Change the story on bushfires and climate, online and in local media

Australia is experiencing the most devastating bushfire season on record. Millions of hectares of bushland and forest have burned. Thousands of homes, over a billion animals and many human lives have been lost.

But behind the fires are waves of kindness, courage and resilience. People coming together, opening their homes to strangers, cooking meals for firefighters, and tending to injured wildlife.

We’re seeing more and more people speaking up about climate damage and demanding our leaders do better. It’s up to all of us who care to rise with the swell of public support for climate action and provide pathways for people to take action and build the movement.

Unfortunately, we’re also seeing the spread of misinformation – both on and offline. From the causes of the fires to mitigation tactics and finger-pointing, a range of conspiracy theories and lies have begun to pop up and rapidly spread.

Much of this misinformation is an attempt by the conservative media to deflect the conversation away from climate change and action. For example, articles published by Murdoch-owned The Australian claim arsonists are the cause of many of the fires, and ‘greenies’ have blocked backburning efforts. Both of these claims are demonstrably untrue.

What we can do

Let’s use this moment as an opportunity to connect the dots between burning coal, climate damage, and unprecedented bushfires. Many Australians don’t yet fully understand this crucial link, so it’s up to us tell that story.

We can also help prevent the spread of misinformation – on and offline – by telling the truth about the connection between climate damage, coal and the unprecedented bushfire crisis.

How we can do it

Speak about the link between burning fossil fuels, climate damage, and unprecedented bushfires.
Encourage people to to advocate for stronger climate action, like emailing their local MP or signing the open letter to all Members and Senators in the Australian Parliament.
Correct misinformation using helpful language and frames.
Never repeat misinformation or frame your responses using our opposition’s rhetoric.

When and where

On social media. Wherever you see misinformation or an opportunity to tell people about the link between burning fossil fuels, climate damage and bushfires, do it!
In conversation with friends and family. Check out this handy conversation toolkit for tips on how to talk about bushfires and climate change.
In the media. Call talkback radio or send a letter to the editor of your local newspaper.

Image: Jess Harwood Art

Guiding principles

Stay focused on our goals – to connect the dots for people, draw attention to the damage big polluting corporations are doing, and the need for all of us to come together and demand climate action. This image beautifully demonstrates the causal link between burning coal, climate damage and bushfires. You can also use some of our pre-formulated responses below.
When correcting false information, it’s important to strike a healthy balance between ignoring and correcting misinformation, myths and lies. By commenting on misinformation online, we actually push it up in “the algorithm,” making it more visible. That said, we still need to correct misinformation – especially when it is coming from a place of genuine curiosity – so use your best judgement on when and where to intervene.
Never repeat misinformation. By repeating misinformation we indirectly contribute to its spread, even if it is in opposition or shared as a quote. We can avoid this by only using our frames that don’t perpetuate the spread of misinformation. See our pre-formulated responses below to guide your framing.
This is a difficult time for many people so we want to make sure we’re striking a balance between empathy and pragmatism. We need to be respectful that many people have been affected by these fires, but we also want to be explicit in our calls for climate action and connecting the dots between climate damage and burning coal, oil and gas.

What to say – sample messages

The unprecedented bushfire crisis is fueled by climate change – caused by digging up and burning coal.

Burning coal is heating our planet and causing record-breaking drought and heat, making bushfire conditions more dangerous than ever. Coal is the biggest cause of climate damage in Australia and the world.

Coal, oil and gas companies have donated big money to Australian political parties to distort the political process and block climate action.

For too long, our federal government has put the interests of coal billionaires over people and our planet. In return for political donations, the coal, oil and gas industry in Australia received $29 billion of public money last year.

Enough is enough. Our federal government must end their relationship with coal, ramp up renewables, and make polluters pay for the damage they’ve caused.

We can, we will, we must solve the climate and extinction crisis and create a better world for everyone and every living thing.

What to say – correcting misinformation

Use these responses to guide you.