studiohitzefrei

Climate communication reimagined. Breaking out of the bubble: climate communication that touches hearts and minds—not lectures them.

When plaster casts, Insta Reels, and Global Stories inspire young people to take climate action, it's not utopian, it's strategic. The SUStainable model project shows how climate communication can reach people who would otherwise remain untouched.

Communicating sustainability in a new way?
Climate crisis? Sure. But how do you get people who don't see themselves as part of the “climate scene” to get involved? This is exactly where the SUStainable model project comes in. A strong alliance between the Climate Campus of Mycelia gGmbH, Brot für die Welt Jugend e.V. and the umbrella organization of youth councils in Baden-Württemberg e.V. has developed an innovative concept: social media and a plug-in format are used to reach young people between the ages of 14 and 24 where they really are – in real life and on Instagram & Co.

The problem: sustainability often gets stuck in the “eco-bubble”
Traditional climate communication has a bubble problem: it often only appeals to those who are already committed to the cause. However, many young people lack low-threshold access to topics such as “combating climate change,” “marine conservation,” and “biodiversity.” They experience sustainability as something aloof, didactic, or simply irrelevant to their everyday lives. The model project counteracted this with two different approaches:

Plug-in formats at existing events:
Peer-to-peer initiatives on sustainability were integrated into the Leipzig Book Fair 2025. A creative workshop and a digital encounter with a young person from the Global South who shared their story brought the topic to life from a new, personal perspective.

On our Instagram channel @studiohitzefrei, sustainability was linked to everyday culture through fashion, music, and comedy. Three creators from these fields integrated sustainability into their thematic worlds. The resulting reels achieved over 230,000 views and triggered genuine interactions that went far beyond simple likes.

What we can learn from this:
Spokespersons instead of language barriers: Let people who are authentic in their communities have their say. Peer-to-peer works.
Connect instead of convince: Instead of preaching, it is better to connect with existing interests. People who like fashion may want to know what goes on in the supply chain.
Think platform-appropriate: A good Instagram reel can achieve more than a 90-minute lecture. We need formats that spark curiosity rather than fatigue.
SUStainable shows what successful climate communication and engagement can look like: realistic, accessible, empowering. It's not about more facts, but more connection. So that sustainability can break out of its bubble and into the lives of young people.