Creative Climate Solutions: Purpose and CCAC Lead Super Pollutant Awareness at Global Conference in Brazil

In a world where misinformation has become a commodity and science is systematically questioned, bringing together scientists, governments, and communicators for deep conversations about climate and air quality is more than necessary—it’s urgent. That’s exactly what the Climate and Clean Air Coalition (CCAC) did in March 2025 in Brazil, through the Climate and Clean Air Conference.

The CCAC is an international coalition formed by governments, intergovernmental organizations, and civil society. Their work focuses on reducing short-lived climate pollutants, like methane and black carbon, which have a disproportionate impact on climate change and public health. These are invisible gases, often odorless, that—while less talked about—are among the most dangerous in the climate debate.

The conference in Brazil was a milestone: over five days, more than 300 participants from dozens of countries came together to share knowledge, co-create solutions, and strengthen global ambition to combat super pollutants. Ministers, secretaries, NGO leaders, researchers, and diplomats gathered in a highly strategic, sensory and emotional space. There was music, Brazilian food, color, and culture—everything that makes Brazil unforgettable.

And that “unforgettable” feeling wasn’t accidental.

As one participant said during a session:

“They don’t see methane. They don’t smell methane.”

That’s why giving shape to the invisible was one of our biggest goals at Purpose for this event.

Communication and Collaboration

One of the major highlights was how communication became central to the event. We facilitated one of the conference’s most powerful sessions — a debate on how to align strategies and narratives to talk about super pollutants globally.

It was here that we saw the strength in bringing together different minds like government officials, social movement organizers, and scientists to reflect on who needs to hear what, when, and how.

Belonging and Community

Throughout the conference, one word became constant: belonging. The materials we created, physical objects distributed, symbols, names, and characters — all contributed to building a sense of community around a shared cause.

And when people feel part of something, they act with more energy, passion, and commitment. This is the foundation we want to help build toward COP30, which will take place in Brazil.

What We Learned

• Science needs to be defended and amplified — and communicators play a key role in this.
• Playful, sensory, and cultural formats help translate technical topics and engage diverse audiences.
• Strategic communication isn’t just support — it’s part of public policy.
• Belonging comes from emotion — and emotion is built through attention to detail, place, and people.

May this conference be just the beginning of a creative and ambitious journey to bring super pollutants to the center of the climate debate. Because in the end, it’s when we see, feel, and understand, that we begin to act.

If your organization is looking to create meaningful impact through creative campaigns like these, our team can help. Contact us to explore how Purpose can partner with you to drive lasting change and raise awareness around issue that matter.