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The guide outlines a framework for assessing current climate communication by questioning who is being reached, the values addressed in messaging, and the credibility of messengers. It further prompts teams to decide on future audience focus and the resulting implications for narratives, framings, and communication channels.

The guide outlines eight key recommendations for climate advocacy to ensure fairness is central to campaign design. It emphasizes the need to understand divergent perceptions of fairness between left- and right-leaning audiences, the importance of genuine public participation in policy design, and the use of trusted, diverse messengers to reach skeptical communities. The document suggests framing the energy transition as a tool to combat existing inequality in Britain and positioning UK leadership in net zero as a matter of national interest and pride, regardless of the actions of other nations like China or India.

The research identifies a broad public concern for climate change in the UK, though this is often decoupled from an understanding of 'net zero' as a specific policy solution. Using a values-based segmentation model, the study finds that while most Britons are open to 'doing their bit,' there is deep cynicism regarding political trust and the fair distribution of costs. Key findings highlight that fairness is experienced emotionally and varies by income level, with a strong consensus that the wealthy and big businesses should bear more of the financial burden. The report suggests framing net zero as an opportunity for financial wellbeing and energy independence to bridge political and social divides.

The guide argues that current imagery of the natural environment lacks social, ethnic, and geographic diversity, which creates barriers to inclusion. It proposes six principles to diversify visual narratives: using positive stories, avoiding tokenism, depicting diverse activities and landscapes (including urban areas), including real people, and diversifying the creators behind the camera. These changes are framed as essential for engaging a broader range of people with the climate crisis and biodiversity loss.

The document details an innovation partnership that tested four messaging frames—Protection, Intergenerational Togetherness, Inheritance, and Chances—to determine how the identity of being a parent can be leveraged to inspire climate action. Using YouGov surveys and A/B testing, the study found that while all messages were generally well-received, different narratives resonated with different demographic and ideological segments. For instance, parents of younger children preferred Protection and Inheritance frames, while right-leaning 'Loyal Nationals' responded well to Protection and Togetherness. The findings validate the hypothesis that focusing on parental identity can meaningfully connect individuals to climate action, provided the messaging accounts for intersecting values and identities.

The guide advocates for long-term commitment and deep engagement with Indigenous peoples over short-term, 'expeditivo' fieldwork to prevent exploitation and misrepresentation. It highlights the work of photographer Claudia Andujar with the Yanomami since 1971 and the documentation of the Standing Rock protests as examples of impactful, enduring storytelling that supports Indigenous rights and territorial defense.

The document emphasizes the need for communication professionals to prioritize the safety and dignity of Indigenous peoples, particularly in the Americas. It warns against 'parachute journalism' and the risks associated with public disclosure, advocating for constant consultation, respect for traditional authorities, and the avoidance of colonialist or discriminatory imagery.

The document argues against the exoticization and generalization of Indigenous peoples and their environments, specifically criticizing the 'white savior' narrative and the use of staged imagery. It emphasizes the need to represent the diversity of forests beyond the Amazon and to acknowledge the cultural and climatic adaptations of Indigenous communities in various settings, including urban and industrial areas. The guide advocates for narratives driven by the voices of Indigenous people themselves to protect their dignity and prevent the social segregation and land dispossession that result from harmful stereotypes.

The document introduces a guide of eight principles for Indigenous media presence, developed to counter the risks of simplification, sensationalism, and stereotypes in climate-related narratives. Based on research and consultations with Indigenous leaders, photographers, and NGOs across 10 countries in Meso and South America, the project aims to move beyond mere representation toward a lasting, positive, and impactful media presence that supports Indigenous self-determination and climate justice.

The document outlines the need for a shift from mere representation to a lasting and impactful 'Indigenous media presence' to avoid stereotypes and sensationalism. It introduces eight principles developed through research with Indigenous leaders, media agents, and NGOs across 10 countries in Central and South America, aiming to support Indigenous self-determination and sustainable climate solutions.

The document advises media outlets to move beyond generic 'locations' and instead focus on the material, sensory, and experiential details of specific Indigenous territories. It argues that focusing on daily life and community-defined meanings—rather than dramatic events or tourist-centric spectacles—prevents the perpetuation of colonial narratives and makes the environment feel familiar rather than exotic.

The document advises media to move away from generic terms like "local" and instead promote a "real sense of place" by focusing on specific Indigenous Territories and the daily lives of their communities. It suggests using material and sensory details—such as a single tree or riverbank—to create familiarity and intimacy, rather than focusing on spectacular sights that cater to tourist expectations. The text emphasizes that photography in these contexts should be viewed as a relational act requiring permission from the "owners of the forest" and the spirits, reflecting the deep cosmological meanings associated with the land.

The document advocates for a shift from 'hero-based' narratives to collective, consensual processes in photography and storytelling involving Indigenous Peoples. It emphasizes that the process of engagement must precede the final product, requiring transparency, mutual support, and the active participation of Indigenous communities in deciding how they are represented and which images are published.

This guide advocates for a shift in Indigenous photography from extractive practices to collaborative co-creation. It argues that the process of engagement must precede the final product, ensuring that Indigenous communities have agency over how they are depicted and that their rights to consent and privacy are respected, particularly in sensitive contexts like pandemics or territorial disputes.

The document advocates for a slow, immersive approach to content creation, emphasizing long-term engagement with indigenous communities over short-term gains. It highlights the importance of understanding local perspectives and natural cycles to accurately represent the role of ancient forests in preserving ancestral cultures and combating climate change. The text provides examples of long-term commitment, such as Claudia Andujar's work with the Yanomami since 1971 and Josué Rivas's coverage of the Standing Rock protests, to illustrate how deep immersion leads to more authentic and impactful storytelling.

The document outlines the necessity of prioritizing the safety and well-being of Indigenous peoples when producing media content. It warns against 'parachute journalism' and emphasizes the need for constant communication with communities to avoid exposing them to risks through photography, recordings, or public disclosures. The guide advocates for respecting traditional authorities, recognizing legal land titles (Territories), and avoiding colonialist imagery that perpetuates discrimination.

The guide argues that impactful visual narratives for the climate crisis require a depth of vision that integrates environmental, cultural, and spiritual perspectives. It advocates for imagery that moves beyond aesthetics to promote ecological preservation, territorial recovery, and indigenous rights, contrasting a sociocultural view of territory with an extractivist or economic-centric approach.

This guide argues against the exoticization and generalization of Indigenous peoples and forests, urging media practitioners to move beyond 'white savior' narratives and 'pure' stereotypes. It emphasizes the importance of reflecting cultural adaptations, recognizing Indigenous presence outside of forests (such as in cities), and centering the voices of Indigenous individuals to protect their dignity and support their self-determination.

The briefing emphasizes that reaching net zero ambitions and maintaining a 1.5°C world requires significant individual behavioral changes, which in turn require public buy-in and government-led structural support. It highlights that the UK lacks a centrally-led public engagement strategy despite commitments under the UN's Action for Climate Empowerment (ACE) protocol. The document recommends a strategy that is broad-based, utilizes trusted and diverse spokespeople, emphasizes two-way communication over top-down messaging, and focuses on internalizing reasons for change rather than relying on behavioral 'nudges'. It suggests the UK use COP26 to lead internationally on public engagement and invigorate the ACE protocol, noting that few nations, such as Italy, Costa Rica, and Scotland, currently have considered public engagement policies.

The document is a summary guide for UK campaigners focused on communicating about COP26 to increase public awareness. It argues that such awareness is necessary to motivate politicians toward ambitious decision-making and to encourage wider public engagement in reducing greenhouse gas emissions.