Assessing the Effectiveness of Social Media Campaigns in Improving Climate Change Perception and Engagement

Abstract

This study explores the effectiveness of social media campaigns on climate education through in-depth interviews with participants. The research aims to understand how campaigns like #FridaysForFuture affect public awareness and engagement with climate issues. The interviews reveal that while these social media initiatives have notably increased participants' awareness of climate change, there is a lack of concrete evidence showing significant changes in behavior or attitudes towards climate action. Participants acknowledged the enhanced accessibility of climate information due to social media campaigns but pointed out that this increased awareness has not necessarily translated into more substantial or effective climate-related actions. The study highlights the challenge of linking heightened awareness with concrete behavioral changes, suggesting that while campaigns are successful in spreading information, they may fall short in driving actionable outcomes. The findings offer significant insights into the effectiveness of social media campaigns in climate education. The study calls for further qualitative research to better understand how these campaigns can be improved to bridge the gap between awareness and action, ensuring that public engagement with climate issues leads to meaningful environmental impacts.