Melting glaciers, mass extinctions, increasingly frequent extreme weather events… For decades, environmental campaigns have relied on catastrophic images and stark warnings to raise public awareness of climate change. However, experience has shown that overemphasising “doomsday scenarios” often leaves people feeling powerless, numb or even resentful, ultimately backfiring. Therefore, to inspire proactive response to climate change, we urgently need to reframe our narrative of environmental action.