The Toolkit

Introduction

This toolkit takes you through four phases for developing climate narratives that connect to what your audience already values and move them to act.

Probing

Map the current situation. Identify who holds power, which narratives shape the status quo, who should be your audience and what matters to them.

Start with Probing

Reimagining

Define futures your audience can see themselves in and want to move toward.

Go to Reimagining

Crafting

Turn those futures into clear narratives that show how change happens.

Go to Crafting

Catalyzing

Turn those narratives into participation, action, and momentum.

Go to Catalyzing

Where to start

  • Are you starting a campaign or strategy and need to understand who matters and what is shaping the issue? Begin with Probing.
  • Do you understand the current situation and want to define a future your audience can see themselves in? Start at Reimagining.
  • Do you have a clear direction but need to turn it into a narrative others can understand and repeat? Go to Crafting.
  • Have you crafted a narrative and are working on how to reach your audience and test what works? Focus on Catalyzing.

Tool navigator

Find the tools that will help you build narratives people recognize, act on, and believe.

PHASETOOLDo I recognize myself?Do I see my role?Do I believe the change?
ProbingMovers & Shakers ✓✓
 Finding Your Leverage ✓ 
 Dominant Narratives✓  
 Values Compass✓  
ReimaginingReframing✓  
 Future Storyworlds ✓ 
 Bridging the Future ✓✓
 Signals of Change  ✓
CraftingHearts & Minds✓  
 Values Shift✓  
 New Climate Narratives✓✓✓
 Storyspine✓ ✓
CatalyzingMessenger Mapping✓  
 Audience Storyboard✓✓✓
 Unlikely Allies ✓ 
 Experiment Design  ✓