Changing the Climate and Energy Conversation: Deep Canvassing and Community Action in British Columbia

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.