The project aimed to strengthen the capacity of young people and youth workers to recognise and challenge greenwashing, while promoting genuine and informed climate action. A key objective was the development of an innovative digital Green Benchmark Tool, enabling youth and organisations to critically assess environmental claims and adopt more responsible practices. In parallel, the project sought to create a Story Hub consisting of 30 educational articles, designed to translate complex climate and sustainability issues into accessible, real-life learning content. Another important objective was to equip youth workers with the knowledge and practical skills to integrate these tools into their educational activities through a structured capacity-building process. Furthermore, the project aimed to foster cooperation between partner organisations and expand their competencies in green and digital youth work. Finally, it intended to actively engage young people through dissemination and campaign activities, raising awareness and encouraging meaningful participation in climate action.
The project was developed in response to the growing challenge of greenwashing, which increasingly undermines genuine climate action and misleads young people who are highly motivated but often lack the tools to critically assess environmental claims. Research and practical experience of the partner organisations highlighted that youth and youth workers are exposed to a high volume of sustainability messaging, yet lack structured, accessible methods to distinguish between authentic and misleading practices. At the same time, organisations identified a clear gap in youth work: the absence of practical, digital tools and engaging educational content that connect climate literacy with real-life examples. This need was particularly evident among young people in remote and disadvantaged contexts, where access to quality climate education is limited. The project therefore addressed the need to strengthen critical thinking, improve climate literacy, and equip youth workers with innovative tools and methodologies to support young people in engaging with climate action in an informed and meaningful way.