Terra Calling will base its approach around

Research, data collection and analysis

First, we will conduct extensive research; thousands of message tests in order to uncover people’s values, priorities, and identities. We want to understand what motivates people when it comes to climate change. We will use service of the best analytics, research and inside agencies, as well as the latest AI engines to collect and test data

Creative and scientific content creation

One of the main points of differentiation of Terra Calling will be the organization’s ability to engage with the best talent in creative industry as well as experts from green tech and academia, in order to craft narratives and reframe messages according to the data collected. The goal is to make campaigns that are personal, engaging but also informative and educational. Campaigns that will engage both sides of the brain, right side (emotional) and left side (rational). In addition, we will collaborate with world class production and media expert agencies in making sure that the content created is well received by specific segment at the specific market.

Evaluation and optimization

Through data evaluation we will learn what is working, and more importantly what is not working. We will use several key methods, such as audience engagement metrics, polling and surveys. With support of AI engines, we will conduct digital testing across the platforms and get real time feedback and repeat the content that works within the optimization cycle.

We will use control groups as a baseline for measuring the effectiveness of different messaging strategies. By exposing control groups to various ad campaigns, the coalition can analyze how specific messages influence attitudes toward climate change compared to those not exposed to the ads. This approach helps identify which messages resonate most effectively with target demographics, such as suburban women or working class.

Finally, we will share the results and new learning on what works and what doesn’t works with other climate communicators, in order to speed up the energy transition as much as possible. We will partner and collaborate with numerous marketing and media firms in order to shift public narratives on climate issues, leveraging data-driven strategies to enhance engagement and support for climate action.

In addition to taking active role in reframing climate communication, Terra Calling will actively:

Combat misinformation about climate change and promotes climate action
Advocate for climate policies and investments
Pressure government action on climate change
Promote renewable energy development
Promote climate justice and sustainable development
Engage in 3rd party’s campaigns
Emphasize importance of youth engagement in climate action as they are the ones to inherit the world, one way or the other