Climate Messaging that Works – Talking Energy Transition and Climate Change in Canada

Climate Messaging that Works – Talking Energy Transition and Climate Change in Canada

The majority of Canadians are increasingly concerned about climate change and are willing to engage in a conversation about the transition away from fossil fuels. 

At the same time, the public is still not clear about the major causes of climate change, the threats or the path forward. Demand for climate action is high, but support for specific policies is uncertain. 

Climate change and energy transition can feel distant for many and few believe that the problem can and will be addressed at the pace and scale needed.

Developed for Canadian audiences, the Climate Communications Playbook uses key research from this year (public opinion polling, a national media analysis, and social media message testing) to help communicators create compelling and complete narratives about our climate predicament and the path forward.

The playbook centers around a messaging triangle – a framework that can be used to address the major obstacles –  literacy/proximity, efficacy and relevance – to communicating and engaging Canadians on the urgency of climate change.

When you hit each of the points on the triangle, you remove the obstacles to public engagement and create a complete narrative for your audience, giving them a full picture of our climate predicament, the way forward and the benefits of taking action.

Find out how to use the message triangle, discover frames that work and uncover tips to connect to your audience by downloading the playbook here or by checking out the webinar slide deck and recording. You can find examples of the triangle at play in the workshop slide deck (or watch the recording here)


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