Protect what we love
Culture has the power to shift the mindsets of billions and inspire people to act through the things in their lives they love. When the mainstream moves, politicians and business leaders follow. That is why Count Us In focuses on culture as a driver of change for climate, health and nature.
From 2026, we have chosen to make football – the world’s most popular cultural force – the centre of our strategy. Football generates joy and passion for billions, creating huge potential to connect climate, health and nature to mainstream audiences and to mobilise millions of fans.
Our plan combines country-specific campaigns – including in the UK, Brazil, Mexico, US and Germany – with global mobilisation around major football moments, including the 2026 Men’s World Cup and the 2027 Women’s World Cup. By building unusual coalitions and linking culture to advocacy, we aim to create the enabling conditions for bold policy and systems change.
A new approach to climate and nature campaigning
We engage the mainstream with climate and nature action through their passions and interests, working across three core pillars.
Groundbreaking popular culture campaigns
We develop at-scale campaigns that draw learnings to enhance future campaign design.
Campaigns that grab the moment
We drive culture campaigns linked to specific advocacy moments and opportunities.
A global campaigning ecosystem
We bring together an ever-growing collaborative ecosystem of organizations and individuals to inform successful campaign design globally.
Data-led citizen focus
To be most successful, we apply a data-led, citizen-centric approach combined with rigorous audience research to inform the development of a multi-phased campaign.
In the process, we determine the most optimal messages, which climate actions resonate best with the audience, and how to most effectively inspire them to take first steps.
Building an ecosystem
Engaging audiences on climate requires more expertise than any single organization can quickly muster. We bring together key experts within the field to turbocharge the power of culture.
Our partner coalition functions as a one-stop-shop, bringing together the right team of experts and practitioners, putting research into practice to help culture-making organizations, brands and communities develop, execute, and measure their consumer sustainability strategy.
