Enabling local climate action with trusted messengers and positive messaging: An advertising case study

The case study describes a collaboration with the NGO Possible to run a multi-channel campaign in Birmingham featuring local residents. The campaign aimed to reframe the concept of car-free cities to encourage 'Persuadables' to change their transport behavior. Results indicated that individuals who related to the campaign were more likely to change their behavior, highlighting the importance of locality, messaging, and trusted media in driving local climate action.

• The campaign utilized local residents in Birmingham to reframe the benefits of car-free cities, targeting a group described as 'Persuadables' to encourage changes in transport behavior.
• There was a positive correlation between the audience's relatability to the campaign and their likelihood of changing their behavior.

APA

Lujani, F. (2023). Enabling local climate action with trusted messengers and positive messaging: An advertising case study. ACT Climate Labs. https://www.actclimatelabs.org/climate-change-advertising-trusted-positive-messages-local-action-birmingham/

Chicago

Lujani, Florencia. Enabling local climate action with trusted messengers and positive messaging: An advertising case study. ACT Climate Labs, 2023. https://www.actclimatelabs.org/climate-change-advertising-trusted-positive-messages-local-action-birmingham/.

Wikipedia

{{cite report |last1=Lujani |first1=Florencia |title=Enabling local climate action with trusted messengers and positive messaging: An advertising case study |publisher=ACT Climate Labs |date=1 March 2023 |url=https://www.actclimatelabs.org/climate-change-advertising-trusted-positive-messages-local-action-birmingham/ |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{lujani2023enabling, author = {Lujani, Florencia}, title = {{Enabling local climate action with trusted messengers and positive messaging: An advertising case study}}, institution = {ACT Climate Labs}, year = {2023}, month = mar, url = {https://www.actclimatelabs.org/climate-change-advertising-trusted-positive-messages-local-action-birmingham/}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }