When I founded Tribe PR earlier this year, it was always with the intention to work with brands who I felt passionate about, and most importantly brands who really cared about the work we did together. So far, I have been blessed with some absolutely amazing clients, all of which feel like they are working towards a bigger purpose (finding their tribe along the way) and trying to do something pretty special over and above merely generating PR headlines. One such brand that is doing just this, is a brand who only recently came on board last month called ClimateCare, a profit with purpose business based in Oxford.
What they do
ClimateCare helps forward-thinking organisations around the world take action on their climate responsibilities by transforming their climate risks and impacts into positive outcomes. They work with major public and private sector firms to fund sustainable development projects that reduce carbon emissions at scale, measurably increase quality of life and deliver towards the UN Global Goals. ClimateCare also advises on a range of climate change mitigation and adaptation subjects, from large scale implementation to national climate change policies. They’re a fantastic company, and if ever there were a brand more focused on creating a tribe and starting a movement for positive change, this is it.
We love the fact that your motto is that people don’t buy brands, they join a community. That is exactly what we’re creating here. A community of companies, governments and individuals who are taking responsibility for their impact on our earth.
How it started
Our first story together was certainly a punchy one too. Not only did it hit the BBC and multiple other key outlets immediately, it certainly surprised me and many journalists who covered the story. In early May it was revealed that half of the world’s biggest airlines don’t actually offer carbon offsetting. I guess we all just think that the airlines will take care of this for us, and so I was shocked to know that this wasn’t standard practice. Through our reactive commentary ClimateCare helped advise both corporates and consumers alike about what can be done to help passengers reduce the impact of their flights and how they can offset their carbon emissions through this nifty calculator on the their website.
I’ve been working on this account for about a month now and I’m staggered at the misconceptions around climate change globally. I am also staggered at how little thought I had previously given this impending crisis. You only have to look at this Guardian piece to see how big this issue really is. I’m looking forward to working with the team at ClimateCare to continue to educate the public on how massive this issue is and how everyone, specifically corporates, can do their bit to initiate positive change. It’s definitely going to be a great account to work on and a great learning process along the way.