In contrast to significant efforts communicating the science of climate change and the need for mitigation, communication strategies for climate change adaptation are only just emerging. We agree with the growing body of literature that considers mitigation and adaptation as complementary by addressing the causes and impacts of climate change respectively. Nevertheless, we report on a systematic literature review to demonstrate significant contextual differences between mitigation and adaptation with important implications for NGO communication and advocacy strategies. Those communicating the need for mitigation can draw on a specific and unidirectional goal, an established and extensive body of scientific evidence already synthesized and translated into accessible communication products popularized through climate change ‘heroes’ and ‘villains’. In comparison, those advocating for adaptation, need to consider diverse and bidirectional goals, the impacts of previous mitigation communications, an emerging body of intensive research from multiple disciplines, communication artifacts with limited universality and high specificity, climate change victims and vulnerable sectors, and limited exemplars that tend to be local scale and difficult to distinguish from efforts towards sustainability or best practice. We argue that a networked approach to communication and advocacy (e.g. community of practice) can build on the unique characteristics of adaptation to facilitate engaging communication strategies of direct relevance to local communities and capitalise on the advantages of linking local efforts to global achievements.