The brief, as it arrived
Make VNV’s projects legible to people who buy and fund carbon credits, on channels where they scroll past a hundred climate claims a day.
The problem underneath
The facts about a project, such as hectares, registrations and methodologies, are what a buyer checks last. What makes them stop is a person and a question, and most developer content starts with the facts.
The move
Each post opens with a question the reader can’t answer with a statistic, introduces the people doing the work by name and role, and only then explains the carbon finance that pays for it.
The writing
Can climate solutions succeed without women at the forefront?Trees for Livelihoods, January 2025, opening line
Our women ‘planting influencers’ or Preraks as we refer to them in Madhya Pradesh, are driving farmer engagement, encouraging widespread adoption of agroforestry practices, and fostering community ownership.Trees for Livelihoods, second paragraph
What changed
Series including Stories from the field, Our Voices Our Stories and Social Impact ran across LinkedIn and Instagram, covering project registrations in the Sundarbans, Sri Lanka and Karnataka alongside the people behind them.
Who saw it
“A louder voice for the Comms team for sure. A more structured vision of narrative.”