To succeed in changing the narrative around climate change, the UN would need to mobilize a diverse advocacy base across governments, business, religious leaders, scientists and, of course, consumers, whose opinions on the subject vary widely by geography, generation, CO2 usage, political affiliation and more. Beginning in 2013, the IPCC’s latest global assessment report on the topic spurred the United Nations Foundation into action to maximize impact among global leaders and change the narrative ahead of the UN Climate Change Conference in Paris (COP 21).

Confusion increases polarization. Take the U.S., where half of people ages 18 to 49 believe scientists agree that earth is warming because of human activity, but only 31 percent of those over 65 do.* (The IPCC’s report shows a clear correlation between warming and humans.) To tackle confusion, we aimed to leverage scientifically based messaging and deliver the facts in the most authoritative, clear, accessible and locally relevant way.​