Yale Program on Climate Change Communication

Cutting methane pollution is the fastest opportunity we have to immediately slow the rate of global warming. The climate movement needs smart, strategic communications and grassroots organizing campaigns to win the policies to phase out dirty, expensive gas and boost cleaner, all electric alternatives. On April 26th, 2024, the Yale Center for Environmental Communication hosted a conversation with Sonal Jessel, former Director of Policy at WE ACT for Environmental Justice; Sarah Lazarovic, Vice President of Communications and Creative Strategy at Rewiring America; and Phoebe Sweet, Founder & President of Acadia Strategies, and co-founder of the Gas Leaks Project. Representing the Yale Program on Climate Change Communication, Partnerships Director Joshua Low moderated the webinar.

Key Takeaways from the Webinar:

• Methane gas contributes significantly to climate change, but it is often favorably viewed by the public due to its branding as ‘natural gas’. The term ‘natural gas’ holds a positive connotation that masks the environmental implications of methane pollution. Using the term ‘methane gas’ instead better represents the environmental impact.
• YPCCC research shows that when people are informed that ‘natural gas’ is mostly methane, its favorability drops significantly from 72% to 39%. This indicates that public perception can be reshaped with accurate and clear information.
• Creative storytelling and humor are powerful drivers of public perception. Making use of this fact, the ‘Hot and Toxic’ reality show parody campaign draws attention to the health and climate impacts of methane gas in an engaging way.
• By testing ads, we can better understand how consumers receive messaging, allowing messages to be adjusted for maximum impact. This approach helps refine communication strategies to more effectively shift public opinion.
• Strategic communication, clear messaging, understanding, and public perception are key to promoting the transition from methane gas to cleaner alternatives.