Stop Explaining Climate Change Impacts and Start Showing Them
Nobody is going to read your report.
I know that's hard to hear. You put months into it. The research is solid. The recommendations are real. But if you're an IGO leader sitting on a stack of climate data and wondering why nobody's acting on it, the answer isn't more data. The answer is that you're using the wrong tool for the job.
Climate change impacts are one of the most urgent issues on the planet right now. Southern Africa is feeling them directly. Temperatures are climbing. Rainfall is erratic. Water demand is projected to rise by nearly 25% by 2050 in a country that already gets less rain than almost anywhere else on earth. People are losing crops, losing water access, losing livelihoods. This is not a future problem. This is a now problem.
And yet the communication hasn't caught up. IGOs are still talking to their audiences in a language those audiences aren't using. Reports. Slide decks. PDFs that get opened twice and never read past page five.
That's not a science failure. That's a communication failure. And it's fixable.
Your Audience Is Not Sitting at a Desk Waiting for Your PDF
Here's the reality. The people you need to reach are busy. They're managing teams, answering messages, juggling budgets, trying to keep things moving in organisations that are under constant pressure. They're not waiting for your 60-page report. They're scrolling. They're watching. They're listening to things on the way to work.
That's not a problem to complain about. That's the context you have to work within. And the organisations that understand this are the ones that actually get their message across.
Video meets people where they are. A three-minute film that shows a farmer explaining that her borehole ran dry for the first time in 40 years will do more for your climate communication than any report will. Because it's real. Because it's human. Because you can't look at that woman's face and feel nothing.
The bar graph tells you what's happening. The face tells you why it matters. You need both. But only one of them is going to make your audience stop scrolling.
Animation Is Not a Nice-to-Have
Some climate change impacts are invisible. You can't film the greenhouse effect. You can't point a camera at the carbon cycle or the chain of events that connects warmer Indian Ocean temperatures to a flooded rural community in Mozambique.
Animation makes the invisible visible. A good animated explainer can take a process that exists only in climate models and make it clear, simple, and human-scaled in under three minutes. It can show why floods are getting worse, why droughts last longer, why food systems are under pressure, without oversimplifying the science or losing accuracy.
And here's the part that most organisations miss. South Africa has twelve official languages. Most institutional communication happens in English. Most people in the communities you're trying to reach think in isiZulu, Sesotho, Afrikaans, or something else entirely. An animated video with a localised voiceover reaches those communities in a way that an English PDF never will.
This isn't complicated. It's just about respecting your audience enough to speak their language, literally.
The Hybrid Approach Is Where the Real Work Gets Done
The smartest climate communicators aren't choosing between live action and animation. They're using both in the same campaign. Open with real footage of real people in real places. Move into animation to explain the science. Close with a human story and a clear next step.
This works because it answers two different questions your audience is asking at the same time. The live footage answers "is this real?" The animation answers "why is this happening?" When both questions are answered in the same video, you've done something rare. You've created understanding. And understanding is the only foundation on which real action gets built.
One piece of content can also work across multiple platforms. A 10-minute documentary can give you a 90-second social cut, a three-minute conference version, and a series of short explainers for community screenings, all from the same production. That's not a luxury. That's smart use of a limited budget.
Climate Change Impacts Need You to Communicate Better
Here's what this comes down to. The work is being done. The research is real. The organisations are in place. The urgency is not in question.
What's missing is communication that actually reaches people. Communication that feels human, not institutional. Communication that tells a story, not just a statistic. Communication that respects the audience enough to meet them in the format they actually use.
Climate change impacts are going to keep getting worse. The communities most affected by them are often the least well-served by the kind of communication that most IGOs default to. That's a gap worth closing. Not next year. Now.
You have a story worth telling. Tell it in a way that people will actually hear.
