Challenge
The impact of climate change will affect the future and the lives of young people. Young people feel let down by lack of government action and a refusal to listen to their concerns. This impacts mental health and is leading to a widespread sense of climate anxiety and hopelessness.
Solution
An unprecedented study interviewed 10,000 people across 10 countries to investigate the link between government inaction on climate change and widespread psychological distress amongst young people. It found that a national mental health crisis is looming, triggered by climate change. We developed a media strategy for launch, drawing attention to the study and young people's experiences of climate anxiety, supported by comments from world-leading psychologists.
Result
The story told by young people and expert psychologists appeared in more than across 70 media articles and 21 features on broadcast, including BBC Radio 4's Today programme, BBC Radio 1 and 2, Times, Guardian, Daily Mail, Grist, VICE and many more, with an estimated reach of 3.31 million. It was shared on social media by Stephen Fry (12.4M followers), Margaret Atwood (2M followers), and Greenpeace (1.8M followers).
Impact
Youth anxiety on climate change and the call for further government action took centre stage in the run up to COP26 and was profiled to attract the attention of policy makers and government.
Media Coverage
