The #ClimateOptimist Campaign was born from a deep conviction that climate fatalism is fatal. Futerra and The Climate Group, two of the world’s leading advocacy organisations for climate action, have joined forces to interrupt the dominant, doom climate narrative.

Pubic attitude research commissioned for the campaign proved why this is more important than ever. The first survey of its kind, conducted in 26 countries by Ipsos, revealed a secret crisis in how we feel about climate change. While only 4% of people worldwide deny climate change is happening, a staggering 14% believe it’s now inevitable and unavoidable. And the demographic with the least hope we can solve climate change? The young. 22% of people aged under 35 years old believe it is now too late to stop climate change.

With that level of defeatism, we are in danger of inevitable defeat.

How is the #ClimateOptimist Campaign disrupting this trend?  The survey also revealed that 61% of people worldwide hear much more about the negative impacts of climate change than they do about progress on reducing it.

So, Climate Optimism are shining a light on solutions with powerful proof-points that have generated over 30 million impressions on twitter. The examples-laden campaign film has 56,000 views and rising.

The campaign was launched at Climate Week NYC in September 2017, after a mere eight-week whirlwind development and a shoestring budget. Messages were shared by Ellie Goulding, The Leonardo DiCaprio Foundation, brands such as H&M, and Instagram influencers. Current sponsors include Mars, DivestInvest, Ashden, VF Corp and Interface.

Futerra is a change agency. We join the magic of creative and the logic of strategy to make sustainability happen.