WINNING THE CONVERSATION: FRAMING AND MORAL MESSAGING IN ENVIRONMENTAL CAMPAIGNS (original) (raw)

This research explores the role of public participation in environmental campaigns, particularly in the context of climate change. It highlights how active public engagement can influence policy decisions, build trust, and enhance the perceived legitimacy of actions taken against climate change. The study identifies the importance of framing and moral messaging in appealing to different segments of the population, emphasizing the need for campaigns to effectively activate moral foundations to garner support across political divisions.