The climate crisis isn’t a hopeless issue, but the momentum needed for change is being slowed by politicians who dismiss it. Project Dandelion aims to solve this problem by creating a community of people who want to collectively influence stronger actions from their governments regarding climate change. The organisation seeks to build momentum and recruit people worldwide to join their project, becoming a collective voice for climate action at the upcoming COP 30 event in 2025, where world leaders will make critical commitments regarding climate issues. This will be achieved through a digital campaign directed at people worldwide who want changes in how governments address climate issues.

The campaign's idea is to use the most hated moments from popular TV series to highlight the ability to change the climate crisis. To reach a global audience, we need to base the campaign on something universally understood that hooks those apathetic to traditional climate messages. In the digital age, content—specifically TV series—has become all-uniting, joining traditional topics like food and music. Streaming platform accessibility is growing and reached nearly 1,8 billion people in 2023. New series jump continents (as Korean dramas did), the most popular shows gain even more traction, and the most hated moments in these shows become widely known and discussed. We'll use these iconic and generally hated moments to communicate how Project Dandelion works to change Earth’s story, which for some may seem already scripted.

According to Exploding Topics, a trend research company, streaming services are popular among all age groups. While binge-watching is most common among people in their forties, the numbers for teens and those in their thirties are still high (60-69% of people in these groups admitted to binge-watching streaming content). For the campaign, we will choose these two groups as our primary target since they grew up thinking they cannot change the climate crisis. They are also the prime users of social media and streaming platforms globally, so this demographic is ideal for finding digital noisemakers who can be hooked with references to the shows they have watched and who can spread the message about Project Dandelion.

The campaign will start on social media platforms that house our target demographics and discussions about TV series: Reddit, TikTok, and X. It will feature references to hated TV show moments and inform people, “YOU can’t change this script. But WE can change Earth’s,” emphasizing community and the climate crisis. Alongside the social media campaign, we’ll create short-form video content on Project Dandelion's social channels where TV-related celebrities and frontline defenders draw parallels between movie scripts we want to change and how people are changing “Earth’s script.” The social media campaign and video content will invite viewers to the web platform “Change the Script of COP30,” where they are invited to become a Dandelion. Signed members are informed via social media and newsletters about how the organization is “Changing the Scripts” across the world (feel-good stories) and uniting for COP30.