MAIA Climate Narratives: Scientific Storytelling Approaches for Climate Communication and Action

This MAIA narratives report draws on the project’s innovative use of scientific storytelling, digital media, artistic collaborations, and exhibitions, presenting how climate knowledge has been translated into compelling narratives that connect with diverse audiences across Europe. Through formats such as institutional videos, transmedia campaigns, TikTok micro-narratives, infographics, and curated exhibitions, MAIA has demonstrated how narratives can transform complex data into accessible, motivating, and actionable stories.

The narratives address critical challenges in climate communication, such as overcoming information overload, combating misinformation, and validating emotional responses like climate anxiety. By employing metaphors, visual tools, emotional arcs, and familiar cultural references, they help audiences—from policymakers and researchers to entrepreneurs, educators, and young citizens—move from disconnection or paralysis towards empowerment and constructive action.

Grounded in real testing across platforms and contexts, these narratives provide concrete, replicable mechanisms that other science communicators and institutions can adopt. They illustrate how multidisciplinary collaboration between scientists, artists, communicators, and designers can create bridges from fragmentation to connection, from scepticism to trust, and from anxiety to collective agency.

Download the Climate Narratives

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Disclaimer

Created with funding from the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the granting authority. Neither the European Union nor the granting authority can be held responsible for them.

The information and documentation in this section are published with permission from their respective sources. While the MAIA Project strives to ensure the accuracy and completeness of the content, we make no guarantees or warranties of any kind, express or implied, about the validity, reliability, or accuracy of the information. The original sources are solely responsible for the content they provide. We disclaim any liability for any errors, omissions, or inaccuracies in the information and for any actions taken in reliance on the information contained on this website.