Join us this London Climate Action Week for an inspiring virtual event that dives into the power of storytelling to unlock public demand for climate solutions.

Introduced by Comedian Seán Burke, this session will explore the messages that really resonate with the public by taking you behind the scenes of Protect Our Kids’ Future, the UK's first large-scale ad campaign explicitly advocating a shift away from fossil fuels.

Created by Parents for Future UK, the country’s largest parent-led climate movement, and Potential Energy Coalition, a global nonprofit building public demand for climate action, this campaign has reached millions by using love and humour to connect with people where it matters most - their families, their futures, and their communities.

We’ll take a deep dive into the data, insights, and creative strategies that made the campaign a success. You’ll hear from those who shaped it, learn what kinds of climate messages work (and why), and come away with practical lessons for building public support for clean, homegrown energy - and a safer future for the next generation.