National Wildlife Federation
Sector and focus area
Nature, wildlife protection and clean energy transition
Context and challenge
Offshore wind has become a highly polarised issue in the United States, shaped by misinformation, entrenched opposition and concern about impacts on wildlife and coastal communities.
For the National Wildlife Federation, this presented a dual challenge. The organisation needed to counter false or misleading narratives about offshore wind while maintaining credibility as a long-standing advocate for wildlife protection. At the same time, it sought to position offshore wind as a necessary and responsible part of the clean energy transition, aligned with community wellbeing and local environments.
Without a credible, values-led narrative, public debate risked continuing to frame offshore wind as incompatible with nature, undermining both climate progress and trust in conservation voices.
Approach and strategy
Greenhouse developed a narrative-led strategy grounded in insight, public sentiment and community experience.
At the centre of the approach was a long-form documentary designed to move the conversation beyond technical arguments and binary positions. Rather than relying on top-down messaging, the strategy prioritised community-led storytelling and shared values.
The strategic approach focused on:
- • Countering misinformation through credible, narrative-led content rather than rebuttal alone.
- • Reframing responsible offshore wind as compatible with wildlife protection, community wellbeing and local environments.
- • Positioning NWF as a trusted and constructive voice in the clean energy transition.
Work delivered
Greenhouse led the end-to-end development of the Coast to Coast documentary, including:
- • Research and narrative strategy informed by insights into public sentiment and misinformation.
- • Documentary production featuring voices from three US coastal regions.
- • Tailored film cutdowns for media, education and advocacy use.
- • Paid media cutdowns to support national reach.
- • Spokesperson scripts, nationwide screenings and an integrated digital campaign to support rollout.
This ensured the documentary functioned as both a public-facing narrative asset and a practical tool for education and advocacy.
Hero film
Outcomes and impact
The campaign helped shift how offshore wind was discussed by centring shared values and local voices:
- More than 2 million paid media impressions were delivered.
- The film became one of NWF’s most viewed videos to date.
- The documentary has been screened at events and conferences across the United States and has sparked meaningful dialogue across communities and policymakers.
- NWF’s leadership and credibility in the renewable energy debate were strengthened.
The campaign demonstrated how narrative-led communications can reduce polarisation and build understanding around complex clean energy issues by appealing to existing beliefs and shared values.
Why this work matters
Public acceptance and understanding are critical to advancing clean energy at the pace required. When debate becomes polarised, progress slows and trust erodes.
This work shows how thoughtful storytelling can reconnect climate solutions with wildlife protection and community priorities, helping to create the conditions for more informed and constructive public discourse on the energy transition.
What our clients say
“The team at Greenhouse have become a beacon of light through those challenges with their enthusiasm, knowledge, and drive to make the world a better place. Through invaluable market research, workshops, and deeply thoughtful meetings, GH staff helped us refine our vision, goals, and strategies to create an incredible film and social media campaign which will perfectly showcase the importance and nuance of responsibly advancing offshore wind energy in the US.”
