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.
In 2026, football – the world’s most popular cultural force – is 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 mobilise fans.
Our plan combines country-specific campaigns – including in the UK, Brazil, Mexico, and the US – with global mobilisation around major football moments. When the mainstream’s priorities visibly shift, government and business leaders are compelled to respond, through ambitious policy and systemic solutions.
Why football?
Reach
Cuts across age, geography and background like nothing else. And because football is played in communities everywhere, it can make visible how increasing extreme weather is affecting people around the world.
Cultural weight
Players, clubs and competitions have huge cultural influence. And few things command attention across the public, business and politics in the way football does.
Community
Local pitches and grassroots clubs are where relationships are built and people belong. For many, football is a lifeline – so when extreme weather stops the game, it also disrupts connection, routine and community.
Extreme weather
Extreme heat can make matches unsafe for players and fans. Droughts and flooding leaves pitches unplayable and damages stadiums and grassroots facilities. Wildfire smoke and poor air quality disrupt training and matches.
Start with football not climate
We’re reframing climate action as cultural preservation: we make the climate conversation about celebrating and protecting football culture and the communities football lives in.
Football has great social and cultural importance with long traditions and community impact across generations of fans.
Through authentic storytelling, trusted voices, and emotionally-led content, we remind people what they already love and show them that safeguarding it for future generations is, in fact, climate action.
That means if you love football, you have a responsibility to care for its future.
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.
