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The document describes the 'Six Americas' framework for categorizing public opinion on global warming into Alarmed, Concerned, Cautious, Disengaged, Doubtful, and Dismissive segments. It reports that as of 2022, 53% of Americans are either Alarmed or Concerned, while 22% are Doubtful or Dismissive. Over the decade since 2012, the Alarmed segment more than doubled from 12% to 26%, while the Cautious segment decreased from 29% to 17%.

The document details the 'Global Warming’s Six Americas' framework, which categorizes the U.S. public into Alarmed, Concerned, Cautious, Disengaged, Doubtful, and Dismissive segments based on their beliefs and motivations regarding climate change. As of December 2022, 26% of Americans are Alarmed and 27% are Concerned, meaning a majority (53%) are either Alarmed or Concerned. Over the decade since 2012, the Alarmed segment more than doubled from 12% to 26%, while the Cautious segment decreased from 29% to 17%. The report links the growth of the Alarmed segment to an increased public understanding that global warming is a present-day problem causing harm within the United States.

The case study examines a collaboration with the Local Storytelling Exchange to promote heat pump installation to tradespeople through a 38-second video on green reskilling. The campaign found that Facebook's advertising algorithms, targeting mechanisms, and political categorizations hindered the ability to counter topical misinformation, particularly when operating with a small budget.

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 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 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 document outlines strategies for engaging people of faith in England and Wales regarding climate change, noting that 56.8% of the population identifies with a faith. It highlights the effectiveness of frames like stewardship and moral challenge, warns against language involving judgment or the word 'religion', and recommends centering campaigns around local faith leaders and centers.

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.

The 2023 F-List report identifies numerous global advertising and PR agencies that maintain contracts with fossil fuel companies despite climate warnings. It highlights a gap between the sustainability commitments of holding companies like WPP, Omnicom, and IPG and their actual client rosters. The report specifically critiques the use of influencers to repair the image of 'Big Oil' and details the ongoing promotion of projects like the East African Crude Oil Pipeline (EACOP).

The report analyzes how different audiences perceive the intersection of climate change and health and evaluates the effectiveness of various communication frames. It finds that framing climate change as a public health issue, particularly by emphasizing the health benefits of solutions (gain framing) and the harms of air pollution, can increase public engagement and reduce political polarization. The document highlights health professionals as highly trusted messengers who are generally willing to engage in advocacy but face barriers such as lack of time and specialized knowledge. It also notes that public officials exhibit varying levels of awareness and face institutional barriers to prioritizing climate-health issues. The report concludes with a research agenda calling for more diverse geographic data, better integration of equity in messaging, and the expansion of climate-health curricula in medical education.

The report finds that a strong majority of Americans believe global warming is happening and is mostly human-caused. While many express worry and feel a personal responsibility to help, social engagement remains low, with most rarely discussing the topic with family and friends. There is significant concern regarding the impact of global warming on the U.S. environment, particularly extreme heat, droughts, and wildfires, though fatalism remains low.

The report finds that while a majority of Indians are worried about local environmental hazards and support a transition to renewable energy, there is a significant gap in basic knowledge of global warming. Many respondents report high vulnerability to extreme weather and economic instability, yet express a strong willingness to adopt lifestyle changes and support government climate commitments.

The report segments the Indian public into four groups: the Alarmed (54%), Concerned (29%), Cautious (11%), and Disengaged (7%). The Alarmed and Concerned are the most aware, worried, and supportive of climate policies, while the Disengaged show minimal engagement and awareness. The analysis also links these segments to demographic factors, showing that the Alarmed and Concerned generally have higher education and income levels.

The document presents longitudinal data on U.S. public perceptions of global warming, categorizing adults into six segments: Alarmed, Concerned, Cautious, Disengaged, Doubtful, and Dismissive. It tracks these percentages across 29 survey waves from November 2008 to October 2023 and provides a breakdown of 'Alarmed or Concerned' responses by political party for late 2022 and 2023.

The document argues that a 'social mandate'—broad public support and legitimacy—is essential for the successful implementation of climate adaptation policies. It recommends that NAP teams leverage the Action for Climate Empowerment (ACE) framework, which includes education, training, public awareness, public participation, public access to information, and international cooperation. The briefing emphasizes values-led engagement, the use of trusted messengers, and audience segmentation to drive sustainable behavior change. It also provides evidence-based principles for visual communication to avoid stereotypes and connect with audiences emotionally. Case studies from Saint Lucia, Fiji, Burkina Faso, Ethiopia, Kenya, and Ghana illustrate various approaches, including the use of radio for rural outreach and visual storytelling by women to influence national policy.

The document describes how the organization Neighbours United used deep canvassing—a listening-based outreach method—to overcome climate skepticism in Trail, British Columbia. By conducting 1,181 in-depth conversations focused on storytelling rather than facts, the campaign achieved a 40% persuasion rate, leading the city council to unanimously vote in April 2022 to transition to 100% renewable energy by 2050.

The document identifies 'The Persuadables' as 69% of the UK population who are neither climate activists nor deniers. Through qualitative research with urban residents in Newcastle, Black and South Asian communities in Birmingham, and rural dwellers in Yorkshire, the report finds that these groups often feel unrepresented by politics and distrust current climate spokespeople, whom they perceive as 'liberal elites' or 'snobs'. The research highlights that the cost of living crisis is a primary concern that overshadows climate change and suggests that trust is higher for messengers like farmers, union representatives, and specific media personalities such as Adam Henson.

Analysis of FEMA heat data and Yale Climate Opinion Maps reveals a positive correlation (r = 0.12) between extreme heat exposure and worry about global warming in the U.S. However, a specific group of 217 counties—primarily in the Midwest and South—exhibit high exposure but lower-than-average worry. These counties, representing 6.4 million people, are characterized by higher proportions of white residents, rural populations, and 2020 Republican voters compared to the national average. The authors argue that these gaps in risk perception increase vulnerability to heat-related illness and death, necessitating tailored educational outreach and policy responses.

The document analyzes the discourse surrounding Storm Eunice and the 2022 heatwave in the UK, noting that while the heatwave drove higher climate-related engagement and polling spikes, 'Persuadable' audiences often responded with denial or dispassion. It suggests that climate NGOs avoid direct climate narratives during peak heat events, instead focusing on safety advice and emotional support, before introducing scientific facts and long-form content once the weather subsides.

The Campaign for National Parks (CNP) partnered with Climate Outreach to shift its visual strategy from landscape-centric imagery to a people-focused approach. By applying 'Nature Visuals' principles, CNP tested how diverse representation affects engagement across different social media platforms and integrated these principles into its 2022 Park Protector Awards. Initial results indicate that while Instagram audiences respond strongly to diverse human representation, Facebook audiences still engage with traditional landscapes. The strategy led to a visible increase in the diversity of people and storytellers in CNP's visuals and a significant increase in mailing list sign-ups.