How charities can create climate messaging that cuts through the noise

We know that great climate messaging can help shift people from concern to collective action. But what does great climate messaging look like, and can it be replicated by charities with minimal resources?  

This guide brings together key insights from Heard’s Climate Communications for COP30 and beyond festival session, exploring their work as a leading charity working with people and the media to create stories that change hearts and minds. Drawing on research and real-world media experience, it focuses on how strategic climate narratives can cut through the noise, helping people see themselves as part of bigger and better solutions. 

What is climate messaging?

Climate messaging is about more than sharing facts or data. It’s the way we talk about climate change: the stories we tell, the language we use, and the frames we choose to help people make sense of a complex issue.  

Done well, climate messaging helps people feel informed, hopeful and connected to solutions. But when it misses the mark, it can feel overwhelming, distant or disempowering. For charities, strong climate messaging is a powerful tool for building trust, deepening engagement and motivating collective action. 

Climate messaging shows up everywhere in a charity’s work. It can be: 

• The way you frame a social post about clean air
• How you talk about energy bills in a newsletter
• The story you tell in a funding application about protecting local green spaces
• The language you use on your website to explain why climate action matters 

It’s choosing to talk about warmer homes, healthier communities and thriving nature, rather than abstract targets or technical terms. Small choices in words, images and framing can make climate change feel either distant and complex; or relevant, human and actionable. 

Making the truth stick

When it comes to climate comms, often our instinct as charities is to correct misinformation head-on. But Heard’s research shows this can sometimes be counterproductive, reinforcing the myth rather than shifting understanding. Instead, effective climate messaging leads with what’s true, makes information easy to process, and uses vivid, human stories that stay with people. 

Crucially, 84% of adults in the UK already believe climate action is needed. The challenge isn’t convincing people to care, it’s helping them understand what change looks like, why it matters to them, and how they fit into it. Translating complex, systemic change into everyday language keeps audiences engaged and motivated, rather than stuck in a place of overwhelm. 

Heard’s six framing principles

During the session, Heard shared their evidence-based six framing principles that charities can use to strengthen climate messaging, even with limited resources: 

1. Make it doable: Show that change is possible
2. Focus on the big things and how we can change them
3. Normalise action and change: Highlight what people are already doing
4. Connect the planet’s health with our own health
5. Emphasise responsibility to young people and future generations
6. Keep it down to earth: Avoid jargon and inaccessible language 

Used consistently, these principles can help climate messaging feel grounded, hopeful and actionable, rather than abstract or deflating. 

Putting the principles into practice

Wondering how to put these principles into practice? Here’s some practical examples to help bring them to life in your charity’s comms. 

Normalising action and change

People are influenced by what they think others are doing. Sharing stories of collective action, local projects and visible progress helps build momentum and confidence. Many people underestimate how willing others are to act on climate, and you can show first-hand what participation looks like and how it’s impact can be powerful. 

Evoke responsibility

Climate stories resonate most when they centre people, not just science. Framing messages around families, communities and future generations brings humanity into even the most complex policy conversations. These everyday lives of people are often at the heart of a charity’s work. For example, if your charity helps families reduce energy bills, your messaging could share the story of a local household staying warm and healthy while cutting carbon. Here, you’re showing both the human impact and the climate benefit. 

Keep it down to earth

Jargon really can distance your supporters (we talk about this more in our Why writing in plain English matters for charities article). Translating terms like ‘just transition’ or ‘climate justice’ into plain language helps audiences understand what change looks like in practice, and how and why it can matter to them. 

Just transition could be paired with: Helping workers move from fossil fuel jobs to green energy jobs without losing pay or security. 

Climate justice could be paired with: Making sure communities most affected by climate change get the support they need. 

Key takeaways for charities

• Show progress, not perfection: ‘We’re on our way’ is more motivating than focusing on what’s left to do, especially when the remaining change feels overwhelming.
• Connect to shared values: Talk about care, community and everyday wellbeing in relation to the environment.
• Balance urgency with hope: People act when they believe change is possible. If they feel it’s too late, they aren’t likely to act.
• Test, learn and adapt: Consider what resonates beyond the climate sector ‘bubble’, and adapt messaging accordingly.
• Lead with the vision, not just the problem: Use real, relatable images and stories to show the future we’re working towards. The Climate Visuals library is a great free resource for accurate and motivating imagery. 

By beginning to apply these principles, charities can tell climate stories and craft powerful messages that don’t just inform but inspire; helping more people feel hopeful, included and ready to act.