"ACT Climate Labs is a project set up to supercharge the effectiveness of climate communications. Members from all kinds of industries can access audience insights and advertising techniques which allow them to talk to new audiences about climate change. The problem In short, the problem is the end of the world. But there's more to it than that. People aren't hearing enough positive stories around climate action."
"Misinformation has viral power, and a very real impact. So to win, climate communicators need to reach their audience with positive messages first. We provide member organisations with tools to overcome this challenge. To do this, ACT has three unique intertwined units - Network, Intelligence, and Advertising. ACT Intelligence is shared in fortnightly?newsletters providing audience insights on Persudables, the latest misinformation narratives garnering traction, and advertising best practice."
ACT Climate Labs provides audience insights, advertising techniques, and intelligence to improve climate communications. The project targets the 'Persuadables'—the 69% of Brits who accept climate change but rarely engage. Current climate messaging often focuses on young, middle-class, white, left-leaning audiences and neglects older, working-class, rural, multi-ethnic, and politically moderate groups. Misinformation and a lack of positive stories hinder engagement. ACT's approach combines a Network, Intelligence, and Advertising unit to equip members with tools to reach new audiences and counter misinformation. Fortnightly newsletters share audience insights, emerging misinformation narratives, and advertising best practices.
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