Recommended resource: U. of Columbia, Center for Research on Environmental Decisions Psychology of Climate Change Communication

• People are more agreeable to policy proposals/behavioral sacrifices if aimed systematically and don't perceive a direct impact on themselves.
• Target messages to values of each group. Otherwise, may stoke animosity/non-compliance if a message is perceived to come from an outsider or threaten beliefs.
  • Targeted advertising - [Find data examples of racial representation in ads and ad effectiveness?]
• Model the behavior yourself to promote greater buy-in. Provide concrete examples of actions you have taken.