Most climate communications money goes to high-income countries, spent on audiences who are already aware, face unfavorable adoption economics, or are worn down by disinformation campaigns. That means investments in clean energy adoption messaging get poor returns. This session argues the highest-return opportunity is somewhere else. Cyriac Joseph, founder of Novadaur, presents field research on clean energy adoption in the Global South, including a survey of over 1,300 potential electric two-wheeler buyers in India. He argues that in many of these markets, the economics of switching already work, unlike in the US. The gap is awareness, not cost or misinformation. That makes awareness and adoption campaigns unusually effective and economical to run. He's joined by Deepesh Rathore, founder of InsightEV, an online research platform focused on light electric mobility. Deepesh advises promising electric mobility startups and connects them to investors around the world, while tracking how electric mobility is changing lives in the Global South. He brings the market view: where adoption is speeding up, where it's stalling, and what's actually holding it back on the ground. A frank discussion on where awareness is the real barrier, where financing access matters more, and how funders can tell the difference before they commit. Come if you fund climate communications, awareness campaigns, or clean energy adoption, and want to know where a dollar goes furthest.