Three dos and a don’t for communicators

The document outlines four core communication principles—normalising support, framing action as ambitious rather than radical, highlighting global efforts, and avoiding the normalisation of opposition—while providing specific messaging strategies for Progressive Activists, the Incrementalist Left, Established Liberals, and Traditional Conservatives in the UK.

• Communicators should employ four primary strategic approaches: normalising support for climate leadership across diverse demographics, framing actions as 'ambitious' rather than 'radical' and rooted in local needs, connecting national efforts to global actions to share responsibility, and avoiding the assumption that competing concerns like the cost of living reduce the desire for climate leadership.
• Messaging for Progressive Activists should focus on how governments can increase their efforts and highlight existing national and global progress, as this group often struggles to believe that sufficient action is being taken.
• For the Incrementalist Left, who prefer improving the status quo over radical change, communicators should celebrate community-led leadership and demonstrate how national leaders can emulate these local actions.
• Engagement with Established Liberals should emphasise Britain's role as a global leader, highlight innovative domestic successes, and frame ambitious action as a source of stability and local benefit.
• To reach Traditional Conservatives, who may associate climate leadership with a loss of freedom, messaging should frame climate action as a means of safeguarding the British way of life, protecting farming livelihoods, and prioritising British people and industries.

APA

Climate Outreach (2025). Three dos and a don’t for communicators. https://climateoutreach.org/btc/2025/toolkit/political-leadership/

Chicago

Climate Outreach. Three dos and a don’t for communicators. 2025. https://climateoutreach.org/btc/2025/toolkit/political-leadership/.

Wikipedia

{{cite report |author=Climate Outreach |title=Three dos and a don’t for communicators |date=21 August 2025 |url=https://climateoutreach.org/btc/2025/toolkit/political-leadership/ |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{climateoutreach2025three, author = {{Climate Outreach}}, title = {{Three dos and a don’t for communicators}}, institution = {Climate Outreach}, year = {2025}, month = aug, url = {https://climateoutreach.org/btc/2025/toolkit/political-leadership/}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }