Welcome to Brighter Future's Changemakers
Insights from Founders in Climate Media, The Power of Science Communication, and Early Access to Workshop
Welcome to Changemakers, the official newsletter of Brighter Future.
Thank you to everyone for being a part of this journey and joining us for this evolution of the Brighter Future newsletter. Each edition will include insights on brand storytelling, conversations with industry investors and founders, and deep dives into different aspects of planet-driven business. These newsletters will be released on the first and third Thursdays of each month.
This week, we’re sharing some thoughts from startup founders in climate media, discussing the power of science communication, and offering early access to our upcoming storytelling presentation.
Check out a breakdown of this week’s topics…
Advice for Startups in Climate Media with Marina Schmidt
The Lasting Effects of Good Environmental Marketing
Unleashing the Power of Science Communication
Early Access to Storytelling Presentation with Aaron Leaman
Navigating the Landscape of Climate Media with Marina Schmidt from Red to Green
Marina Schmidt is the founder of Red to Green - a podcast and future-of-food communications agency. She runs an in-depth podcast on agriculture and food sustainability, covering various topics such as food waste, plastic alternatives, biotechnology, and cellular agriculture.
During our Origin Story interview with Marina, she shared a few insights on being an entrepreneur and startup founder in the climate media space, including this excerpt from our conversation.
Check out Marina’s full interview with the link below.
What advice would you like to give young climate entrepreneurs or individuals contemplating starting a business in the climate media space?
I firmly believe that pursuing a venture driven by intrinsic motivation can be immensely beneficial. In times of difficulty, your passion will propel you forward and help you overcome challenges.
It is crucial to critically evaluate solutions that truly make a difference rather than mere marketing tactics. Striking a balance between being discerning and avoiding superficial strategies is essential.
One challenge in the startup space is that startups eventually get acquired by mid-sized companies, which, in turn, may be bought by corporations. As a result, these well-intentioned teams with clear missions find themselves confined within existing massive systems that prioritise efficiency. If we want to bring about real change, we need to transform the way corporations operate.
In my opinion, two underutilised aspects in the food industry and media are: firstly, startups taking a slow but systemic approach, securing funding from family offices, collaborating with other companies, bootstrapping, and gradually building a mid-sized business; secondly, individuals who are making positive changes within corporations or devising strategies to incentivise corporations to do the right thing.
Being able to effect change within a corporate setting can significantly impact you, making you a secret agent of positive change within the system.
The Longevity of Environmental Advertising
What if your brand storytelling was so powerful that the campaign was still making headlines decades later?
Let’s take a look at the successful "Crying Indian" anti-pollution advertisement from Keep America Beautiful in 1971. This commercial played a critical role in sparking the environmental movement in the United States and still remains a key fixture in planet-driven marketing today.
The reaction sparked by this advertisement is exactly the kind of response you want from your marketing and storytelling strategy—the holy grail of planet-driven branding that inspires thoughtful action in your audience.
Let’s Break Down the Iconic Advertisement
Highlighting the Environmental Ideals
In the opening scene of the advertisement, a Native American man with a feather on his head, buckskin jacket, and trousers paddles down a river in a handmade canoe surrounded by a lush forest.
The opening images of the advertisement evoke a feeling of unspoiled nature and awe for the environment. They also portray the main character as having an intimate connection with the natural world.
Introducing the Issues
Over the next several scenes, the man travels downstream as pieces of garbage float by the canoe. These visuals place the main character in direct contrast with the ideas of pollution and overconsumption.
The man is then shown beaching his canoe and walking inland, approaching a highway overrun with cars.
"Some people have a deep, abiding respect for the natural beauty that once was this country," says the narrator. "Some people don't." A man driving by throws a garbage bag out his window, which explodes at the Native American man’s feet.
These scenes introduce the negative impacts of pollution, contrasting our main character with this environmental issue and inducing the idea of having a deep respect for nature.
Delivering an Emotional Punch
"People start pollution," the narrator continues. The Native American man turns to the camera and sheds a single tear running from his right eye. "People can stop it.”
The metaphorical payload has been delivered; the bomb has gone off. The advertisement has made it clear that we are the ones attacking the environment and causing these problems.
At this point, the audience is inspired to think immediately- how do we stop this? This leads to the call to action—a desire to make a change.
Calling the Audience to Action
As the commercial ends, the narrator instructs the public to request a pollution booklet by writing to an address on the screen. This is a final call to action that pushes the audience to act on their emotions.
In the final credits, the logo tells us the advertisement has been paid for by Keep America Beautiful, and bold lettering says this has been "advertising contributed for the public good.”
This is the final establishing power of the commercial, highlighting the credibility of the advertisement and showcasing this message as a positive act for society.
In the age of ephemeral digital content and virtual ad campaigns, this advertisement's enduring legacy reminds us of the power of effective environmental storytelling. The success and lasting impacts of these types of advertisements help us learn more about how we can tell our brand's story in a way that resonates and inspires action in the audience.
Note - It’s also important to recognise that this advertisement is also considered a source of controversy and prejudice toward Indigenous and Native American peoples in the United States. The ideas proposed by the advertisement created an image of Native Americans that diminished their culture and likened them to savages separate from society, perpetuating a harmful stereotype for decades to come.
An Ode to the Science Guy
One of the best examples of successful science media and communications is Bill Nye, the Science Guy.
In the 1990s, Bill Nye became a worldwide icon because of his famous science-based television program, Bill Nye the Science Guy. His approachable style and engaging content demonstrated how making science accessible and enjoyable can profoundly impact public understanding and interest in scientific topics.
For nearly a decade, his show was a major hit on PBS stations, airing for six seasons and winning 19 Emmys. The show continued to be broadcast for the next few decades in school classrooms and scientific conferences and was even renewed for a sequel series on Netflix in 2017.
The passionate science communicator was successful because his program was easy to understand, accessible, and downright fun. Every week, he made science engaging for anyone in the audience, using simple language communicated through an approachable and charismatic individual.
Nye’s program would take complex scientific subjects such as the greenhouse gas effect, photosynthesis, and general physics and break them down into simple terms through engaging experiments and exciting visuals. The show also utilised innovative visual sequences, heavily influenced by the humour and pacing of MTV shows, which were massively successful at the time.
For many young viewers in the 1990s and early 2000s, The Science Guy was our introduction to science. His show inspired a whole generation of individuals to cultivate an interest in science—all because one person found a way to make the information fun and exciting. A really catchy theme song always helps, too.
Understanding how Bill Nye used his platform to share insights into science and technology teaches us much about communication and storytelling. In our latest insights post, we’re discussing more about these effective ways to communicate science and why they are critical to developing solutions for our planet.
Brighter Future Storytelling Presentation
Join Aaron Leaman, the Founder of Brighter Future, on Friday, October 11, 2024, at 17:00 BST, for a presentation where we will explore the Origin and Vision stories and how these stories shape the future of your planet-driven organisation.
During the presentation, we will discuss how to uncover your unique narrative and use these stories to find investors, build brand loyalty, and attract top-tier talent. Aaron will also discuss the process of developing these organisational stories and share some valuable insights into the power of planet-driven storytelling.
Use the link below with the promotional code CHANGEMAKERS to get first access to the event at a discounted rate before registration goes live to the public at the end of this month.
That’s all we have for this week. Thank you for subscribing and joining this community of Changemakers. We’ll be back in a few weeks with the next edition of the newsletter and more updates from Brighter Future.
In the meantime, if you’re looking to develop a new brand or rebrand your organisation's current identity, send us a message. We’d love to help you tell your story.
Cheers,
Brighter Future