The TikTok platform has consistently demonstrated a commitment to increasing sustainability awareness and climate change knowledge among its community around the world. As part of its commitment in this direction and within the framework of the COP29 conference that started in Azerbaijan, TikTok is launching the #ClimateAction 2024 campaign.
TikTok’s vibrant community strives to make a positive impact on the world around us. Content creators, communities, and industry organizations, united by the desire to contribute to the sustainable development of the planet, constantly inspire the platform community, increasing its awareness of climate change and stimulating eco-friendly habits among people. The popularity of the topic on the platform is demonstrated by hashtags such as #ClimateChange, #ClimateAction and #SustainableLiving, for which more than 500 thousand, 170 thousand and 240 thousand videos have been created to date, respectively.
As part of COP29, the largest event bringing together world leaders and communities on the front lines of climate change, TikTok has tapped five talented content creators from around the world to share inspiring content from the event in Baku. These content creators will attend COP29, where they will share exclusive content with the TikTok community around the world.
- Jeremy Owen Wijaya (@Jerhemynemoo) is an Indonesian creator and environmentalist currently studying environmental and renewable energy technologies. Jeremy inspires and motivates his audience to develop eco-friendly habits and make conscious choices every day that have a positive impact on the environment.
- Colin Donaldson (@TrashCaulin) – US-based content creator and environmental activist who actively fights plastic pollution and inspires others to take action. He posts content about picking up trash from beaches and living a conscious lifestyle, thereby raising environmental awareness and motivating his followers to take small but important steps to save the environment every day.
- Selim Tarim (@Selimtarim) – an artist from Turkey and an active supporter of sustainable development. In his videos, he talks about environmental problems in his hometown of Rize. He also creates special therapeutic music in the 432 Hz range, aiming to combine art and nature.
- Maria Verdes (@verdesmarias): Maria is a Brazilian journalist with a background in environment and sustainability and a climate thought leader. She actively promotes the idea of small steps that anyone can take to contribute to the sustainable development of the planet. In 2022, Maria became the winner of the Zero Waste Award from the Zero Waste Institute Brazil.
- Thiago Castanho (@othiagocastanho): Thiago is a renowned chef from the Brazilian city of Pará who uses innovative approaches in his work. Inspired by his roots, Thiago strives to reinvigorate Amazonian cuisine and local culture. He launched his own documentary series Sabores da Floresta (“Flavors of the Forest”) in 2020, immersing viewers in immersive experiences among the forests and rivers of the Amazon.
Also as part of COP29, TikTok will host special webinars with the participation of experts such as Rachel Arthur from UNEP, Futerra CEO Lucy Shih, astrophysicist and science popularizer Neil deGrasse Tyson and Ian Gill, head of sustainable development at TikTok. Through these webinars, content creators on the platform will be able to join in discussions on topics such as sustainable fashion and conscious living.
As part of the platform’s ongoing efforts to make it easier to access authoritative information on climate change and increase climate literacy, TikTok will add tagging to topic-related videos in a number of countries around the world, including Azerbaijan, as part of COP29. Special labels on the videos will lead users to authoritative sources of information, such as the official COP29 website.
Interview between Time.news Editor and Climate Change Expert
Editor: Thank you for joining us today! As COP29 kicks off in Azerbaijan, TikTok has unveiled its #ClimateAction 2024 campaign aimed at raising awareness around climate issues. What are your thoughts on social media platforms like TikTok being involved in this globally critical conversation?
Expert: Thanks for having me! I believe TikTok’s involvement is crucial. The platform has a powerful reach, especially among younger audiences who are increasingly concerned about sustainability. By launching the #ClimateAction campaign, TikTok is not only raising awareness but also fostering a sense of community around climate action. This can motivate individuals to take actionable steps in their everyday lives.
Editor: It’s interesting how TikTok has already gathered significant engagement around climate issues, with hundreds of thousands of videos under relevant hashtags. How do you think these viral campaigns influence real-world behaviors?
Expert: Viral content can significantly shape public discourse. When people see relatable and inspiring content from diverse creators, it can change perceptions and behaviors. For example, when influencers like Colin Donaldson tackle issues such as plastic pollution through engaging videos, it encourages viewers to reflect on their own habits—perhaps motivating them to reduce plastic use or participate in community clean-ups.
Editor: This campaign features five notable content creators from around the world, including environmental activists and artists who plan to share exclusive content from COP29. How important is the role of these creators in bridging the gap between climate science and the general public?
Expert: Creators play a pivotal role in translating complex climate science into digestible and engaging content. For example, Jeremy Owen Wijaya, who focuses on renewable energy, can inspire his audience with practical tips and showcase innovative solutions. Content creators are uniquely positioned to humanize climate issues, making them more relatable, thereby encouraging engagement from a broader audience.
Editor: One of the creators, Selim Tarim, merges art with environmental advocacy. How do you see the intersection of creativity and climate activism can enhance the messaging around sustainability?
Expert: Absolutely! Art has always been a powerful medium for change. When artists like Selim use their talents to highlight environmental issues, they evoke emotions and feelings that can resonate deeply with audiences. Creative expressions can inspire action in ways that purely factual statements often can’t. It also attracts people who might not typically engage with traditional activism—making the climate movement more inclusive.
Editor: With the increasing urgency of climate change, do you think campaigns like #ClimateAction can have a tangible impact on policy or larger systemic changes?
Expert: Yes, they can! Grassroots movements often influence political discourse and policy. When a campaign generates significant public interest and engagement, it can pressure policymakers to prioritize climate issues. If creators use their platforms successfully to mobilize their followers—whether it’s to support specific legislation, participate in local initiatives, or raise awareness—then we start seeing change on a larger scale.
Editor: how can the TikTok community continue to build upon this momentum beyond COP29 to sustain environmental awareness?
Expert: The key is consistency and engagement. After COP29, it’s important for creators to continue producing content that highlights local and global sustainability issues. Ongoing education, sharing success stories, and using the platform to organize events or initiatives will keep the conversation alive. TikTok can serve as a vital tool to not only educate but also empower the community to be proactive—turning awareness into action long after the event concludes.
Editor: Thank you for sharing your insights! The intersection of social media, climate action, and community engagement presents a promising path forward in the fight against climate change. We look forward to seeing how TikTok and its users shape this narrative moving forward.
Expert: Thank you! It’s an exciting time for climate advocacy, and I am optimistic about the role that platforms like TikTok can play in making a difference.