Case study: Fridays for Future’s Online Campaign

Context

In 2019, Fridays for Future (FFF), a youth-led global climate movement initiated by Greta Thunberg, launched a digital advocacy campaign to raise awareness about the urgent need for climate action. Young climate activists from across the world used social media platforms like Instagram, X (formerly Twitter) and TikTok to share their messages, organise digital strikes, and build a global community of supporters. The campaign’s primary aim was to pressure political leaders to implement more aggressive policies to combat climate change and to encourage individuals to make sustainable lifestyle changes.

One prominent aspect of the campaign was the #DigitalStrike series, where young activists posted photos and videos holding signs with climate-related messages every Friday. Among the digital advocates were Ridhima Pandey from India, who shared posts about the impact of air pollution on children, and Vanessa Nakate from Uganda, who used her platform to highlight how climate change disproportionately affects African communities.

Issue

The Fridays for Future digital campaign achieved global visibility and mobilised millions of young people to join the climate movement. However, it also faced significant challenges, particularly with online harassment and misinformation. Activists, especially those from marginalised communities, encountered racist, sexist, and climate-denial comments. These attacks aimed to undermine their credibility and silence their voices. The widespread misinformation about climate change further complicated their efforts to convey accurate scientific information and sustain engagement.

Action taken

To combat online harassment and misinformation, Fridays for Future implemented a series of strategies. The movement provided activists with training on managing negative comments, debunking climate myths, and staying safe online. They offered resources for mental health support and created a peer support network where activists could share their experiences and strategies for resilience.

FFF also collaborated with social media platforms to report and flag abusive content, leading to the removal of several harmful posts and accounts.

Activists were encouraged to use verified accounts, where possible, to ensure their messages remained authentic and trusted. They also began to use hashtags like #ClimateJustice and #ProtectClimateActivists to raise awareness about the challenges they faced and build solidarity among supporters.

Lessons learnt

The Fridays for Future campaign emphasised the importance of preparing digital advocates for the realities of online activism. It highlighted the need for a comprehensive approach that combines online safety measures, emotional support, and strategic engagement with social media platforms. The campaign also underscored the challenge of combating misinformation, stressing the importance of training young activists with the skills to present credible, evidence-based information.

One key takeaway was the significance of creating a supportive community where young activists could lean on each other for support and solidarity.

This case study also highlights that advocating for change online requires resilience and digital literacy skills, including understanding how to respond to negativity without being overwhelmed.

See Module 6 on Digital Well-being for more support and resources on this topic.

Conclusion

Fridays for Future’s experience with digital advocacy showcases the critical role of support systems and safety measures in sustaining online activism, especially for young people.

Through fostering a community of care and focusing on digital resilience, the movement successfully navigated the challenges of online hate speech and misinformation while continuing to promote their message for climate action.