In a world where misinformation spreads like wildfire, philanthropic organisations and charities must recognise the urgency of investing in anti-misinformation efforts. While the climate crisis remains a paramount concern, the insidious effects of misinformation reach far beyond environmental issues, extending into sectors such as public health, nutrition, and more.

To truly make a positive difference, philanthropic entities must address misinformation head-on, with a particular focus on persuadable audiences and leveraging advertising as a potent tool for creating emotional connections to important topics.

Beyond Climate: A Multisector Challenge

Misinformation is not limited to one sector; it permeates various aspects of our lives. Whether it’s the spread of misleading information about high-fat, salt, and sugar (HFSS) foods, the dangers of vaping, or the impact of climate change, misinformation poses a significant threat. Addressing misinformation is akin to tackling a hydra with many heads; it requires comprehensive strategies.

Misinformation flows through our media environments faster than the truth, six times quicker than the truth on X formally known as Twitter, according to a study by MIT. The same can’t always be said for attempts to communicate the truth. The facts and stats we use to try and set the record straight can seem dry, or even unlikely, when compared to the alternative. This is a problem for us when we’re trying to set the record straight – our rebuttals just don’t travel as far as the original untruth.

Philanthropic organisations and charities should consider misinformation a common adversary that necessitates collective action. By investing in anti-misinformation work, they can contribute to a broader movement that seeks to dispel falsehoods, promote truth, and ultimately create a more informed and responsible society.

Unlocking Persuadable Audiences

One critical aspect of combating misinformation that remains largely untapped is the focus on persuadable audiences. Most communications looking to combat misinformation on key issues, for example the climate crisis, are missing the majority. We call this majority ‘Persuadables’ – they account for roughly 69percent of the UK population who are neither climate deniers nor climate activists. These individuals are not staunchly entrenched in their beliefs; they possess the potential to change their minds when presented with credible information.

However, Persuadables often lack access to accurate data and may fall prey to misinformation due to its prevalence.

Philanthropic organisations should prioritise targeting this group, as they represent a substantial opportunity for positive change. By investing in research and outreach campaigns tailored to Persuadables, philanthropy can help shift public perception on critical issues. This approach aligns with the principles outlined in the ACT Climate Labs advertising guide, emphasising the importance of strategic messaging and audience segmentation.

We work on climate change, but the concept can be used in other sectors too. When campaigning, we need to engage everyone, not just our friends and adversaries. Important here is to understand that we often don’t find Persuadables in the spaces where the issues we’re campaigning are discussed. The more contentious the issue, the less likely they are to be discussing it in spaces such as social media, but they are still listening.

The Power of Advertising in Persuasion

Advertising, when executed strategically, is one of the most effective tools for persuading individuals and creating emotional connections to important topics. At ACT Climate Labs, we’ve seen the power of advertising to drive emotional engagement and behavior change. Philanthropic organisations and charities can harness this power by funding campaigns that not only disseminate accurate information on key topics but also evoke emotional responses.

Advertising can bridge the gap between scientific data and public understanding, making complex issues accessible and relatable. For instance in the context of climate change, a well-crafted advertisement can convey the urgency of the crisis and inspire viewers to act. Investing in advertising campaigns that combat misinformation and promote informed decision-making can hugely amplify overall impact.

Philanthropic organisations and charities play a pivotal role in addressing the pervasive issue of misinformation. To make a meaningful and lasting impact, they should consider the following:

1. Recognise that misinformation affects various sectors, from public health to environmental issues. As we approach the General Election in the UK in 2024 and face the persistent threat of disinformation, NGOs must recognise the urgency of evolving their communication strategies.

The erosion of public trust and the proliferation of false narratives pose significant challenges to their missions and fundraising efforts. It’s time to invest in anti-misinformation efforts to get ahead of the damage that misinformation will cause.

2. To counteract this threat, NGOs should embrace advertising to reach a mass audience, engage Persuadable individuals, and counteract misinformation.

Utilise the principles outlined in the ACT Climate Labs advertising guide to create emotionally resonant campaigns that combat misinformation and drive positive change. Embrace the power of advertising as a tool for persuasion.

3. Prioritise Persuadable audiences as a key demographic to influence. Tailor communication strategies and campaigns to engage and inform this group effectively. They are an untapped audience which would benefit from hearing positive, truthful stories about climate misinformation among other issues. At ACT we are already trailblazing ways of doing this with some project partners – read about five campaigns we ran last year, or find all of our advertising resources.

By embracing these strategies, philanthropic organisations and charities can become catalysts for a more informed, responsible and resilient society, where accurate information prevails over falsehoods, and collective action prevails over division.

Harriet Kingaby is Head of ACT Climate Labs.