Hi, we are ACT Climate Labs. We are a group of advertising and climate experts with a track record of creating innovative and impactful creative campaigns around social issues and climate change.
We work with NGOs, good businesses and other organisations who want to reach mainstream audience with positive climate messages. Our mission is to supercharge the effectiveness of climate communications with advertising techniques that allow us to make climate action mainstream, and get others to follow our lead. This starts with climate communicators breaking out of their own bubble and engaging a key target audience: The Persuadables.
Approximately 69% of the UK population 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 misinformation is very prominent in the media they consume. We believe we need to get ahead and reach them first with positive messaging.
The ACT Climate Labs team 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 about current misinformation trends, all accompanied with practical communications advice.
ACT Advertising: the ACT team partners 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.
Climate disinformation and misinformation refers to deceptive or misleading content that:
-Undermines the existence or impacts of climate change, the unequivocal human influence on climate change, and the need for corresponding urgent action according to the IPCC scientific consensus and in line with the goals of the Paris Climate Agreement;
-Misrepresents scientific data, including by omission or cherry-picking, in order to erode trust in climate science, climate-focused institutions, experts, and solutions; or
-Falsely publicises efforts as supportive of climate goals that in fact contribute to climate warming or contravene the scientific consensus on mitigation or adaptation.
It is vital that we work collectively to get ahead of misinformation so that it doesn’t derail climate action.
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?
Check out our FAQs page or email us for more information.
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