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"Optimizing health professionals’ climate advocacy messages" tests which message frames work best when health professionals communicate about climate change and health. 2/9

In a 2 × 2 factorial experiment plus a no message control group, the authors tested four versions of a brief fictitious yet realistic news article to answer two questions with regard to six possible communication outcomes 3/9

(1) Are do-more-good frames (about the need to use more renewable energy) or do-less-bad frames (about the need to phase out fossil fuels) more effective, and (2) Are gain frames (about health benefits) or loss frames (about health harms) more effective? 4/9