Can "Ozzie" the Ostrich Prepare the Public for Better Learning about Climate Change?

Climate change is one of the most pressing societal issues today, and educators are struggling with how to inform people of all ages and backgrounds about the reality and relevance of climate change. ScienceToGo.org has designed 12 posters that were placed on the Boston subways over the course of 15 months. Surveys of T-riders suggest that Ozzie the Ostrich is highly recognizable, is non-threatening, and is connecting Boston with climate change impacts and solutions. We hypothesize that our advertising campaign not only raises awareness about climate change in Boston and engages the public in thinking and talking about climate change, but also prepares them for learning more about climate change in the future. By exposing students to the 12 posters, we think that fears associated with climate change are lessened, and that students are more willing to explore a variety of media (newspaper articles, internet postings, peer-reviewed journal articles, data, and graphs) compared to students that are not exposed to the posters. Students will complete an initial survey, be exposed (or not exposed) to Ozzie posters, asked to explore a variety of media related to climate change, then surveyed again. Finally, focus groups will be conducted to gain insights on how students interact about climate change with or without exposure to Ozzie. We are interested in learning if exposure to brief, engaging, and humorous advertising messages will change the way students learn about climate change. This presentation will present initial results of this study.