Improving the effectiveness of climate communications

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10 research-driven ways to supercharge your climate comms

10 research-driven ways to supercharge your climate comms

This guide follows our flagship research with key Persuadables, a mixed-method and immersive qualitative program of research with cultural insight agency Bricolage, where we spoke to: * Urban 'somewheres' in Newcastle * British Black & South Asian communities in Birmingham * Rural Dwellers in Yorkshire Read on for our 10 recommendations

How we created impact with six innovative climate campaigns

How we created impact with six innovative climate campaigns

To fight misinformation and spark climate action, the climate movement must make better use of advertising. That's why ACT Climate Labs conducted six innovative advertising projects over the last year. We've been hard at work testing new techniques, messages and approaches across diverse media. In partnership

Misinformation Alert: What Britain Thinks

Misinformation Alert: What Britain Thinks

This month we have new insights on Brits' perception of climate misinformation, thanks to a report launched by Climate Action Against Disinformation (CAAD) and the Conscious Advertising Network. * What's going on? How many Brits believe false statements about climate-related issues, from climate science to energy sources? * Who&

Audience Insights: Meet the Persuadables in the UK

Audience Insights: Meet the Persuadables in the UK

We talk a lot about 'The Persuadables', the 69% of people in the UK who are neither climate activists or climate deniers. We call them this because they are still 'persuadable' by both pro-climate and anti-climate groups. This makes them an essential audience to engage with

Misinformation Alert: Extreme Weather

Misinformation Alert: Extreme Weather

Originally published August 2022. Updated June 2023 In 2022 England suffered 'the most severe and damaging storm ... since 2014'. Just five months later, the United Kingdom set a new temperature record at 40.3 degrees, measured in Coningsby in Lincolnshire. As extreme weather becomes more commonplace, we investigate

Strategic Guide: What is climate misinformation?

Strategic Guide: What is climate misinformation?

The UK has made international commitments to stay within 2 degrees and preferably 1.5 degrees of global warming. To honour this, the UK needs to decarbonise rapidly – known in some circles as ‘climate action’. However, climate change disinformation and misinformation are a major threat to this activity. They distort