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Global Climate Change and Its Impacts

（1）“Green Challenge” Campaign
The environmental organization “Greenpeace” launched a campaign called “Green
Challenge” on Douyin, encouraging users to share their environmental actions through short
videos. For instance, users could film themselves reducing plastic use, conserving water, or
participating in community environmental activities. These short videos not only attracted
massive participation from young users, but alsothrough Douyin’sThe recommendation algo-
rithm rapidly disseminated the content, garnering millions of views and likes.
(2) The Dissemination Effect of Short Videos
TikTok’sshort video format is highly effective for disseminating climate knowledge and
environmental concepts. For example, one user demonstrated how to protect the environ-
ment by reducing plastic usage in a short video, which garnered millions of views and likes
on TikTok. This intuitive and vivid communication method not only captured young users’
attention but also amplified the voice of climate action through social media’s dissemination
effects.
(3) Participation of Young Users
TikTok’suser base is predominantly young people, who are a crucial force in climate
action. Through short video platforms, environmental organizations can directly engage with
young users, inspiring their environmental awareness and motivation to act. For instance,
some users share their low-carbon lifestyles (e.g., cycling, vegetarian diets) via short videos,
encouraging more people to join environmental initiatives.
(4) Diverse Expressions of Climate Action
On TikTokclimate-related short videos on Douyin are not limited to showcasing envi-
ronmental actions; they also include climate science popularization, eco-friendly creativity,
and artistic expressions. For example, some users use animations or music videos to educate
the public about climate change, while others create creative short films to raise awareness
about the climate crisis. This diverse range of expression makes climate action more vivid
and engaging.
【3】Case Three:On Weiboclimate science popularization campaigns
Weibo, asone of China’s largest social media platforms, has become a vital channel for
climate science popularization and public engagement through its extensive user base and
interactive features. Institutions like the China Meteorological Administrationhave launcheda
series of climate science campaigns via Weibo to educate the public about climate science
and amplify the voices of climate action.
（1）“Climate Knowledge Q&A” Campaign
The China Meteorological Administrationon Weiboinitiated a campaign called “Cli-
mate Knowledge Q&A,” using online quizzes to disseminate climate science knowledge.
For instance, meteorological expertsposted via WeiboClimate-related Q&A quizzes, where
users can participate by commenting or reposting. This interactive format not only attracted
massive user engagement, but also amplified climate science outreach through social media’s

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