Positive storytelling to combat heat pump misinformation: An advertising case study

The case study examines a collaboration with the Local Storytelling Exchange to promote heat pump installation to tradespeople through a 38-second video on green reskilling. The campaign found that Facebook's advertising algorithms, targeting mechanisms, and political categorizations hindered the ability to counter topical misinformation, particularly when operating with a small budget.

• The campaign attempted to reposition heat pumps by focusing on the personal benefits for tradespeople, specifically through a 38-second video centered on green reskilling for 'Persuadables'.
• Facebook's advertising infrastructure, including its algorithms, targeting, and political categorizations, created obstacles for the campaign's approach to fighting misinformation.

APA

Lujani, F. (2023). Positive storytelling to combat heat pump misinformation: An advertising case study. ACT Climate Labs. https://www.actclimatelabs.org/climate-change-advertising-positive-storytelling-heat-pump-misinformation-facebook/

Chicago

Lujani, Florencia. Positive storytelling to combat heat pump misinformation: An advertising case study. ACT Climate Labs, 2023. https://www.actclimatelabs.org/climate-change-advertising-positive-storytelling-heat-pump-misinformation-facebook/.

Wikipedia

{{cite report |last1=Lujani |first1=Florencia |title=Positive storytelling to combat heat pump misinformation: An advertising case study |publisher=ACT Climate Labs |date=1 March 2023 |url=https://www.actclimatelabs.org/climate-change-advertising-positive-storytelling-heat-pump-misinformation-facebook/ |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{lujani2023positive, author = {Lujani, Florencia}, title = {{Positive storytelling to combat heat pump misinformation: An advertising case study}}, institution = {ACT Climate Labs}, year = {2023}, month = mar, url = {https://www.actclimatelabs.org/climate-change-advertising-positive-storytelling-heat-pump-misinformation-facebook/}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }