Positive storytelling to combat heat pump misinformation: An advertising case study

As part of our mission to supercharge climate communications in the UK, ACT Climate Labs frequently conduct innovative advertising projects in partnership with climate NGOs. We test new techniques, messages and approaches across diverse media, with diverse budgets. All of our campaigns are designed to cut through to hard-to-reach audiences.

This case study covers one of two collaboration campaigns with the Local Storytelling Exchange. We set out to reposition heat pumps with a positive story of personal benefit to tradespeople. However, shortcomings in Facebook's advertising algorithm highlighted issues with fighting topical misinformation with a small budget. In this case study:

About the campaign: How - and why - we reached out to tradespeople with positive stories of heat pump installation.

Results and creative: We created a 38-second video on green reskilling for Persuadables. But Facebook targeting, algorithms and political categorisation hindered our approach.

Insights for your next campaign: Facebook, culture wars and the importance of using multiple channels.

Click here for the full list of case studies.