Audience: Frontline Communities

Get back to basics in climate communications with simple messages, plain (but vivid) language, and relatable benefits. These are among the key takeaways from the 600 million digital ads and two years of testing by Potential Energy, a nonprofit coalition of creative, analytic, and media agencies that brings a marketing philosophy of “People First” communication to climate. This webinar covered frameworks and language that most increase climate change understanding, messaging “ways in” that increase worry and demand for government action, terminology and concepts to avoid, and key audience segments most open to new messages.
The creative content from their Science Moms and The Great American Build campaigns is available for others to amplify online.             

This interactive webinar covered the process of how this collaboration between environmental justice and labor forces was facilitated, how they built a shared vision around resilience, a rundown of the report’s key findings, and a guided activity for how to apply the report’s insights to participants’ local communities and organizing work.

The concept of a “just transition” has permeated mainstream discourse, yet those who will likely be most impacted by the energy transition – frontline workers and their communities – have mostly been excluded from the conversation. This report, derived from over 100 listening sessions and interviews with workers and frontline community members, encourages policymakers to:

Go Big: Be guided by a just transition vision that is ambitious and comprehensive in order to address the scope of impacts for affected communities and industries. Job creation, labor standards, and workers’ rights must be included.
Go Wide: Impacts from economic transitions can be felt in a number of ways, from financial to social to psychological. Policymakers should engage with existing social infrastructure such as labor unions, frontline community groups, and Indigenous nations to make sure support is readily available.
Go Far: While the climate crisis is urgent, just transition plans must not be fixated on the short-term. Instead, policymakers should include long-term commitments to workers and their communities as part of their vision and take into account differences in generational needs between older, established workers and those just entering the workforce.

In addition, the report addresses how labor and advocacy organizations need to develop authentic, trusting relationships with each other to build political and policy alignment around just transition goals. One way to start is to establish and expand internal committees and capacities to understand each other’s issues and perspectives.

Investing in community-based groups and networks is necessary to build resilience for good emergency response. This report studied different community responses to COVID-19 to help us imagine better responses to climate disaster impacts. During the COVID-19 pandemic, established community organizations, newly formed grassroots efforts, government, and funders all came together in various configurations, based on preexisting relationships and networks. Racism and other systems of oppression were the primary drivers behind COVID inequities. The people interviewed for this report agreed that our cities and our state governments were unprepared for COVID and that we are similarly unprepared for climate change emergencies. What is specifically needed to be better prepared for responses to climate crisis emergencies is investment in the capacity of the organizations themselves, including people (most importantly), back-of-house infrastructure, and technology. Building resilience must be people focused, intersectional, institutional, and rooted in anti-racist/anti-oppressive ideology and practice.

Studies have shown that low-income communities and communities of color are subject to poor health outcomes and loss of life because of exposure to toxins and the negative impacts of climate change. Thus, it is important to develop open and inclusive solar policymaking that addresses past, current, and future impacts of pollution on BIPOC and other frontline communities. Equitable solar policy must incorporate transparency, ownership, accountability, and lead communities to a more resilient and just future.