Pop Culture
A pioneering guide to how we can tap into culture to inspire climate action.
(Client)
New Zero World
(Year)
2024
(Services)
Strategy | Research and Analysis | Editing
Culture-led
Climate insights
A chance to show what's possible when we put culture at the heart of climate change communications.
Concept
To reframe climate communication through the lens of popular culture — from campaigns and content to creative strategy. This global report and digital resource equips climate communicators with a bold, practical framework to move beyond awareness and into action, using emotional, personal, inspirational and cultural storytelling.
My Role
As strategic lead and principal author, I developed the conceptual foundation for Pop Culture: Bursting the Climate Communications Bubble, structured the messaging, led partner engagement, and curated contributions from experts in science, advertising, entertainment, and behaviour change. I oversaw the launch strategy and integration with broader New Zero World programming.
Key Actions & Highlights
Developed the EPIC framework (Emotional, Personal, Inspirational, Cultural) — a storytelling lens to guide creative strategy across disciplines.
Positioned pop culture as a powerful, underutilised driver of climate engagement — not trivial, but essential to shifting social norms.
Curated case studies and insights from leading voices including Dr Marcus Collins and Ad Net Zero.
Led the report launch at NYC Climate Week 2024 during Epic Science & Culture Day, hosted at Horizon Media — attended by leading behavioural scientists, branding experts, policy influencers, and creatives.
Helped connect silos between science, communication and cultural production — building shared language and narrative ambition.
Impact & Reception
Over 1,600 downloads and digital views in Q4 2024 alone
Used by brands, agencies, cultural institutions and civil society to develop more resonant and actionable messaging
Endorsed by global leaders in communications, including Ad Net Zero, UN Live, Condé Nast and the Museum for the United Nations
Now cited as a go-to resource for bridging the climate “say-do” gap — moving beyond facts to culturally driven persuasion
Why It Matters
Despite rising awareness, climate action continues to stall. This project reframed the problem as one of imagination, not just information. By bringing together behavioural science and cultural fluency, it empowers communicators to speak to hearts and identities — not just minds. It’s a shift from “telling the truth” to “telling stories that move.”
Read the report at climatecommunications.earth
Pop Culture
A pioneering guide to how we can tap into culture to inspire climate action.
(Client)
New Zero World
(Year)
2024
(Services)
Strategy | Research and Analysis | Editing
Culture-led
Climate insights
A chance to show what's possible when we put culture at the heart of climate change communications.
Concept
To reframe climate communication through the lens of popular culture — from campaigns and content to creative strategy. This global report and digital resource equips climate communicators with a bold, practical framework to move beyond awareness and into action, using emotional, personal, inspirational and cultural storytelling.
My Role
As strategic lead and principal author, I developed the conceptual foundation for Pop Culture: Bursting the Climate Communications Bubble, structured the messaging, led partner engagement, and curated contributions from experts in science, advertising, entertainment, and behaviour change. I oversaw the launch strategy and integration with broader New Zero World programming.
Key Actions & Highlights
Developed the EPIC framework (Emotional, Personal, Inspirational, Cultural) — a storytelling lens to guide creative strategy across disciplines.
Positioned pop culture as a powerful, underutilised driver of climate engagement — not trivial, but essential to shifting social norms.
Curated case studies and insights from leading voices including Dr Marcus Collins and Ad Net Zero.
Led the report launch at NYC Climate Week 2024 during Epic Science & Culture Day, hosted at Horizon Media — attended by leading behavioural scientists, branding experts, policy influencers, and creatives.
Helped connect silos between science, communication and cultural production — building shared language and narrative ambition.
Impact & Reception
Over 1,600 downloads and digital views in Q4 2024 alone
Used by brands, agencies, cultural institutions and civil society to develop more resonant and actionable messaging
Endorsed by global leaders in communications, including Ad Net Zero, UN Live, Condé Nast and the Museum for the United Nations
Now cited as a go-to resource for bridging the climate “say-do” gap — moving beyond facts to culturally driven persuasion
Why It Matters
Despite rising awareness, climate action continues to stall. This project reframed the problem as one of imagination, not just information. By bringing together behavioural science and cultural fluency, it empowers communicators to speak to hearts and identities — not just minds. It’s a shift from “telling the truth” to “telling stories that move.”
Read the report at climatecommunications.earth
Pop Culture
A pioneering guide to how we can tap into culture to inspire climate action.
(Client)
New Zero World
(Year)
2024
(Services)
Strategy | Research and Analysis | Editing
Culture-led
Climate insights
A chance to show what's possible when we put culture at the heart of climate change communications.
Concept
To reframe climate communication through the lens of popular culture — from campaigns and content to creative strategy. This global report and digital resource equips climate communicators with a bold, practical framework to move beyond awareness and into action, using emotional, personal, inspirational and cultural storytelling.
My Role
As strategic lead and principal author, I developed the conceptual foundation for Pop Culture: Bursting the Climate Communications Bubble, structured the messaging, led partner engagement, and curated contributions from experts in science, advertising, entertainment, and behaviour change. I oversaw the launch strategy and integration with broader New Zero World programming.
Key Actions & Highlights
Developed the EPIC framework (Emotional, Personal, Inspirational, Cultural) — a storytelling lens to guide creative strategy across disciplines.
Positioned pop culture as a powerful, underutilised driver of climate engagement — not trivial, but essential to shifting social norms.
Curated case studies and insights from leading voices including Dr Marcus Collins and Ad Net Zero.
Led the report launch at NYC Climate Week 2024 during Epic Science & Culture Day, hosted at Horizon Media — attended by leading behavioural scientists, branding experts, policy influencers, and creatives.
Helped connect silos between science, communication and cultural production — building shared language and narrative ambition.
Impact & Reception
Over 1,600 downloads and digital views in Q4 2024 alone
Used by brands, agencies, cultural institutions and civil society to develop more resonant and actionable messaging
Endorsed by global leaders in communications, including Ad Net Zero, UN Live, Condé Nast and the Museum for the United Nations
Now cited as a go-to resource for bridging the climate “say-do” gap — moving beyond facts to culturally driven persuasion
Why It Matters
Despite rising awareness, climate action continues to stall. This project reframed the problem as one of imagination, not just information. By bringing together behavioural science and cultural fluency, it empowers communicators to speak to hearts and identities — not just minds. It’s a shift from “telling the truth” to “telling stories that move.”
Read the report at climatecommunications.earth