While public concern for climate change remains high (hovering at 64%-65% over the last 3 years, according to YPCCC’s data), there has been a significant decline in the distribution of climate messages across media platforms. The percentage of people hearing about climate in the media once a week has declined from 25% in 2022, to 17% in 2025. People are hearing about climate less often and distribution is a barrier to reach audiences to motivate behavior and community-level change. When the public hears less about climate, it’s perceived to have less importance, and in-turn audiences are less motivated to act. To reset a cycle of engagement, Potential Energy will use materiality narratives through always-on and rapid response messaging under the Climate Operations Room, develop a health platform, and run media pulses during extreme weather season in key states. PE will leverage narratives on health and toxicity, energy affordability, as well as extreme weather and the importance of protecting communities. Narratives will connect with people’s values (freedom, love, prosperity, security) and reduce polarization, while growing support for action and motivating behavior change among audiences including suburban women, moderates, rural communities, and homeowners.