Social desensitization to catastrophic climate messages raises critical questions about current communication strategies. Previous research on emotional appeals in overall persuasive communication indicates that the repeated use of fear-based messages can unintentionally lead to audience fatigue rather than motivating proactive engagement. Within this context, the present study focuses on the Brazilian case, examining the emotional and behavioral dynamics of climate change communication and assessing whether fear-based strategies contribute to exhaustion instead of fostering social mobilization. This scenario is further aggravated by the absorption of the climate issue into broader political debates, which reinforces the country's polarized opinions, and by a general mistrust of the press and online content, where misinformation further undermines the effectiveness of climate-related messaging. To further examine this issue, the study will conduct a literature review mapping publications from 2010 to the present and assessing the potential "fear-then-relief" effects of alarmist narratives, with the aim of informing more effective long-term awareness strategies. Empirically, a qualitative design will be employed through focus groups in which participants are exposed to a short documentary presenting extreme climate facts and data. Participants (n = 50), aged 25-60, university-educated, and knowledgeable about climate change but not engaged in environmental activism, will be asked to evaluate the urgency of action and share spontaneous associations. This approach seeks to capture both emotional and behavioral dynamics, clarifying whether fear-based communication contributes to fatigue rather than mobilization. The expected outcome is to identify the predominant emotional reactions and the degree of social engagement elicited by extreme arguments, as well as to highlight the limits of fear-based messaging. The study ultimately aims to demonstrate the limits of fear-based messaging, while arguing that a more effective approach for driving climate action lies in combining personalized messages with an appeal to reason, promoting deeper and more lasting engagement.