Pollinate .

We make musicals so people act for climate and nature.

Climate change is a challenge of culture and imagination. Musical theatre reaches audiences emotionally and at scale. We dream about new shows that engage millions and pave the way towards a fairer, greener world.

Pollinate (Circular Musicals CIC) is a community interest company limited by guarantee in England, company no. 17097912. Registered office 187 Drury Lane, London, WC2B 5QD

Speeding up narrative shifts

Musicals can be unexpected drivers of climate literacy, emotional engagement and action, especially as they:

  • Are highly popular

  • Contain hope and joy

  • Suggest individual and collective change is possible

  • Are collaborative projects

  • Have global reach

About

Pollinate is a youth-led community interest company. Our team work across music, theatre and environmental sectors. We are driven by vulnerability, ambition and responsibility. We:

  • Advocate for creativity, communication and artistic expression in the face of climate change

  • Attach sustainability initiatives and community engagement to the development of musicals

  • Combine cross-sector expertise, moving beyond resilience and toward ambitious collaboration

Precedents

UK hits like SIX, Matilda or Billy Elliot have shaped global conversations about gender, imagination or class struggle.Other high-quality storytelling—such as Adolescence or Mr Bates vs the Post Office—proved that culture is a golden thread. Large-scale stories link public feeling to policy change.Hot Mess, a musical about the toxic relationship between Humanity and Earth sold out the Edinburgh Fringe Festival last year. The Guardian named it as as one of top five shows of 2025.

What we do

Longing on a large scale

We will develop five mid- to large-scale musicals over three years. This will conclude with at least one major staged concert in 2028.This programme is designed for ideas ready to benefit from extensive support toward production. We do not support the very first stages of concept, music or team development.Longing on a large scale is supported by three foundational partners and community champions. We seek expressions of interest.

Sustainability as artistic practice

Many UK theatre producers are implementing sustainability into their buildings and productions. Yet, most do not apply these initiatives to their major musicals.Musicals are some of the most visible and involving artistic projects in the UK. Overlooking sustainability here leads to many theatre workers and audiences feeling demotivated, fatigued or alone to take climate action.We work with sustainability advisors, production teams, commercial producers and creatives. Through residencies, placements and relationship-building, we power innovation. This activity will always connect with musicals we develop.

Knowledge-sharing

We care deeply about promoting Pollinate's successes and challenges. We’ll contribute to knowledge-sharing in these ways:

  • A “making-of” documentary capturing the full programme. This will be promoted online and pitched to major broadcasters to build audiences for musicals and inspire initiatives in other sectors.

  • Podcast and social influencer partnerships to discuss, explore and introduce the musicals in development to a wider audience.

  • Public reporting and sector sharing through talks and panels throughout and following the programme to spread learning across the arts and climate movements.

We are also working with research partners:

“Musical theatre is an unexpectedly powerful tool for connecting with UK communities who don’t want to face climate change alone."

- Tori Tsui, Senior Advisor for the Fossil Fuel Non-Proliferation Treaty

A global cultural industry

Last year, 38 million audience members attended theatres in the UK. London's West End drew 17 million audience members alone.1 in 4 international visitors to London attended a West End production.Pollinate uses musicals to surface stories, entertain and raise awareness of liveable pathways. We then measure audience reaction and response through post-show evaluation.Therefore, audiences, including those most affected, can understand climate impacts as well as mitigation and adaptation measures. Musicals help people discover active hope.

A creative workforce for liveable planet

Additionally, UK theatre reaches 200,000 workers and 10,000 amateur productions each year.Along the way, we’ll upskill the creative workforce involved. We'll speed up sustainability initiatives in commercial theatre. We'll also connect communities with local storytellers and artists through creative activity.

People

Our team works across the music, theatre and environmental sectors.

Finlay Carroll - Founder

Finlay Carroll is a development producer and dramaturg, working across commercial, subsidised and fringe theatre sectors since 2021 - both in-house and independently. He works with writers and songwriters to develop new and existing concepts for theatre.Finlay recently completed two years as Assistant Producer for the UK’s first national musical theatre department at Birmingham Hippodrome, which he helped launch in 2023. The team commission, produce and develop new musicals and talent in Birmingham and beyond.Finlay also runs SCATTER, an organisation supporting artists, activists and producers making theatre about climate and ecological change. Last year, Finlay was named one of 100 Creative Agents of Climate Change by global music charity In Place Of War.A song from Pete Will Save This House—a musical about eco-grief that Finlay is developing with playwright Holly Fitzpatrick and songwriter Phoebe Jasper—was presented at the UK Parliament in June 2025.Finlay is a Clore Emerging Leader 2026.

Advisory group

Pollinate is supported by an advisory group of experienced individuals with careers spanning entertainment law, climate comms, finance, large-scale producing and fundraising in corporate, civic and philanthropic areas.

Accelerate the narrative shift

We welcome support of all kinds, at every level. If you’d like to explore how you might back Pollinate in a way that feels meaningful to you, please get in touch here.Major gifts are especially important in helping us balance artistic ambition, climate reality and a clear path to audiences.We’ll keep you closely informed about how your support is used and the impact it enables, with personal updates from our team through a dedicated online supporter circle.

Accelerate impact through a major gift

Major gifts are especially important in helping us balance artistic ambition, climate reality and a clear path to audiences. Benefits include:

  • Invitations to key developmental readings, workshops, press nights and exclusive behind-the-scenes events

  • Opportunities to meet the writers, original cast and creative team members, with structured moments to feed insights into the writing process for five new UK musicals

  • Inclusion in credits and features within print and digital marketing

  • Networking opportunities with sector-leading partners across the creative, charitable, commercial and academic fields who have supported Pollinate to date as well as new high-value partners

  • Becoming a key member in a broader artistic movement for net zero in the UK and internationally

“Music, drama and art can be powerful instruments of social change, helping to win over hearts and change minds. Storytelling through musical theatre reaches people in a way that politicians rarely can.”

- Kerry McCarthy MP, Under-Secretary of State, Department for Energy Security and Net Zero

Contact

We welcome support of all kinds, at every level. If you’d like to explore how you might back Pollinate in a way that feels meaningful to you, please get in touch here.Major gifts are especially important in helping us balance artistic ambition, climate reality and a clear path to audiences.Pollinate (Circular Musicals CIC) is a community interest company limited by guarantee in England, company no. 17097912.Registered office 187 Drury Lane, London, WC2B 5QD

"What to do? Don’t waste time. Plant rosemary, red-hot poker, santolina; alchemise terror into art."- Olivia Laing

Precedents

This is a pioneering initiative that brings together national partners and community organisations to develop artistically ambitious mainstage musicals addressing climate and ecological issues. It builds, however, on decades of innovation in this field—most often driven by distinctive, collaborative approaches.

Multi-year UK musical theatre development programmes

  • In 2023, Birmingham Hippodrome launched the UK’s first in-house New Musical Theatre Department, led by Deirdre O’Halloran and supported by Finlay Carroll. The department builds on the venue’s strong track record in presenting musical theatre and was made possible through a major gift from Charles Holloway OBE.

  • Operation Mincemeat, the Olivier Award-winning Best New Musical, and now a Tony Award®-winning musical on Broadway, benefitted from the support of multiple UK venues throughout its development. Including an initial showcase at the Lowry in Salford, before first playing in London at the 80-seater New Diorama Theatre. After further runs at multiple London fringe theatres, the musical transferred to the Fortune Theatre in the West End.

Musical theatre with climate and ecological change as a major theme

  • Hot Mess: A New Musical was developed and produced in 2025 by Birmingham Hippodrome in association with Vicky Graham Productions, Aria Entertainment and Global Musicals. Described as a rom-com about a relationship breakdown between Earth and Humanity, this two-hander climate musical sold out in Edinburgh, winning a Fringe First and achieving a sweep of five-star reviews.

  • Acclaimed Broadway musical phenomenon Hadestown, written by singer-songwriter Anaïs Mitchell, explores hope vs. despair, love vs. doubt and the power of storytelling against oppressive systems, particularly capitalism in a time of climate crisis.

  • Pete Will Save This House, written by Holly Fitzpatrick and Phoebe Jasper, is a British musical currently in development, exploring the theme of eco-grief through the horror genre and a young woman called Rosie. You can listen to a song from the show here.

"I'm workin' on a song. It isn't finished yet
But when it's done and when I sing it
Spring will come again" - Anaïs Mitchell

Mainstage theatre exploring human-centred stories of climate action

  • Kyoto, the 'truly remarkable' (WhatsOnStage) critically acclaimed, sold-out political thriller about climate negotiations opened in Stratford-upon-Avon in June 2024. It transferred to @sohoplace in London's West End in 2025. Kyoto made its US premier this Autumn, opening at the Mitzi E. Newhouse Theater at Lincoln Center Theater, New York.

  • Bogwitch is performance artist Bryony Kimmings' first solo show in five years. Exploring folk horror and the climate crisis, it was described as one example of "a sophisticated, adventurous new wave of eco-theatre" by the Guardian in 2025.

Collaborative initiatives for change in theatre

  • Ramps on the Moon launched in 2015 as a collaborative consortium of six theatres funded by Arts Council England. Ramps supported founding partners to make lasting organisational change, enabling them to embed the values and culture of disability equality into every part of a working theatre. It also supported and financed major award-winning productions which reflected society back at itself, educated audiences on what to expect, and permitted them to take risks.

  • In May 2020, a small group convened to discuss why the UK theatre sector’s commitment to environmental sustainability was not producing more real progress. They built a coalition with leading industry partners and launched the Theatre Green Book. Since the first volume, the Theatre Green Book has grown into a global initiative, used throughout the UK theatre sector, with networks across Europe, Asia and beyond.

"A time of great terror, beneath the surface of which the seeds of change are beginning to push upwards and through" - Tony Kushner

Artistic responses to crisis

  • Theatre has a history of staging ambition amid crisis. For many years, artists affected by the HIV/AIDS epidemic have raised awareness for audiences in often spectacular, highly moving theatrical work. Across the globe, political repression of HIV action has been met with stories, dance, laughter and the creation of spaces to be together in care, awe and grief. We believe that the artistic response by those affected to the horror and inaction of the AIDS crisis is a powerful model for responding to climate too.

  • Live Aid, the 1985 benefit concert organised by Bob Geldof and Midge Ure to raise awareness and funds for the famine in Ethiopia, has had a 40-year impact bringing together the biggest names in music to support one of the most serious causes.

Why make climate musicals?

Many dismiss musicals as a form of “low culture” with limited significance. However, this overlooks their role in shaping the UK’s national cultural identity. It also misunderstands their role in projecting sentiment onto the global stage.Musicals reach wide audiences, combine art forms and engage millions in social issues. Creating musicals about climate change is urgent and effective because:

Musicals are highly popular

Musicals contain hope and joy

Musicals suggest change is possible

Musicals are particularly collaborative to make

Advisory group

Pollinate is supported by an advisory group with expertise across entertainment law, climate comms, finance, large-scale producing and fundraising in corporate, civic and philanthropic areas.Our work has also been shaped by the insights, feedback, and meaningful support of a wide community of organisations and individuals, including consultation with the Theatre Green Book. Some of these contributors are acknowledged below.

Nikhil Bolton-Patel

Nikhil is the UK Senior Finance Analyst - Programming, Data & London Venues for Ambassador Theatre Group Entertainment, as well as a trustee for Dance Umbrella. Previously Nikhil was Management Accountant for National Theatre Productions, working on financial planning & analysis, production accounting, investor relations, and contracting support.Production history involves War Horse (UK & Ireland Tour), People, Places & Things (Trafalgar Theatre), The Motive and the Cue (Noël Coward Theatre), Dear England (Prince Edward Theatre), The Crucible (Gielgud Theatre), The Lehman Trilogy (Gillian Lynne Theatre, International Tour), The Ocean at the End of the Lane (UK & Ireland Tour).Nikhil is a part-certified business accountant and holds a first class BSc in Natural Sciences as well as an MSc distinction in Advanced Mathematics from the University of Exeter. His degree focused on Applied Mathematics, specifically Weather and Climate.

Louisa Hrabowy

Louisa is currently an independent consultant partnering with funders, arts organisations, government bodies and networks to design and deliver strategies, programmes and policies that advance cultural democracy and strengthen social
impact.She previously led the Access to Culture Programme at the Calouste Gulbenkian Foundation (UK Branch), overseeing grant-making focused on socially engaged arts, participation, citizen leadership, and culture as a driver of climate action.
Louisa began her career at the UK Department for International Development in 2004, managing sustainable development programmes and policies, with postings in Warsaw, Brussels and South Africa.A career change in 2015 saw Louisa gain a Masters (Distinction) in Cultural Policy, Relations and Diplomacy from Goldsmiths, University of London, followed by a move into local government, where she managed the Ramsgate Heritage Action Zone regeneration and placemaking programme.Louisa is a Fellow of the Royal Society of the Arts.

Christine Murray

Christine is an entertainment lawyer at Harbottle & Lewis and specialises in theatre and live events. She advises producers and rights holders from the commercial and subsidised sectors on all aspects of theatre production from commissioning of new plays and musicals to the development and licensing of productions.Prior to joining Harbottle & Lewis, Christine worked in-house at the National Theatre advising across its diverse activities with a focus on the development, production, presentation and transfer of National Theatre productions.

Mickey-Jo Boucher

As one of the leading voices in theatre criticism on a social platform, Mickey-Jo is pioneering a new medium for a dwindling field. His YouTube channel: MickeyJoTheatre is the largest worldwide in terms of dedicated theatre criticism, where he also shares features, news and interviews as well as lifestyle content for over 50,000 subscribers.Since establishing himself as a theatre critic Mickey-Jo has been able to work internationally. With a viewership that is largely split between the US and the UK he has been fortunate enough to be able to work with PR, Marketing, and Social Media representatives for shows both in New York, London, and Paris.

Further advisory group members to be announced.

Why climate storytelling in theatre matters (and how we know this)

Storytelling about climate change matters now more than ever. Led by research by Climate Outreach, we have identified five key reasons why developing high-quality, hopeful UK mainstage musicals that engage with climate reality is an urgent priority.

1) Theatre can help bridge the gap between public support for climate action and people feeling included in a shared movement

Right across society, people care about climate change and want to be part of a cultural movement to address its causes and impacts.The 2024 Britain Talks Climate report found that 74% of Britons think climate change is 'very important' but stated people 'don’t want to be left alone to face and tackle climate change'.However, people don’t hear this story enough and this matters. It means individuals and communities tend to assume other people don’t really care or support action. In fact, people in the UK underestimate other people’s worry about climate change by 20%. Mainstage theatre productions are collective experiences and cultural events which help people understand at scale how others feel.

2) Theatre can sustain pressure and immediacy on governments failing to cut emissions, protect nature and avoid irreversible tipping points

In 2025, the United Nations warned that global warming is set to breach 1.5°C after governments failed to commit to the 60% emissions cut required by 2035. Scientists conclude that the planet is warming significantly faster than at any point in history – and human activity, which produces greenhouse gas emissions, is the primary cause.89% of the world's population would like more action on climate. At the same time, British police arrest environmental protesters at nearly three times the global average rate, revealing the UK country as a world leader in the legal crackdown on climate activism.Without more impactful demonstrations that climate action matters to voters, governments are unlikely to act with the necessary ambition.

3) Climate storytelling strengthens theatre’s relevance and financial resilience by meeting growing audience expectations for leadership in this area

According to Indigo’s Act Green Report in 2024, cultural audiences are among some of the most concerned about the climate crisis, with 86% worried, 93% already changing their lifestyle and 72% believing cultural organisations should show greater leadership.Climate-concerned audiences also skew younger and more philanthropic (over a third are regular donors). Artistic ambition on climate is important to the long-term financial sustainability of theatres who rely on popular shows and engaged audiences.Theatre staff also strongly support sustainability as part of their organisation’s values. Finally, mapping from Bloomberg Associates recently showed that over two thirds of arts and cultural venues in London are at a higher-than-average climate risk. Climate change is an artistic, financial and existential reason for theatres to visibly lead.

4) As a global cultural leader, the UK has a responsibility to champion climate action stories through theatre

In 2025, The Guardian reported on the removal of key climate change reports from U.S. government websites, including national climate assessments that support state and local governments in preparing for the impacts of a warming world. At the same time, funding from the National Endowment for the Arts has been withdrawn from many US organisations working at the intersections of culture and community.The UK and the US remain global leaders in musical theatre production; however, producing a musical on Broadway costs three to five times more than mounting a comparable production in London’s West End, according to analysis by Gordon Cox, contributing theatre editor for Variety. In the current political and financial climate, the UK has a renewed responsibility to develop and champion ambitious theatrical productions which amplify the voices of climate-impacted communities.

5) Artists are agents of change, able to communicate the realities we face and imagine the futures we can still build

Released in December 2025, an expert report by the Open Method of Coordination group of EU Member States, stated that 'the climate and sustainability transformation is essentially a cultural transformation'. In short, decarbonisation will fail if it is treated as a purely technical exercise rather than a shift in values, habits and imagination.Artists respond to the world around them, communicating what they see to others and suggesting new ways of being. Musical storytelling especially allows people to emotionally understand who they are and what they could be, together.

Knowledge-sharing

We are working closely with Climate Outreach, the University of Durham and Musical Theatre Network, as well as all of our partner venues, communities and individuals, to evaluate our work, measure impact and share learnings with the wider creative industries.

Knowledge-sharing

As a pioneering project, we also care deeply about capturing and promoting the challenges and successes of our work. We’ll contribute to knowledge-sharing in the following ways:

  • A “making-of” documentary capturing the full programme, including the creative process of each musical and its challenges. This will be promoted online and pitched to major broadcasters to build audiences for musicals and inspire initiatives in other sectors.

  • Podcast and social influencer partnerships to discuss, explore and introduce the musicals in development to a wider audience.

  • Public reporting and sector sharing through talks and panels throughout and following the programme to spread learning across the arts and climate movements.

Impact Partners

Climate Outreach

Climate Outreach is the first British charity to focus exclusively on public engagement with climate change. Every year Climate Outreach helps hundreds of organisations think about how they can tell a different climate story. They do this through research and advice, workshops and training, and Climate Visuals.

University of Durham

The Geography Department at the University of Durham are a world-leading research community of human and physical geographers conducting innovative and impactful research to transform lives and make a difference, globally and locally, addressing the pressing social and environmental challenges of our time.

Musical Theatre Network

Musical Theatre Network (MTN) is a strategic, sector development organisation focused on the professional development and staging of new UK musicals. They work in partnership with our members – a national network of venues, producers, colleges, theatre companies, directors, licensing houses, organisations and individuals developing or staging new musicals. MTN works to strengthen and diversify the new musical theatre sector nationwide, and so support development of the artform.

Aims and impact

Following consultation with theatre, music and climate sector partners, Pollinate has planted five aims. Each is focused, measurable, achievable and relevant and designed to guide our first three years of activity.Below, we outline why each aim matters, its outcomes and intended impact as well as how we will measure our effectiveness in achieving these:

1. Improve the quality and ambition of UK musical theatre, developing relevant shows

3

mainstage UK musicals with climate themes commissioned and extensively developed for full production

2

further mainstage UK musicals initially developed and connected with a network of development and production partners

10

further UK musicals about relevant issues provided with mentorship or consultancy

We address the lack of joined-up development and producing pathways for ambitious UK musical theatre by developing mainstage shows with climate themes that are emotionally compelling, artistically ambitious and relevant to broad audiences.

Impact we seek

  • Clearer pathways for UK musicals with narrative, musical and thematic scale to develop from early concept to mainstage production.

  • More UK musicals created to engage broad, in-person audiences with climate reality through emotionally resonant storytelling.

  • Increased ability and confidence of UK theatres to programme ambitious, mainstage musicals about contemporary issues, informed by audience engagement data.

How we measure success

  • One or more Pollinate-developed musicals access onward producing pathways, external investment or substantial further development towards full production.

  • Critical recognition through published press, industry response or social media engagement, nationally and internationally.

  • Audience feedback reporting high artistic quality and increased understanding of climate and ecological issues.

2. Share knowledge and practice between climate, music and theatre sectors

We build new cross-sector networks that connect climate organisations; music organisations, like promoters, venues and record labels; and theatres, contributing to more engaging climate communication in multiple spheres and pioneering greener practice in artist development and event production across music and theatre.

6

members of Pollinate's cross-sector advisory group

800

artists, climate workers and audiences reached through residencies and presentations

30

professional performers employed to stage original climate stories

Impact we seek

  • Stronger storytelling power within climate organisations, supporting ability to write funding bids, form partnerships and advocate effectively.

  • Greater confidence and skill among artists and venues to embed climate reality into music-theatrical stories.

  • Deeper collaboration between the music, theatre and climate sectors, directly collaborating and sharing best practice to pioneer sustainable event production and touring.

How we measure success

  • Written feedback or focus groups with artists and community organisations which reflects learning about climate storytelling - especially confidence on fact-based emotional engagement.

  • Regular meetings with music and climate sector organisations, including an advisory group meeting quarterly to review activity and share learning.

  • Successful release of musical theatre EPs with demonstrable reach within the wider music industry, including evidence of publishing or distribution deals.

  • Academic or practice-based research evidencing how climate reality has been integrated into artistic development processes.

  • Participation data from sharings and industry gatherings which highlights cross-sector attendance.

3. Connect community organisations with national partners to take visible, informed climate action, whilst widening participation and expanding audiences

We connect community-led climate organisations with national venue partners through artist residencies and developmental presentations of musicals, supporting the visibility of action, informing creative storytelling and widening opportunities for the public to participate as volunteers or audience members.

6

on-the-ground writing residencies with community organisations and leading theatres

1000

audience members attending a staged concert of a climate musical

90

climate and ecological action volunteers offered creative workshops

Impact we seek

  • Greater visibility and public understanding of local, technical and often unseen climate action.

  • Stronger, better-resourced partnerships between national venues and community organisations.

  • Broader and more diverse audiences engaging with climate stories through music and live performance.

  • Increased wellbeing and motivation among community leaders and volunteers through creative reflection and storytelling.

How we measure success

  • Surveys and qualitative feedback from participating community organisations.

  • Evidence of new or ongoing projects and partnerships between national venues and community organisations.

  • Growth in audience reach and social media engagement for both venue and community partners.

  • Attendance data from residencies, workshops and public presentations.

4. Amplify multiple climate stories, contributing to a just and inclusive transition alongside opening new opportunities for philanthropy

We provide sustained development support for artists to offer diverse perspectives on climate change, ensuring that national conversations in the UK reflect different lived experiences, geographies and identities. This includes those affected by climate impacts or facing industrial or personal transition.

500,000

est. viewership for documentary introducing five UK climate stories

25

members of a youth advisory group providing feedback on commissioning

10

partner organisations supporting communities to propose musicals

Impact we seek

  • A range of climate stories reach national audiences through musical theatre.

  • Increased representation of young, working-class, queer, disabled and Global Majority artists in musical theatre development.

  • More diverse, artistic approaches to communicating climate impacts and action which make the crisis tangible across the UK, contributing to a theatre ecology that fulfils its democratic role as a space for collective reflection on major societal challenges.

  • New philanthropic engagement for musicals as vehicles for climate action and social change.

How we measure success

  • Five musicals developed by Pollinate each have distinct climate-related subject matter and artistic perspective.

  • Artist and creative participation data reflects a diversity of background, geography and experience.

  • Evidence of increased philanthropic engagement in musical theatre development beyond Pollinate’s initial cohort, especially relating to creative or climate health.

  • Audience and sector feedback on artistic relevance and representation.

5. Drive sustainable innovation in mid- to large-scale theatre production and touring alongside subsidised and commercial partners

By embedding climate themes and sustainability at the earliest stages of artistic development, Pollinate makes advanced environmental practice a non-negotiable element of musical theatre production in the UK.

6

leading UK theatres committed to driving sustainable innovation together

1

staged concert with a major venue to the Advanced Level of Theatre Green Book

500

industry members reached through a public programme of events

Impact we seek

  • Higher standards of sustainable practice in mid- to large-scale musical theatre production and touring.

  • Stronger collaboration between subsidised and commercial organisations to embed values of environmental responsibility.

  • Increased motivation and capacity among freelancers and venue staff working with major theatres to pioneer ethical and sustainable theatre-making.

  • Faster and wider adoption of Theatre Green Book principles and reporting within commercial theatre.

How we measure success

  • Delivery of one or more staged concerts or presentations to Advanced Theatre Green Book standards.

  • Participation of commercial theatre partners in environmental sustainability events, sharings and learning sessions.

  • Evidence of sustainable practices embedded in subsequent productions and touring models.

  • Documentation and sharing of learning across multiple artforms and organisational contexts.