet, their communities, and crucially, themselves. Imagine a world where we connect everyone through something as universal as footwear, embedding messages of hope and creativity. In a world where many feel unseen, we can quickly change the narrative by fostering this sense of connection and purpose, winding back to times when everyone felt like they were part of a larger, collaborative journey.
An architect friend was once tasked with designing a city on the moon, and found the solutions needed there were exactly what Earth requires: Realizing it might not be sustainable to have livestock, the community would need to embrace vegetarianism. The inability to burn fossil fuels would necessitate reliance on solar power. Adapting to a changing climate would mean part of the habitats would have to be underground. There would need to be a different governance system, one that truly empowers its citizens, with a digital currency replacing the inefficiencies of physical money.
Sometimes, a shift in perspective is necessary to spark change, much like our peripheral vision that is more reactive to sudden threats than our focused vision. Our societal systems often put blinkers on us, keeping us focused on certain demands to maintain control. Now, we're witnessing a transition where these blinkers are coming off. The challenge is to rebrand our engagement with communities and nature. Each of us has a unique strength, and it's time to utilize these for the collective good.
Effective communication, especially in the social sector, often deals with abstract concepts like justice and innovation, which can lead to diverging interpretations. Utilizing visual language can create clearer, more universally understood messages. As Harvard cognitive scientist Steven Pinker points out, humans are inherently visual beings — and concrete language helps form visual images, thereby increasing understanding and retention. A study by Princeton University linguist Adele Goldberg's highlights that metaphorical phrases linked to physical experiences — such as "sweet" compared to "kind" — activate emotion-centered brain regions. To apply these insights, communicators should ensure that their content paints a vivid picture to facilitate stronger connections with their audience. When crafting messages, utilizing visual language can not only capture attention but also create a lasting impact.22
Imagery is another effective form of storytelling, and has been gaining traction through the world of organizations such as Climate Outreach and their Climate Visuals project. Humans are visual animals — and our understanding of the world is shaped by what we see, and how this makes us feel.23 It has been argued that imagery can help counter harmful media narratives such as those surrounding climate refugees,6 and can be a powerful tool for communicating climate solutions.
climate outreach: 7 principles for visual climate storytelling23
- Show real people, not staged photo-ops: Authentic images of few or only one individual are more compelling, especially when the subject makes eye contact. This can include photos of climate impacts or low-carbon lifestyles ‘in action’. Photos of politicians are generally not perceived very favorably.
- Tell new stories: While familiar images such as polar bears and ice sheets can be useful for audiences with limited knowledge or interest in climate change, they can also cause cynicism and fatigue. Less familiar and more thought-provoking images can remake the visual representation of climate change in the public mind.
- Show climate change causes at scale: People do not necessarily understand the links between climate change and their daily lives. The link between behaviors and climate change should be shown at scale, such as a congested highway and industrial pollution.
- Climate impacts are emotionally powerful: People are more moved by seeing the destruction caused by climate change, compared to causes and solutions. To reduce overwhelm, pictures of climate impacts should be coupled with concrete action points for behavior change.
- Show local (but serious) climate impacts: Localized climate impacts with identifiable emotions are likely to be most emotionally powerful, but also risk trivializing the issue by not linking it enough to the global picture.
- Be very careful with protest imagery: Images of protesters cause cynicism and do not resonate with people unless they already identify as activists. Campaign-related jargon like ‘climate justice’ means little to most people. Protest images involving people directly affected by climate impacts were seen as more authentic and therefore more compelling.
- Understand your audience: Levels of concern determine how people react to climate visuals, and are driven by people’s values and worldviews. Images that are effective across the political spectrum include climate impacts at scale, localized impacts, as well as low-carbon behaviors such as installing loft insulation.
Artistic renditions of possible futures have made their way into pop culture in recent years, engaging people with environmental issues and futuristic solutions without the need for scientific jargon. Solarpunk is an example of this trend — a global community united by a vision of a just, sustainable future, grounded in hope, resilience and equity. Originating from a 2008 blog post on sustainable technology, solarpunk has evolved to encompass art, real-world activism, and a broader movement for envisioning possible futures. Drawing inspiration from sustainable architecture, permaculture, the DIY movement, and the works of popular science fiction authors, solarpunk is characterized by a spirit of rebellion and anti-authoritarianism. The “solar” symbolizes a commitment to renewable energy, while the “punk” highlights resistance against societal norms and power structures.24
There is a growing awareness that many dominant solutions to climate change — proposed by tech moguls or government policies — are driven by some of the root causes of the crisis, largely an obsession with constant growth and progress, contributing to environmental degradation, inequality and widespread mental health issues. In contrast, movements like solarpunk offer alternative visions that combine advanced technology with a strong sense of community, sustainability, and purpose — emphasizing decentralized solutions, local energy production and community farming.25
But visual climate storytelling reaches beyond the realms of academic research and subcultures — Hollywood is well-aware of its impact, too. Oscar winner Adam McKay and Executive Producer Staci Roberts-Steele launched the non-profit Yellow Dot Studio with the intent of creating videos and other materials that will raise awareness of climate change and other issues, often told through the lens of comedy. McKay, known for films such as The Big Short and Don’t Look Up, is an advocate for inspiring action through both educating and entertaining his audience. Staci Roverts-Steele, who collaborated with McKay on Don’t Look Up, recently went viral for producing a satirical “Chevron Ad”, which received over 4.5 million views in one day26 — reaching potential new audiences and educating them on the dangers of climate misinformation.
<center>Figure 81: Yellow Dot Studio’s “Chevron Ad" (May 2023).</center>
While such media interventions are vital, it's essential to ensure they motivate rather than just inform. Some evidence suggests that while environmental visual media trailers effectively demonstrate climate change issues and elicit strong negative emotional responses, they often fall short in motivating viewers to effect change. Viewers are dissatisfied with the predominance of doom-and-gloom narratives that leave them uncertain about their potential contribution towards solutions, which could potentially lead to desensitization. To overcome this, one study suggests filmmakers use more local, solution-oriented, action-based content, and innovative presentation approaches. Environmental narratives should be reframed in non-partisan ways and explore different film genres.27
Recently there has been increased academic interest in the potential of games as tools for social change — focusing on their capacity for active engagement rather than passive consumption, experiential learning, emotional impact, and accessibility. Games can serve to raise awareness, advocate for change, create empathy, and build communities around pressing social issues. For example, games can teach players about complex issues like poverty, or allow them to experience the role of an activist addressing unfair labor practices. Some games have successfully highlighted the challenges of living on a minimum wage or brought attention to the less-known aspects of smartphone production. Through their scalability and accessibility, games have the potential to reach large audiences and incite significant social change.28
Hero characters play a powerful role in shaping attitudes to climate change, in particular perceptions of risk and policy preferences.29 Fictional role models have undeniable cultural impact — both good and bad — affecting values and behaviors in a way that is less conscious but more impactful than simply telling people what to do.30 For example, the popular TV show Emily in Paris promotes a lifestyle of high consumption and fast fashion, while films like Don’t Look Up can make people more motivated to take action. As Reverend Yearwood said, “In a time of crisis, we need to have many, many, many heroes. The only way you can create this is through culture and storytelling.”31 Despite the positive image of heroes, those who get in the spotlight are people like us: flawed. While a single person should not have to carry the weight of representing the whole climate movement, it is up to the movement to strengthen its representation as an ensemble.32
Samuel Rubin
Transforming Hollywood
As a young Millennial, the content I watch highly influences and broadens my worldviews. Growing up, I explored my queer identity through TV shows like Modern Family and Pose, and films like Blue Is The Warmest Color and The Devil Wears Prada. Experiencing community building through storytelling motivated me to become a social impact producer. After a decade working in the entertainment industry, I’ve realized that all social issues I care about are interconnected and rooted in environmental justice.
In 2019, I co-founded the Hollywood Climate Summit (HCS) to design community spaces for creators and culture-shapers to build collective power and leverage their creative skills to drive climate action. The consolidation of the Summit as an annual event indicates that there’s a growing appetite for climate stories in mainstream media. In recent years, groundbreaking non-profits like Good Energy have emerged to provide screenwriters with resources like the Climate Storytelling Playbook. Indeed, research conducted by Good Energy, alongside USC Annenberg Norman Lear Center, concluded that only 2.8% of all TV episode and film scripts released between 2016 and 2020 featured any climate-related terms.
To bolster current climate storytelling efforts and unite the cultural sector on shared climate goals, we need to strengthen partnerships, share learnings, and bring together a wide range of industry stakeholders across the globe. To accomplish this paradigm shift the UNFCCC is currently forming a sectoral initiative entitled ‘Entertainment and Culture for Climate Action’. (ECCA). Ultimately, the goal is to develop an interdisciplinary reporting framework that activates climate awareness and action through the narrative power of creative industries. We need storytellers, screenwriters and producers worldwide to come together and commit to attaining the industry’s sustainability goals and shifting narratives around climate action. Are you in?
Understanding the power of narratives, Mr. Simon Bushell, Ms. Géraldine Satre Buisson, Professor Mark Workman, and Professor Thomas Colley propose a ‘unifying strategic narrative’ in the stories we tell, which addresses the complex range of actors that need to be engaged on climate issues, provide a coherent explanation for government strategy, and harness drivers of behavior change. Such a strategy will be necessary to create ‘buy-in’ from the public, which is fundamental for introducing climate measures in democratic countries.4 ClimateXChange recommends a vision for the future that reiterates that we are already well on our way to get there.4
“A goal for public engagement around low-carbon lifestyles is to begin a dialogue to reimagine ‘a good life’, one that is compatible with a low-carbon world.”
It is important to remember that as storytellers, our messages will ultimately spread and assume a life of their own. It is therefore crucial to come up with a strategic and unified message which can be spread by all stakeholders. Therefore, our story should not be about feedback loops, tipping points or other scientific concepts that are poorly understood by the public - but rather, one of hope, possibility and human agency.2
Many advocacy initiatives have begun to utilize storytelling as a tool for social change. Public narrative is one of them — a leadership development tool developed by Marshall Ganz that motivates others to take action for a shared purpose. It involves telling a story of self, us, and now — highlighting a challenge, choice, and outcome, while inviting others to connect over shared values and visions. Public narrative is not a script, but rather a process that links personal and collective narratives to build grassroots power by connecting stories to clear policy and campaign goals.32
Developing a public narrative involves composing and sharing personal stories and receiving feedback on challenges, choices and outcomes. They can be shared through various platforms, including social media and public events. Public narrative differs from storytelling in that it is a process that involves telling, listening, reflecting, and then retelling stories to make them more effective in actively engaging people.33
The power of stories lies not only in their ability to convey data in a relatable and engaging way, but also in the emotional resonance they create. Through them, we can bridge the distance and dissonance people experience when they think about climate change — framing it not as an insurmountable threat, but rather as a challenge filled with opportunities. While statistics provide clarity, stories embed numbers in real-world context and help us humanize climate discourses. Our communication methods need to evolve with this knowledge to leverage the power of storytelling through imagery, games and visual entertainment. By crafting messages that resonate on an emotional level, we can inspire action through our shared connection to this planet we call home.
Revolutionary Hope and Optimism
Hope is not just a communication strategy — it is a necessity to help us get up in the morning. Research shows that hope is essential for human wellbeing, and associated with lower levels of depression, chronic pain, and even cancer.
Keep reading- Lack B. Storytelling Will Save the Earth. Wired. Published online 2022. Accessed May 23, 2023. https://www.wired.com/story/environment-climate-change-storytelling/
- Olano LV. Communicating the Climate Crisis. Climate-XChange. Accessed May 23, 2023. https://climate-xchange.org/communicating-the-climate-crisis/
- McLoughlin N, Corner A, Clarke J, Whitmarsh L, Capstick S, Nash N. Mainstreaming Low-Carbon Lifestyles. Oxford: Climate Outreach; 2019. https://climateoutreach.org/reports/mainstreaming-low-carbon-lifestyles/
- Zak PJ. Why Inspiring Stories Make Us React: The Neuroscience of Narrative. Cerebrum Dana Forum Brain Sci. 2015;2015:2.
- Riedlinger M, Massarani L, Joubert M, Baram-Tsabari A, Entradas M, Metcalfe J. Telling stories in science communication: case studies of scholar-practitioner collaboration. J Sci Commun. 2019;18(5):N01. doi:10.22323/2.18050801
- Moezzi M, Janda KB, Rotmann S. Using stories, narratives, and storytelling in energy and climate change research. Energy Res Soc Sci. 2017;31:1-10. doi:10.1016/j.erss.2017.06.034
- Taylor R. Culture, Deep Narratives and…. Whac-A-Mole? Inter-Narratives. Published April 29, 2022. Accessed August 1, 2023. https://medium.com/inter-narratives/culture-deep-narratives-and-whac-a-mole-16cc1ecfc0a9
- Stories for Life. Chapter 3: The Narrative of Separation. Stories for Life. Accessed August 1, 2023. https://stories.life/chapter/the-narrative-of-separation/
- Tickell P. The Manifesto for Moral Imagination. Medium. Published April 12, 2021. Accessed August 1, 2023. https://medium.com/moral-imaginations/a-manifesto-for-moral-imagination-dbf62f0cb7aa
- Saltmarshe E. Using Story to Change Systems. Stanford Social Innovation Review. Published February 20, 2018. Accessed August 1, 2023. https://ssir.org/articles/entry/using_story_to_change_systems
- Harari YN. Sapiens: A Brief History of Humankind. Vintage Books; 2015.
- Cheyfitz K. Harnessing Narrative Persuasion for Good. Medium. Published May 26, 2023. Accessed August 1, 2023. https://medium.com/@kirkcheyfitz/harnessing-narrative-persuasion-for-good-6d55a5c213b3
- Akomolafe B. The Invitation of the Crack with Dr. Bayo Akomolafe. Coaches Rising. Published January 11, 2023. Accessed August 1, 2023. https://www.coachesrising.com/podcast/the-invitation-of-the-crack-with-dr-bayo-akomolafe/
- Center for Humane Technology. The A.I. Dilemma. YouTube. Published March 9, 2023. Accessed August 1, 2023. https://www.youtube.com/watch?v=xoVJKj8lcNQ
Crompton T. Research shows that research isn’t good at changing people’s minds. CC Foundation. Published July 28, 2022. Accessed July 20, 2023. - https://commoncausefoundation.org/research-shows-that-research-isnt-good-at-changing-peoples-minds/
- Olano LV. Communicating the Climate Crisis. Climate-XChange. Accessed May 23, 2023. https://climate-xchange.org/communicating-the-climate-crisis/
- Gunster S, Hackett RA. From the Front Lines to the Front Page: Environmental Advocacy, Alternative Media and Climate Politics. The International Environmental Communication Association; 2015.
- Nia Tero. Indigenous Storytelling and Narrative Sovereignty at Big Sky…. Nia Tero. Published 2023. Accessed May 23, 2023. https://www.niatero.org/stories/indigenous-storytelling-narrative-sovereignty-big-sky-documentary-film-festival-2023
- Howarth C, Parsons L, Thew H. Effectively Communicating Climate Science beyond Academia: Harnessing the Heterogeneity of Climate Knowledge. One Earth. 2020;2(4):320-324. doi:10.1016/j.oneear.2020.04.001
- Climate Storytellers Collective. Home. Accessed September 6, 2023. https://www.climatestorytellerscollective.org/
- Dismantling the Myth of Perfection in Activism | Clover Hogan at ChangeNow, Paris.; 2023. Accessed July 20, 2023. https://www.youtube.com/watch?v=vogXV3tSYCw
- Christiano A, Neimand A. The Science of What Makes People Care. Stanford Social Innovation Review. Published 2018. Accessed August 25, 2023. https://ssir.org/articles/entry/the_science_of_what_makes_people_care
- Corner A, Webster R, Teriete C. Climate Visuals: Seven Principles for Visual Climate Change Communication (Based on International Social Research). Oxford: Climate Outreach; 2015. https://climateoutreach.org/reports/climate-visuals-seven-principles-for-visual-climate-change-communication/
- Ulibarri S. Do you believe in climate solutions? You just might be a solarpunk. Fix. Published April 4, 2022. Accessed August 28, 2023. https://grist.org/fix/climate-fiction/do-you-believe-in-climate-solutions-you-just-might-be-a-solarpunk/
- Olson E. Solarpunk: The Power of an Aesthetic. Climate Review. Published January 15, 2022. Accessed August 28, 2023. https://www.theclimatechangereview.com/post/solarpunk-the-power-of-an-aesthetic
- Riley J. Yellow Dot Studios’ Staci Roberts-Steele Believes Comedy Can Save Our Planet. Variety. Published May 19, 2023. Accessed August 28, 2023. https://variety.com/2023/digital/features/yellow-dot-studios-staci-roberts-steele-comedy-climate-change-1235618265/
- DeVore E. Lights, Camera, Climate Action: Investigating Emotional Responses to Climate Change Trailers (Documentary, Television, & Narrative Film). Portland State University; 2023. doi:10.15760/honors.1399
- Dhiman DB. Games as Tools for Social Change Communication: A Critical Review. Published online March 25, 2023. Accessed August 4, 2023. https://papers.ssrn.com/abstract=4401202
- Jones MD. Cultural Characters and Climate Change: How Heroes Shape Our Perception of Climate Science. Soc Sci Q. 2013;95(1):1-39. doi:10.1111/ssqu.12043
- Baden D. The missing ingredient to fight the climate crisis: positive fictional role models. The Conversation. Published February 23, 2022. Accessed May 23, 2023. http://theconversation.com/the-missing-ingredient-to-fight-the-climate-crisis-positive-fictional-role-models-177684
- Bauck W. ‘The visuals of today help create the reality of tomorrow:’ Why Hollywood is finally tackling climate change onscreen. Fast Company. Published 2023. Accessed May 25, 2023. https://www.fastcompany.com/90856208/the-visuals-of-today-help-create-the-reality-of-tomorrow-why-hollywood-is-finally-tackling-climate-change-onscreen
- Camargo L, Kodikara T. Climate Heroes Ain't Saints. Accessed September 11, 2023. https://www.goodenergystories.com/playbook/climate-heroes-aint-saints
- Narrative Arts. What is public narrative? Narrative Arts. Accessed May 23, 2023. https://narrativearts.org/article/public-narrative/
Figure 77: Asian Cairns – Sustainable Farmscrapers for Rural Urbanity by Vincent Callebaut Architectures, Shenzhen, China.
Figure 78: 2050 Paris Smart City - Green Buildings, by Vincent Callebaut.
Good Energy Playbook - Source: Bloomberg Philantrophies
Stories are one of the most fundamental ways humans make sense of the world. Stories have been found to increase the likelihood of prosocial behavior, and even release oxytocin – the ‘love hormone’ that is released while breastfeeding or when we hug a friend.1 What kind of story we tell is crucial here — ideally, one rooted in hope and possibility rather than fear and despair.2. Most of our communication happens through anecdotes and stories, rather than graphics and statistics. According to Climate Outreach, relatable human stories can help shift climate change from a scientific to a social reality.3
Effective storytelling can induce "transportation" into the narrative, enabling listeners to deeply immerse themselves and be moved by stories. Research has shown that narratives with dramatic arcs can elevate levels of cortisol and oxytocin in individuals. Elevated oxytocin levels are linked to an increased feeling of empathy — prompting people to exhibit prosocial behavior, such as donating money. Another study involving public service announcements (PSAs) saw participants being given either synthetic oxytocin or a placebo — those administered oxytocin showed a notable increase in concern for the PSA characters, and were subsequently more inclined to donate to relevant charities, donating 56% more than those given the placebo.4
“Unlike numbers or facts, stories can trigger an emotional response, harnessing the power of motivation, imagination, and personal values, which drive the most powerful and permanent forms of social change.”
The oxytocin release through listening to stories is powerful in eliciting pro social behavior: In a study by neuroscientist Paul Zak, participants who were given synthetic oxytocin donated 57% more to charity than participants given a placebo. Similarly, hearing information in narrative form results in a higher likelihood of prosocial behavior.4
Anna Jane Joyner
Stories to Save the World
My father is an evangelical pastor, and my religious upbringing helped me to see early on the power of stories to change our world. The stories my father told from the pulpit shaped the lives of the people in his congregation in profound ways. The only other stories I’ve ever seen have the same power over people are on the screen—and almost none of them are talking about the biggest story of our time: the climate crisis.
The climate crisis is a surreal, heartbreaking global horror show that’s happening in real life, right now. Why aren’t we talking about it? The conversation has to begin in our stories, in the spaces where we allow our hearts and minds to explore new possibilities and old fears. If we can talk about it in our stories, we’ll be able to talk about it in real life — and we urgently need to do just that. We need to investigate what it means to be human in the age of climate change. We need to envision some ending other than the apocalypse. We don’t need just one hero or savior: we need a billion saviors, working together for a common purpose. We need all of us, doing whatever the hell we can.
I started Good Energy because stories are vital to finding the courage to face the climate crisis. But I also started it for a much more personal reason. I’ve worked in climate my whole adult life, and have struggled at times with profound climate anxiety and anger and grief. The truth is, I need these stories. I need to see myself and my friends and my world on-screen. I need help making sense of all this—and finding joy and beauty in the midst of it. I need you. And so do many millions of others.
There are no silver bullets when it comes to the climate crisis. But everybody can help by doing what they do best—which, in your case, is to tell stories. As it happens, that is one of the things we need most. If we all tell the climate stories we want to see in the world, those stories can help save the world. To help make this a reality, Good Energy created A Playbook for Screenwriting in the Age of Climate Change. It’s a guide to incorporating climate into any existing story, as well as conjuring new climate stories. You'll learn how to apply the Climate Lens™ to any element of a script and to understand the spectrum of ways climate can show up on-screen.
We’ve gathered expert-informed material, from the real-world adventures of climate heroes, to the dark obsessions of glaciologists, to climate impacts like scorpion attacks and blood snow. The playbook includes contributions from an amazing group of climate experts, communicators, and storytellers, with pieces by climate scientist Dr. Kate Marvel, storyteller and climate poet Mary Annaïse Heglar, journalist Amy Westervelt, and many others.
Watching my father tell stories that changed his congregants’ lives, I knew I was watching something magical. Now, I know it was more than magic: it was the deepest truth of what it means to be human. It was the raw power of stories to shape the world. That’s the power you hold at your fingertips.
Stories are typically perceived as more accessible, persuasive, memorable, and engaging. They're a powerful and effective method for climate change engagement, particularly when they employ positive language and “wrap facts in emotion”.5
Stories allow communicators and listeners to:6
- ‘zoom out’ and see the bigger picture of possibilities and assumptions,
- ‘zoom in’ to better understand micro-dynamics and local scale context,
- ‘zoom through’ by looking at what’s behind the surface (e.g. cultural dimensions, power dynamics, symbols and framings), and
- ‘zoom and hook’ by capturing or re-steering both listeners and storytellers
Stories are a powerful device to elicit emotions and therefore reduce psychological distance to climate change. This is especially true for personal stories of climate change consequences, which increased worry and compassion in the listener and therefore likelihood of engagement. Some research points to findings indicating that both negative and positive emotions should be triggered, to avoid both complacency and hopelessness. Sometimes, a viral story can lead to widespread change in policy and business practices - such as the viral video of a sea turtle injured by a plastic straw in its nose, which is thought to have contributed to Seattle, the UK, and Starbucks banning plastic straws.
Paddy Loughman
Humble stories for healthy systems
Stories are an ancient technology. For thousands of years they have helped to guide us through reality. Stories of all kinds, in many forms. From our myths, legends, parables and fairytales, to our textbooks, blockbusters, taglines and headlines; from the physical design of our homes and cities to the design of our digital products, and the stories they carry about our relationships and values.
These stories surround us like water surrounds fish, run through us like coding, and underpin us like roots7 and soil8 – often unnoticed but always present – shaping how we think, feel, and act everyday. They are how we efficiently transmit information and understanding. How we maintain or change social norms. How we imagine9 and promote different ways of being. They can be used as light, web or glue.10
We all carry and create stories, not just the professional storytellers who work in communications, journalism, politics or the arts. Telling stories is an innate human tendency, one of the defining features of our species.11 A practice that can enable us to design viable systems together, and thrive. Considered amongst other technologies, stories are exceptionally powerful. As the Hopi proverb describes it: “the one who tells the story, rules the world.”
But as with any power, this power is limited and must be handled responsibly.12 Bayo Akomolefe warns: “stories are performative, there is always something left out”.13 Much as our eyes can only see a narrow band of the light spectrum, stories can offer only a limited lens on an inconceivably-complex reality – stories cannot tell the whole story.
Sometimes we fill our stories with truth and love in pursuit of healing, but sometimes we pollute them with fear and lies that cause harm. As you read this, our shiny new ‘AI’ technologies are making such pollution easier.14 So how can we ensure that our stories reduce harm and promote health, as good guides through reality?
Recognizing that narratives are merely representational maps, intrinsically relational, and living entities perpetually evolving is imperative. They should accurately capture the interrelatedness of our existence within the broader cosmos, adapting in tune with the constant flux of reality. Many of our present narratives are flawed, promoting dominion and control, leading to a damaging crisis of relationships. To restore health and avert destruction, we need to realign our narratives to genuinely reflect the dynamism of our existence.
We can tell ‘better’ stories, stories that soberly estimate reality, helping us form healthy relationships and design viable systems that serve life. But doing so means accepting the three things above, and that demands something else we sometimes struggle with today: humility. The humility to accept that we must navigate reality, not the arrogance to expect that we can control it. The humility to recognize our vulnerability in the face of limits, and the risk in believing we can transcend them. The humility to carry many better stories, together.
In “Research shows that research isn’t good at changing people’s minds”, the Common Cause Foundation argues that the value we assign to narratives and deep frames often outweighs the impact of bare facts on our worldviews, as we're more likely to disregard challenging data than to question our deeply held beliefs. The focus, therefore, is shifting from an overreliance on facts to the power of compelling narratives in influencing perspectives, acknowledging the role of stories that resonate with people's core values.15
Understanding the deeper, often emotional reasons why people care about issues is key. It's not simply about the raw data; it's about our shared humanity and our ability to connect. Though emphasizing the economic benefits of climate action can be effective, some argue that appealing to profound human connections may be even more powerful — as Common Cause put it, “it's about appealing to the heart, not just the head”.15
David Fenton’s Communication Rules for Activists:
- SPEAK TO THE HEART FIRST, THE MIND SECOND. Don’t just recite facts—they only work inside stories that touch people’s emotions through moral narratives. Whoever holds the moral high ground wins. Not: “We have to get to net zero by 2050.” Rather: “Our children deserve a future, so we must act against polluters.”
- STORIES NEED GOOD AND BAD CHARACTERS. People learn from stories about people. Think climate activist Greta Thunberg against the “blah, blah” politicians doing nothing.
from the activist media handbook
Storytelling is a tool through which we can build agency and empowerment. An effective line of messaging offered by ClimateXChange is that “climate change is not a cliff but a slope. The choices we make individually and collectively can and will pull us back up. This framing gives us agency in understanding that nothing really is a given, and that no future scenario is inevitable, but is instead dependent on the decisions we make right now.”16
This notion of agency extends to the wider audience, where the act of storytelling can help connect diverse stakeholders and foster imaginative forms of collaboration and collective action6 — by allowing to change the dynamics of who speaks, who gets heard, and even who hears. While science poses barriers to entry and understanding, stories are one of the first modes of communication we learn and are therefore inherently accessible.
In fact, stories of grassroots mobilization and activist successes can help build a sense of self-efficacy, which is a crucial factor in engagement. Concrete examples of successes inspire hope, while emphasizing the importance of climate action. In this context, storytelling approaches can also be used to raise awareness of alternatives to the status quo and “awaken people’s political imagination”.17
Case study: Indigenous storytelling at Big Sky Documentary Film Festival
The Big Sky Documentary Film Festival is hosted by Nia Tero annually in Missoula, Montana. Centering Indigenous filmmakers, it helps connect creatives to opportunities and networks, as well as showcasing their work. At the heart of the initiative lies narrative sovereignty - supporting the sharing of Indigenous stories by Indigenous peoples who are best able to tell them comprehensively as members of their communities. Historically, Indigenous communities have been under-represented in media, and their stories told on their behalf - narrative sovereignty upholds Indigenous peoples’ power to tell their own story, allowing wider society to understand their true histories and break down stereotypes previously perpetuated by the media industry18.
Big Sky also hosts the 4th World Media Lab, a year-long fellowship for emerging and mid-career Indigenous filmmakers providing opportunities for skill development, networking, masterclasses and meetings with industry decision-makers. The program is now running in its eighth year.
Collaborative storytelling in particular is a powerful approach for explaining scientific facts, inspiring and engaging people, as we tend to respond more favorably to narratives than statistics.19 For instance, the Climate Storytellers Collective is an emerging network built from a UNFCCC Network of collaborations in 2021, which seeks to support the coherence, further capacity building, and spreading of climate empowerment learning and actions through storytelling in multiple media forms.20 To maximize the impact of these approaches, scientific facts should be connected to familiar cultural stories. By sharing stories of possible futures and successes of activism and community action, the public can be engaged more meaningfully with climate issues, policy, and grassroots action.5
It’s important that we consider the desired outcome of storytelling approaches, as different techniques may yield different effects for engagement. For example, portraying an entity as the “bad guys” is effective in mobilizing short-term campaigns, but can sometimes hinder sustained engagement by fostering pessimism and impeding constructive communication.17 Using binary narratives of “good guys and bad guys” should be approached with caution as they can lead to polarization — however, they also provide accessible frameworks for mobilization (for example, “the people vs fossil fuels”).
However, this binary approach is not without its critics: As elaborated on by Clover Hogan at Change Now 2023, a binary ‘good’ and ‘bad’ focus on individual actions can result in change paralysis, as people only feel their advocacy and actions will be valid if it is completely void of hypocrisy.21 The fixation on individual actions has created a myth of perfectionism and served as a vehicle to undermine the credibility of people who are simply trying to make a difference. Therefore, it is necessary to emphasize how everyone needs to mobilize no matter how sustainable their current lifestyle is, or the number of potential change-makers would be incredibly limited.21
Will Travis
The Power of Narrative
The importance of communication in solving the climate problem is often missed. People need to feel included and celebrated in solutions. There's a huge deficit of confidence in sharing and celebrating the entire journey. If people see their impact and are acknowledged for it, it fuels further action. Remember, everything—religion, currency, government—is built on the power of a story. A poor story gets no attention. When you look at something like 'My Octopus Teacher', they crafted a captivating narrative that emotionally engaged audiences with an octopus.
The power of story can facilitate participation. Take NFTs, for instance. Despite the current negative perception, they offer a digital connection allowing people to feel involved, akin to bat boxes I used to look after in my childhood. Having your own bat box evoked a sense of responsibility, a physical connection with nature that fosters a protective instinct. This is what we need to recreate.
Too often the narrative is one-sided, and gets stuck behind unrealistic visualizations and romanticism. Role models are often romanticized, presenting an unattainable image that disconnects people from their true values. This promotes a feeling of inadequacy. Romanticism exists only in the mind, not in the doing. We need to change that, make people feel important, that they belong, and that they can contribute.
I founded Elevation Barn from a craving for belonging and self-celebration, to help my comrades elevate their purpose through the strength of collective insight and support. I leverage my experience building global brands, stressing that stories are the lifeblood of infatuation with products or services. Early on, I found fuel in helping conservationists and philanthropists worldwide elevate their stories, something I found the advertising world sorely lacking due to its hands-off accountability. Storytelling is a potent tool, and often weaponized by brands and controllers for manipulation rather than purpose elevation. Elevation Barn is often viewed as a retreat — but it was born to encourage authenticity and collaboration, inspire vulnerability and help us realize our interdependence. Now spanning 48 countries, our ambition is to unite this force behind planetary challenges.
In the Elevation community, I see individuals striving for accountability daily— to the planet, their communities, and crucially, themselves. Imagine a world where we connect everyone through something as universal as footwear, embedding messages of hope and creativity. In a world where many feel unseen, we can quickly change the narrative by fostering this sense of connection and purpose, winding back to times when everyone felt like they were part of a larger, collaborative journey.
An architect friend was once tasked with designing a city on the moon, and found the solutions needed there were exactly what Earth requires: Realizing it might not be sustainable to have livestock, the community would need to embrace vegetarianism. The inability to burn fossil fuels would necessitate reliance on solar power. Adapting to a changing climate would mean part of the habitats would have to be underground. There would need to be a different governance system, one that truly empowers its citizens, with a digital currency replacing the inefficiencies of physical money.
Sometimes, a shift in perspective is necessary to spark change, much like our peripheral vision that is more reactive to sudden threats than our focused vision. Our societal systems often put blinkers on us, keeping us focused on certain demands to maintain control. Now, we're witnessing a transition where these blinkers are coming off. The challenge is to rebrand our engagement with communities and nature. Each of us has a unique strength, and it's time to utilize these for the collective good.
Effective communication, especially in the social sector, often deals with abstract concepts like justice and innovation, which can lead to diverging interpretations. Utilizing visual language can create clearer, more universally understood messages. As Harvard cognitive scientist Steven Pinker points out, humans are inherently visual beings — and concrete language helps form visual images, thereby increasing understanding and retention. A study by Princeton University linguist Adele Goldberg's highlights that metaphorical phrases linked to physical experiences — such as "sweet" compared to "kind" — activate emotion-centered brain regions. To apply these insights, communicators should ensure that their content paints a vivid picture to facilitate stronger connections with their audience. When crafting messages, utilizing visual language can not only capture attention but also create a lasting impact.22
Imagery is another effective form of storytelling, and has been gaining traction through the world of organizations such as Climate Outreach and their Climate Visuals project. Humans are visual animals — and our understanding of the world is shaped by what we see, and how this makes us feel.23 It has been argued that imagery can help counter harmful media narratives such as those surrounding climate refugees,6 and can be a powerful tool for communicating climate solutions.
climate outreach: 7 principles for visual climate storytelling23
- Show real people, not staged photo-ops: Authentic images of few or only one individual are more compelling, especially when the subject makes eye contact. This can include photos of climate impacts or low-carbon lifestyles ‘in action’. Photos of politicians are generally not perceived very favorably.
- Tell new stories: While familiar images such as polar bears and ice sheets can be useful for audiences with limited knowledge or interest in climate change, they can also cause cynicism and fatigue. Less familiar and more thought-provoking images can remake the visual representation of climate change in the public mind.
- Show climate change causes at scale: People do not necessarily understand the links between climate change and their daily lives. The link between behaviors and climate change should be shown at scale, such as a congested highway and industrial pollution.
- Climate impacts are emotionally powerful: People are more moved by seeing the destruction caused by climate change, compared to causes and solutions. To reduce overwhelm, pictures of climate impacts should be coupled with concrete action points for behavior change.
- Show local (but serious) climate impacts: Localized climate impacts with identifiable emotions are likely to be most emotionally powerful, but also risk trivializing the issue by not linking it enough to the global picture.
- Be very careful with protest imagery: Images of protesters cause cynicism and do not resonate with people unless they already identify as activists. Campaign-related jargon like ‘climate justice’ means little to most people. Protest images involving people directly affected by climate impacts were seen as more authentic and therefore more compelling.
- Understand your audience: Levels of concern determine how people react to climate visuals, and are driven by people’s values and worldviews. Images that are effective across the political spectrum include climate impacts at scale, localized impacts, as well as low-carbon behaviors such as installing loft insulation.
Artistic renditions of possible futures have made their way into pop culture in recent years, engaging people with environmental issues and futuristic solutions without the need for scientific jargon. Solarpunk is an example of this trend — a global community united by a vision of a just, sustainable future, grounded in hope, resilience and equity. Originating from a 2008 blog post on sustainable technology, solarpunk has evolved to encompass art, real-world activism, and a broader movement for envisioning possible futures. Drawing inspiration from sustainable architecture, permaculture, the DIY movement, and the works of popular science fiction authors, solarpunk is characterized by a spirit of rebellion and anti-authoritarianism. The “solar” symbolizes a commitment to renewable energy, while the “punk” highlights resistance against societal norms and power structures.24
There is a growing awareness that many dominant solutions to climate change — proposed by tech moguls or government policies — are driven by some of the root causes of the crisis, largely an obsession with constant growth and progress, contributing to environmental degradation, inequality and widespread mental health issues. In contrast, movements like solarpunk offer alternative visions that combine advanced technology with a strong sense of community, sustainability, and purpose — emphasizing decentralized solutions, local energy production and community farming.25
But visual climate storytelling reaches beyond the realms of academic research and subcultures — Hollywood is well-aware of its impact, too. Oscar winner Adam McKay and Executive Producer Staci Roberts-Steele launched the non-profit Yellow Dot Studio with the intent of creating videos and other materials that will raise awareness of climate change and other issues, often told through the lens of comedy. McKay, known for films such as The Big Short and Don’t Look Up, is an advocate for inspiring action through both educating and entertaining his audience. Staci Roverts-Steele, who collaborated with McKay on Don’t Look Up, recently went viral for producing a satirical “Chevron Ad”, which received over 4.5 million views in one day26 — reaching potential new audiences and educating them on the dangers of climate misinformation.
<center>Figure 81: Yellow Dot Studio’s “Chevron Ad" (May 2023).</center>
While such media interventions are vital, it's essential to ensure they motivate rather than just inform. Some evidence suggests that while environmental visual media trailers effectively demonstrate climate change issues and elicit strong negative emotional responses, they often fall short in motivating viewers to effect change. Viewers are dissatisfied with the predominance of doom-and-gloom narratives that leave them uncertain about their potential contribution towards solutions, which could potentially lead to desensitization. To overcome this, one study suggests filmmakers use more local, solution-oriented, action-based content, and innovative presentation approaches. Environmental narratives should be reframed in non-partisan ways and explore different film genres.27
Recently there has been increased academic interest in the potential of games as tools for social change — focusing on their capacity for active engagement rather than passive consumption, experiential learning, emotional impact, and accessibility. Games can serve to raise awareness, advocate for change, create empathy, and build communities around pressing social issues. For example, games can teach players about complex issues like poverty, or allow them to experience the role of an activist addressing unfair labor practices. Some games have successfully highlighted the challenges of living on a minimum wage or brought attention to the less-known aspects of smartphone production. Through their scalability and accessibility, games have the potential to reach large audiences and incite significant social change.28
Hero characters play a powerful role in shaping attitudes to climate change, in particular perceptions of risk and policy preferences.29 Fictional role models have undeniable cultural impact — both good and bad — affecting values and behaviors in a way that is less conscious but more impactful than simply telling people what to do.30 For example, the popular TV show Emily in Paris promotes a lifestyle of high consumption and fast fashion, while films like Don’t Look Up can make people more motivated to take action. As Reverend Yearwood said, “In a time of crisis, we need to have many, many, many heroes. The only way you can create this is through culture and storytelling.”31 Despite the positive image of heroes, those who get in the spotlight are people like us: flawed. While a single person should not have to carry the weight of representing the whole climate movement, it is up to the movement to strengthen its representation as an ensemble.32
Samuel Rubin
Transforming Hollywood
As a young Millennial, the content I watch highly influences and broadens my worldviews. Growing up, I explored my queer identity through TV shows like Modern Family and Pose, and films like Blue Is The Warmest Color and The Devil Wears Prada. Experiencing community building through storytelling motivated me to become a social impact producer. After a decade working in the entertainment industry, I’ve realized that all social issues I care about are interconnected and rooted in environmental justice.
In 2019, I co-founded the Hollywood Climate Summit (HCS) to design community spaces for creators and culture-shapers to build collective power and leverage their creative skills to drive climate action. The consolidation of the Summit as an annual event indicates that there’s a growing appetite for climate stories in mainstream media. In recent years, groundbreaking non-profits like Good Energy have emerged to provide screenwriters with resources like the Climate Storytelling Playbook. Indeed, research conducted by Good Energy, alongside USC Annenberg Norman Lear Center, concluded that only 2.8% of all TV episode and film scripts released between 2016 and 2020 featured any climate-related terms.
To bolster current climate storytelling efforts and unite the cultural sector on shared climate goals, we need to strengthen partnerships, share learnings, and bring together a wide range of industry stakeholders across the globe. To accomplish this paradigm shift the UNFCCC is currently forming a sectoral initiative entitled ‘Entertainment and Culture for Climate Action’. (ECCA). Ultimately, the goal is to develop an interdisciplinary reporting framework that activates climate awareness and action through the narrative power of creative industries. We need storytellers, screenwriters and producers worldwide to come together and commit to attaining the industry’s sustainability goals and shifting narratives around climate action. Are you in?
Understanding the power of narratives, Mr. Simon Bushell, Ms. Géraldine Satre Buisson, Professor Mark Workman, and Professor Thomas Colley propose a ‘unifying strategic narrative’ in the stories we tell, which addresses the complex range of actors that need to be engaged on climate issues, provide a coherent explanation for government strategy, and harness drivers of behavior change. Such a strategy will be necessary to create ‘buy-in’ from the public, which is fundamental for introducing climate measures in democratic countries.4 ClimateXChange recommends a vision for the future that reiterates that we are already well on our way to get there.4
“A goal for public engagement around low-carbon lifestyles is to begin a dialogue to reimagine ‘a good life’, one that is compatible with a low-carbon world.”
It is important to remember that as storytellers, our messages will ultimately spread and assume a life of their own. It is therefore crucial to come up with a strategic and unified message which can be spread by all stakeholders. Therefore, our story should not be about feedback loops, tipping points or other scientific concepts that are poorly understood by the public - but rather, one of hope, possibility and human agency.2
Many advocacy initiatives have begun to utilize storytelling as a tool for social change. Public narrative is one of them — a leadership development tool developed by Marshall Ganz that motivates others to take action for a shared purpose. It involves telling a story of self, us, and now — highlighting a challenge, choice, and outcome, while inviting others to connect over shared values and visions. Public narrative is not a script, but rather a process that links personal and collective narratives to build grassroots power by connecting stories to clear policy and campaign goals.32
Developing a public narrative involves composing and sharing personal stories and receiving feedback on challenges, choices and outcomes. They can be shared through various platforms, including social media and public events. Public narrative differs from storytelling in that it is a process that involves telling, listening, reflecting, and then retelling stories to make them more effective in actively engaging people.33
The power of stories lies not only in their ability to convey data in a relatable and engaging way, but also in the emotional resonance they create. Through them, we can bridge the distance and dissonance people experience when they think about climate change — framing it not as an insurmountable threat, but rather as a challenge filled with opportunities. While statistics provide clarity, stories embed numbers in real-world context and help us humanize climate discourses. Our communication methods need to evolve with this knowledge to leverage the power of storytelling through imagery, games and visual entertainment. By crafting messages that resonate on an emotional level, we can inspire action through our shared connection to this planet we call home.
Figure 77: Asian Cairns – Sustainable Farmscrapers for Rural Urbanity by Vincent Callebaut Architectures, Shenzhen, China.
Figure 78: 2050 Paris Smart City - Green Buildings, by Vincent Callebaut.
Good Energy Playbook - Source: Bloomberg Philantrophies
Revolutionary Hope and Optimism
Hope is not just a communication strategy — it is a necessity to help us get up in the morning. Research shows that hope is essential for human wellbeing, and associated with lower levels of depression, chronic pain, and even cancer.
Keep reading- Lack B. Storytelling Will Save the Earth. Wired. Published online 2022. Accessed May 23, 2023. https://www.wired.com/story/environment-climate-change-storytelling/
- Olano LV. Communicating the Climate Crisis. Climate-XChange. Accessed May 23, 2023. https://climate-xchange.org/communicating-the-climate-crisis/
- McLoughlin N, Corner A, Clarke J, Whitmarsh L, Capstick S, Nash N. Mainstreaming Low-Carbon Lifestyles. Oxford: Climate Outreach; 2019. https://climateoutreach.org/reports/mainstreaming-low-carbon-lifestyles/
- Zak PJ. Why Inspiring Stories Make Us React: The Neuroscience of Narrative. Cerebrum Dana Forum Brain Sci. 2015;2015:2.
- Riedlinger M, Massarani L, Joubert M, Baram-Tsabari A, Entradas M, Metcalfe J. Telling stories in science communication: case studies of scholar-practitioner collaboration. J Sci Commun. 2019;18(5):N01. doi:10.22323/2.18050801
- Moezzi M, Janda KB, Rotmann S. Using stories, narratives, and storytelling in energy and climate change research. Energy Res Soc Sci. 2017;31:1-10. doi:10.1016/j.erss.2017.06.034
- Taylor R. Culture, Deep Narratives and…. Whac-A-Mole? Inter-Narratives. Published April 29, 2022. Accessed August 1, 2023. https://medium.com/inter-narratives/culture-deep-narratives-and-whac-a-mole-16cc1ecfc0a9
- Stories for Life. Chapter 3: The Narrative of Separation. Stories for Life. Accessed August 1, 2023. https://stories.life/chapter/the-narrative-of-separation/
- Tickell P. The Manifesto for Moral Imagination. Medium. Published April 12, 2021. Accessed August 1, 2023. https://medium.com/moral-imaginations/a-manifesto-for-moral-imagination-dbf62f0cb7aa
- Saltmarshe E. Using Story to Change Systems. Stanford Social Innovation Review. Published February 20, 2018. Accessed August 1, 2023. https://ssir.org/articles/entry/using_story_to_change_systems
- Harari YN. Sapiens: A Brief History of Humankind. Vintage Books; 2015.
- Cheyfitz K. Harnessing Narrative Persuasion for Good. Medium. Published May 26, 2023. Accessed August 1, 2023. https://medium.com/@kirkcheyfitz/harnessing-narrative-persuasion-for-good-6d55a5c213b3
- Akomolafe B. The Invitation of the Crack with Dr. Bayo Akomolafe. Coaches Rising. Published January 11, 2023. Accessed August 1, 2023. https://www.coachesrising.com/podcast/the-invitation-of-the-crack-with-dr-bayo-akomolafe/
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