The film industry should be telling more inspiring stories about the solutions to climate change. Jodie Bond, Head of Creative at the Local Storytelling Exchange, explains why.
In the battle against climate change, it’s easy to be intimidated by the scale of the challenges ahead. With headlines dominated by grim statistics and dire warnings, it’s no wonder that many people feel overwhelmed or even hopeless about the future of our planet.
Positive storytelling plays a key role in tackling climate change. It’s not about ignoring the severity of the crisis, instead it’s about highlighting solutions, showcasing innovative ideas and inspiring collective action. When people hear stories of successful climate initiatives or witness tangible progress being made, it can instil a sense of hope and possibility. And hope is a powerful catalyst for change.
Positive messaging is a more effective tool for gaining support for climate policies than fear-based narratives. While fear may initially prompt a reaction, it can lead to feelings of helplessness and inaction. On the other hand, hope energises and empowers individuals, encouraging them to become part of the solution.
The film and television industry has a unique opportunity to amplify positive climate stories and reach new audiences. Documentaries like those featuring David Attenborough tend to appeal to audiences already interested in climate change, and while they play a crucial role in raising awareness about the issue, they don’t often showcase everyday solutions that could play a crucial part in galvanising collective action.





By integrating climate themes into mainstream entertainment, such as soap operas, sitcoms, or dramas, storytellers can reach a larger and more diverse audience. Imagine characters living in retrofitted houses, discussing the benefits of renewable energy, or engaging in sustainable shopping habits. These stories can resonate with viewers who may not have engaged with traditional environmental messaging and help to normalise sustainable behaviours.
In the UK, it is becoming common practice for the film industry to do this. At COP 26 in November 2021, twelve of the UK’s largest media organisations, including the BBC, BBC Studios and UKTV, signed The Climate Content Pledge. In the pledge, they recognised the industry’s responsibility to support audiences’ understanding of climate change and inspire greener choices.
Initiatives like BAFTA Albert also promote environmentally friendly filmmaking techniques, not only helping reduce the carbon footprint of productions, but also providing training and guidelines for production companies around how to incorporate the issue into their storytelling.
We don’t often see stories of progress in the news or hear about sustainable ways of living and working from people like our friends, family, or colleagues. For collective change to happen at scale, we need to be inspired by everyday people who are shaping and driving a greener future.
The Local Storytelling Exchange is an initiative funded by the European Climate Foundation. Through our work, we find these stories and shine a spotlight on them, sharing them widely with the media. From cycling doctors and eco churches to the miner’s son running the world’s largest offshore wind farm, our diverse and powerful stories highlight the people making positive changes in their communities to show what the green transition really looks like.
With our palette of over 300 stories, we can paint a picture of the positive action happening across the UK, a picture that is often missing from climate news stories. We want to share this with filmmakers so they can weave this into their storytelling and play a part in amplifying and normalising collective action against climate change.
Through the power of storytelling in film we can tell these stories to inspire hope, drive action, and catalyse change on a global scale. There is no one big solution to the climate crisis, no silver bullet. The way to a brighter future lies instead in collective action and thousands of different innovations across sectors such as energy, transport, housing and food. If we’re to make the green transition happen, we must all become better at communicating what this looks like.
If you would like to learn more about the work of the Local Storytelling Exchange, please contact Jodie on Jodie.bond@localstoryexchange.org