Hollywood heartthrob? Check.
Talking rock alien? Check.
Good storytelling that manages to get people interested in a film that’s about climate, without making it all about climate, and doing it in a way that doesn’t alienate people? Check.
One of our team’s favourite films so far this year is Project Hail Mary, based on Andy Weir’s 2021 novel. It’s flown under the radar as a ‘climate’ story, with the entirely scientific and peer reviewed Worth it or Woke scoring it as just ‘17% woke’.
In many ways, that proves it’s a masterclass in how to tell a story about the environment. Here’s what we can all learn…
Don’t be too pushy
The film is about a climate catastrophe. But even still, climate isn’t shoved down viewers’ throats. The story is wrapped in entertainment, and told with humour. It doesn’t feel like a climate film – in the same way that Trainspotting isn’t about trains at all.
Instead, story and emotion do all the heavy lifting. This means that people can draw their own conclusions. They don’t feel like they’re being brainwashed. That’s way more powerful than telling them what to think.
The solution is human
He may be Ryan Gosling, but his character, Grace, is just a teacher. When it feels like the solution is coming from a somewhat normal guy, people listen more.
Grace’s demeanour contrasts with the slick institutions he finds himself working with. He’s an outsider, rather than part of the bubble. He’s never polished or patronising, and his knitwear game is undeniably strong. This humanises scientists and makes him more relatable than a guy in a lab coat.
Experts put people off, and make them think this isn’t a topic for them. Real people pull people in, and make them see things from fresh perspectives.
Avoid shame and shade
In the story, the fate of the planet relies on people working together, not moral purity. This is helped by the fact that the threat they’re facing isn’t man-made, but astrophysical and naturally occurring.
Compare this to Don’t Look Up – it’s all about blame and asking why you didn’t do anything. Instead, Project Hail Mary asks how can we fix the problem. It shows people a hopeful vision of what happens when we work together.
Guilting people doesn’t work. Making them feel like they can make a difference, does.
Just be interesting
It’s a film where Ryan Gosling befriends a rock in outer space. It was always going to be memorable. Sticky, distinctive stories are needed to make messaging land, and work.
This means we need to apply the same principles for climate ads as we do for every other ad. We need to think about what people find intriguing, not what we think is important. We need to remember we’re not the audience. And we need to stop boring or blaming people into ignoring us.
In a world where your advertising can be anything, just make it interesting.
All in all, the success of the film shows that people aren’t auto-disengaged from climate-related issues. It’s just that how climate is usually framed is inherently disengaging. Make it human, hopeful and entertaining, and people will watch. Lace it with great storytelling, high stakes drama and a sprinkling of star power and they’ll keep coming back for more.
Want to improve your comms on climate? Get in touch with the Media Bounty team at hello@mediabounty.com
