Visual Communication in Environmental Advocacy: Could it be the Way to Go?

Did you know that for decades now, environmental advocacy and most advocacies relied heavily on word-of-mouth campaigns, community meetings, and verbal education?

I am not disputing the fact that these methods are essential, the point here is that they are no longer sufficient in an era dominated by digital media and information overload. Research has it that that people retain only 10% of what they hear, but when paired with relevant visuals, retention increases to 65% (Medina, 2014). Just like in school where we have different types of learners, this can be translated as same. This being said, it is imperative to incorporate infographics, videos, pictures and posters to reinforce environmental advocacy messages, making them more realistic and compelling.

The Power of Infographics: Data at a Glance

Infographics simplify complex climate data, making it easier for the public to understand pressing environmental issues. A study by Ballantyne et al. (2016) found that visualized climate data significantly improves comprehension and concern about climate change.

Take this scenario for instance, you plan to create awareness in a community where the only medium of communication is their local dialect, explaining with word of mouth is only going to bore them even if there is an interpreter, however, an infographic displaying deforestation rates or rising global temperatures can instantly convey emotional urgency, whereas raw statistics alone may not have the same impact. Additionally, they are highly shareable on digital platforms, there is no need for long paragraphs showing your writing prowess, though in some instances, it is very necessary.

Videos: Emotional Storytelling That Drives Action

I am very big on docuseries, and my all time favorite has always been the National Geography documentaries and it is one aspect that is driving traffic even more than news. Videos bring climate change to life by showcasing real-world impacts through storytelling. A powerful example is Leonardo DiCaprio’s documentary Before the Flood, which significantly increased public interest in climate action after its release in 2016. Visual narratives create emotional connections, making the issue more personal. According to a study by Wang et al. (2017), videos that evoke emotional responses (such as sadness or hope) are more likely to prompt behavioral change. Additionally, Social media platforms like TikTok and YouTube have further increased the effectiveness of video advocacy, and this is allowing climate activists to engage millions in real time effortlessly.

Posters: A Time-Tested Tool for Awareness

This can be similar to infographics, the difference here would be the use of statistics. Posters have long been a staple in advocacy, proving especially useful in offline spaces where digital access is limited. A study by O’Neill and Nicholson-Cole (2009) highlights that visually striking posters with strong messaging can be more persuasive than purely scientific explanations. In local communities, a well-placed poster about drought or deforestation can act as a continuous reminder of climate action, influencing behavior in ways that verbal advocacy alone cannot.

Brothers and sisters in advocacy, word of mouth alone is no longer enough in environmental advocacy or even any type of advocacy . Scientific evidence shows that people process and retain information better when they see an evidence to what they hear . Infographics, videos, and posters make climate issues more engaging, memorable, and persuasive, ultimately leading to more effective and solid advocacy. Attention span is shrinking gradually, the use of visuals is not just an enhancement - it is a necessity.