Objectives:
The article aims to explore the role of communication science in shaping effective climate change messaging, with a particular focus on the use of media in governmental campaigns. The objective is to identify the key features of successful climate change communication and to analyse how these are implemented in the Polish campaign “Our Climate”.

Material and methods:
The study combines a systematic literature review of 133 recent publications (2021–2024) with a qualitative case study of the Polish “Our Climate” campaign (2021–2022). Thirty videos, 20 infographics and 30 social media messages were analysed through directed content analysis using categories from the literature.

Results:
The literature review identified key features of successful communication, including personalization and localization, evidence-based argumentation, storytelling, value orientation, hope-based framing, co-benefits emphasis, and two-way engagement. The “Our Climate” campaign applied these elements by presenting localized and personalized content, using storytelling techniques, involving experts and influencers, promoting everyday pro-climate actions, and ensuring inclusivity.

Conclusions:
The findings indicate that effective climate change communication requires more than facts; it must link to values, emotions, and local contexts. The case study shows that governmental campaigns can be successful when they combine multi-channel, long-term strategies with interactive and inclusive approaches. The study underlines that small-scale, everyday actions, presented in a hopeful and relatable way, can engage diverse audiences and strengthen societal commitment to climate action.