Climate campaign messaging that centers love may be an essential way to build political will. In the United Kingdom, The Climate Coalition has pushed its “Show the Love” campaign (for 8 years now) to engage the British public about the impacts of climate change by messaging a positive narrative of shared values and identity, and the common experience of love, tenderness and care. The Show the Love theme emerged from a process of audience testing and consultation led by Climate Outreach in early 2014. The Show the Love campaign has produced many materials and videos over the years including films, cartoons, animated films and homemade knitted heart, and many celebrities have been involved. In the campaign’s original 2014 video, people talk about their love for fishing, summer, chocolate, football and even driving a taxi around London. The Climate Coalition found in 2018 that stories around that year’s campaign had a media reach of over 526 million people, and 70,000 people including 80 members of parliament wore and shared green hearts.