Tips for psychologists on how to spread climate propaganda from Down Under


from Watts Up With That:

Such gems as:

Communicating effectively about a topic like climate change that is complex, confusing, uncertain, sometimes overwhelming, and often emotionally and politically loaded, is challenging.

In order for people to become motivated and empowered to adopt the needed changes to reduce environmental threats, they must be able to interpret and respond to information. The impact of communications on behaviour varies dramatically based on how the communication is developed and delivered.

Some key points


Be clear about the scientific consensus. Research shows that telling people that 97% of scientists accept the science on climate change is very important in terms of increasing public awareness of human-caused climate change and support for climate solutions.


Inspire positive visions. Let people know that we already have concrete, plausible solutions which can drastically reduce carbon emissions and counter feelings of helplessness. People listen better to optimistic messages. Doom messages can backfire because people switch off.


Use vivid, emotive and personal stories, particularly those that elicit positive emotions – these are more memorable and also a stronger motivator for action.


Make climate change here, now and for sure. Bring climate impacts close to home to show people that climate change is relevant to them, and that it threatens their health, families, communities, jobs or other things they deeply care about. People are more likely to heed risks they see as relevant, personal and salient.

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