Public service announcements haven’t changed much in the past 50 years. And they’ve never run campaigns for climate.
Margaret Atwood famously said “Climate change is everything change.”
To us, that means every public service announcement is a climate service announcement.
Introducing PSA 2.0
Meet Aira.
The world’s first person-to-planet (P2P) connector.
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Who We Are
We operate with a mission to engage the public with trusted information, science, and solutions. Through tailored campaigns and new narratives, EPIC drives action at the speed and scale the climate and nature crises demand.
Our North Star
Achieve critical mass for climate action by activating 25% of the world's population through global, regional, and community level communications tailored to different cultural, societal, and environmental needs.
Our Mission
Normalize the mindful use of the planet's resources and empower people with agency through their understanding of their personal connection to our planetary systems.
Mass communications has spent too long in the hands of corporations. It must be more than “narratives” and “branding” — it is civic infrastructure.
The next generation of public service announcements is community-led, digitally native, AI-powered, and built around the lens that cuts through every barrier: health and wellbeing.
Focusing on community-led audiences, aligned with the UN’s Sustainable Development Goals, so we can get much deeper than just demographics.
Meeting people in the right place at the right time with the right message to optimize demand for systems change.
Crafting digital first, AI-led campaigns for maximized reach and scale.
Filtering the complex science through a lens of health and well-being to make it immediately relevant to our lives.
Awareness is high. Action is lagging. The “say-do gap” is real — and traditional approaches aren't closing it. Meanwhile, disinformation was ranked the world's most severe short-term risk two years running by the World Economic Forum.
The strategy has long been: put the science out there, hope the masses follow. But the research shows that the masses don’t follow — until you make the science matter to our lives in ways we can relate.
Catering to all of our “enlightened self-interest” is how we get action.
We do this through a lens of health and well-being, filtering the science through eight dimensions that matter: physical, occupational, social, spiritual, educational, environmental, financial, and emotional.
This is the foundation of PSA 2.0.
Read our BlueprintJohan Rockström, Director,
Potsdam Institute for Climate Impact Research
Closing the Say-Do Gap
To move people from concern to action, we need to change the conditions that hold them back. EPIC's approach is built on four pillars.
Build collective understanding of how each of us connect directly back to a planetary system which supports who we are.
Remove the stigma of “hypocrisy” which comes from people feeling that if they are not perfect they cannot do anything.
Instill confidence in people to communicate on these topics based on their lived experience without needing to be an “expert” on the issues.
Share social proof of others acting on these issues to provide an opening for people to feel like they are not alone in caring for the planet.
The world’s first person-to-planet (P2P) connector
Tell Aira what matters to you — your work, your neighborhood, your family, anything — and it draws a clear, science-backed line between your daily life and the planetary systems that support it. Like talking to your best friend at the pub about why the planet matters to you and what to do about it (if your best friend knew everything about the planet).
Try Aira
The world’s first AI prompt to cut carbon emissions
Already using AI? PromptZero is a simple tool that reduces the environmental footprint of every interaction in any LLM — without changing how you work.
Get the PromptEPIC is convened by the Global Commons Alliance in partnership with New Zero World — with a leadership and creative council spanning some of the world's most respected institutions.
We're looking for partners, funders, and collaborators who believe the climate crisis demands a new kind of communications. If that's you, we'd love to hear from you.
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