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
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
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
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