Wrote a Brand Narrative for Climate Without Borders
Together with Koen Thewissen, I’ve helped Climate Without Borders create a brand narrative that is clear and impactful.
Climate Without Borders is an organization founded by Belgian weather presenter Jill Peeters. Their aim is to educate, motivate and activate weather presenters to use their reach and influence to save people's lives from the changing weather.
We’ve helped Climate Without Borders create a narrative that makes their mission and solutions very clear (educate, motivate, activate). But most of all we’ve reframed the narrative from a more abstract and factual narrative to a personal and tangible one.
Core in this strategy was the reframing of ‘fight climate change’ to ‘change the weather’. People have little to no idea what ‘climate’ actually is. They don’t feel it, they don’t see it. ‘The weather' on the other hand, they experience and see every single day, it is a topic they all talk about. When we now talk about ‘extreme weather’, people can relate. When we talk about our ambition to ‘change the weather’, people know it will impact their personal world.
Core in the narrative and further communications of Climate Without Borders is establishing trust and personal liking (personal story of weather presenter as venture point), making extreme weather tangible and personal, pointing to the mission ‘change the weather’, and daring to pick a fight with enemies who are making the weather worse.