Heaps Better
To shake themselves out of climate anxiety and into climate action, hosts Ash Berdebes and Jess Hamilton make a pinkie promise to protect the planet and their sanity.
“So helpful and fun! Such a refreshing podcast that doesn’t leave you feeling helpless and deflated. I feel more informed and hopeful for our future. Thank you for creating!!!”
— Listener review
THE BRIEF
Greenpeace were looking to create their first big podcast project and establish audio as a communication channel for the organisation.
Audiocraft partnered with creatives Jess Hamilton and Ash Berdebes to bring their original concept Heaps Better to Greenpeace as a pilot series.
This partnership resulted in an engaging and accessible podcast that gave Greenpeace the opportunity to communicate effective action and information to audiences via a new format with an upbeat tone.
WHAT WE DID
Audiocraft worked closely, in partnership with Greenpeace, to refine the podcast narrative and messaging to lean heavily into existing climate research. We targeted a specific Australian audience who were most likely to act and to share the message with others.
Ash, Jess and Ella Colley (Greenpeace) developed a framework for action and engagement that armed listeners with the knowledge, tools and confidence to take effective action.
Ash and Jess recorded interviews, field recordings, sourced archival and creative sound elements, interviewed high profile experts across climate finance, technology, policy and psychology, alongside inspiring everyday stories. They oversaw recording, script, editing, sound design and mix. Jess and Ash also worked with Greenpeace to create a downloadable climate action tool kit for podcast listeners.
The series had 100+ positive ratings, frequently stating the podcast inspired ‘positivity’, ‘optimism’ and ‘hope’. It averaged 4.9/5 stars; featured on Apple browse, Apple Recommended, and Spotify Recommended charts.
Heaps Better was featured by The Guardian, Broadsheet, ABC Sydney, Media Week, FBi Radio, Ethical Made Easy and more. Most importantly, the podcast inspired action: 1,089 people downloaded an accompanying ‘action kit’ to follow through on actions, and 70% of listeners surveyed said the podcast prompted a change in their behaviour.
CREDITS
Client: Greenpeace Australia Pacific
Creator / Hosts / Producers: Jess Hamilton and Ash Berdebes
Sound Designer: Jess Hamilton
Sound Engineer: Adam Connelly
Executive Producer (Audiocraft): Kate Montague
Executive Producer (Greenpeace): Ella Colley