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Connie Roser-Renouf: Effective Climate Communication Begins When We Meet Audiences Where They Are

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10:00 AM, Tuesday 1 Jun 2021 EDT (1 hour 15 minutes)
Audience segmentation in the U.S. and Canada has identified discrete groups with beliefs and values that predispose them to ignore, dispute, or attend closely to information on climate change. Understanding these predispositions allows us to design communications that can reduce the obstacles inhibiting audiences from becoming more engaged with the issue. Audiences that are already concerned about climate change want information on effective solutions and actions they can personally take to reduce the threat. Skeptics can be influenced by targeted messages framed in conservative values that provide free-market solutions. And audiences who ignore climate messages and who view climate change as a distant, personally irrelevant threat can be engaged with messaging that brings the threat closer to home, while employing social marketing strategies for low-involvement audiences, such as humor and message repetition.

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