This could be applied to education and action. Youth will listen to young and famous persons speaking to them about the issue. Campaigns need to become affiliated or integrated with something youth can identify with such as Earth Day or Canada Day. Youth need to hear common language. A climate change campaign should reach out to everyone.
Youth feel that older people are more resistant to making changes.
Reach people at a young age. A climate change campaign needs to speak out to the children as well. Youth respond to the portrayal of reality in campaigns. Facts, powerful visuals and placing content in proper contexts effects youth. Contests and prizes interest youth.