It’s gone to air!!!!! As some of you may know I have been producing a TV ad campaign for climate action, that places graziers and miners at the centre of the conversation around climate change, and I’m proud to say that it’s now gone to air on Chanel 9 in Queensland and will be aired to hundreds of thousands of people over the next month.

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Regional Queensland is incredibly vulnerable to the effects of climate change, but in the 2019 election, we saw a swing towards more conservative politics. But I was so tired of seeing ads that stereotyped miners as climate deniers and patronizing and divided the regions instead of being inclusive. The psychological evidence showed that regional Queenslanders do care and so my campaign aims to transform the conversation around climate change to be more inclusive and effective.

"It's What Queenslanders Do" features Grant Howard a miner from Mackay, Mick Alexander a beef grazier from Rockhampton and Bruce Currie a beef farmer from Jericho.  They certainly don’t fit the cookie-cutter stereotype of eco-warriors, but that’s precisely why they have such an authentic, inspiring and persuasive take on climate activism, and I'd encourage all of you to check out their full interviews on:

This all started with my crazy ambitious idea about how we could transform climate change communications in Queensland, and I keep on having to pinch myself that it is now actually being streamed on TV.

I am so grateful to everyone who helped transform this dream into a reality and I hope that you love the finished product as much as I do.

Directed and Produced by: Charlie Rogers
Videography and Editing: Mack Struthers at Exit Ghost Productions
Creative consultant: Eva Fexy
Supervised by: Professor Steve Reicher 

Charlie Rogers (she/her)

Student, University of St Andrews

Hi! My name is Charlie I’m born and raised in Australia but am currently doing my bachelor’s degree in the UK at the University of St Andrews studying International Relations and Psychology. During my time at university, I have also studied Arabic and Italian and in the future, I would love to work in political psychology helping to develop human rights, and climate action policy and campaigns. My research project is, therefore, looking at social identity and climate change reform as I aim to investigate how environmentalism is represented and the extent to which it encourages or marginalises groups from collective action. So if you are also working on something like this or know an expert in the field please get in touch, I would love to hear from you! I'm a diligent worker and have worked in a variety of positions in hospitality, environmentalism, and communications. This includes being a public speaking and debating coach, a legal administrative assistant and a research assistant at Licella, a renewable energies firm. I am passionate about the environment and protecting our planet and love spending time in the outdoors. In my free time, I enjoy cooking and inventing new recipes! My friends describe me as a bit of an amateur chef but otherwise, I love being active and sail competitively for my University team as well as surfing when I'm at home. I would describe myself as adventurous, extroverted, pro-active and open-minded. Having done a fair amount of solo travelling in the past I am capable of being independent and self-sufficient, however, I thrive in groups and love learning from other people’s experiences and expertise.