Communicating Complex Eco Issues in the TikTok Era

21 Sep

Thursday 21 September 2023 10:00 - 11:30

Learn how to mobilise audiences and encourage action using content, PR and social media at Media Trust’s free virtual masterclass.

Struggling to simplify complex environmental messaging without sacrificing depth and accuracy? Avoiding climate jargon while inspiring action can be challenging.

Join our free virtual masterclass for UK environmental charities, led by 33Seconds, creators of Earthtopia, one of TikTok’s largest eco-communities. You’ll learn how to engage and mobilise your audience through compelling content and effective PR and social media strategies.

Climate change is a sector-wide issue and affects us all. Whether you work for an environmental charity or project or you’re simply passionate about climate change and want to learn more, join this masterclass to gain insights, tactics and practical guidance.

The expert team from 33Seconds including James Poletti (Head of Strategy), Jack Ferris (Head of Sustainability PR) and Rob Greenfield (Head of Earthtopia) will talk you through 33 Seconds’ strategy of mastering the art of communicating complex eco issues and transforming audiences into an active eco-community.

They will also be sharing insights from their research ‘A Window on Net Zero Culture’ presenting findings on audiences, climate crisis & sustainability.

In this masterclass you will hear 33Seconds approach to:

  • Communicating complex eco issues
  • Creating one of the largest eco-communities on TikTok
  • Crafting creative and compelling content for social media (specifically on TikTok)
  • Practical advice for small environmental organisations looking to effectively communicate with/ to their audience.
  • PR & the role of traditional media in the TikTok era.


Beginner/Intermediate: this masterclass is designed for charity professionals who have communications as part of their job role or responsibility for the day-to-day management of their charity’s digital communications or website.

Our speakers:

Rob Greenfield is an award winning eco content creator and Account Director at 33Seconds. He heads up Earthtopia, one of TikTok’s biggest eco communities which shines a light on the actions, organisations and businesses that are protecting & restoring the planet. He’s co-author of ‘100 Ways to Save the Planet’ (published 2024 by Penguin Random House) and has spent the past 7 years working on environmental & fundraising campaigns with the likes of Greenpeace, WWF, Macmillan Cancer Support and Sky.

33Seconds is a Creative Communications Agency based in central London. They have their fingers on the pulse of emerging technology, popular culture & climate impact, helping companies navigate a world in constant transformation. Their climate work under 33_Zero, supports any business looking to thrive in a Net Zero culture. They own and run one of the largest eco-communities on TikTok, Earthtopia, and manage an environmentally-focused influencer network, The Eco Collective.

Earthtopia is one of the largest eco-communities on TikTok, bigger than Greenpeace, WWF & Extinction Rebellion. Earthtopia is a trusted voice on TikTok sharing engaging content around the climate crisis in a compelling, clear and creative way. They have partnered with organisations including the UN, The Earthshot Prize, WWF, COP & Youth COP.

This masterclass is part of the Weston Communicating Climate Programme, which supports UK environmental and climate charities to enhance the reach, power and impact of their communications.

The programme was initiated and funded by the Garfield Weston Foundation alongside additional funding and strategic support from MG OMD.

To find out more about the Weston Communicating Climate Programme, please email Valerie Leisten (Programme Manager) at

Book your place

To secure your place on this course, register today via our Eventbrite page.


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