Earth emotions: using social media videos to empower youth engagement with climate action

Video-based social campaigns are an evidence-based method for reducing stigma and inducing behavioral change. This is particularly relevant to the promotion of environmentally conscious climate action. Data suggest that positive messaging surrounding climate change increases feelings of hope and agency. However, negative or pessimistic narratives featuring natural disasters or “climate doom” predominate and tend to receive the highest levels of engagement. Regarding demographics, messaging surrounding climate activism tends to target White and higher income groups. Youth activists are portrayed within rigid stereotypes, and their messages are often dismissed due to their age. To balance the overrepresentation of both negative climate narratives and messaging that centers on those who are White and privileged, our objective was to produce positive messaging on climate change that specifically targeted minority groups and children and adolescents.