Climate campaigns frequently rely on broad, global messages that can feel distant and impersonal. One Earth, in collaboration with the Leonardo DiCaprio Foundation, took a different approach by centering the campaign on local stories and place-based climate solutions. This strategy aimed to foster emotional relevance and build credibility within specific regions.
The campaign implemented the 3H content model, Hero, Hub, Help, to deliver tailored climate narratives designed specifically for younger audiences across social media platforms. By focusing on grassroots leadership and actionable change, the content avoided institutional language and instead offered authentic, community-driven storytelling. This local focus ensured the message resonated with people in diverse regions, showcasing tangible solutions and real-world impact.
Content included hero stories spotlighting individual changemakers, hub content delivering ongoing updates and regional insights, and help content providing practical advice and ways for audiences to engage. This multi-layered approach created a dynamic content ecosystem that kept audiences informed, inspired, and empowered.
The campaign's regional adaptation allowed for meaningful engagement at scale. By translating climate issues into relatable stories, it successfully mobilized communities and inspired action in ways that broader messaging could not. The content system sparked movement-level momentum, reaching over 1 million impressions across various digital platforms.
This approach demonstrated that large-scale environmental impact requires starting with local voices and tangible examples. Moving beyond abstract global rhetoric, the campaign proved that authenticity and community focus drive deeper connection and sustained engagement.
The One Earth and Leonardo DiCaprio Foundation collaboration stands as a model for climate communication that leverages localized storytelling to activate audiences and foster real-world change.
