Weston Communicating Climate Programme

A six-month programme for environmental and climate charities looking to extend the reach, power, and impact of their communications on climate change.

Media Trust’s Weston Communicating Climate Programme supports UK environmental and climate charities to extend the reach, power and impact of their communications. The programme gives charities free access to expert-led training, networking opportunities, resources and one-to-one sessions with media industry professionals to empower them to influence climate media discourse, policy and behavioural change.

The programme was initiated and funded by the Garfield Weston Foundation in 2021 and supported 30 charities. In 2022, the programme continues to be funded by the Garfield Weston Foundation alongside additional funding and strategic support from MG OMD.

With guidance from an Advisory Group comprising leading media organisations, environmental charities and climate communication experts including On Road Media and Climate Outreach, the programme will:

  • Equip charities working on climate issues with strategic communications skills required to engage and inspire their audiences
  • Bring civil society and media professionals together to support charities to apply industry insights to strengthen their media, marketing and communications
  • Create spaces for environmental and climate charities to connect, collaborate and work together to achieve greater change
  • Deliver masterclasses and guides to support the wider environmental sector to find solutions to their most pressing communication challenges

Our vision is for effective environmental and climate organisations to have great skill and capacity for impactful communications so they can reach new and wider audiences and accelerate change. This programme helps achieve that.

Philippa Charles, Director, Garfield Weston Foundation

Impact so far

At the end of the 2021 programme:

  • 100% of participants rated the programme as ‘very good’ or ‘good’.
  • 100% of participants found the quality and relevance of the content to be ‘very good’ or ‘good’.
  • 97% of participants said they expect to reach wider audiences.
  • 92% said their organisation now collaborates with other environmental organisations.
  • 77% agreed that they know how to use communications to amplify the voices of underrepresented communities, compared to 10% at the start.

The programme increased participants’ abilities, knowledge, and confidence across a range of communications areas, including framing, audience segmentation, social media, filmmaking and more.

The programmes we run at the Garden have been impacted by more regular and targeted posting. Most of them now have waiting lists.

Karen Dobson, CEO, Scotswood Garden (Participant of Weston Communicating Climate 2021)

Credit: Cameron Mackay Productions

The climate framing workshop completely changed the way I communicate about climate change.

Carys Evans, Communications and Campaigns Officer, Wildlife Trusts Wales (Participant of Weston Communicating Climate 2021)

Programme overview

The programme takes place between March and September 2022. It is delivered entirely online, and is open to registered environmental and climate charities across all parts of the UK.

The core programme is designed to be flexible to the needs of participants, but will offer structured activities including:

  1. Five workshops led by communication experts on topics including: framing climate change, talking to different audiences, and using social media strategically.
  2. Framing clinics with climate communication experts at On Road Media for charities to test their messaging and receive feedback.
  3. 1-2-1 consultations with industry experts at MG OMD to design a campaign or communications solution for the charities to implement and test in 2022.
  4. Monthly peer networking sessions to connect charities on the programme and provide spaces for learning and collaboration.

Alongside the core programme, Media Trust will also deliver masterclasses and guides to support the wider sector to find solutions to their most pressing communication challenges.

Eligibility

Essential criteria

To apply to this programme, your organisation must meet all of the essential criteria.

  • Is a registered charity or; a Charitable Incorporated Organisation (CIO); or an exempt charity 
  • Is based in the UK 
  • Conducts work in the UK 
  • Is focused on climate and/or environmental issues. This includes organisations which work on the intersection between climate and other related issues, such as work which aims to mitigate the social impacts of climate change, or that engages voices not often heard in the climate dialogue
  • Has an annual turnover of under £5 million for the last financial year 
  • There is a member of staff or a volunteer responsible for communications (even if this is not their full-time role) 
  • The intended participant can commit to a minimum of 15 hours per month between March – September 2022 to attend sessions and complete pre-work and homework. Your organisation may send a different volunteer or member of staff to a session if the named person cannot attend 
  • You have agreement and support from senior leadership of your organisation to be fully involved in the programme
  • Your organisation is able to supply:
    a) Two years of financial accounts
    b) A profit and loss or cashflow forecast for the next 12 months, demonstrating financial stability

Desirable criteria

Although you do not have to meet all the below to be able to apply, we are particularly interested in organisations which can demonstrate the following: 

  • Have strong evidence of success in their field e.g., through case studies, public feedback or other recognition 
  • Already have some communications systems in place and can describe how the programme will help them make progress in this area. 
  • Face barriers to strategic communications that the programme could help address (e.g., lack of funding, staffing, digital literacy). 
  • Undertake work done to support greater access to environmental projects for marginalised groups, if applicable. 

Please note that the final shortlist will consider where organisations are delivering work in the UK, their size and their environmental focus to ensure we have a cohort that is representative of the wider sector.  

Applications are now closed.

Charities selected and notified: By 10 March 2022

Get in touch

If you have any questions about the programme, please contact our Project Manager, Ceri at [email protected]

Funded by:

 

        

 

 

Our Corporate Partners

We enjoy outstanding support from the media industry. Our partners include: