Mothers working to demystify climate change

The Challenge

Climate change impacts all of us, but none more than our children. More and more, climate change is becoming a threat that feels overwhelming. Many are concerned, but few feel like their actions can make a difference.

Science Moms, a nonpartisan group of six climate scientists, came together to change the narrative and speak directly to those who can make a big impact: parents, and especially moms. Together, they are breaking down climate change in simple and engaging ways to arm moms around the country with the knowledge they need to better understand the issue, and the tools to take action.

Science Moms came to Fenton to support their mission through thoughtful messaging, strategic earned media, digital support, and ad execution.

Our Approach

We knew that to raise the profile of Science Moms, we had to spread their messaging far and wide, particularly through media engagement that would reach their target audience: moms.
To do this, Fenton reached out to journalists across a wide range of mediums and industries: parenting outlets; local news in the target markets of Arizona, Wisconsin, Pennsylvania, and North Carolina; environment and climate journalists, and the mainstream media. We held a press conference featuring the Science Moms, where they shared their stories and calls-to-action with the journalists who attended. We targeted ads in Washington, D.C., Arizona, and Delaware to reach key policymakers with the message that moms are ready to take action.

Success

Across the board, Fenton secured over 34 articles, mentions, and interviews for Science Moms during the January 12th launch of the campaign, including in The Washington Post Magazine, Fast Company, The Los Angeles Times, Moms.com, and more, reaching over 8 million readers.

In addition, the Satellite Media Tour allowed us to coordinate an additional 19 total placements in key local markets, including Phoenix, AZ; Raleigh, NC; Charlotte, NC; Wausau, WI; and Milwaukee, WI.

Beyond securing meaningful press coverage, we introduced a new messenger on to the scene to reach new audiences with trusted, credible information about climate change: moms.