TO THE END

A lot of people ask us, “What are you doing to reach the climate deniers?” But years of communications research show that that’s the wrong question, and the wrong use of precious time. Our main goal with To the End is to get people who care about the climate crisis to become active supporters of the movements for major change (see above!), because the most efficient path to change is to convince passive allies to become active. Here’s a great article that lays out why this is the case and how it works. As the author Dr. Laalitha Surapanemi puts it, “We are past the time for convincing. It’s time to act.”

Also check out research from the Yale Program on Climate Change Communications that shows that people who believe climate change is a threat and want to do something about it vastly outnumber those who dismiss or deny the risks.

If you’re a member of the media or a storyteller, you have a huge opportunity and responsibility to connect the dots and shift narratives around the climate crisis. Check out the Climate Storytelling Playbook for screenwriters for ideas on how to integrate climate change into the narratives that shape our cultural conversations.