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Communication and marketing as climate change-intervention assets: A public health perspective

Maibach, E. W., Roser-Renouf, C., and Leiserowitz, A. (2008). Communication and marketing as climate change-intervention assets: A public health perspective. American Journal of Preventive Medicine, 35(5), 488-500.

The understanding that global climate change represents a profound threat to the health and well-being of human and nonhuman species worldwide is growing. This article examines the potential of communication and marketing interventions to influence population behavior in ways consistent with climate change prevention and adaptation objectives.

Specifically, using a framework based on an ecologic model of public health, the paper examines: (1) the potential of communication and marketing interventions to influence population behaviors of concern, including support for appropriate public policies; (2) potential target audiences for such programs; and (3) the attributes of effective climate change messages. Communication and marketing interventions appear to have considerable potential to promote important population behavior change objectives, but there is an urgent need for additional translational research to effectively harvest this potential to combat climate change.

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