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Our Vision & Mission

Urgency + Optimism = Action

Inspired by President John F. Kennedy’s “Moonshot” challenge in 1962 to land a man on the moon within a decade, The Earthshot Prize was launched by Prince William in 2020 to search for and scale the most innovative solutions to the world’s greatest environmental challenges.

Change is not yet happening fast enough or at the scale we need. Levels of climate anxiety and despondency are high and political interventions are happening too slowly.

Despite all these challenges, we are optimists. We see genuine pathways to an era of regeneration and abundance.

We want to unleash the urgent optimism required to accelerate and scale the environmental innovations that will repair and regenerate our planet.

Our challenge to the world is based on five Earthshots – simple but ambitious and universal goals for 2030 developed in collaboration with leading environmental experts. They are Protect and Restore Nature; Clean our Air; Revive our Oceans; Build a Waste-Free World; and Fix our Climate.



Every year over the course of this critical decade, five Winners with the best chance of helping to achieve our Earthshots will be awarded £1 million each to scale their solutions, with all 15 Finalists receiving tailored support from our global alliance of partners.

By spotlighting environmental innovators and their solutions, we aim to spark the world’s collective imagination and drive the mindset of urgent optimism and action.

People everywhere can make a difference.

We need every environmental innovator, entrepreneur, activist, leader, and dreamer to believe it’s possible and be part of this movement.


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The Earthshot Prize