Good advice here from David Fenton, a big-time advertising guy whos been working on environmental causes since the 1970s. One very important point I take from this is to stop talking about saving the environment or even the planet or earth. To right wingers, and other shallow thinkers, they believe we care more about the environment than we do people. They take everything so literally, so we need to be more carefully explicit in our pro-environmental arguments. The way to do that is to emphasize people, people, people. For instance, instead of saying climate change will destroy our environment, we need to explain that if we people continue to dump carbon into the air, we will kill ourselves. It seems subtle, but words are important. Also, we need to dumb it down a bit. The other thing is, our side likes complexity. And in communications, only simplicity works.
Posted on: Sun, 16 Mar 2014 05:08:00 +0000
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