Fossil fuels are harming our brains: identifying key messages about the health effects of air pollution from fossil fuels

BACKGROUND: Previous research suggests that providing generalized information about the health implications of air pollution from fossil fuels may be effective at promoting public support for a transition to cleaner sources of energy. We sought to extend that work by identifying the specific messages about the health implications of air pollution from fossil fuels that are most and least concerning to people, and whether rankings of concern vary among different audiences. We also hypothesized that reading the statements would influence people’s attitudes and behavioral intentions in a manner supportive of a transition to cleaner sources of energy. METHODS: We conducted a survey with a diverse sample of U.S. adults (n = 1644) from a non-probability internet panel. Using maximum difference scaling, participants ranked a set of ten statements that revealed which statements were the most and least concerning to them. We also measured attitudes about air pollution and energy use before and after the ranking exercise to assess changes in opinion caused by cumulative exposure to the messages. RESULTS: Across all sub-groups examined, participants were most concerned by a message about the neurological impacts of air pollution on babies and children. After the ranking exercise, participants expressed increases in perceived health harm of air pollution and fossil fuels, a desire for more clean energy, and intention to engage in consumer advocacy to support clean energy. CONCLUSIONS: To our knowledge, this study is the first to assess how people respond to information about the neurological health harms of air pollution from fossil fuels. While efforts to communicate the cardio-pulmonary health harms of air pollution are well established, our study suggests that efforts should now be organized to communicate the neurological effects of air pollution from fossil fuels, especially the neuro-developmental effects on babies and children. ELECTRONIC SUPPLEMENTARY MATERIAL: The online version of this article (10.1186/s12889-019-7373-1) contains supplementary material, which is available to authorized users.