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Persuasion Lab

2020 By Manuel Beltrán, Nayantara Ranganathan
An image of 2 Facebook ads from bp and CEMEX on climate. The BP add shows
the year "2050" in green and discusses the companies goal to be net zero by
2050. CEMEX Mexico's ad shows an image of a forest stating there is no
Planet B.
A screenshot from “Ad.Watch” by Nayantara Ranganathan and Manuel Beltrán. Funded by Re-Imagine Europe as part of Elevate Festival 2020, produced with esc medien kunst labor.

Persuasion Lab collects Facebook advertising data of adverts about the climate crises. The tool looks for adverts by political parties, companies and other actors in over 200 countries and territories, creating a unique window into how targeted advertising works. Persuasion Lab’s collection of climate narratives adverts shows how much the advert costs, what profiles were targeted and how many people saw it.

Image of a circle chart showing different companies from Facebook.
Image credit: Persuasion Lab (

A screen showing information about an ad for Donald Trumps presidential campaign. It shows the ads content, caption and description.
Image credit: Persuasion Lab (