Case Study: Belief in Climate Change
When: 2022.
Goal: Increase belief in climate change and support for government investment in solutions.
Approach:
- Identify anxieties and impactful messages for potentially skeptical Instagram users who don’t engage with news.
- Build a 10-second video responsive to lies and concerns.
Method:
- Leverage academic research showing that belief in the scientific consensus on climate change is a “gateway” belief to other important information about climate change.
- Target non-news readers in North Carolina.
- Divide target audience into control and treatment groups.
- Run messages to control and treatment groups.
- Use an Instagram poll sticker to quiz the control group and the users who watched the video on the scientific consensus on climate change.
- Use another poll sticker to poll support for government investment in climate solutions.
