The challenge
Behaviour change starts with a good story
Facts alone rarely change behaviour.
Science gives us evidence, but stories move people to act. Entertainment – whether a TV drama, documentary, reality show or social media, shape our culture and values.
Australia faces a critical challenge: our homes are among the least energy efficient in the developed world. Retrofitting millions of homes is essential to meet emissions targets, yet adoption is slow.
The technology exists, but cultural momentum is missing. To accelerate change, we need stories that spark aspiration and make sustainability a part of everyday life.
Our response
Embedding sustainability into the stories we love
CSIRO hosted SHIFT, a first-of-its-kind event in Australia that connected behavioural scientists, creatives, producers, strategists, and policymakers to tackle one of our biggest challenges for climate action: turning knowledge into behaviour change and real-world impact.
Over two days at The Calyx in Sydney, SHIFT explored how sustainability can be woven into screen storytelling – from film and TV to digital media, so climate-positive behaviours become mainstream.
Day One featured keynotes, panels, and co-creation labs with national and international leaders, including experts from RARE's Entertainment Lab who work with Hollywood and Australia's top broadcasters.
Day Two centred on PowerHouse, a new CSIRO-led television project developed with Blue Tribe Media and funded by RACE for 2030 and the NSW Department of Climate Change, Energy, the Environment and Water (DCCEEW). This hands-on workshop gave participants the chance to craft compelling and engaging narratives, apply behavioural insights, strengthen pathways to impact, and design evaluation methods to measure real-world impact.
By bringing together science and creativity, SHIFT sparked bold collaborations and laid the foundations for a new ecosystem of practice – where science and creativity work together to accelerate cultural and behavioural change for climate action.
The results
From vision to real-world change
SHIFT did more than start conversations – it sparked actionable outcomes. By bringing together scientists, creatives, producers, strategists and policymakers, the event created space for new partnerships and practical tools to embed sustainability into entertainment.
Participants walked away with shared frameworks for integrating science into storytelling, bold ideas for content that inspires climate-positive behaviours, and strategies to measure impact beyond audience reach.
SHIFT marked an important first step toward building a collaborative ecosystem where research and creativity work hand in hand to influence culture, shift norms and accelerate climate action.
This pivotal event was made possible thanks to the support of our partners: RACE for 2030, NSW DCCEEW and Blue Tribe Media.