Public Resource
Alarm is polarizing, concern is universal (Potential Energy’s Knowledge Newsletter)
John Marshall and Jessica Lu, Potential Energy

When trying to increase concern about climate, reframe the issue as a pollution problem—it’s relevant for everyone. Further, say "fight wealthy-, corporate-, mega-polluters," not "[fight] climate change." Using language like “alarm” and “anxious” can increase backlash among conservatives. When using images, visuals of smog and smokestacks created the highest lift in support for government action while storms and wildfires hardly lifted, largely due to declining support from conservative-leaning audiences.