About Us

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.

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 our bubble.

Did you know?
Approximately 69% of the UK population are neither climate activists nor climate deniers and aren’t being reached by climate communications.

We call this group the Persuadables. They are at risk of being exposed to climate misinformation, so we need to get ahead and reach them first with positive messaging.

ACT Climate Labs draws on advertising and misinformation expertise to reach the Persuadables more effectively, with positive messages that start where they are. We offer marketing and advertising expertise through:

ACT Intelligence: newsletters highlighting current misinformation trends and practical guides to combatting them

ACT Network: a closed Slack group for insight sharing and peer-to-peer learning, webinars and in-person events with experts

ACT Advertising: creative campaigns to test different approaches to making climate communications more effective

What is misinformation and why is it important?

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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