Summary

Two short videos featuring Brazilian wind turbine workers on the job were persuasive in communicating the benefits of wind energy careers but unsuccessful at persuading Brazilians to consider a wind energy job for themselves.

Study Design

A sample of 1,618 Brazilians participated in the study in March 2024. Participants were assigned to view one of two videos featuring a day in the life of a wind turbine worker in Brazil (Alan or Gabriel) or an unrelated placebo video. They were then asked to rate their agreement with a series of statements about the benefits of jobs in wind energy.

Key Findings

• Both videos significantly increased agreement that “Wind energy jobs offer rewarding careers” (Alan: +13%, Gabriel: +15%) and that “Wind energy development is good for Brazil” (Alan: +7%, Gabriel: +8%).
• Neither video was persuasive for 9 out of the 13 outcomes, including 6 of the 7 personal pro-wind statements such as “I can see myself enjoying the benefits of a job in wind energy.”
• Though Gabriel’s video was more persuasive for the outcomes in which both videos had effects, this video also backfired for young people (viewers ages 18-24 for) 4 of the 13 outcomes relative to the placebo video:
  • 16% decrease in agreement that “wind energy jobs bring benefits to the local community” compared to the placebo.
  • 20% decrease in agreement that “I would recommend a career in wind energy to someone I know” compared to the placebo.
  • 12% decrease in agreement that “I would like more information about a job in the wind energy sector” compared to the placebo.
  • 9% decrease in agreement that “I support the creation of more wind energy job opportunities in my community” compared to the placebo.