How to use Entertainment To Drive Climate Action
Lessons from “Don’t Look Up” and “Renovate or Rebuild“
As communicators and marketers for Associations, Not-for-Profits, Charities, and NGOs, we understand the power of storytelling to inspire action. But what if the right combination of entertainment and messaging could nearly triple your audience’s likelihood to act on climate change?
That’s exactly what a study by Rare found in their analysis of the film Don’t Look Up, a satirical take on humanity’s inability to address climate change. Rare’s research shows that when paired with targeted marketing messages, entertainment can dramatically shift audience attitudes and increase the likelihood of taking real-world action.
The Power of Film with a Purpose
Released in 2021, Don’t Look Up used humor, drama, and a star-studded cast to address climate inaction.
While the film itself had a significant impact, Rare found that coupling it with a short climate-focused marketing video featuring Leonardo DiCaprio made viewers even more likely to act.
In fact, viewers who watched both the film and the marketing video were:
- 2.3 times more concerned about the threat of climate change.
- 2.7 times more likely to take action to address climate change.
- Half as likely to support political candidates who oppose climate policies.
These findings show the importance of pairing stories with clear, purpose-driven messaging. It’s not just the entertainment that gets people thinking—it’s the surrounding marketing that helps turn awareness into action.
Aligning with Blue Tribe Media’s Work
At Blue Tribe Media, we’ve seen similar success with our TV show Renovate or Rebuild, which we created in collaboration with CSIRO. The show focuses on the benefits of energy-efficient home renovations. Before the show aired, only 23% of non-viewers expressed interest in energy-efficient homes. However, after airing to more than 8 million viewers, that interest jumped to 39%.
This aligns perfectly with Rare’s findings—engaging content that connects with people’s values, followed by the right messaging, can shift behaviors.
Why This Matters for Associations, Not-for-Profits, Charities, and NGOs
The key takeaway here is that storytelling alone isn’t enough. Your organization’s TV shows, films, or digital campaigns should be paired with strategic marketing that motivates people to act.
Rare’s research makes a compelling case for leveraging this approach. By surrounding your storytelling with effective marketing, you can:
- Increase public concern about critical issues.
- Drive higher levels of civic action and engagement.
- Encourage support for policies and politicians that align with your cause.
For those of us working to drive social and environmental change, this is a powerful opportunity.
Crafting Stories That Move People to Act
At Blue Tribe Media, we specialize in creating TV shows that do more than entertain—they inspire change. Our work with CSIRO on Renovate or Rebuild showed how targeted storytelling can make sustainable living feel attainable. But the story doesn’t stop there. By coupling these stories with marketing campaigns that guide viewers toward tangible actions, we can ensure the message sticks.
If you’re looking to create content that does more than raise awareness, consider the power of pairing your stories with the right calls to action. Together, we can harness the full potential of storytelling to not just educate—but to drive real, lasting change.
Ready to Inspire Action?
At Blue Tribe Media, we’re here to help you tell your story and make an impact. Whether you’re looking to create a TV show, film, or digital campaign, we can work with you to craft content that resonates and marketing that motivates. Contact us today to learn more about how we can help your association, charity, or NGO create the change you want to see.
In a world where entertainment is everywhere, it’s time to use it as a tool for change. Let’s make it happen.
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