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Research project

Engaging students and creative writers in research on fictional role models and their carbon footprint

Project overview

The aim of this project is to raise awareness of the environmental impacts of aspirational lifestyles by portraying the carbon footprint of popular fictional characters in a humorous manner. We will work with Bafta, albert and Rubber Republic, who specialise in creating viral images and videos for social media posts.

We will involve students on media studies/creative writing/sustainability courses in research on whether fictional characters and their lifestyles influence their own aspirations and behaviour. We will ask them to reflect on whether they think this matters, based on their own experiences.

Research will be fed back via our partners to the media industry.


Lead researcher

Professor Denise Baden

Personal Chair

Research interests

  • Communicating sustainable solutions via fiction
  • Sustainable hairdressing
  • Climate Communication
Connect with Denise