The work
I led a four-month consumer campaign for Climeworks, which removes carbon dioxide directly from the air and lets individuals shrink their own carbon footprint with it. Climate specialists already knew the company. I set out to reach everyday readers and explain direct air capture in terms they could act on.
I pitched lifestyle and consumer reporters, timed each story to a company milestone or to something already in the news, and wrote every pitch for its outlet and its reporter. Framing carbon removal as something a reader could take part in gave gift guides and personal-finance pages a reason to cover it.