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Advertising Guide: why you should reconsider reach
Advertising Guide: Navigating digital algorithms with your climate message
ACT Event Summary: Why words matter - a new way to speak to Brits about climate change
To make progress on climate action, we need to win the hearts and minds of the British public. But what kind of language engages and resonates with the Persuadables?
At our latest event we shared results and insights from our 2023 research. We talked to Persuadables across the UK, and
Misinformation alert: Fossil fuels for 'energy security'
With a general election looming, 'energy security' seems to be on every politician's lips. It's even in the name of an entire government department. The phrase has been used to justify all kinds of energy policy - from oil and gas expansion - out
Polluters are good at advertising, here's what we can learn from them
Whether selling household essentials, a service or even an idea, a good advert has so much power. This is something polluters, from Big Tobacco to Big Dairy, have long been aware of.
We might have moved on from the days of Marlboro Cowboys and established strong advertising regulators, but it
Misinformation Alert: 15 minute cities
In late 2022 to early 2023, a traffic calming scheme in Oxford became the centre of an international conspiracy theory. The conspiracy has surfaced again and again online and offline and has even been repeated by UK politicians, including government ministers, who might have been swayed by a vocal minority.
Why words matter: key learnings from ACT Persuadables research
It's not what you say. It's how you say it.
The challenge of communicating climate action has nothing to do with getting climate science right or explaining why it’s important. The challenge is to put it in words that people will resonate with, to increase
ACT Event - Why words matter: a new way to speak to Brits about climate change
How to talk to Persuadables about transport
For the UK to honour its commitment to the Paris Agreement, we will need to change the way we get around. While there are many ways to decarbonise our transport system, a reduction in the use of petrol cars is almost certainly necessary. The Climate Change Committee’s sixth carbon
Vocal minorities are hijacking climate action, this is how we get ahead
Vocal minorities are being weaponised against climate action
From flooding council meetings to harassing decision-makers online, we’re seeing more highly vocal, small groups mobilise against climate action. We call these groups “vocal minorities” because they are a relatively small but loud part of the public. In the context of climate action, they risk distracting from a public
Advertising guide: How to overcome your fear of non-digital advertising
The advertising world is daunting for a lot of not-for-profit organisations. But we want to show you how it can strengthen your brands, raise awareness of important causes, and inspire real behaviour change. There are two broad categories of advertising:
* Above the line methods include TV, out of home (like
Misinformation Alert: Four misleading food and climate narratives
Food and climate change are inextricably linked. Modern agriculture and food processing remain a high net cost to the environment, while rising temperatures negatively affect food production worldwide. With eating central to everybody’s lives, food is an essential arena for climate communications.
There are many positive stories to tell
Misinformation Alert: Cost of Net Zero (CONZ)
'Cost of Net Zero' (CONZ) is one of the most popular climate delay frames currently spread in the UK. It is spread by many politicians, media, influencers and even Persuadables themselves.
In this post:
* What is the 'Cost of Net Zero' frame?
* Why does ‘Cost of
Misinformation Alert: The food industry is serving up misleading content
Eating is central to everyone’s lives, and how our food is made is a major factor in tackling climate change. Therefore food – especially animal products that disproportionately contribute to greenhouse gas emissions – is an important arena in climate communications.
Unfortunately, some of the meat and dairy industry is pouring
Misinformation Alert: “But what about India and China?”
Almost all of us have experienced it first-hand. When the importance of climate action is brought up on TV, social media or at the dinner table, someone often interjects: “What’s the point if India/China/Russia are still polluting?” Then it’s too late – the conversation turns to geopolitics,
ACT Climate Labs: Open call for partnerships
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
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: Conspiracy Thinking
Did you know up to one in three Britons already believe some kind of conspiracy theory? Every year, the effects of climate change become clearer and there is no guarantee that all Brits will believe the science. Instead, they may turn to alternative explanations - such as conspiracies - to
Strategic guide: can ChatGPT help us improve climate comms?
OpenAI's ChatGPT is an AI language processor that has been taking the internet by storm. Whether it's just a fad, or a toolset that will continue to change the way we interact with technology for years to come, the team at ACT have been having fun
Strategic Guide: Crisis communications during misinformation spikes
Seemingly overnight, an ordinary traffic calming scheme in Oxford turned into an international conspiracy theory. Climate organisations were suddenly fielding queries about "15-minute cities", ranging from well-meaning concerns about local planning to accusations of globalist plots.
But how can we separate the well-meaning from the troll? How can
Impact Numbers: Results from Six Advertising Campaigns with Climate NGOs
How can advertising supercharge climate communications and help us get ahead of misinformation? ACT Climate Labs recently concluded six advertising projects across various media channels, using budgets ranging from £30,000 to £300,000. These projects - in partnership with climate NGOs - were designed to cut through to hard-to-reach
ACT Event Summary: What Britons Think About Climate Change
How do you go beyond the usual suspects, and engage more people with climate action? At our latest event, we shared results and insights from our three-month programme of research in 2022.
We talked to Persuadables across the UK, and complemented these qualitative conversations with desk research, and expert consultation.
Creating hope for a green industrial future in the West Midlands: 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.
Enabling local climate action with trusted messengers and positive messaging: 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.
Using trusted TikTok and Instagram influencers for hard-to-reach audiences: An advertising case study
Positive storytelling to combat heat pump misinformation: 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.
Debunking Misinformation with Fact, Myth, Fallacy: 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.
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.
Audience Insights: Climate and Faith
The majority of people in England and Wales (56.8%) identify as following some faith; and for many of those it will be a crucial part of their lives. Whenever communicating with large audiences, we need to bear in mind we're likely talking to at least some people
Key dates for your 2023 calendar
Hello again! We hope 2023 is being kind to you all so far. Our planning for the year ahead, unlike Dry January, hasn't stopped just yet.
From Eurovision to the King's coronation; here are the top five cultural moments that we think all our members should
Misinformation Alert: Four trends to watch out for in 2023
Happy New Year! We hope everyone had a wonderful, well-earned break. Here at ACT, we are of course planning for the year ahead.
From the 'end' of Twitter to the return of conspiracy; here are four trends that we think all our members should look out for in
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&
Misinformation Alert: Climate Reparations
At Cop27, a fund was established to help poor, vulnerable nations cope with the impacts of climate change. This fund is officially referred to as 'loss and damage'. However, the same fund is commonly referred to as 'climate reparations' by climate activists, the mainstream press and
Welcome
Start here if you're new to ACT.
Misinformation Alert: COP27
COP27 is around the corner, taking place in Sharm el-Shiekh from 6th to 18th November 2022.
There will be more climate change information, and misinformation in the press and online during this time.
Thanks to research in this space, we are better equipped than ever to get ahead of likely
Misinformation Alert: Persuadables VS Scientific Consensus
Climate misinformation in the UK often attacks climate policy or climate action. But science denial is still prolific online and offline - and Persuadables are engaging with it.
Many Persuadables already hold sceptical views about climate change, so what can we do?
In this newsletter we will cover:
* What'
ACT Event Summary: Climate & Cohesion
ACT held an in person event recently, when an expert panel discussed how to create effective climate communications against a back drop of the culture wars. This newsletter's key learnings:
* What's going on? The culture wars in the context of the cost of living crisis.
* How
Misinformation Alert: How Delayers are Piggybacking the Energy Crisis
Brits are now paying some of the highest prices in Europe for electricity, during a major cost-of-living crisis. This is due to high gas prices following global lockdown and compounded by Russia's invasion of Ukraine.
Disinformation actors in the UK are tapping into the emotions behind these events.
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
ACT Event: Climate and Cohesion: Finding Common Ground in the Culture Wars
How to create effective climate communications and counter harmful culture war narratives
Join the ACT Climate Labs team for our next in person event on Tuesday 27th September from 9:30am.
Communicating with the backdrop of the ongoing cost of living and energy crises requires navigating culture wars and divisive
Inclusive Climate Conversations
How do we reach and engage diverse and marginalised audiences with climate issues?
Recently, ACT Climate Labs' Insights Director, Harriet Kingaby discussed how we can make climate communications more inclusive with Steven Sahota, North of England and Scotland Regional Coordinator for Hope for the Future.
Hope for the Future
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
Audience Insights: Using football to talk about climate issues
With the Premier League about to kick off again soon for another season, this post provides actionable advice on how to create engaging, interest-led climate comms, which centre around football.
Included:
* Whats going on? What is happening in the football and climate conversation and who's made the most
Misinformation Alert: Conservative Leadership Race
Intro
Boris Johnson oversaw one of the most climate-friendly Conservative governments for some time - possibly of all time. But, with a new leader to take his place by September, could all that progress now be at risk? This threat alert will be useful for everyone who needs to communicate
Misinformation Alert: Corporate Greed
Right leaning news publications have been unsuccessfully trying to derail public support of the windfall tax on the extraordinary profit made by oil and gas companies. Perceptions of corporate greed from Loyal Nationals and Disengaged Battlers can help us to fight misinformation around the tax and frame future climate communications.
Misinformation Alert: Beware The Eco Mob
Dehumanising language is dangerous because it presents groups as less then human and often outside of society. Increasingly, we're seeing climate protestors and environmental activists described in this way, as 'vandals' or 'mobs'. Reporting also centres on the human distress caused by protests, decreasing
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
Misinformation Alert: Fact, Myth, Fallacy
We frequently mention the "Fact, Myth, Fallacy" model in our Misinformation Alerts, so we wanted to give you a deep dive into this useful technique. You can use it to craft messages, develop misinformation informed strategies, or attack a specific narrative that is hurting your organisations' reputation
Misinformation Alert: Green Infrastructure
Green infrastructure creates diverse and multifaceted conversations from a wide range of audiences from City Dwellers, to Northern farmers. These conversations are likely to impact climate communications no matter which sector you work in, but particularly when dealing with construction, green jobs, and levelling up. Organisations who are involved in
Misinformation Alert: Heat Pumps
Climate delayers in the UK are adding to the wider Cost of Net Zero conversation by undermining the efficiency of heat pumps, and overexaggerating the costs. This is important as it's casting doubt on renewables as a viable solution and undermining climate communications in this space. This misinformation
Misinformation Alert: Energy & the Russian invasion of Ukraine
A lot of the misinformation being spread about the Russian invasion of Ukraine is linked to issues of energy efficiency, energy transition, green jobs, and politics, including Net Zero. They are very prominent in the media and impacting the way people think about these topics. Organisations that speak to men,
Advertising Guide: How to use Reframing to improve communications
This guide is designed to give you the tools you need to improve your messaging on everything climate-related.
After reading this guide you should have a good idea about what frames are, how bad actors use them, and how to fight back by crafting your own powerful climate communications.
Included
Advertising Guide: Using digital media to supercharge results
It is crucial that we increase our reach and engage Persuadables with climate-positive messages. For that, we need to embrace advertising and marketing tactics, such as using a variety of different digital media.
In this guide to digital media, we'll discuss: what it is, why it matters, how
Misinformation Alert: Fracking
Climate delayers are positioning fracking as a way for the UK to increase energy independence and reduce energy prices. This misinformation alert is particularly relevant for organisations whose audience is right leaning and would be likely to describe themselves as working class. In this post, find out:
* What is going