Launched in April 2025, Time for CH₄nge is a European campaign tackling one of the most urgent yet overlooked climate challenges: methane. Responsible for around 30% of today’s global warming, methane (CH₄) is a super-pollutant that’s invisible, odourless, and largely overlooked in mainstream climate discourse. Yet cutting emissions from the oil and gas industry is one of the easiest and most cost-effective climate solutions available today.
With a short window to act and meet EU 2030 targets, our mission is clear: make the invisible visible while there’s still #TimeForCH4nge.
Our vision is to give methane its moment, transforming it from a niche scientific term into a cultural movement that people can understand, connect with, and act upon. The strategy unfolds in three phases – education, mobilisation, advocacy – anchored in four core goals:
Through immersive storytelling, powerful visuals, and cross-sector collaboration, Time for CH₄nge makes methane visible, urgent, and impossible to ignore. By building a creative and collective movement, we position methane not only as the emergency brake on climate chaos, but as a hopeful opportunity to slow warming within our lifetimes.
At the heart of Time for CH₄nge lies a simple truth: you can’t fight what you can’t see.
Methane is invisible and so too is much of the public conversation around it. To shift this, we devised a strategy rooted in creativity, collaboration, and community, designed to make methane visible, visceral, and culturally relevant.
Plan of Action
Our strategy unfolds in three phases of engagement, shaped by behavioural insights into how people engage with climate-related issues:
Education: Bring methane into public consciousness through bold, artistic storytelling so it is finally "seen".
Mobilisation: Activate civil society partners to amplify our work across their own networks.
Advocacy: Translate awareness into pressure on policymakers through empowered communities.
We translated this into a pan-European integrated campaign with targeted execution:
Brussels Launch: The campaign kicked off loud and proud with a hybrid event in Brussels featuring climate leaders from the IPCC, Club of Rome, European Parliament, and civil society.
Data-Driven Hero Art: In collaboration with data artist Nadieh Bremer, we created The Methane Circle: an interactive data visualisation turning atmospheric data into a personalised “circle” reflecting changes in each person’s lifetime. This became our hero image and extended into social content, enamel pins, and stickers, making an abstract pollutant personal and shareable.
Website & Resource Hub: Our digital home provides interactive tools, educational resources, as well as multilingual and customisable toolkits for NGOs and collaborators.
Immersive Storytelling: Our flagship 360° immersive experience, In Plain Sight, brings methane to life through stunning visuals, scientific fact, interviews, and narration by climate influencers Simon Clark (EU) and Sophia Kianni (US). Debuting in Belgium, its impact secured a US premiere during New York Climate Week.
Digital Amplification: A structured social campaign blended short and long form video, data imagery, interviews, and creative process insights across YouTube, Instagram, LinkedIn, and X. Influencer partnerships extended our reach beyond traditional climate audiences.
Community Building: By uniting artists, scientists, and advocates, we are seeding a creative coalition capable of sustaining momentum and shaping policy debates at key moments.
Challenges
Complexity: Methane’s invisibility and technical nuances risk confusing audiences. Our solution: compelling, science-backed storytelling by relatable communicators that finds common ground and sparks curiosity.
Climate Fatigue: Many people feel overwhelmed by climate doom. By leaning into creativity, we reframed methane as both urgent and hopeful.
Global Scalability: Collaborating across European geographies and languages is complex. We adapted content into five additional EU languages with tailored narration and visuals to ensure accessibility and relevance. And again for the US.
What Makes It Unique
Time for CH₄nge is redefining policy communications in Europe. It fuses cutting-edge science, smart policy insight, and the power of art, delivered on a non-profit budget and guided by behavioural science. By uniting an emerging creator community with the energy of climate advocacy, it sparks a movement that feels fresh and accessible. Its signature Methane Circle transforms raw data into a personal, tangible, and beautiful experience. This rare blend of creativity, science and impact makes methane impossible to ignore.
Six months after launch, Time for CH₄nge is already shifting the conversation on methane, transforming a technical issue into a visible, relatable, and shareable story:
Awareness: Our two Brussels events featured 18 high-profile speakers and attracted 300+ participants across 22 countries. Nearly 3,000 people visited our website, generating 1,500 personal methane circles. With 80,000+ LinkedIn impressions across our own and partner channels, and assets available in six languages, we reached well beyond the traditional climate community.
Community: In just five months we partnered with 19 civil society organisations, engaged content creators, and earned coverage on YouTube and LinkedIn. A growing coalition of artists, scientists, and advocates is rallying around the campaign, showing a strong appetite for creative collaboration. This community is laying the groundwork for a movement capable of blending art, science and policy at scale.
Policy Engagement: Launching in Brussels gave us direct access to politicians and policymakers and built trust with institutions. Early signals suggest that cultural framing and grassroots mobilisation can strengthen regulatory action at a pivotal moment for EU climate goals.
Global Reach: From Brussels to New York Climate Week, our 360° immersive experience In Plain Sight is sparking global conversations, positioning methane as a shared international challenge.
Audiences are beginning to see methane as the fastest, most cost-effective way to slow warming now. By uniting creativity, science, and advocacy, Time for CH₄nge is creating a new blueprint for policy and climate communication that inspires action and offers hope. Methane is not invisible anymore.
