Ipsos MORI: No One Cares About DECC Climate Change Campaign


The Department of Energy & Climate Change are probably wishing they hadn’t commissioned a “Social Listening Evaluation” in an attempt to justify a “Tweetathon” they held last year. The 45 page report published today comes to a shocking conclusion. No one was really bothered.

DECC employed pollsters Ipsos MORI  to measure the “Sentiment” around their #BackClimateAction campaign which aimed to “re-engage the public with climate change” and “make climate change relevant to peoples day-to-day lives.” MORI found that 11% of people were positive about the campaign, 6% were negative and a whopping 83% were neutral. DECC are spinning that MORI’s software must be dodgy because national polling suggests people are really concerned about climate change and thus most people should be reacting positivity to taxpayer funded tweets about it. More taxpayers’ money well spent…

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Quote of the Day

Dr Alexander Kogan, the app developer who originally harvested the Facebook data, said…

“I think what Cambridge Analytica has tried to sell is magic and made claims this is incredibly accurate and it tells you everything there is to tell about you. But I think the reality is it’s not that. If you sit down and you really work through the statistics and you think what does a correlation of point three means, those claims quickly fall apart. And that’s something any person with a statistical background can go and do.”


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