To ensure a just transition in Germany an annual ‘Climate Premium’ (Klima Prämie/Geld) aims to counter the necessary investments into climate actions and rising prices (incl. a CO2 tax) for all citizens.
This campaign strategy reviews existing studies and insights around Climate Justice and defines which parts of German society would be most receptive to which framings.
Using the MoreInCommon segmentation model, especially neglected segments, such as the ‘Angry’ & ‘Disappointed’ are in dire need to be communicated to, to ensure these parts of society are on board for the necessary climate transformation.
While this campaign hasn’t run yet, the deck will provide useful insights for other climate justice initiatives.
full case study [PDF]