The first three seconds, the hook of the video, determine whether someone will continue watching. Hooks can be paired with a headline, article, photo, or clip.

Breaking News Examples (TOFU):

• You need to see this.
• Have you seen this?
• Stop scrolling if you live in [your city].
• Oh my gosh. You’re never going to believe what’s happening in [your city].
• If you live in [your city], you’re going to want to hear this.
• [Insert city residents], you’re going to want to listen up.
  • eg) Angelenos, you’re going to want to listen up.

Local Connection Examples (MOFU):

• Here’s what [topic] means for [your city].
• If you’ve noticed [climate topic] in [city], stop scrolling.
• Here’s how we are taking action.
• [Topic]: Let’s talk about it.
• Let me show you what we’re doing about [climate topic] in [your city].

Mobilization Examples (BOFU):

• Want to get involved?
• Help [your city] with [new climate initiative].
• Here’s how you can help [your city].
• Here are [number] ways you can help your city with [climate topic].
• Mayor [Name] here, come join me with [new climate initiative].

Captions provide additional context, reinforce your key message, and encourage audiences to engage, share, or take action after watching your video.

Breaking News Examples (TOFU):

• Watch this.
• Stop scrolling.
• You need to see this.
• If you live in [your city], stop scrolling.
• If you live in [your city], you need to see this.
• Here’s what [your city] is doing about today’s [climate topic] news.

Local Connection Examples (MOFU):

• This is what [your city] leadership looks like.
• Here’s why [climate topic] matters for families in [your city].
• Today, I visited [location] to see [climate topic] in action.
• Here’s how we’re making a difference in [your city].
• Here’s a closer look at how our community is tackling [climate topic] together.

Mobilization Examples (BOFU):

• Learn how you can get involved using the link in my bio.
• Comment [WORD] for more information.
• Share this with someone who cares about [your city].
• Check out the link in my bio to learn more about [climate topic].
• Sign up today to be part of [climate initiative/event] and help make a difference in [your city].

Template #1 (Responding to a News Headline):

https://canva.link/3jcf40cz9f70mji

Template #2 (Walk and Talk):

https://canva.link/0us4f6hgb8372yv

Strong calls to action give viewers a clear next step, encouraging audiences to engage, learn more, or take action in their community.

Breaking News Examples (TOFU):

• Follow for updates on what’s happening in [city].
• Save this to come back later.
• What question do you still have? Let me know in the comments.
• Share this with someone who should know about this.
• What climate topic would you like me to explain next? Tell me below.

Local Connection Examples (MOFU)

• Have you seen this in your neighborhood? Let me know.
• Tell me what climate challenges you’re seeing in your community.
• Know someone making a difference on climate? Tag them below.
• What’s one climate improvement you’d like to see in [your city]? Share your thoughts in the comments.
• How has this climate issue affected you?

Mobilization Examples (BOFU)

• Sign up to join us at our next community meeting on [date] using the link in my bio.
• Visit our website to learn more about [climate topic].
• Help us spread the word.
• Volunteer with [climate initiative] using the link in my bio.
• Explore the climate programs and resources available in [your city] to learn how you can get involved.

High-level:

TOFU: “Keep watching.”

MOFU: “Share your thoughts.”

BOFU: “Join us.”

Strong direct-to-camera videos follow a consistent structure that captures attention, provides context, connects the issue to local action, and ends with a call to action.

1. Hook (at 0-5 sec)
   1. Capture attention immediately:
      1. Use a strong verbal hook
      2. Display a climate headline, statistic, or news clip
         1. Example: “You need to see this.”
2. National Story (at 5-20 sec)
   1. Briefly explain the climate topic at hand
      1. What happened?
      2. Why is it significant?
      3. Keep explanations simple and accessible. Explain using language that the average person in your community would understand.
3. City Connection (at 20-45 sec)
   1. Pivot to your city
      1. Why does this matter locally?
      2. What challenges or opportunities does it create?
      3. What is your city doing about it?
4. Solution (at 45-75 sec)
   1. Focus on action
      1. Explain current climate initiatives
      2. Highlight city climate investments and programs
5. Call to Action (final 10-15 sec)
   1. End with a clear ask
      1. Align with the goal of the content (awareness, relationship-building, or mobilization)
      2. Use action-oriented and direct language

Visual Direction:

• Open with a climate headline or statistic
• Could be just you talking or include community footage
• Display captions and/or graphics while speaking

Script Formula:

Hook: “Have you seen this?”

Headline fills screen.

[Climate topic] is raising questions across our community about what this means for [topic impact].

In [your city], we’re [list 2-3 action items] to help residents grapple with [different topic impact].

This work is about improving the lives of people in our community long-term.

We hope you will join us.

Visual Direction:

• Open with a headline or news clip
• Alternate between direct-to-camera, graphics, and city footage
• End with a call to action

Script Formula

Hook: “You need to see this.”

Clip embed plays on screen.

In [your city], we are watching [national climate development] closely for how it will impact [local issue or community].

That’s why we’re [list 2-3 action items] to help our community prepare and respond.

This week, I met with [community members/local leaders] to hear directly about how [climate topic] is affecting residents and what more we can do to support [topic impact].

By working together, we can [desired community outcome] and build a stronger, healthier, and more resilient [your city].

If you want to see more of the work happening in [your city], and learn how you can get involved, share this video and join us next week at our community town hall.

TOFU:

If you’ve opened your utility bill lately, you’re going to want to hear this.

A graphic of a utility bill appears on screen.

Energy affordability touches every household, every single day. Whether you’re paying your electric bill, filling up your gas tank, or trying to keep your home comfortable during a heat wave like today, rising energy prices are putting pressure on families across [your city].

The reality is that as long as we rely on aging energy systems and volatile fossil fuel markets, families will continue to experience unexpected price shocks.

That’s why [Your city] is stepping up to address this. We are investing in cleaner, more reliable energy, helping residents make their homes more energy-efficient, and expanding transportation options that lower everyday prices.

Families deserve affordable energy they can count on. This affects all of us.

As your mayor, I’m hard at work to make energy more affordable here in [your city].

MOFU:

[Your city], we’re taking action.

When families tell me they’re worried about rising utility bills, I take that seriously.

That’s why we’re investing in local solutions that help lower everyday prices— from expanding energy-efficient home upgrades and weatherization programs to supporting cleaner transportation options that will lower fuel prices. We’re also exploring new ways to bring more reliable homegrown energy into our community so families aren’t left vulnerable every time energy prices spike.

Climate action and affordability go hand in hand. Every investment we make is about helping residents save money, strengthening our local economy, and building a better future for [your city].

BOFU:

Here’s a way you can help make energy more affordable in [your city].

Every family deserves affordable, reliable energy.

Right now, we’re expanding programs that help residents weatherize their homes, improve energy efficiency, and connect with rebates that can lower monthly utility bills. We’re also continuing to invest in local clean energy projects that make our community more resilient for years to come.

If you’ve been looking for ways to lower your own energy costs, or you know someone who could benefit from these programs, now is the time to get involved.

Visit the link in my bio to see which rebates, assistance programs, and energy-saving resources are available in our community, and share this video with someone who could benefit from them.

TOFU:

Have you seen this?

A news clip about housing affordability is embedded into the video.

Housing costs continue to rise across the country, making it harder for families to afford a place to live.

What many people don’t realize is that housing and climate solutions often go hand in hand. Building more homes near jobs and public transit helps lower transportation costs, while energy-efficient homes reduce monthly utility bills and strengthen communities.

In [your city], we have an opportunity to lower prices by building smarter, reducing construction costs, and creating neighborhoods where people can live closer to the places they need to go.

Housing solutions are climate solutions, and they help make everyday life more affordable.

Follow for updates on what’s happening in [your city], and tell me what housing challenges you’re seeing in our community.

MOFU:

As mayor, one of the biggest concerns I hear from residents is the rising cost of housing.

That’s why we’re working to build more homes near jobs and transit, encourage energy-efficient construction that lowers monthly utility bills, and support housing that helps families spend less on transportation and insurance over time.

Yesterday, I met with housing advocates and residents in [your city], to hear directly about how we can continue creating more housing opportunities throughout our city. They told me [key takeaway 1] and [key takeaway 2] were some of the biggest challenges they are noticing in our community.

Every family deserves access to housing that works for them, and that’s exactly what we’re working toward.

BOFU:

Do YOU want to help make housing more affordable in [your city]?

Over the coming weeks, we’ll be working with residents, community organizations, and local partners from [notable local business alliance] to shape the future of housing in our city, from where new homes are built to how to better weatherize existing buildings, to how we make neighborhoods feel more connected.

On [date], I will be hosting a community forum to discuss how we can implement these housing solutions that are also climate solutions. Help us build a city where more families can afford to live, work, and thrive.

Your perspective matters. I hope to see you there. Check out the link in my bio for more information.

TOFU:

You need to see this.

A headline about rising transportation costs or federal transportation funding appears on screen.

Transportation costs are one of the biggest expenses many families face, and the decisions being made today will shape how people get around for years to come.

Here in [your city], we’re watching these conversations closely. Sensible transportation policies help ensure families can afford their daily commute, neighborhoods have safe streets, and residents have reliable ways to get to work, school, and everyday destinations.

That’s why we are investing in public transit, expanding EV charging, creating safer streets for all, and creating more transportation choices that work for everyone.

Transportation investments are not just infrastructure projects. They are investments in affordability, cleaner air, and stronger communities.

MOFU:

Here’s what smart transportation policies mean for [your city].

Every day, our residents depend on safe, affordable transportation to get to where they need to go.

That’s why we’re expanding public EV charging, transitioning more of our city fleet to electric vehicles, improving connections to public transit, and investing in safer streets for people who walk, bike, and use transit.

This week, I met with [relevant stakeholders] to hear how rising transportation costs are affecting everyday life and how we can continue building a system that gives people more affordable options.

As mayor, my focus is to create transportation that’s cleaner, safer, and more reliable while helping families commute to their next destination.

BOFU:

Want to get involved in improving transportation in [your city]?

The future of transportation, here in [your city], should be shaped by the people who use it every day.

As we continue investing in safer streets, public transit, EV charging, and cleaner city vehicles, your ideas can help us decide where further improvements are needed most.

Join us at our next transportation planning meeting at [location] on [date] to share your feedback and help us build a transportation system that’s affordable, accessible, and works for [your city].

Sign up for our next community meeting using the link in my bio and help us shape the future of transportation in [your city].

Hope to see you there.

TOFU:

I don’t have to tell you that it’s hot outside this summer.

Headlines about record-breaking temperatures appear on screen.

Across the country, cities are experiencing longer, hotter, and more frequent heat waves. Extreme heat affects our health, our energy bills, our daily routines, and our quality of life.

The good news is that you don’t have to navigate it alone. Cities are expanding cooling resources, connecting residents with available support, and helping families find relief before the next heat wave becomes an emergency.

Preparing for hotter summers means investing in solutions that protect our residents and help families save money. Stay connected to see how we’re helping families stay safe in [your city].

MOFU:

When temperatures rise, no one should have to choose between staying cool and paying the bills.

That’s why we’re working to make sure residents know where to find cooling centers, what resources are available, how to access transportation if they need it, and where to turn if they or a loved one needs help. Our goal is to make it easier for every resident to stay safe, keep cool, and get through the hottest days of the year.

Cities across the country are showing what’s possible. Here in [your city], we are adopting solutions that will improve the lives of our residents.

[City residents], stay cool out there.

BOFU:

Extreme heat is something we prepare for together.

Before temperatures climb even higher, take a few minutes to make a plan for yourself and your family. Find your nearest cooling center, sign up for local heat alerts, and save important city resources so they’re ready if you need them. If you have an older neighbor, a loved one living alone, or someone who may have difficulty staying cool, check in and make sure they know where to find help.

Small actions can make a big difference in keeping our community safe.

Visit our website to find cooling centers, transportation assistance, and other resources in [your city].

TOFU:

AI is changing everything.

A headline about AI expansion or proposed data centers appears on screen.

Artificial intelligence is driving a new wave of data center development across the country. These facilities power the technology we use every day, but they also require significant amounts of electricity, water, and infrastructure.

That’s why cities have an important role to play. By guiding where and how data centers are built, we can support innovation while protecting affordable utility costs, strengthening grid reliability, delivering real benefits for residents, and advancing our climate goals.

Technology should move our communities forward. Here in [your city], we’re working to make sure it does exactly that.

MOFU:

Let’s talk data centers.

Communities across the country are asking the same question: how can we keep pace with the future without putting added pressure on residents and local resources?

Here in [your city], we’re planning before problems arise. That means making careful decisions about where and how data centers are built, protecting our water resources, reducing noise and pollution in our neighborhoods, and making sure new development strengthens our local infrastructure.

It is important for whatever AI growth is to happen, that it does so on our community’s terms.

BOFU:

Do you care about Data Centers? Here’s how you can help guide what’s next.

The decisions we make about data centers today will impact our community for decades to come.

That’s why we’re working with residents, businesses, and local partners to make sure new development advances affordable and clean energy, protects our water resources, and supports job and community growth.

Join us on [date] at [location] to share your ideas and concerns.

Visit the link in my bio to learn more and join the conversation.

TOFU:

The work I do for [your city] doesn’t stop at City Hall.

A headline about federal energy or climate policy appears on screen.

Every day, decisions made in Washington, D.C. shape what happens here in [your city], from energy costs to infrastructure investments and the resources available to support our community.

As a climate mayor, I am working hard to tell local stories directly to Congress. We’re making sure federal leaders hear firsthand how national policies affect families here in [your city] and advocating for policies that will help our community lower costs, strengthen the economy, and protect public health.

The best federal policies begin with local voices, and I’ll continue making sure [your city] has one.

MOFU:

This week, I met with federal leaders to talk about the challenges families in [your city] are facing every day.

I shared what I’m hearing from residents: parents worried about rising energy costs, neighborhoods preparing for more extreme weather, and families looking for affordable solutions that make life a little easier.

As Climate Mayors, we bring those experiences directly to Congress because the people making national decisions should understand what those decisions mean for communities like ours.

As your mayor, I’ll keep fighting for policies that put us first.

BOFU:

Your story deserves to be heard.

The conversations I have in Washington, D.C. start right here in [your city].

When I meet with members of Congress or speak on behalf of our community, I want them to understand what our families, workers, and business owners are experiencing every day,

If you’ve seen firsthand how climate or energy issues are impacting our community, I want to hear about it.

Share your experience with me using the link in my bio. Together, we can continue building a stronger future for [your city].