While climate change is becoming an increasingly polarizing topic across the globe, this is especially true in major emitting countries, such as Canada. In non-urban areas of the province of British Columbia, over 50% of citizens agree climate change is a real problem but are not informed or engaged yet. This means their support of climate policies and action is not reliable.

This case study takes a deep dive into the use of “deep canvassing,” an established and effective form of persuasion. During deep canvassing conversations, staff and volunteers of Neighbours United, a grassroots NGO, engage in 10-25-minute conversations with community members to increase support for climate action. Deep canvassing involves having vulnerable and non-judgemental conversations with members of the community to change hearts and minds in a meaningful and lasting way.

Neighbours United has been pilot testing deep canvassing since 2020. In this case study, the organization explored ways to increase the effectiveness of deep canvassing.