Start here if you're new to ACT.

Source: ACT

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.

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.

Not sure where to start?

If you’re new to advertising, you’re planning a climate campaign and need some advice, or you simply want to gain a better understanding of misinformation, we recommend you hit subscribe and start with our most read articles:

  1. Audience Insights: Meet the Persuadables in the UK - who are our key audiences and how do we reach them?
  2. Advertising Guide: What is climate misinformation? - start from the basics and learn about dis and misinformation
  3. Advertising Guide: How to use reframing to improve communications – what is misinformation and how to create more effective climate comms
  4. Advertising Guide: How to use paid media to supercharge your communications – how to put your learnings to practice when creating campaigns

You can also see our full library of latest topical misinformation alerts below.

If you would like to join our peer-to-peer network, or discuss how we can support your organisation to make your climate communications more effective, please get in touch by emailing kathryn@actclimatelabs.com.