It’s Time for A Fresh

Approach in America
As people who
care, we thought
that data and
visions of
danger would
motivate people
to move and
change.
But instead,
we’ve
BLOWN
PEOPLE’S
MINDS!
 Hmmm…
what do
we do now?
 The good news is:
we don’t have to guess…
WE KNOW WHAT WORKS
The Research is In!
Based on this
research, we
KNOW
what messages

DO WORK

And

DON’T WORK.
From the right
brain…here’s
what we know
based on our
experience and
history.
 Americans respond to
positive visions of the future,
even if they mean sacrifice.
“I have a dream…”

“We choose to go to the

moon in this decade and
do the other things, not
because they are easy, but
because they are hard.”
From the left
brain…here’s
what we
know based
on research.
 Sell Heaven… Not Hell

Research shows that negative

messaging and imagery causes
people to shut down – they never hear
the message of hope or possibility,
and may even deny that
climate change is real.
“Too often, climate solutions advocates work the base
(elites) while ignoring mainstream Americans. And
when we do talk to swing voters or encourage our
base to reach out, typically we lack effective,
emotionally compelling language on these issues.” -

Climate and Energy Truths (EcoAmerica 2009)

“We can switch high consumption, high stress, and
high heart disease lifestyles for something more
desirable. What will it look like, feel like, and be like
if we manage to pull it off ? That is the picture we
need to create.”

Sell the Sizzle (Futerra 2009)

“The key for clean energy supporters is to wrest the
discussion away from policy mechanisms and IPCC
statistics and toward the benefits of climate/energy
solutions.”

The Language of A Clean Energy Economy

(the worddoctors, 2009)
 Message More Around Human Values, Less On
Data, Acronyms and Technical Terms
20% emissions This is too much…I’ll
GHG’s? deal with it later.
reduction in CO2?
Maybe it’s
See-O You, Too!
not even real!
350 ppm? Oh my god, I
failed Chemistry! LULUCF emissions?
Who is Lulu?
$ Billions? No 26 to 78% risk of overshooting
a 2ºC goal? Ummm…what’s
way… Celsius again?
2.5% annually to reach a I’m a horrible
goal of 80% below 1990 person if I don’t
levels? I’m just trying to live in a tent and
lose weight!
eat grass?!?!!?

Cap and Trade… has baseball

season started again?
 Messages that WORK
to Influence Americans
“Whether the science is right or
not, I want economic prosperity
and a healthy, safe and secure
future for me and my family.

And, I want America to lead the

world…these are the things that
are important to me.”
 PLAIN SPEAKING
We know POSITIVE messages work.

We know to FOCUS on the economy/jobs, health and

safety/security.

We’ve got to USE this information to deliver a message

that will catalyze change in America.

Let’s get started at America: The Best

It’s Time for A Fresh
Approach in America

Let’s Get Started!