How to use stories to reach 115M people without ads and collect 1.7M€+ of donations to save the animals of this world

Paul Goodenough – Rewriting Extinction

GT Impact

How can we make people more aware of the extinction risks on the animals of this world, get people to care about it, to change, and also to raise money to protect these animals?

My guest today, Paul Goodenough, realized that environmentalism is too often not something on the menu. People are too caught up in their everyday lives, they don’t have the time, they do not know how to help.

So he came up with Rewriting Extinction, a comics book collection with stories to change the world. In a few frames, their comics help you understand the issue, relate to it, and get a tangible action you can take today.

Their mission is simple: change, protect, restore, inspire.

With his mission, Paul has managed to attract a panel of stars like the comedians Ricky Gervais, Andy Serkis (Gollum from Lord of the Rings for those who don’t know), Jane Goodall, Peter Gabriel, and in total more than 300 creators to contribute to these stories.

Without spending a penny on ads, Rewriting Extinction managed to reach 115M people and collected 1’480’000 pounds in donations.

💡Paul is a great producer and a storyteller so in this episode we discussed about:

✅ How to build a brand, with no media investment
✅ How to get a lineup of stars to join your mission
✅ How to get big media attention without paid PR
✅ How to tell an emotional story that anyone can understand (and how he organized his brainstorming sessions to create these stories)

Are you ready? Let’s go!


We should not make environmentalism about the people who stand on stages or overachievers. It needs to be about the average person and what they can do as well. Otherwise, ​​you are cutting out the 80% of the people who care as much as they can.

Media loves a new angle, a new way of approaching a problem or providing a solution. Be bold, passionate, and inspired and ask yourself "What would make me stop scrolling?"

If you're just telling a sad story without giving people a solution, you're not giving people any ability to actually do something about it. Create a tangible action.


Paul Goodenough Linkedin
Rewriting Extinction site

Don’t make me think by Steve Krug
Business Model Generation by Alexander Osterwalde, Yves Pigneur
The dog comics discussed in the episode

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