About
ACT Climate Labs is a team of advertising and climate experts, founded in 2021 by Florencia Lujani and Harriet Kingaby. We improve the effectiveness of climate communications and protect information integrity.
Our global campaigns with leading NGOs have shifted attitudes, boosted support for climate action, and built resilience against misinformation. We’ve tackled issues from aviation policy and air quality to insulation, renewable energy, and green jobs.
We help NGOs, ethical businesses, and organizations reach mainstream audiences with positive climate messages. Our mission: make climate action mainstream using proven advertising techniques, starting with engaging a key audience: the Persuadables.
We also advocate for reducing fossil fuel advertising and work with the ad industry and policymakers to safeguard information integrity.
Across the globe the majority of populations are neither climate activists nor climate deniers, but believe climate change is happening even though they are not too engaged in the issue. We call this group the Persuadables because they've not yet made up their mind about climate action, so they are still 'persuadable' by both pro-climate and anti-climate groups.
This group is not the usual target of climate campaigns, and so their exposure to positive climate messages is low. Meanwhile, climate disinformation is very prominent in the media they consume. We believe we need to effectively counter disinformation and reach them first with positive messaging that relates to their lives values and identities, not ours.
We provides marketing and advertising expertise to NGOs, organisations and good businesses through:
ACT Intelligence: newsletters with insights on Persuadables drawn from their own proprietary research, and current misinformation trends, all accompanied with practical communications advice.
ACT Advertising: we partner with NGOs, organisations and good business to create advertising campaigns that test different approaches to making climate communications more effective with Persuadables, changing attitudes and behaviours on key climate issues.
ACT Network: regular in-person events and webinars with experts from the climate, advertising, marketing and sustainability sectors.
Don’t just take our word for it, here’s what our members say:
“In 6 months of working with ACT we are training more, we are seeing the best engagement ever and my team are being consulted on how to advise better than ever. We are getting management to take misinfo seriously and build it in to our organisational strategy. We are being bolder than ever.”
Louise Brown, Friends of the Earth
Want to know more?
You can email us for more information.
Enjoying our content?
Subscribe to our free newsletter, and gain access to guides, threat alerts and audience insights, invites to free webinars and events, and more.