Science Moms

Overview

Science Moms, a group of climate scientists and mothers, tapped into The Weather Channel’s audience to boost climate advocacy, brand awareness, and ad recall among mothers in key markets.

Business Challenge

Science Moms, a group of nonpartisan climate scientists and mothers are joining forces to demystify climate science. They believe their kids deserve a better world to inherit. So, as extreme weather trends continue to reshape our world, the mothers actively rally to help protect the cherished places where future generations will create their memories.

Their organization identified a critical gap: While many mothers worried about their children’s environmental future, they often lacked understanding of climate science and felt uncertain about how to promote climate change awareness.

With 63% of people believing weather is getting more volatile and severe, there was a clear environmental marketing opportunity to connect the dots between weather events happening locally and changing climate patterns across the globe. The goal: to help increase awareness and understanding of climate science and how to take action. The need was evident — 85% of people worry about the changing climate, and 93% live in areas impacted by severe weather events over the past year. Polling also revealed an untapped force for climate advocacy: The biggest motivator for climate action is care and concern for future generations and the safeguarding of their environment — naturally placing mothers at the center of this movement. This insight led to an innovative strategy combining weather data with mobile app advertising to deliver compelling messages during extreme weather moments.

"It was vital that we partnered with one of the most frequented and respected authorities on weather, The Weather Channel, to deliver our message during extreme weather moments.”
— Nicole Dorrler, Global Head of Marketing and Brands, Potential Energy Coalition

Impact

• 1.3M unique users reached
• 6.3% lift in support for climate action
• 6.7% lift in brand awareness among women 35-44
• 3.3% lift in brand recommendation among women 35-44
• 3.6% lift in ad recall among women 35-44
• 21% lift in support for climate action among suburban women

Weather Strategy

Turning Storm Warnings into Climate Conversations

Parents plan their daily lives around the weather, rain or shine. In fact, 85% say weather is crucial to making decisions about their daily plans. Science Moms understood that parents are highly attuned to daily weather, and utilized The Weather Channel app to engage mothers with climate science education while they were planning their daily routines.

As the world’s most accurate forecaster, The Weather Channel helps millions of people make informed decisions every single day. Voted as one of America’s most trusted brands, its meteorological expertise, scale, and the fact that day-to-day weather is how we experience the changing climate, made it an ideal platform for connecting with mothers about climate action.

The campaign geo-targeted Science Mom’s six priority markets: Pennsylvania, Michigan, Wisconsin, Arizona, Georgia, and North Carolina. Within these regions, Weather Targeting advertising identified ZIP codes experiencing extreme weather events — including thunderstorms, tornadoes, hurricanes, floods, wildfires, and excessive heat. This strategic timing helped shine a light on the changing climate through everyday weather moments.

That’s where weather-powered creative comes in: By combining Weather Targeting with Integrated Marquee advertising creative, Science Moms connected with mothers as they opened The Weather Channel app home screen and when they would be most receptive to climate marketing. Each message was customized to align with the local weather forecast, creating personally relevant climate conversations.

"Success for our extreme weather intervention was about helping people connect the dots between climate change and extreme weather in six designated media states.”
— Nicole Dorrler, Global Head of Marketing and Brands, Potential Energy Coalition

Results

When Weather Moments Drive Climate Action

Through The Weather Channel’s trusted platform, Science Moms created powerful connections between local, real-time conditions and climate awareness to reach mothers in key markets during impactful moments.

The group’s approach to simplify and humanize climate science galvanized a movement that yielded impressive engagement, reaching 1.3 million unique users while driving notable lifts across key areas: from a 6.3% lift in support for climate action support, to promising gains in brand awareness (6.7%), recommendation (3.3%), and ad recall (3.6%) among women 35-44. But the initiative’s impact reached beyond traditional metrics to foster new levels of environmental understanding and inspire collective momentum for meaningful action and change.

"We performed a randomized control trial study and found an increase of over 21% in our suburban women audiences’ support of government action on climate change in comparison to our control audience.”
— Nicole Dorrler, Global Head of Marketing and Brands, Potential Energy Coalition

About Science Moms

Science Moms is a non-profit organization created by nonpartisan climate scientists and mothers to demystify climate science and motivate everyday moms to create plans and solutions that help preserve the planet for their kids' future.