Positive, personal storytelling on insulation - before misinformation sets in: 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 collaborations with the Local Storytelling Exchange. Instead of rebutting pre-existing narratives, we set out to get ahead of misinformation on home insulation through positive, personalised storytelling. In this case study:

About the campaign: How - and why - we used positive, personal stories to promote the benefits of home insulation on Facebook.

Results and creative: We created a 35-second video on the cost effectiveness of insulation. More than twice the amount of people now agreed with our key message.

Insights for your next campaign: The importance of promoting positive messages before misinformation embeds itself.

Click here for the full list of case studies.