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Researchers have developed an innovative app aimed at helping individuals spread messages about climate change and global warming more effectively, catering to diverse audiences and desired outcomes. This breakthrough initiative comes after extensive surveys involving 59,000 participants across 63 countries, including Norway, shedding light on the nuances of climate messaging efficacy.
The app, designed to generate maximum support for climate issues, targets a wide range of stakeholders, including researchers, politicians, decision-makers, and legislators. Led by Isabel Richter, Associate Professor at the Norwegian University of Science and Technology (NTNU), along with Senior Researcher Stepan Vesely and Professor Christian Klöckner, the study involved nearly 250 researchers worldwide.
Traditionally, climate messaging has focused on individual measures, such as recycling and energy-saving practices. However, this comprehensive study explored various message variations and their impact on attitudes toward climate change measures. Key findings revealed significant differences in the effectiveness of different messaging strategies across countries and demographics.
One notable discovery was the varying impact of scare tactics, knowledge appeals, and emotional appeals on climate messaging. While scare tactics proved effective globally in prompting social media sharing, their efficacy diminished in certain countries, including Norway. In contrast, emotional appeals, such as writing a letter to future generations, resonated strongly in several countries, underscoring the importance of tailoring messages to cultural contexts.
The study also highlighted the influence of demographics and beliefs on climate attitudes, with 86% of participants acknowledging climate change as a threat. However, attitudes toward climate measures varied widely, emphasizing the need for targeted messaging strategies.
In Norway, for instance, scare tactics were deemed ineffective, while appeals to moral responsibility and expert consensus garnered greater support for climate measures. Notably, Norwegians displayed a preference for tangible actions, such as tree planting, underscoring the importance of emphasizing personal responsibility.
The research, published in the Science Advances journal, underscores the importance of adapting climate messages to diverse audiences and contexts. Madalina Vlasceanu, Assistant Professor at New York University and lead researcher, emphasizes the need for legislators and campaigners to tailor their messaging to public attitudes toward climate change.
Overall, the development of this app marks a significant step toward advancing climate awareness and action on a global scale, empowering individuals and organizations to effectively communicate climate issues and drive meaningful change.
