Albert introduces climate storytelling tool

Albert has unveiled a free tool to help TV and film editors find new ways to incorporate climate storytelling into their programs.

The tool, housed on Albert’s website, allows users to choose their program’s genre before answering a series of questions that then indicate how “planet-friendly” their program is. Throughout their journey, users will also be presented with inspirational case studies, reports and impact study results to further substantiate their program ideas.

Carys Taylor, Director of Albert, said: “Our industry’s greatest opportunity to address the climate crisis lies in the content we share on screen. Not only can we help audiences navigate this complex subject, but we can explore issues and issues that are more relevant to audiences than ever. We know audiences want this, and for content creators and broadcasters to be relevant, they need to consider how their stories are affected by the subject matter of all issues. This tool will help you with that. Whether it’s a career change story, a home improvement show or sports coverage, climate stories can touch us all.”

The tool was developed to support the industry following the announcement of the Climate Content Pledge. The pledge, presented at COP26, was signed by the CEOs of 12 broadcasters and streamers in the UK and Ireland, who have committed to telling more and better climate stories on screen.

Alongside the tool, Albert offers free editorial training to anyone in the industry and an annual Subtitles To Save The World report, which uses subtitles data from UK broadcasters to better understand the importance of climate change – and related issues – on our screens.

Impact studies and case studies show how TV programs have the power to effect change in real life. The most recent series of Succession included a storyline where someone gave some of their money to Greenpeace in their will. In real life, this led to a tenfold increase in traffic to Greenpeace’s legacy site. A study of Love Island and its former fast fashion sponsors found that online searches for “marble dress” and “coordinated in pink” increased by 127% and 114%, respectively, after the winner wore those items on the show. This year, broadcaster ITV announced a partnership with Ebay to promote used clothing.

The recent IPCC report emphasized the importance of climate storytelling in society’s global response to the climate crisis, noting that “reading climate stories has been shown to have short-term effects on attitudes towards climate change and reinforce belief that climate change is a thing of the past.” human beings and increasing the priority of its issue”.

A study by Sky and the Behavioral Insights team found that 80% of people across Europe support the idea of ​​broadcasters using content and advertising to encourage people to behave in a more environmentally friendly way, but only 16% said they currently knew what they had to do to act in a sustainable manner.

The tool is free to use and available now at

Pippa Considine

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