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Frame via magnitude of change

E.g. instead of saying "This % people consider climate work important" say "More and more people are switching into climate" (give some numbers).

Rationale: Gregg Sparkman's research on contagion of dynamic social norms [1 2]

Emphasize that impact is feasible

Instead of focusing on doom and gloom, focus on the possibility to make impact.

Rationale: Theory of planned behavior: intention = attitude + perceived norms + perceived degree of control

Give community support

Encourage people, team up, etc.

Rationale: This dissertation - support from one's circle was important in overcoming barriers.

Normalize the switch

Do not portray as heroic - instead portray as maybe bold but normal.

Rationale: This paper - media portrayals of switches into mission-driven work often heroic, associated with downshifting in status; could be counter-productive / dissuade people who see themselves as heroes.