Actionable Takeaways from Dismantling Disinformation

Now that we have recovered from Climate Week, we wanted to share some takeaways from our Dismantling Disinformation event.

At our event, Redwood Climate Communications CEO and Co-founder, Josh Garrett, led a panel discussion on how to fight back against climate disinformation. Watch the full panel here.

Our expert panel included

Abbie Richards, Misinformation Researcher
Ilana Berger, Senior Researcher, Energy & Climate Disinformation at Media Matters for America
Hazel Thayer, Climate Creator and Host of Unf*cking the Planet
Rollie Williams, Host of Climate Town and co-host of Climate Denier’s Playbook
Jacob Simon, Independent Environmental Creator @jacobsimonsays on TikTok and Instagram, Founder of Climativity, and Associate Creative Director of Clean Creatives

The panel offered valuable insights and actionable tips on how you can stop the spread of climate disinformation and misinformation.

“Vaccinating against misinformation”

Abbie Richards introduced a 3-step prebunk/inoculation technique climate communicators can use to combat misinformation.

Step 1: Warning

Get people on guard to encounter something false and harmful

Step 2: Microdose of information

Provide a small slice of the misinformation to set the context, being careful not to give it a microphone.

Step 3: Unpacking the Misinformation

Help people understand what rhetorical device(s) they’re using, how they are misleading you, and, most importantly, how it fits into some sort of larger agenda.

Stop Giving Attention to False Narratives

Hazel Thayer explained why it is critical to avoid using misleading terms perpetuated by oil and gas companies. The example she gave was “natural gas,” which invokes a more positive, eco-friendly connotation than the more accurate “methane gas” or “fracked gas.”

Rollie Williams expanded on Abbie’s method by emphasizing the importance of explaining the myths—not promoting them. Instead, he suggested giving little snippets of them before outlining their flaws and following them with a call to action. This lets you cap off the myth and gives the audience agency on how to help enact change.

While we can’t all aspire to be as funny and engaging as Hazel and Rollie, their lessons hold true for content creators and everyday climate communicators alike. With skepticism of science at an all-time high, especially in the US, we all need to do our part to communicate how Big Oil perpetuates false narratives.

Avoid Doom and Gloom and Make It Fun

Jacob Simon discussed how people can feel hopeless and disengaged when it comes to media coverage of climate disasters and said it is important to reframe their perception to make it hopeful and action-oriented.

One way to do this is by creating more engaging and uplifting content. Don’t fall into the trap of doomerism! Every day, individuals and organizations are pioneering, innovating, scaling, and implementing solutions to address climate issues. Get skeptics on the right side of history by promoting how climate solutions can be more economical, convenient, or otherwise better than the old ways, with climate benefits being an added bonus.

“The key is meeting people where they’re at.”

— Jacob Simons

For more on communicating climate solutions check out our services.

Jacob also highlighted the Clean Creatives pledge, which features companies that have agreed not to work with fossil fuel companies. Redwood is a proud signatory of the pledge.

Creating entertaining content is key for both Rollie and Hazel. Hazel underscored the importance of satirizing the lies themselves rather than targeting the individuals who hold those beliefs.

Ilana Berger advised that when encountering misinformation, don't hesitate to reach out to the source, especially in the context of local news. You can have a positive impact by offering additional context to a story.