In November, ecoAmerica, Climate for Health's parent organization, released its latest research report, Let’s Talk Climate: Messages to Motivate Americans. Along with Lake Research Partners, ASO Communications, and the Natural Resources Defense Council, ecoAmerica developed market-tested messages designed to engage Americans on climate solutions.
This research revealed five clear communication themes that highlight the connections between health and climate change. These 5 messages are:
1. Be cautious about listing impacts of climate on health. Avoid strong or scary visual language, and list only one or two health impacts. Too many causes people to detach from or to dislike the message.
2. People can visualize the difference between energy sources that pollute the air and ones that don’t.
3. Pairing health and severe weather effects from climate change was less effective because it focused too much on the problem.
4. Healthcare professionals reject oppositional messaging about “radical environmentalists and Washington politicians.” They responded positively to collective rather than individual solutions.
5. Be slightly more convincing to Americans who are currently in the “opposition” audience because climate change is more polarizing.
The report goes on to describe several thematic messages designed to help leaders in various fields to engage members of their “tribes.” To learn more specific language techniques for the health sector, download the report today.
