Study IDs six different audiences for developing effective messaging on climate change

The Ocean Project continues to provide our Partners and other friends with ways to improve education and communication efforts for conservation action.Newly released research on effective messaging to Americans regarding climate change actions finds six discrete audience segments – from strongly engaged to completely dismissive of climate change as a threat – with different concerns, needs, values, and motivations.

The research, by Anthony Leiserowitz, Ph.D., with the Yale Project on Climate Change, and Edward Maibach, MPH, Ph.D. and Connie Roser-Renouf, Ph.D., both from George Mason University, is based on telephone surveys done in the summer of 2007 involving 1,980 respondents.

The report suggests ways to carefully target each of these six different audiences, although the authors caution that much has happened since then and they are doing new research with findings expected in early 2009.

Read the rest of the summary at the Yale Forum on Climate Change and the Media.

Read the full 42-page PDF report.

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