Creating hope for a green industrial future in the West Midlands: An advertising case study

The case study details a £300,000 advertising campaign in the UK's West Midlands that used green economic growth narratives to increase hope for a green future, reporting that nearly twice as many people felt hopeful after seeing the campaign.

• The campaign targeted a specific demographic described as "Persuadables" using narratives focused on green economic growth in the West Midlands, utilizing a £300,000 budget primarily spent in non-digital spaces.
• The advertising campaign was effective in shifting perceptions, with nearly double the number of people expressing hope for a green future after exposure to the campaign.

APA

Lujani, F. (2023). Creating hope for a green industrial future in the West Midlands: An advertising case study. ACT Climate Labs. https://www.actclimatelabs.org/climate-change-advertising-hope-green-future-west-midlands/

Chicago

Lujani, Florencia. Creating hope for a green industrial future in the West Midlands: An advertising case study. ACT Climate Labs, 2023. https://www.actclimatelabs.org/climate-change-advertising-hope-green-future-west-midlands/.

Wikipedia

{{cite report |last1=Lujani |first1=Florencia |title=Creating hope for a green industrial future in the West Midlands: An advertising case study |publisher=ACT Climate Labs |date=1 March 2023 |url=https://www.actclimatelabs.org/climate-change-advertising-hope-green-future-west-midlands/ |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{lujani2023creating, author = {Lujani, Florencia}, title = {{Creating hope for a green industrial future in the West Midlands: An advertising case study}}, institution = {ACT Climate Labs}, year = {2023}, month = mar, url = {https://www.actclimatelabs.org/climate-change-advertising-hope-green-future-west-midlands/}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }