HFTF messaging case study

Climate Outreach and Hope for the Future (HFTF) tested different messaging frames on Facebook to encourage 'Loyal Nationals'—a UK segment characterized by high climate concern but deep distrust of elites—to attend in-person political events. While tailored messaging significantly increased initial ad engagement, it failed to drive significant event registrations. In North Kensington, a frame focusing on specific local economic benefits outperformed a nature frame. In West Bromwich, messaging targeting local councils was more popular than messaging targeting the national government. The results suggest that while messaging can improve initial interest, the 'ask' (the specific action requested) may be too strong or incongruent with the values of this segment to secure attendance.

• Tailored messaging can increase initial digital engagement with event advertisements for the 'Loyal Nationals' segment, but it does not necessarily translate into event registrations.
• In North Kensington, messaging focused on specific local economic benefits, such as 'green jobs', generated higher engagement than messaging focused on nature and health.
• In West Bromwich, messaging that asked local authorities to take action was more popular than messaging directed at the national government, suggesting lower cynicism toward local politicians.
• The failure to convert ad engagement into attendance suggests that the 'ask' or the nature of the event itself may be the primary barrier for 'Loyal Nationals', rather than the messaging alone.

APA

Powell, D. (2023). HFTF messaging case study. Climate Outreach. https://climateoutreach.org/hftf-messaging-case-study/

Chicago

Powell, David. HFTF messaging case study. Climate Outreach, 2023. https://climateoutreach.org/hftf-messaging-case-study/.

Wikipedia

{{cite report |last1=Powell |first1=David |title=HFTF messaging case study |publisher=Climate Outreach |date=23 January 2023 |url=https://climateoutreach.org/hftf-messaging-case-study/ |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{powell2023hftf, author = {Powell, David}, title = {{HFTF messaging case study}}, institution = {Climate Outreach}, year = {2023}, month = jan, url = {https://climateoutreach.org/hftf-messaging-case-study/}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }