We live at the horizon between the world our stories helped create and the world they must now reimagine.
Climate change is the unfolding story of our past, present, and future. The stories we tell in this moment can help add context for how we got here, what we can do about it, and where we imagine going. By adding climate context, media becomes both a mirror and a map, reflecting who we are while charting who we might become.
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OUR THEORY
OF HANGe
The ChallengeS >
The Climate Conversation Has Stalled
Climate news coverage has dropped steadily since 2022—even as wildfires, floods, and heat waves break records. People are tuning out, exhausted by years of alarming headlines that left feelings of overwhelm and powerlessness. Traditional media is pulling back on climate reporting, when it's MORE communication that we need. So friends, it's on us—writers, filmmakers, showrunners, game developers, musicians, and creators of all kinds—to pick up the storytelling & public engagement baton.
The ChallengeS >>
Media’s Portrayal of Climate Needs To Level Up
The media landscape is saturated with climate misinformation and false dichotomies like "progress vs sacrifice" and "hope vs doom." Fossil fuel industries have funded disinformation campaigns for decades. We need a counter strategy that's visionary, multidisciplinary, and rooted in collective thinking.
The ChallengeS >>>
Existing Knowledge is Underutilized and Siloed
There are tons of resources and strategies ready to deploy for public engagement. What we need is the implementation infrastructure that lets people get those learnings on their feet, reflect on what works and what doesn't, and incubate new approaches. But funding often flows to strategy development and research, not to the ongoing work of helping people apply existing knowledge or connect with experts who can advise trendsetters in real time.
THE OPPORTUNITY
Entertainment media already cracks the code on reaching 6 billion people for an average of 4 hours each day, making us care enough to make extravagant commitments like:
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Grown men painting their bodies for their favorite sports team
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Pokémon GO getting more people outside in one summer than most fitness apps ever
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Collectively watching 18 billion minutes of Love Island USA and debating characters' choices with the intensity of foreign policy experts
The same goal that drives media creators—to engage large, diverse audiences and keep their attention—is exactly what climate needs, 63% of adult Americans are worried about global warming, yet only 28% hear about global warming in the media weekly.
We need a narrative wave across the media ecosystem to close that gap.
Our approach
Building relationships as strategic infrastructure
Our convenings are the foundation that moves us from individual efforts toward collective capacity, from scarcity-based competition toward abundance-based collaboration.
Scaling out, not up
We're not here to build our own vision—we're here to expand the whole ecosystem and grow momentum with as many people as possible.
Centering collaboration and partnership
Climate change is the most intersectional, interconnected, global collective issue. Shifting global beliefs and patterns is a collective effort that cannot be achieved by just one organization or sector. We focus our resources on supporting as many projects, organizations, and communities as possible.
We want new people in the conversation, every time
If we’re going to scale the community participating in this work, we need new onramps for people who haven’t engaged in the climate conversation.
A cross-disciplinary storytelling community that meets people wherever they're watching, playing, streaming, and paying attention. Climate agency spreads from trusted messengers, beloved characters, and fresh voices that cut through the noise.
TOGETHER WE CREATE