Testing Climate Messaging For The Audiences That Matter

Does your message resonate with the people you're trying to reach - or only with those who already agree with you?

Effective climate communication depends on understanding the audiences that matter for your goals - including which messages resonate, which fall flat, and which backfire.

Message testing is a research method that helps you bridge that gap: identifying which narratives, frames, and words land well with specific audiences, and which ones may do more harm than good.

In this session, Natalie Schroyens, analyst at the Climate Opinion Research Exchange (CORE), walks you through the essentials of message testing in practice - and shows how it can inform your communication strategies.

We'll explore real examples from recent studies on climate communications, and you'll have the chance to practice together in applying the method to your own work: defining your audience, clarifying the attitudes you want to shift, and identifying the narratives worth testing.

What you'll take away:

A clear understanding of how message testing works and why it matters
Examples from recent research on what resonates (and what doesn't) across different audiences
A first framework to apply message testing to your own campaigns, projects, or communications
This session is for anyone involved in climate or sustainability communication: Ngo staff, campaigners, institutional communicators, educators, policy advocates, and anyone who wants their message to land beyond the bubble.

PRACTICAL Info

Free, but registration is required
Free networking lunch included
Format: Interactive workshop — max. 30 participants
Language: English


ABOUT Wavemaker

The Good Wave is a network of effective climate action. It organises networking activities, free Learning Labs, an exciting toolbox and thematic sessions named Wave Maker Sessions. The latter focus on a specific topic related to climate action and communication.