Communication guidelines - Climate Transformation Fund

Here you can find approved messaging that you can copy and use for your communication, as well as guidelines to help you stay compliant when marketing and promoting the partnership with Milkywire to your audiences.

Milkywire initiatives

We’re incredibly proud to say that 20 people from of our initiatives on Milkywire are, in fact, members of the IUCN SSC specialist groups. It’s an honor to support the work of such high-caliber scientists and environmentalists. As an example, José Gonzáles-Maya (Amphibians Program) is the co-chair of the IUCN small carnivore specialist group. Through their work on the Jaguar Friendly initiative, he collaborates with local communities to incentivize the protection of flagship species. This is done by offering compensation in the form of agricultural assistance, access to international markets, and eco-labeling in return for assurances of working against poaching and for conservation.

As if having 20 members of SSC specialist groups on Milkywire wasn’t enough, one of them, Andrea Marshall (Marine Megafauna Foundation) from the shark specialist group, was even instrumental in getting manta rays listed as Endangered, having previously been categorized as Data Deficient. Her years of dedication resulted in sufficient data being collated to recategorize the species, which will hopefully enable greater protection of them in the future.

Principles

These are communication principles that we recommend you use both internally and externally:

• Referring to the CTF, we should be bold. We know that this is a best-in-class solution for climate action.

• The CTF follows science-based guidelines and best practices.

• Experts and an external advisory group manage the CTF. This is something to emphasize in the communication.

• Our fund is underpinned by acknowledged blueprints/frameworks (the latest in the market).

• The strength of our fund is based on the three pillars (

  Durable carbon removal, Restoring and protecting nature, and Decarbonization

  ). A versatile set-up of the fund is the solution for long-term impact.

• Write CO₂ consistently (carbon is also ok).

Messaging

Overarching communication concept

Name: The Climate Transformation Fund (CTF)

Taglines B2B;

• Pioneering climate solutions beyond offsetting

• Above and beyond offsetting

• Pioneering climate solutions

• Above and beyond net zero

• Climate action above and beyond net zero

Taglines B2C;

• Support pioneering climate solutions

• Pioneering climate solutions

• Unlocking climate solutions, beyond offsetting

Statement: Study after study shows that carbon offsetting alone is not enough to achieve global net zero. We need more action. To secure a brighter future we’ve made it our mission to fund pioneering projects within carbon removal, nature restoration, and decarbonization. We do this through Milkywire’s Climate Transformation Fund, which uses a science-based approach and renowned experts to fund projects across the globe and to maximize impact.

Do's and Don'ts

A short glossary that outlines some do's and don'ts when communicating the CTF. If you're the slightest uncertain if your copy is OK — reach out!

Do's

• CO₂, Carbon (dioxide)

• Contribute, Support, Donate, Fund

• Impact, Fight, Take charge, Take a stand, Pioneer, Reduce, Aim, Help

• Global Net Zero, Net zero, Beyond offsetting, Global climate targets

• Mitigate climate change, Prevent further climate change, Stabilize the climate

• Atmosphere, Footprint, Emissions, Long-term effect

• Pre-purchases of carbon removal, Durable carbon removal, Solutions, Action, Experts

• Locally rooted organizations, Non-profit organizations, Non-profits, Organizations (referring to both non- and for-profit), Initiatives, Projects

• Advisory group

• /tonne, /t

Don't

• CO2, co2

• Invest, Finance

• Carbon offsets/Offsetting

• (Climate) Positive, (Climate) Negative, (Climate) Neutral

• Save the climate

• Clean, Green

• (The CTF does not) carbon offset/offsetting NOTE: We are very hesitant on wording referring to reduced carbon in the atmosphere or carbon claims.

• Grassroots organizations

• Advisory board

• /tons /ton

Inspiration

Checkout/ Shopping cart

Encourage your community (B2C) to donate at the moment of purchase.

Included in product

Informs your community that buying a product/plan automatically means supporting the CTF.

Banner in email or app

Encourage your community to donate or learn more about the CTF by linking to a separate page. Can be used in various spaces both pre- and post-purchase. For example, order confirmation pages or thank you emails.

Webpage content Informs (customers/users) that your company is taking action against climate change, beyond just offsetting, by supporting the CTF.