Issues and solutions in effective climate change intervention

Public health communicators face several challenges, some of which are unique to global warming. The science is complex and public issue commitment is inhibited by uncertainty about the level of scientific consensus. Impacts may seem overwhelming, but many people are uncertain whether Americans will be harmed. Tangible solutions have not been demonstrated convincingly. Climate change is a global problem that seems beyond the reach of effective consumer or even national action. Nevertheless, public concern is high and growing, and opportunities exist for new types of intervention.

Traditional education, advertising, and marketing media also present more familiar challenges. Changing behavior around global warming goes to the heart of our energy economy and cultural norms. With message channels being so overcrowded, how can public health messages about climate change cut through the clutter and overcome a growing partisan divide to initiate the kind of cultural shift necessary to prevent severe consequences?

We demonstrate an innovative approach to intervention that promises to overcome many of these challenges, setting the stage for an ongoing, coordinated public health communications response.