New Research-Based Ad Campaign Aims To Activate Climate-Conscious Voters In Greater Minnesota

(St. Paul, MN) – Climate advocacy group MN350 today announced the launch of a new advertising campaign focused on climate-conscious voters in Greater Minnesota and informed by the latest research from the Yale program on the climate communication which found “a record number of Americans now think climate change is happening, worry about it, and say global warming is currently hurting the United States.”

Yale research has also consistently found that 20 percent of Americans are ready to take action to support climate solutions. Locally, an April MN350 poll found that two-thirds of Minnesotans support a state-wide transition to 100% clean energy by 2050, with very little difference in attitude among voters in the metro and Grand Minnesota.

“Minnesota people from all political and geographic walks of life care about our planet and want to see action on climate change,” said MN350 deputy director Brett Benson. “This ad campaign will reach voters in Greater Minnesota and help turn their concerns into activism. This is how we’ll make real change when it comes to protecting our planet and the things we love most.”

MN350’s partner in the campaign is a Minnesota research company called Perennial, which has collected thousands of survey responses and conducted in-depth interviews to create a profile of those willing to take action to support climate solutions. and understand what prompts them to act, where they move in digital spaces, and which images and copies capture their attention.

MN350 leveraged this knowledge to create its largest ad campaign ever with 300 digital ads and 75 digital audiences. The campaign will test thousands of ad and audience combinations to reach the growing number of Minnesotans who want elected officials to do more about the climate crisis, especially in Greater MN and the suburban Twin Cities.

“We are delighted to partner with MN350 on this campaign to engage and activate climate-conscious Minnesotans,” said Mike Myhrom, Founder of Perennial. “Now is a great time to deploy the research we’ve done on what makes people take action so that we can all come together and work for the climate solutions that the vast majority of Americans are calling for.”

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