Make the issue local
Although a large number of people consider climate change to be a serious threat, many of those people think of it as something affecting people in another country and so discount it as not being personally relevant. It is not seen as a local issue.
Tip: Find out the local perspective. For example, people living and working in the Alps may be more interested in the threat of climate change to the ski industry whereas people in Florida may be more concerned about climate change causing rising sea-levels.
Carbon Story have created a clever campaign website World Under Water that allows users to see a 360 degree view of any address ‘underwater’, as it could look in the future due to rising sea-levels. The ability to ‘localise’ the experience helps to make it more relevant and it’s simple visual message (without too much hard-hitting negativity) also means it’s likely to get ‘shared’ around groups of friends.