Global Warming

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Global Warming Cynthia Hampton Priscilla
Natkins
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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

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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

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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

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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)

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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)

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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

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Strategic Considerations

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

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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.

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Campaign Elements

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

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Web Banners
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Print (magazine and newspaper)
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Out-of-home
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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

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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