Understanding the impact broadcast media can have on climate change
Ipsos gives businesses, governments and public bodies the confidence they need to take the right actions for the benefit of people and the planet, to drive long-term prosperity for all. Discover how.
Our client's challenge
Multiple UK broadcasters have signed the Climate Content Pledge, committing them to using their content to help audiences understand what tackling climate change might mean for them, as well as inspire and inform sustainable choices.
They need evidence and a theory of change to understand how they can best help and inspire their audiences to tackle the climate crisis.
Ipsos' solution
Ipsos has come together with the Centre for Climate Change and Social Transformations (CAST) to conduct a literature review drawing on behavioural science, interview expert informants from broadcasters to creatives to policy experts, and deliver a Theory of Change to UK Broadcasters that enables them to inspire their viewers and measure their impact.
The project is being delivered through a collaboration of Media Development and Public Affairs and at fast pace, matching the collaborative, ambitious timeline the broadcasters have set themselves.
The impact on our client's business question
Findings from the literature review and interviews will be used to develop a theory of change and evaluation framework to be used by at least 6 of the UK’s biggest broadcasters.
This project is the start of a large-scale research programme led by broadcasters which ultimately aims to play a key role in reversing the climate emergency.
