PBS
Finding the Story of Climate that
Unifies Rather Than Divides
A trusted voice in public media, PBS set out to embed the topic of climate more explicitly into its content and storytelling. Because climate change is a subject that easily polarizes, PBS partnered with BBMG to find a path to climate education that opens doors to understanding rather than slamming them shut.
To create an inclusive story of climate, we defined audience segments from those most committed to skeptics and deniers, and complemented those insights with qualitative ethnographies to reveal need states that PBS and their local stations could uniquely address.
What our deep listening revealed is that regardless of background, belief, or experience, we all share a love and a responsibility for our planet, our home. This insight helped us build a storytelling strategy and roadmap for PBS that recognizes climate change isn’t a distant threat – it’s unfolding in our own backyards – and positions PBS as a trusted source of education and solutions for becoming stewards of our shared home.
Audience Research
Personas & Segmentation
Social & Environmental Impact Platform Development
Messaging
Brand Experience
Workshop Development & Facilitation
Our Planet, Our Home
To help roll out the new content strategy, we equipped PBS with a flexible climate content playbook and facilitated training webinars and workshops with marketers at their national headquarters and at a summit with national station leaders. Instead of a one-size-fits-all message, PBS is working closely with local stations to create relevant climate change messages and activities tailored to their specific audience. Now, PBS has a clear roadmap for climate programming that welcomes all and frames climate change as a relatable issue that affects the people and places we love, and the things we care about most.
“BBMG are thoughtful, insightful and well- organized. This work is a turning point for how PBS engages on topics like climate.”