That’s what makes the Local Storytelling Exchange so fascinating. They’re not rolling out a programme, product, or toolkit. They’re scaling a storytelling approach, designed to shift public opinion about the green transition at scale.

Fear-based narratives about the green transition in the UK are loud, fast, and emotionally gripping. They tap into feelings of loss, lack of control, and being left behind. To compete, the Exchange is shifting the focus by amplifying real, local stories that show climate action already underway – ‘this is what the green transition looks like’.

From tradespeople retraining for green jobs, to neighbours launching community energy projects, to households benefitting from insulation upgrades – these stories don’t just inform, they inspire. They turn the narrative from fear to possibility, from resistance to action.

Over the past six months, we’ve worked with the Exchange to shape a strategy for scaling the impact of their storytelling.

1. Get crystal clear on the problem you’re here to solve.
The Exchange isn’t trying to ‘raise awareness’ in general – they’re laser-focused on countering the cultural backlash against climate action in the UK.

2. Define your ‘minimum viable model’, i.e. what is essential to deliver your impact.
For the Exchange, it’s three things:

• Find powerful local stories
• Tell them in ways that connect
• Get them in front of target audiences

3. Focus on what you do best – partner for the rest.
The Exchange excels at finding and telling stories. To reach people across local, regional, and national platforms, they’re building partnerships – with media outlets, local organisations, and digital platforms – and being intentional about what each side brings to the table.

4. Keep learning, always.
The Exchange is committed to testing, tracking, and refining. They’re asking: Which stories shift opinion? Which audiences respond – and where? Which partners get stories in front of the right people? This ongoing learning isn’t a nice-to-have – it’s essential for scaling.

🔑 Key learnings:

Stories aren’t a soft part of change, they’re a lever for it. We need narratives that don’t just inform, but counter and transform.

Narratives grounded in human experience hold immense power. If your work involves narrative change, public engagement, or building support for complex change, the Local Storytelling Exchange is one to watch, not just for what they’re doing, but for how they’re thinking about scale.

The next big leap in impact might not come from what you build, but from the stories you scale. Including yours.