National, regional and local attitudes towards climate change: identifying appropriate target audiences for communications

A government-funded scheme, the UK Climate Change Communications Initiative (UKCCCI), has provided money for organisations to deliver projects that attempt to impact positively on people's attitudes towards climate change. This devolution of communications is a relatively novel approach after previous centralised campaigns. This paper considers what size of target audience is most appropriate for attitude change initiatives. It compares data from a regional UKCCCI project aimed at residents of two counties with a nationally representative dataset. Regional data are also analysed to see if there are differences in attitudes within the two-counties target audience. The study suggests that attitude change interventions must strike a balance between personalisation of information and the higher cost of targeting smaller groups with more specific material.