Can Advertisements Alter Environmental Behavior?

by JP Kiefer

With approximately 40% of the UK’s emissions capable of being linked to actions undertaken by individuals, it is clear that public support is essential to counteracting climate change. The UK attempted to gain this support with its Act on CO2 campaign, but it found that certain advertisements, such as those developed to elicit fear in its audience, were extremely ineffective. Adam Corner (2011) looks at the advertisements of the campaign in an attempt to systematically critique the social marketing approach to engaging the public on climate change. Continue reading