The We Make the Future Messaging Guide is for campaigners, researchers, and all people who want to persuade others to take action to confront the challenges of a changing climate. The guide is based on rigorous research into perception and persuasion, and provide specific recommendations to engage base constituencies and persuade the middle (or people who haven't spent a lot of time thinking about specific solutions). The core of this work is the Race Class Narrative, an approach that weaves together economic empowerment, racial justice, climate justice, and gender equity, using language proven to work to mobilize and persuade people to take action.
This is a how-to guide. It provides guidance on:
- What to say and, crucially, what not to say
- How to weave together the rights words and the right narrative
- How to link related issues such as racial justice and climate justice within all your communications and calls-to-action
- Specific ways to use these messages on email, social media, and via text message