The towns were featured as a case study on changing behavior by the Department of Energy’s Lawrence Berkeley National Laboratory. And the Climate and Energy Project just received a grant from the Kansas Energy Office to coordinate a competition among 16 Kansas cities to cut energy use in 2011.

The energy experiment started as a kitchen-table challenge three years ago.

Over dinner, Wes Jackson, the president of the Land Institute, which promotes environmentally sustainable agriculture, complained to Ms. Jackson, his daughter-in-law, that even though many local farmers would suffer from climate change, few believed that it was happening or were willing to take steps to avoid it.

Why did the conversation have to be about climate change? Ms. Jackson countered. If the goal was to persuade people to reduce their use of fossil fuels, why not identify issues that motivated them instead of getting stuck on something that did not?

Only 48 percent of people in the Midwest agree with the statement that there is “solid evidence that the average temperature on earth has been getting warmer,” a poll conducted in the fall of 2009 by the Pew Research Center for the People and the Press showed  far fewer than in other regions of the country.

The Jacksons already knew firsthand that such skepticism was not just broad, but also deep. Like opposition to abortion or affirmations of religious faith, they felt, it was becoming a cultural marker that helped some Kansans define themselves.

Nevertheless, Ms. Jackson felt so strongly that this opposition could be overcome that she left a job as development director at the University of Kansas in Lawrence to start the Climate and Energy Project with a one-time grant from the Land Institute. (The project is now independent.)