Enabling local climate action with trusted messengers and positive messaging: 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 outlines our campaign in collaboration with Possible, an NGO enabling climate action on a local scale. We ran a multi-channel campaign featuring real people in Birmingham. This campaign encouraged Persuadables to appreciate the benefits of fewer cars on the streets and even consider changing their own transport behaviour. In this case study:

About the campaign: Using local people to reframe car-free cities in Birmingham.

Results and creative: Those who related to the campaign were more likely to change their behaviour.

Insights for your next campaign: The importance of locality, messaging and trusted media.

Click here for the full list of case studies.