Technical note: We experienced a few hardware issues while recording this episode, which is why it doesn't sound as crisp or polished as our usual work. Do not adjust your headphones.
Australians are deeply concerned about climate change. They’re also ready to take action to address it. But does that commitment extend to caring about climate justice?
A lesser-known aspect of the climate debate, climate justice is all about ensuring that those who’ve contributed the least to the problem – developing countries and disadvantaged people everywhere – aren’t lumped with the most extreme impacts of climate change.
The good folks over at Oxfam Australia have gone all-in on the fight for climate justice. But they’ve also run into a problem: Most of their supporters view Oxfam as an international aid organisation, not an environmental agency. Oxfam realised they needed a story to draw a link between climate justice and caring for the disadvantaged. But they didn’t know how to tell it.
Enter Fireside Agency: a comms agency for those doing good in the world (and, as it happens, publisher of StoryCraft).
On this week’s episode, we look at a recent project that Fireside undertook to craft Oxfam a narrative – one that would make people care about climate justice. We sit down with Oxfam’s Nina Crawley, who asked Fireside to develop a story that inspired people to take action. And we hear from Penny Burke, of Whereto Research, who shares some hard-earned insights about behaviour change campaigns.
Looking for more on the art, craft and science of storytelling? Check out our sister website The Story – a free resource for anyone interested in honing their storytelling skills.