Climate communication is (also) in crisis.

Public discourse is dominated by fake news and apocalyptic rhetoric that alienates people from the climate agenda. We lack the digital infrastructure to strategically, systematically, and regionally challenge common assumptions. We lack the tools, methodology, data, and coordination to produce impactful content.
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We need to train communicators and systematize learning in order to spread new narratives that, based on hope, reconnect with society because without narratives that challengethe public conversation, a just transition will not happen.

That's why we created the Narrative Hub.

How do we change the conversation?

The Hub operates through four mutually reinforcing pillars: research, testing, training, and viralization.
Each provides specific tools to transform climate communication into collective action.

Investigation

We detect what is being said, what concerns people, and what connects audiences. Social listening, opinion studies, and archetype design.

Narratives Lab

We create and test transition narratives with different approaches. We test what works on social media.

Tools

We train activists and communicators with concrete tools. Counter-narratives, best practices, and audiovisual resources.

Community

We activate networks of creators and influencers to spread effective narratives and respond quickly to denialism.

PILLAR I

Investigation
Listen before speaking

At the Hub, we believe that before creating new narratives, we must understand those that already exist.

The Research pillar analyzes public discourse on climate change and just transition in Latin America to identify which topics dominate, which emotions are triggered, and which gaps exist in current communication.

Through social listening, media analysis, and opinion polls, we seek to build regional narrative intelligence that can serve as the basis for effective climate communication strategies.

Environmental news monitor

We analyzed more than 500,000 environmental news stories published between 2017 and 2025 in Argentina, Chile, Colombia, and Mexico. We wanted to understand how the media reports on climate change in the region.

The Environmental News Monitor shows that climate communication in the region generates more fear than action.

We need to stop being prophets of doom and start promoting solutions.
See the full report
See the full report
More than
70%
of the climate news are negative.
Disasters, crises, and collapses dominate media coverage.
PILLAR II

Narrativas Lab
Create, test and learn

Narrativas Lab is the experimental heart of the Hub. We design, produce, and test messages that link the just transition with issues relevant to citizens: national sovereignty and social, economic, and labor benefits, among others.
 
Through real social media campaigns and testing methodologies, we measure which narratives connect with different audiences and why. Our goal is to learn what sparks conversation and share those lessons with the climate ecosystem.

Clean energy & narratives

Economic and national sovereignty narratives generated up to twice as much interaction as environmental or labor narratives.
We tested seven different narratives about clean energy in Argentina and Colombia to understand which ones connect best with people. The results provide a roadmap for communicating the energy transition more effectively.
See complete results
See complete results
PILLAR III

Tools
Provide resources to those who communicate

We will soon launch a climate toolkit with guides, examples, successful campaigns, and audiovisual resources to strengthen impactful communication. It will be an open space for communicators and activists to find ready-to-use materials and content that inspires action.
PILLAR IV

Community
Visualize change

The Hub promotes a network of creators, communicators, and organizations working for a just transition through storytelling. We coordinate campaigns, exchange lessons learned, and generate rapid responses to misinformation.

Want to join us?
Write to us
Write to us

Join the Narrative Hub

If you work in communications, are part of an organization, or would like to collaborate with the Hub, please fill out the form and tell us how you would like to participate.
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Changing the climate starts with changing the conversation.
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Join us in building a Latin American narrative infrastructure that inspires action, hope, and climate justice.

Let's talk

If you are interested in collaborating or funding projects and research with socio-environmental impact, let's talk!
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