The challenge

For the launch of its Dangerous Distractions report, the Changing Markets Foundation faced a complex communications challenge. From behind-the-scenes conversations at the World Meat Congress and COP30, the report revealed further evidence for how meat and dairy industry actors publicly champion sustainability while privately shaping narratives to delay meaningful climate action. However, with events having taken place several months earlier, the organisation needed help to generate media interest in the findings and translate them into a timely news story.

Our approach

We positioned the Dangerous Distractions report as an exposé that offered rare visibility into the scale, sophistication and influence of agribusiness narrative-shaping at critical climate moments.

We began with a detailed analysis of the report to identify the strongest media angles. Rather than framing the findings as historic, we positioned them as directly relevant to current policy decisions and debates on food systems and climate action, as well as upcoming climate moments. We focused not only on what industry actors were saying, but on how these narratives were strategically deployed to entrench the status quo, justify increased production and influence policymaking under the guise of climate responsibility.

Given the sensitivity of the findings, we developed a clear and tightly controlled launch plan. We led with a Tier 1 exclusive, securing coverage with Euronews to provide a strong and credible launch moment and generate momentum for wider pickup.

This was supported by a comprehensive media preparation process, including a briefing document that anticipated lines of questioning and provided interview guidance for spokespeople to ensure clear and consistent messaging.

Following the exclusive, we activated broader outreach across Tier 1 and Tier 2 media, trade titles and sector-relevant outlets, alongside targeted podcast pitching. This ensured the report reached mainstream audiences as well as policymakers, sustainability professionals and food system stakeholders with the power to shape the debate.

The result

The result was a coordinated, high-impact report launch that translated complex research into a clear and compelling media narrative with global reach. The Dangerous Distractions report landed as a timely and credible intervention in climate and food system debates, reinforcing the Changing Markets Foundation’s authority in this space.