This updated message guidance reflects recent messaging research. It is focused on the benefits we see when we talk more explicitly about fossil fuels—and best practices to do so effectively.
As you review this guidance, there were two key findings that are critical for health professionals:
1. When health professionals name fossil fuel CEOs and some politicians as an enemy, it doesn’t carry reputational harm or threaten to erode trust. In fact, audiences trusted health voices more when they named opponents to progress.
2. This approach, which does not name any political party, actually helps to depoliticize the issue of climate change. These messages work across parties—and can help to close the gap in views about climate change between more conservative and liberal audiences.
