Crossing Borders: A Campaign to Engage the Next Generation

There is a broadly held view that the next generation is engaged and taking action to curb climate change. However, this is not the case across all of Scotland, or indeed the world. For the majority of young people, the feeling is one of defeat, with climate seen as a problem impossible for them to influence. To tackle this, Fuel Change, an organization established for the next generation, engaged teams of 16–24-year-old creative and PR professionals from across Scotland and challenged them to create a new climate change campaign to resonate with their own demographics. In this workshop, the winning campaign will be presented, following voting by young people from the U.K., China, India and the U.S.