Driving collective climate action across a nation 

Wales made history in 2019 as the first country in the world to declare a climate emergency. With a legal commitment to reach Net Zero by 2050, the Welsh Government called for a ‘decade of action’ – and needed a campaign that could turn concern into action, and ambition into behaviour change, building a sense of national momentum.

Most people in Wales care about climate change, but many feel powerless. Our challenge was to shift the narrative, from “what’s the point?” to “what can I do?”, and to show that individual actions, when taken together, can make a real difference.

We worked with expert partners including Climate Outreach, CAST, WRAP, Cabinet Office and the Behavioural Insights Team (BIT) to understand the drivers and barriers to climate action. We carried out in-depth research to develop audience segments and personas specific to Wales, gaining a deeper understanding of people’s attitudes, motivations, and barriers to adopting greener behaviours. Using COM-B and EAST models, we prioritised behaviours based on ease and impact: 

• ‘Easy for most’: low or no-cost actions like walking more, wasting less food, and recycling. 

• ‘Easy for some’: higher-investment actions like installing solar panels or switching to an EV. 

Our strategy focused on making climate action feel achievable, urgent, and collective.

We created the Climate Action Wales brand to unite the nation around a shared goal and belief that ‘Together we can make a difference’. The campaign featured:

• TV and digital films with Welsh talent including Matt Pritchard, Amy Dowden and Jason Mohammed.
• Themed content across energy, food, travel and consumer choices.
• A central hub where people could learn more and get involved.

The campaign helped people understand what they could do — and why it mattered. It showed that Wales is already acting, and that everyone has a role to play.

The result? A unified campaign identity, increased engagement, and a growing sense of collective climate action across Wales.