Climate campaigns are far too negative
Instead of drawing attention to climate change with gloomy messages, public campaigns should focus more on positive, emotional appeals to raise awareness among the public.
Campaigns and advertising for climate protection are generally too negative. Instead of using gloomy messages to draw attention to climate change, public campaigns should focus more on positive, emotional stimuli to create a change in awareness among the population, according to the conclusion of a British study. The National Endowment for Science, Technology and the Arts (Nesta) examined 3,000 different campaigns from various sectors. The researchers came to the conclusion that more confident messages would be more useful in encouraging people to take action, reports the Guardian. In addition, the advertising campaigns would have to emphasize fairness - in other words, show that the government and industry are also involved and not just the individual citizen. To achieve resounding success, ads should encourage people and try to change their behavior with compelling messages, Nesta CEO Jonathan Kestenbaum told Pressetext.
