Advertising Guide: How to use Reframing to improve communications

The document is a guide on using reframing to improve climate communications. It covers the definition of narratives and frames, how they are used by 'bad actors' to spread climate misinformation, and provides instructions for constructing convincing climate narratives and actionable framing strategies for brands and organisations.

• The guide aims to equip users with tools to improve climate-related messaging by explaining the nature of frames, how they are exploited by bad actors, and how to create powerful climate communications to counter misinformation.
• The guide includes specific sections on the relationship between narratives and frames, the creation of convincing climate narratives, and three actionable framing methods for organisations and brands.

APA

Labs, A. C. (2022). Advertising Guide: How to use Reframing to improve communications. ACT Climate Labs. https://www.actclimatelabs.org/advertising-guide-reframing/

Chicago

Labs, ACT Climate. Advertising Guide: How to use Reframing to improve communications. ACT Climate Labs, 2022. https://www.actclimatelabs.org/advertising-guide-reframing/.

Wikipedia

{{cite report |last1=Labs |first1=ACT Climate |title=Advertising Guide: How to use Reframing to improve communications |publisher=ACT Climate Labs |date=15 June 2022 |url=https://www.actclimatelabs.org/advertising-guide-reframing/ |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{labs2022advertising, author = {Labs, ACT Climate}, title = {{Advertising Guide: How to use Reframing to improve communications}}, institution = {ACT Climate Labs}, year = {2022}, month = jun, url = {https://www.actclimatelabs.org/advertising-guide-reframing/}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }