Testing climate messages for the audiences that matter - 10.09.2026
Does your message resonate with the people you're trying to reach - or only with those who already agree with you?
Effective climate communication depends on understanding the audiences that matter for your goals - including which messages resonate, which fall flat, and which backfire.
Message testing is a research method that helps you bridge that gap: identifying which narratives, frames, and words land well with specific audiences, and which ones may do more harm than good.
1050 Brussel
In this session, Natalie Schroyens, analyst at the Climate Opinion Research Exchange (CORE), walks you through the essentials of message testing in practice - and shows how it can inform your communication strategies.
We'll explore real examples from recent studies on climate communications, and you'll have the chance to practice together in applying the method to your own work: defining your audience, clarifying the attitudes you want to shift, and identifying the narratives worth testing.
What you'll take away:
- A clear understanding of how message testing works and why it matters
- Examples from recent research on what resonates (and what doesn't) across different audiences
- A first framework to apply message testing to your own campaigns, projects, or communications
Who is this for?
Anyone involved in climate or sustainability communication: NGO staff, campaigners, institutional communicators, educators, policy advocates, and anyone who wants their message to land beyond the bubble.
Practical info
- Speaker: Natalie Schroyens, analyst at Climate Opinion Research Exchange (CORE)
- Format: Interactive workshop — max. 30 participants
- Language: English
- Free, but registration is required
- Free networking lunch after the session at Full Circle
Andere Wavemaker Sessies
Elke Wavemaker sessie zoomt in op één onderwerp binnen klimaatactie en -communicatie. Bouw jij met jouw organisatie graag mee aan effectieve klimaatacties? Dan zijn de Wavemaker sessies iets voor jou.
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