This paper examines advertising as a strategic tool for climate change mitigation in African contexts, drawing on Social Marketing Theory to frame perspective of the paper. It identifies six core functions through which advertising can support pro climate change mitigation behavioural change: creating audience awareness, targeting specific groups, reinforcing messages, cultivating emotionally resonant imagery, stimulating public interest, and inducing desired outcomes. Each function is explored with reference to relevant literature and contextualised within Africa’s socio-cultural and developmental realities. The study argues that when advertising is strategically designed and systemically supported, it can contribute to measurable mitigation efforts. By aligning advertising with local priorities and leveraging culturally grounded communication strategies, practitioners can enhance the effectiveness of climate messaging and foster sustained behavioural change.