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Global Warming

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Caused by heat trapping greenhouse gases building up in atmosphere as a result ... Current consequences: melting glaciers, altered ... (MSNBC March 13, 2006) ... – PowerPoint PPT presentation

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Title: Global Warming


1
Global Warming Cynthia Hampton Priscilla
Natkins
2
Issue
  • Global Warming is an urgent problem
  • Caused by heat trapping greenhouse gases building
    up in atmosphere as a result of human activity.
  • Major sources of greenhouse gases cars, power
    plants, other industrial sources burning fossil
    fuels (coal, gasoline)
  • Current consequences melting glaciers, altered
    weather patterns, warming oceans, dying coral
    reefs
  • Further consequences rising sea levels, faster
    spreading diseases, species die-off

3
Campaign Objectives
  • To create a powerful and emotional connection to
    the issue
  • Make Americans understand that they can reduce
    global warming pollution
  • Drive people to find out what they can do to
    combat global warming

4
Political Landscape
  • Global Warming is largely viewed as a political
    issue
  • On-going federal and state legislative activity
    reinforces political nature of the issue
  • International efforts receiving significant
    attention
  • Media headlines punctuate ongoing debate

5
News Headlines
  • UN Global warming threat rising govt. action
    needed
  • (USA Today March 7, 2006)
  • NASA puts it weight behind warming signs
  • (MSNBC March 13, 2006)
  • "The American people have just been bludgeoned
    with climate disaster stories for God knows how
    long," said the climatologist, Pat Michaels, "and
    they're just, they've got disaster fatigue."
  • (ABC News March 26, 2006)

6
News Headlines
  • Hurricane Debate Shatters Civility of Weather
    Science Worsened by Global Warming?
  • Spats are so Tempestuous, Sides are Barely
    Talking
  • (WSJ February 2, 2006)

7
Strategic Considerations
  • Creative context must adhere to widely accepted
    science
  • Link to environmental impacts called into
    question on a regular basis
  • Net take away must be considered as important as
    explicit messages

8
Strategic Considerations
  • Campaign must focus on individual action
  • Website must be free of all politics
  • Public service director perspective is critical

9
Campaign Strategy
  • Target
  • All Adults.
  • Key Message
  • If we dont join together to solve this problem
    now, our children will feel even more dramatic
    effects within their lifetimes.
  • Global Warming is an urgent problem but there are
    things every American can do to help solve it.
  • Call to Action
  • Visit fightglobalwarming.com where you can learn
    steps to help slow down the effects of global
    warming.

10
Campaign Elements
  • Television
  • Radio
  • Web Banners
  • Print (newspaper, magazine)
  • Out-of-home
  • Public Relations

11
Web Banners
12
Print (magazine and newspaper)
13
Out-of-home
14
Campaign Results
  • Media community has been supportive of campaign
  • Tracking shows growing awareness and personal
    importance
  • In almost one year fightglobalwarming.com has
    received over 1 million visitors

15
Lessons Learned
  • Know who your advocates and adversaries are
  • Understand all sides of the political debate and
    isolate factors that impact your work
  • Stick to the Science
  • Avoid being provocative for provocative sake
  • But do not shy away from edgy creative
  • Research can support approach
  • Have a plan to address concerns
  • PR is essential
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