#WednesdayWisdom

The challenge was that climate and sustainability concepts can feel abstract, technical, or just plain overwhelming, which leaves people unsure where to even start. Most Ecochallenge participants were joining for the first time, so we needed a way to introduce key ideas in the climate space that felt accessible and doable instead of intimidating. Some of those ideas lived in places people don't usually go looking, like our published behavior-change white paper or academic frameworks like the Iceberg Model of systems thinking. The challenge was taking what lived in a research document and making someone stop scrolling long enough to understand it.

My role: Working closely with the Programs Manager, I identified the concepts, terms, and frameworks that were unfamiliar or confusing to much of our audience. I built a repeatable post format around three simple questions: What is it? Why does it matter? What can I do? I led the copywriting and content structure for the series, writing every slide and translating dense ideas into clear, approachable language that always connected back to a concrete action someone could take. For the more involved topics, like our behavior-change model and systems thinking, I broke the source material into multi-part explainers that cited their sources and pointed people back to the original research. I collaborated with a part-time designer on the graphics.