An innovative web media for better disseminating climate action

Abstract

This mixed-methods study relates to the first French Canadian Web media dedicated to promoting climate action in the province of Quebec. The main objectives were to 1) realize a psychographic portrait of Quebeckers regarding climate change information; 2) identify target segments and evaluate their level of interest for different frames and themes relating to climate action. First, an online survey was sent to 1280 French Quebeckers. Secondly, seven focus groups were conducted to evaluate the media’s first contents and complement the quantitative data. This study sheds light on key variables likely to influence interest for such a media and offers potential framing avenues to climate communicators.

Acknowledgments

• OURANOS - Consortium on Regional Climatology and Adaptation to Climate Change

• Quebec Public Health National Institute

• Quebec Ministry of Health and Social Services

• Vox Pop Labs

• Som survey firm

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes

1 Literally « OnePointFive », referring to the 2015 Paris Agreement to limit global warming to 1.5 °C.

2 At this time, UnPointCinq was not yet created nor named as such.

3 We presumed the 14 participants (1.1%) who answered having a high intent to consult a media they don’t find relevant was a response error.

4 All quotes from focus groups were translated from their French original version.

Additional information

Funding

OURANOS - Consortium on Regional Climatology and Adaptation to Climate Change. Quebec Public Health National Institute. Quebec Ministry of Health and Social Services.