How Black Fahrenheit Centers BIPOC in the Climate Fight
How can a multiracial climate movement compete and win against fossil fuel disinfo and mainstream, white-centered climate narratives?
Discipline
- Message testing
- Strategy
- Partnerships
- Creative Expression
Sector
- Climate & Clean Energy
- Democracy
- Mis/Disinformation
Black Fahrenheit is a national brand campaign creating and amplifying BIPOC-centered climate content through a partner network of over 50 movement organizations in 13+ states.
Following the success of our Win Black campaign model, A—B created Black Fahrenheit to inform, inspire and mobilize young BIPOC voters on climate issues ahead of the 2022 midterms. In partnership with the Climate + Clean Energy Equity Fund, Black Fahrenheit is moving forward as part of our ongoing multi-campaign operation securing progressive policies for our people and our planet. Want to get involved? Contact us.
We designed an insight-driven campaign that puts Black and brown people at the center of the climate story.
The climate crisis is hitting communities of color the hardest—but most media coverage puts our stories at the margins.
Our breakthrough insight: Show real Black and brown people (not polar bears) facing the impacts of climate change and fighting for a just and sustainable future—and do it with attitude and style!
We created 195+ message-tested graphics, GIFs, memes, videos and other content
Our expansive content library introduces a bold new vision of what it means to talk about and take action on climate, especially during an election year. From current climate events to evergreen topics, and from policy battles to personal stories, our content covers BIPOC climate experiences and leadership from all angles.
We delivered message-tested content to millions of viewers ahead of the 2022 midterms
Through our rigorous research, we sought to discover which message frames relating to climate and clean energy are most activating to younger BIPOC audiences. We conducted two rounds of online surveys, to a statistically significant sample of broad national BIPOC 18-40 audiences. We learned that across all age, gender and race cohorts within our key audiences, messages explicitly calling out disinformation performed the worst, especially among Black audiences.
Instead, a three-prong narrative approach proved overwhelmingly effective with our target audience: 1) Remind BIPOC of their power in the climate fight; 2) Tell stories about the personal impacts; 3) Call out the clowns responsible for this crisis. We deployed this message in dynamic creative through a high-frequency, hybrid organic and paid media strategy to help motivate young BIPOC voters in battleground states.
Total video views to 100% completion
Total reach + total impressions
Total organic reach / views
We collaborated with a network of 50+ grassroots partners and local creators across 13 states
We convened a summit of climate justice organizations and aligned on a shared strategic vision. In ongoing partnership with these organizations, we brought state-specific climate stories into full view.
We also built a Creators Lab of local filmmakers and content creators who could amplify community experiences and solutions better than any outsider.
“The team at A—B is awesome, and has helped us develop fresh and engaging creative that drove our communities to take important actions.”
Carolina Fernandez-Mazzoni, Catalyist Miami
Discipline
Message Testing
Narrative Strategy
Interactive Playbook
Sector
Economic Justice
Democracy
A—B Contributors
Andre Banks — Founder & CEO
Sian Lewis — Head of Research
Clarence Kwan — Head of Creative
Jinah Lee — Creative Director
Cora Kim — Campaign Lead, Senior Designer
Isabella Sehringer — Campaign Lead, Senior Strategist
Joseph Huff-Hannon — Senior Director of Campaigns
Amy Jacobs — Senior Copywriter
Darryl Sharp Jr. — Senior Designer
Gil Meija — Account Director
Micha Lewis — Associate Strategist
Christina Santi — Communications Director
Camille Shimshak — Designer
Julianne Le — Designer
Jay St. James — Designer
Rey Carlson — Designer
Other Contributors
Avalanche Insights — Research
