How do we effectively communicate air pollution to change public attitudes and behaviours? A review

Abstract

Solutions that engage the public are needed to tackle air pollution. Technological approaches are insufficient to bring urban air quality to recommended target levels, and miss out on opportunities to promote health more holistically through behavioural solutions, such as active travel. Behaviour change is not straightforward, however, and is more likely to be achieved when communication campaigns are based on established theory and evidence-based practices. We systematically reviewed the academic literature on air pollution communication campaigns aimed at influencing air pollution-related behaviour. Based on these findings, we developed an evidence-based framework for stimulating behaviour change through engagement. Across the 37 studies selected for analyses, we identified 28 different behaviours assessed using a variety of designs including natural and research-manipulated experiments, cross-sectional and longitudinal surveys and focus groups. While avoidance behaviour (e.g. reducing outdoor activity) followed by contributing behaviours (e.g. reducing idling) were by far the most commonly studied, supporting behaviour (e.g. civil engagement) shows promising results, with the added benefit that supporting local and national policies may eventually lead to the removal of social and physical barriers that prevent wider behavioural changes. Providing a range of actionable information will reduce disengagement due to feelings of powerlessness. Targeted localized information will appear more immediate and engaging, and positive framing will prevent cognitive dissonance whereby people rationalize their behaviour to avoid living with feelings of unease. Communicating the co-benefits of action may persuade individuals with different drivers but as an effective solution, it remains to be explored. Generally, finding ways to connect with people’s emotions, including activating social norms and identities and creating a sense of collective responsibility, provide promising yet under-explored directions. Smartphones provide unique opportunities that enable flexible and targeted engagement, but care must be taken to avoid transferring responsibility for action from national and local authorities onto individuals. Multidisciplinary teams involving artists, members of the public, community and pressure groups, policy makers, researchers, and businesses, are needed to co-create the stories and tools that can lead to effective action to tackle air pollution through behavioural solutions.