Kirsty A O'Callaghan

As climate change communication develops, there is a growing interest in using emotionally resonant messages, particularly those that inspire hope, to motivate public engagement and promote pro-environmental attitudes and behaviours. While traditional approaches often rely on fear-based or problem-focused narratives, hopeful messaging seeks to encourage agency and a sense of efficacy in addressing climate challenges. Although these messages are increasingly used in campaigns and public discourse, their effectiveness remains unclear, especially across different audiences, cultural contexts, and behavioural outcomes.