Posted by
BLOGASSAULT on Saturday, May 02, 2009 9:58:43 AM
Instead of grim warnings about global warming, the firm advises, talk about "our deteriorating atmosphere." Drop discussions of carbon dioxide and bring up "moving away from the dirty fuels of the past." Do not confuse people with cap and trade; use terms like "cap and cash back" or "pollution reduction refund."
EcoAmerica has been conducting research for several years to find ways to frame environmental issues and build public support for climate change initiatives.
A summary of the group's recommendations was accidentally sent by e-mail to news organizations by someone who sat in this week on a briefing intended for government officials and environmental leaders.
Can't deny that global warming needs to be sold.
"When someone thinks of global warming, they think of a politicized, polarized argument. When you say 'global warming,' a certain group of Americans think that's a code word for progressive liberals, gay marriage and other such issues.
"It's the terms we're using that are holding us back with the American people," he added.
The answer, Perkowitz said in his presentation at the briefing, is to reframe the issue using different language.
"Energy efficiency" makes people think of shivering in the dark. Instead, it is more effective to speak of "saving money for a more prosperous future." In fact, the group's surveys and focus groups found, it is time to drop the term "the environment" and talk about "the air we breathe, the water our children drink."
It's not pizza, it's Digiorno! It's not global warming, it's the air we breath!
And, of course, let's not forget, it's always about the children.