Media Agency Dedicated to Climate Action

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Pénélope Daignault, a professor in the Department of Information and Communication of the Faculty of Arts and Humanities, and Valériane Champagne St-Arnaud, a postdoctoral researcher, have launched an extraordinary research project. Combining social marketing and environmental psychology, the researchers looked at the relationship that Quebecers have with environment and climate change media content. More specifically, they wondered how to present information on environmental issues in the media (media framework) in order to influence readers’ behaviour. They also sought to find out whether the media framework could be a solution for optimizing communication about climate change and stimulating the adoption of eco-responsible behaviour. Their research project led to the founding of Unpointcinq, a unique and innovative media organization.

Unpointcinq is the only Francophone media agency in Canada dedicated to climate action. Its objective is to change the tone of the debate on contemporary environmental issues. Its mission is to produce and publish compelling journalistic content for the general public, talking about Quebec initiatives to reduce greenhouse gases or to adapt to the new climate reality. The content prepared by Unpointcinq is regularly tested to evaluate its resonance and impact on behaviour.

The research team’s work suggests that it is, for example, preferable to focus on hope and positive emotions to influence readers’ environmental behaviour. Members of the public are also more interested in small actions that have concrete results than in intangible issues.
These projects can help broaden scientific knowledge about the adoption of behaviours based on climate action. The creation of the Unpointcinq media agency also attests to the diversity and interdisciplinarity of the research carried out on the fight against climate change at Université Laval.

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