Evidence-based communication on climate change and health: Testing videos, text, and maps on climate change and Lyme disease in Manitoba, Canada

has the widest connection to the health of the target audience is likely most effective (i.e. a focus on Lyme disease alone was not convincing for many). In this regard, health officials and climate communicators may approach and present the content differently–by separating or connecting climate and health risks–according to their respective goals and audiences (Fig 2). The challenge of moving from attitudinal to behavioural change The final key finding shows that materials were interpreted differently by participants based on their previously-held beliefs and cultural values, and that self-reported attitude and behav- iour change was limited. These results are consistent with previous research [52–54] and may be explained by the high social costs and barriers of updating and changing one’s beliefs [54]. Specifically, those already skeptical of climate change often expressed skepticism about the communication materials and brought up other factors that are affecting the spread of ticks, or shifted the conversation to an unrelated topic. Yet, many of the participants who believed in the risks were not willing to change their behaviour. Most participants said they would not take extra precautions to prevent tick bites after seeing the materials, either because they do not perceive the risk as great enough or because they already enact these behaviours. Aenishaenslin et al. [55] found similar results in a national survey following a Lyme disease Fig 2. Recommendations for communicating health and climate change across differing audiences.

https://doi.org/10.1371/journal.pone.0252952.g002 PLOS ONE Evidence-based communication on climate change and health PLOS ONE | https://doi.org/10.1371/journal.pone.0252952 June 10, 2021 11 / 17