At a pivotal moment for climate policy, public engagement remained uneven, with national momentum not fully translating into broad-based understanding. Closing that gap required integrating trusted, local voices, from business, industry, faith, labor, public health, and frontline communities, to make climate action credible beyond traditional advocacy audiences.
Climate advocacy risked remaining concentrated in policy circles and major media markets, limiting reach into persuadable regions and audiences not already aligned.
Caplan Communications helped drive earned media strategy for the "I Will" Act on Climate bus tour, a 30-state campaign bringing climate action directly to communities. We localized national narratives, aligned messaging with regional economic priorities, and elevated diverse local validators to ensure relevance and credibility across markets.
Climate change was reframed from a distant or polarized issue into a nationwide, community-level concern, understood through trusted voices and tied to jobs, health, and economic stability.
The campaign expanded both the geographic reach and the credibility of climate engagement, helping move the issue from advocacy silos into broader public understanding and positioning climate action as a shared, cross-sector priority.