Positive, personal storytelling on insulation - before misinformation sets in: An advertising case study

The case study describes a collaboration with the Local Storytelling Exchange that used a 35-second video on Facebook to promote the cost effectiveness of home insulation. The campaign aimed to establish positive narratives before misinformation could embed itself, resulting in more than twice as many people agreeing with the key message.

• The campaign utilised a 35-second video focusing on the cost effectiveness of insulation, which led to more than double the number of people agreeing with the campaign's key message.
• The project emphasizes the strategic importance of deploying positive messaging to prevent misinformation from becoming embedded in public narratives.

APA

Lujani, F. (2023). Positive, personal storytelling on insulation - before misinformation sets in: An advertising case study. ACT Climate Labs. https://www.actclimatelabs.org/climate-change-advertising-positive-personal-storytelling-insulation/

Chicago

Lujani, Florencia. Positive, personal storytelling on insulation - before misinformation sets in: An advertising case study. ACT Climate Labs, 2023. https://www.actclimatelabs.org/climate-change-advertising-positive-personal-storytelling-insulation/.

Wikipedia

{{cite report |last1=Lujani |first1=Florencia |title=Positive, personal storytelling on insulation - before misinformation sets in: An advertising case study |publisher=ACT Climate Labs |date=1 March 2023 |url=https://www.actclimatelabs.org/climate-change-advertising-positive-personal-storytelling-insulation/ |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

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