Climate change

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Climate change
Background USA is responsible for about 60 of
the emission of green house gases, however it is
reluctant to collaborate on the global climate
change issues. The objective To convince the
government of the United States to ratify the
Kyoto protocol. The time frame for tangible
effects is 1 year
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Climate change communication plan Influencing
behaviour in North America and willingness to
suffer the ramifications of government decisions
Core objective
.org
.com
,gov
.us
Audience
Security Status quo
Risk reduction Opportunities
Superpower status Security Reelection Supply of
services
Cheap energy Mobility Freedom Security
Needs
Community Responsibility Mediation
Capitalize on opportunities Achieving energy
efficiency Lobby government
Demonstrating goodwill Climate-friendly policy
Changing behaviour Empowerment
Comm. objectives
Facts, information
Role models Alliance with finance and insurance
Public opinion through media
Guerilla Endorsement
Strategies
Climate change is a local challenge
Reduce risk, increase opportunities
Global leadership, global Goodwill and
responsibility
Improve your quality of life NOW!
Messages
Lectures Information material
Auditing companies Personal persuasion Presentatio
ns, public lectures NYT, WSJ, FT
Media Mobilizing voters and dotcoms
TV, sitcom, art, editorial, Oprah WalMart,
Hollywood
Tactics
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