Science film festival as a tool for promoting climate awareness and behaviour change: a case study in Vietnam

Abstract Science films have a significant impact on public awareness and behaviour regarding climate change. Studies indicated that depictions of scientists and real-world scenarios can profoundly influence public perception. To evaluate the impact of scientific films, a festival titled “The Decade of Ecosystem Restoration” was conducted with seven screenings for 257 participants. Each session lasted two hours, including films and supplementary activities like discussions, sustainability simulation games, and tree-planting projects. Post interviews revealed that the documentaries’ stark portrayal of climate change’s impacts catalysed a profound shift in viewer perspective. By juxtaposing these real-world scenarios with personal actions, participants expressed heightened awareness, reflected on their environmental impact, and a strengthened sense of responsibility. Interactive activities further solidified these insights, providing actionable steps for ecological stewardship. Notably, 88.88% of attendees committed to adopting environmental practices, such as tree-planting. The festival effectively impacted participants’ everyday behaviours by utilizing concepts like social learning theory, framing effects, and halo effects. These psychological mechanisms where viewers emulate behaviours seen on screen and are influenced by how information is presented played a vital role in raising awareness and encouraging proactive environmental behaviours among the audience. Therefore, the science film festival and complementary activities can contribute to environmental advocacy.