Digital Advocacy for Climate Action

CONCEPT NOTE

INTERNATIONAL TRAINING ON DIGITAL ADVOCACY FOR CLIMATE ACTION

COURSE BACKGROUND

The climate crisis is a global emergency demanding urgent action. While scientific understanding and policy frameworks are advancing, the real challenge lies in mobilizing widespread public and political will to drive meaningful change. Traditional advocacy methods, though still valuable, often struggle to keep pace with the speed and scale of climate impacts, or to reach the diverse audiences necessary for a global movement. In today’s interconnected world, a significant gap exists in equipping climate advocates with the specialized skills to leverage digital platforms effectively for impact.

ECAS Institute, committed to empowering transformative environmental action and cutting-edge communication, recognizes the critical role of digital technologies in accelerating climate solutions. By offering this Master Class, ECAS aims to provide advocates, communicators, and environmental professionals with the strategic knowledge and practical tools to harness the immense power of digital platforms for climate action. This initiative aligns with ECAS’s broader mission to foster a new generation of climate leaders capable of driving impactful campaigns and shaping public discourse online.

This Master Class is specifically designed to bridge the gap between traditional climate communication and the dynamic world of digital influence. It will provide participants with an in-depth understanding of digital advocacy strategies, content creation for online platforms, and methods for mobilizing and engaging global audiences for climate action. By mastering these essential digital skills, ECAS aims to empower participants to become powerful online voices, capable of amplifying climate messages, building movements, and influencing decision-makers for a sustainable future.

COURSE OBJECTIVES OF THE TRAINING

Upon completion of this training, participants will be able to:

Understand the strategic role and unique advantages of digital platforms in driving climate action and advocacy.
Design and execute comprehensive digital advocacy campaigns for specific climate-related goals.
Develop engaging and persuasive digital content (visuals, video, text) optimized for various online channels.
Utilize key digital tools and analytics to monitor, evaluate, and adapt climate advocacy efforts.
Apply ethical considerations and strategies to counter misinformation in the context of digital climate communication.

WHAT YOU WILL LEARN

This Master Class will equip participants with advanced knowledge and practical skills for impactful digital advocacy in the climate space. You will learn:

The principles of digital advocacy and how they apply specifically to climate action, including lessons from successful global campaigns.
How to plan, launch, and manage digital campaigns, from setting clear goals to identifying target audiences and calls to action.
Techniques for creating compelling visual content, short-form video, and engaging text for platforms like social media, email, and online petitions.
How to use various digital tools for campaign management, audience engagement, data analytics, and online mobilization.
Strategies for building and growing online communities, fostering genuine engagement, and moving online supporters to offline action.
Best practices for maintaining ethical communication, building trust, and effectively responding to misinformation and disinformation online.

DURATION AND PROGRAM

This is an intensive Master Class, designed for active climate advocates and communication professionals. The program will combine expert instruction, hands-on workshops, real-world case studies, and opportunities for participants to develop elements of their own digital climate advocacy campaigns. The detailed program schedule, including specific session timings, interactive exercises, and guest speaker sessions from leading digital climate campaigners, will be communicated prior to the Master Class commencement

TARGET PARTICIPANTS

This course is designed for a diverse group of professionals and activists who are actively involved in or aspire to lead digital initiatives for climate action. The target audience includes:

Climate Activists and Organizers: Seeking to amplify their online presence and campaign effectiveness.
Communications and Advocacy Professionals: In environmental NGOs, think tanks, and international organizations.
Digital Marketing and Social Media Managers: Working for organizations with climate or sustainability mandates.
Youth Leaders and Students: Passionate about climate action and eager to learn digital mobilization.
Corporate Social Responsibility (CSR) and Sustainability Communicators: Aiming to engage stakeholders digitally on climate commitments.
Journalists and Content Creators: Focused on climate reporting and digital storytelling for impact.
Policymakers and Government Communicators: Interested in leveraging digital channels for public engagement on climate policy.

TRAINING MODULES

The Master Class is structured into comprehensive modules, guiding participants through the strategic and practical aspects of digital advocacy for climate action:

No	Module	Details
1.	The Landscape of Digital Climate Advocacy	This module explores the unique context and opportunities of digital platforms for driving climate action, examining the shift from traditional to online mobilization. The urgency of the climate crisis and the role of advocacy. Evolution of climate activism: from offline protests to online movements. Understanding the digital ecosystem: social media, online petitions, crowdfunding, virtual events. Case studies of influential digital climate campaigns (e.g., #FridaysForFuture, 350.org campaigns).
2.	Developing a Digital Climate Advocacy Strategy	This module focuses on the strategic planning required to design effective digital campaigns that resonate with target audiences and achieve specific climate goals. Defining clear campaign objectives (awareness, policy change, mobilization, fundraising). Audience identification and segmentation for digital targeting. Crafting compelling narratives and key messages for digital platforms. Identifying effective calls to action and designing user journeys.
3.	Content Creation and Storytelling for Digital Impact	This module provides practical skills in developing engaging and shareable digital content that captures attention and drives action for climate issues. Optimizing content for different platforms (e.g., TikTok, Instagram, X, Facebook, LinkedIn). Visual storytelling: creating impactful infographics, short videos, and compelling imagery. Writing concise, powerful copy for social media posts, petitions, and emails. Leveraging live streaming, webinars, and interactive digital formats.
4.	Digital Tools, Analytics, and Community Building	This module explores the technical tools and analytical approaches necessary to manage, measure, and scale digital climate advocacy efforts, alongside strategies for online community engagement. Overview of digital advocacy tools (CRM, email marketing platforms, petition tools, social listening). Measuring campaign effectiveness: understanding engagement metrics, reach, and conversions. Building and nurturing online communities: fostering dialogue and participation. Strategies for online-to-offline mobilization and sustained engagement.
5.	Ethical Considerations, Misinformation, and Future Trends	This module addresses critical challenges and emerging opportunities in digital climate advocacy, including countering disinformation and adapting to new technologies. Ethical guidelines for digital advocacy: privacy, authenticity, and responsible data use. Identifying and debunking climate misinformation and disinformation online. Navigating echo chambers and filter bubbles. Emerging technologies in climate advocacy (e.g., AI, VR/AR, citizen science platforms). Building resilience and ensuring long-term impact in digital climate movements.

TRAINING STYLE

The modules will be taught through PowerPoint presentations, and lectures and will include a case study/field visit, breakout sessions, case studies and other interactive discussion components.

The course will also include a few guest speakers, both in person and via Zoom and other online learning platforms for overseas speakers. This provides useful real-world insights alongside the more theoretical aspects of the course.

The conference faculty shall consist of experienced decision makers, as well as practitioners and representatives from established educational and research institutions active around climate change, engineering and international development. Throughout the course, theoretical presentation of concepts will be moderated and more group discussions and plenary engagements will be optimized. PowerPoint presentations will be made by facilitators and resource persons, to highlight key concepts before embarking on group work.

GENERAL NOTES

Training manuals and additional reference materials are provided to the participants.
Upon successful completion of this course, participants will be issued with a certificate.
We can also do this as a tailor-made course to meet organization-wide needs. Contact us to find out more: info@ecasiafrica.org.
Payment should be sent to our bank account before the start of training and proof of payment sent to: info@ecasiafrica.org.

ABOUT ECAS INSTITUTE

The ECAS Institute designs and delivers independent and targeted training, research, and consulting services. Our work focusses on climate change and resilience building, carbon markets, renewable energy, nature-based solution, biodiversity conservation, agriculture and food systems, We are located in Nairobi Kenya and work across the African region. We have implemented training and research assignments in Kenya, Tanzania, Uganda, South Sudan, Somalia, Malawi, Rwanda, Congo, and South Africa. Globally, we have supported our partners from the UK, Denmark, Italy, Sweden, Germany, and USA.