During Super Bowl LIX, Science Moms has released a compelling ad called “By the Time,” using research-based persuasion techniques to stress that climate action must be taken in order to ensure our children’s future.
For the first time in history, the nonpartisan group Science Moms aired a climate change advertisement during Super Bowl LIX to mobilize immediate action against the ever-rising climate crisis. The ad, titled “By the Time,” poignantly chronicles a child’s journey from infancy to adulthood, underscoring the pressing need to address climate change to secure a livable future for the next generation.
According to Jonathon Schuldt, professor of communication at Cornell University, the ad was strategically placed.
“By focusing on how climate change will affect our children, the ad appeals to what researchers call intergenerational concerns that have been linked to support for climate action. It also highlights their vulnerability, which may increase feelings of obligation to protect them from harm.”
The advertisement uses scientifically-based persuasion techniques, such as intergenerational concerns and vulnerable children, to evoke a sense of urgency and responsibility in the viewer. By connecting climate impacts to universal life milestones, the advertisement makes the issue more relatable and underscores the limited time available to implement effective solutions.
This is the first time for Science Moms and their kind of innovative Super Bowl advertisement, since most of the times it has focused on consumer goods and entertainment. The group makes use of one of the most-watched television events to heighten the discussion on climate change and inspire collective action to protect the planet for future generations.
