Fast-tracking clean industry through a bold global campaign

Industrial Translator Accelerator

Sector and focus area

Clean industry, industrial decarbonisation, climate policy, economic development

Context and challenge

Clean industrial projects are widely recognised as essential to achieving net zero, but they remain underfunded and under-recognised within climate and economic strategies. Despite growing ambition, there is a persistent gap between high-level commitments and the action required to decarbonise heavy industry at scale.

At the same time, clean industry is often framed as a cost or constraint, rather than as a driver of innovation, jobs and economic growth. This limits political will, investment and public understanding at a critical moment for the global transition.

The challenge was to reframe clean industry as a central solution to the net-zero transition and to accelerate the pace at which clean industrial projects are financed and built, year-on-year.

Approach and strategy

Greenhouse supported the Industrial Translator Accelerator and Mission Possible Partnership to develop a bold, high-visibility campaign that repositioned clean industry within climate and economic debates.

The strategy focused on narrative, reach and credibility. It aimed to connect industrial decarbonisation with growth and opportunity, while ensuring the message landed with policymakers, industry leaders and the wider climate community.

Key elements of the approach included:

• • Creating a clear campaign brand and narrative to reframe clean industry
• • Developing a campaign landing page, animations and toolkits to support amplification
• • Launching the campaign at a high-profile moment during Climate Week NYC
• • Supporting targeted media engagement to extend reach and influence

Work delivered

To bring this strategy to life, Greenhouse delivered:

• • A full brand identity, including logo, visual system, narrative framework and creative guidelines
• • A bespoke digital landing page with animated content and multilingual functionality
• • A campaign toolkit for use by partners and collaborators across the industrial decarbonisation ecosystem
• • Social video content tailored for reach and resonance
• • A media and influencer outreach campaign, resulting in high-level engagement and public support from senior UN leadership

Outcomes and impact

The campaign achieved significant reach and visibility within a short timeframe:

The work also delivered high-level thought leadership visibility. The campaign was publicly highlighted by the Executive Secretary of UN Climate Change, Simon Stiell, reinforcing its credibility and helping to elevate clean industry within global climate and economic conversations.

Collectively, this contributed to elevating the role of clean industry as a key pillar of global climate and economic strategy.

Why this work matters

Industrial decarbonisation is one of the most complex and consequential challenges in the transition to net zero. By reframing clean industry as a source of progress, innovation and jobs, this work helped shift the terms of the debate.

It shows how strategic communications and targeted amplification can help close the gap between ambition and action, supporting the conditions needed for large-scale industrial change.

“In the next five years we can unleash huge progress – powered by innovators and entrepreneurs, enabled by Paris-aligned governments, creating millions of good jobs. That is why I fully support Build Clean Now – a global initiative to fast-track clean industry shifts.”

Simon Stiell, Executive Secretary of UN Climate Change