Protect Our Winters is a climate advocacy organisation in the outdoor community. They're a global network of over 150,000 supporters and 200+ athlete ambassadors: from pro athletes to scientists to brands and passionate outdoor enthusiasts.

We worked with POW EU, the European arm of the POW movement, made up of 10 national non-profit organisations across the continent. The original brand messaging had done a lot of hard work growing them from 1 to 10 EU chapters, but POW EU's role in the European climate advocacy space had changed. They asked us to help them find the words to match their new ambition, bringing more energy and attitude to the brand.

The team had already done a lot of work to gather their thoughts. We started by meeting the core team, listening to the tensions and commonalities, and building a sound understanding of their new direction and where their current messaging was falling short. The team knew what they wanted to say; they just didn't have the words to say it.

After spending time with the team, it was clear they were all working to turn passion into purpose. Turning passion for outdoor sports, outdoor equipment and the great outdoors into climate action. Over a few weeks, we cut through the complexity to craft a sharp north star document. This included tightening up their Vision, Mission and Purpose, crafting a tagline to unite their chapters, and helping them articulate the three tools they use to drive climate action: educate, collaborate, advocate.

When we presented the final work, their Executive Director, Jonas, said "the results have surpassed our expectations." Strategy & Comms Lead, Jordan, added that the collaboration "has unlocked new possibilities for Protect Our Winters in Europe, allowing us to amplify our mission and reach new audiences." The team's been bringing this new messaging to life across their website, chapters and broader communications.