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About 2017-08-24T11:45:22-05:00

Our Story

The Center for Climate Media was founded during the summer of 2017.

As a non-profit enterprise, its mission is to address a gap in climate communications, namely the insufficient use of deep advertising and marketing expertise to educate the public about climate change and to shift public norms away from dirty fossil fuels to clean energy. It also seeks to generate content to response to the stream of well-funded misinformation campaigns from fossil fuel interests.

The Center looks forward to collaborating with fellow members of the climate and other social movements to apply lessons learned and best practices. Partnership inquiries are most welcome.

Our Approach

We’re building a Center that brings together the best minds, tools and methods in contemporary marketing and advertising to crack the code of climate communications. Our approach combines three steps: an innovative creatives factory, advanced microtargeting and digital analytics, and filtering and amplification of only those messages that have been proven to resonate.

World Class Video Pipeline

Our goal is not the creation of one viral video, but the generation and testing of a steady stream of ad form content. Our creatives lab is our innovation engine for brainstorming, drafting, and producing an array content which is matched to best case understanding of audience value sets. It will also be the source of content to allow rapid response to misinformation campaigns.

MicroTargeting & Analytics

Through partnerships and internal capabilities, we’re assembling the best tools and platforms that will allow us to target, test and learn how our messages are resonating. Using advanced analytics and data gained collaborations and from pilot campaigns, we plan to build a database of audiences which will guide community growth and message analogues for follow on campaigns.

Filtering & Amplification

Given finding messages that resonate is as much art as science, we plan to employ rigorous filtering across all targeted groups to identify messages with high potential. Following production improvements, our goal is to use numerous audience specific advertising channels to amplify messaging and impact. Amplifying the ‘winners’ could be supported through campaign specific fundraising efforts, corporate sponsorship and/or support from the larger climate community.

Our Projects

Climate Media Lab

The Climate Media Lab is the heart of our creative efforts and both independently and through collaborations produces the content needed to support innovative climate communications campaigns. The initial focus is short video content, but longer features and education pieces are possible.

#KICKCARBON.org

KICKCARBON.org is a hashtag, call to action and campaign resource all rolled into one. It is our planned gateway for people and organizations seeking additional information on low carbon living and to amplify campaign impact through symbols. In addition, it will support distribution of climate related marketing materials for individuals, schools and municipalities.

GO.world

The GO.world project is the proposed overarching set of collaborations, campaigns or set of campaigns that will be coordinate our primary mission – namely shifting public opinion away from fossil fuel use towards clean energy. Like #kickcarbon, it is also an educational vehicle and a call to action.

Our Growing Team

Steven Bushnell
Steven BushnellFounder
Steve is the Founder of the Center and a social entrepreneur. He started working on climate change at mid-career after reading the IPCC climate assessments. He holds a Ph.D. in materials science from Northeastern University and has worked on numerous cross-functional problems and even led a genomics center. Most recently, he was the founder of ClimateStore.com, a mission driven retail company focused on supporting people interested in low carbon living. During that effort he led all branding and advertising efforts and came to appreciate the potential of the modern digital era in communications. He grew up in the Boston area is married and has three children. His mother is an artist and dad did many stints in marketing. He likes reading, sailing, anything to do with sustainable living and has climbed most of the 4,000 footers in the White Mountains.
John Weiss
John WeissAdvisor
John is a Director within the Company Network program of Ceres, a Boston-based sustainability nonprofit organization working with influential investors and companies to build leadership and drive solutions throughout the economy. His work at Ceres addresses in particular the critical role that companies in the electric power and transportation sectors will play in advancing effective climate policy and clean energy investment. He also has expertise in the corporate disclosure of climate-related risks and opportunities as well as best practice in corporate engagement with key stakeholders. During his 20+ years in the environmental field, he has worked on a broad range of climate and energy-related issues, ranging from the costs and benefits of developing offshore fossil and renewable energy resources to the design of government initiatives to promote energy efficient buildings. He previously worked at Cambridge Energy Research Associates (CERA), where he developed and communicated strategic insights to a global energy industry clientele. John holds a Bachelor’s degree in Geological Sciences from Brown University and a Master of Science degree in Technology and Policy from the Massachusetts Institute of Technology.
Peter Alemian
Peter AlemianAdvisor
Peter is Principal of Pinseeker Consulting. He has 20+ years of direct consumer marketering experience and has led groups and teams to breakthrough brand strategies in both agencies and client organizations. His work has resulted in ROI-driven campaigns that have strengthened brands, deepened customer relationships, and ultimately increased business for a wide range of national consumer brands. Prior to Pinseeker he was a Senior Vice President of Consumer Marketing at Allen & Gerritsen, New England’s largest independent marketing communications agency, and SVP at Greenberg Seronick O’Leary & Partners, where he led brand positioning and multi-platform communications strategies. Peter is Adjunct Professor of Communications at Boston University and holds a BA in Business Administration & Marketing from the Isenberg School of Management at the University of Massachusetts.

Contact Us

Interested in collaborating on innovative climate advertising?

Have an idea or expertise in shifting social norms?

We’d love to hear from you.

CONTACT