ScienceToGo.org: The Strengths and Weaknesses of Communicating Climate Change through Mass Transit Advertising Spaces

Engaging urban populations with climate change science is a difficult challenge since cities can seem so removed from the ‘natural environment.’ However, mass transit provides an inherent means of communicating environmental messages with a cross section of the urban population. The Out of Home Media (OHM) spaces found on platforms and inside train cars provide a potentially effective means of bringing informal science learning opportunities directly to an underserved STEM audience. Our team felt that any messaging curriculum for a coastal urban subway system must complement the scary reality of the impacts of a changing climate (i.e. rising sea levels) with current examples of how the city is preparing for a more sustainable future. Urban areas such as Boston must develop adaptation and mitigation strategies that will help them not only survive, but thrive in a changing environment.

In 2013-14, ScienceToGo.org ran a series of 12 engaging posters and placards staring ‘Ozzie the Ostrich’ on the Massachusetts Bay Transit Authority’s Red and Orange subway lines targeting an audience of more than 400,000 riders per day. The 12 month curriculum was divided into three phases: reality, relevance, and hope.

During the presentation, we will present the results of our quasi-experimental research which identifies, quantifies, and explains the observed impacts of the campaign on adult riders. The strengths and weaknesses of the communication strategy will be discussed. Finally, we will conclude with some recommendations for how this work could improve and inform other urban informal science learning initiatives.