Don’t mention the emergency?

1. Don’t mention the emergency? science messaging - truth and lies leaving the science to the sceptics doesn’t work the elephant, the rider and the path – using climate science - and visions of a positive future - to achieve big changes fast Jane Morton Climate Action Summit 2011

2. 97 Berkeley undergraduates read a news article that began with factual data provided by the IPPC, but had two different endings. “Finally, recognition that doom and gloom, hell and high water, and all that… really aren’t effective.”WattsUpWithThat Gloom and doom on climate can backfire, new study says Washington Post

3. Both read this: The IPCC says many devastating consequences of global warming are possible, some of which we have already begun to feel. In particular, the past decade has seen record breaking heat waves all across the world, including a major heat wave that killed at least 35,000 people in Europe in 2003. Along with heat waves, global warming is also heating up ocean temperatures, which could have a direct impact on the intensity of hurricanes….

4. Half read this positive ending: The IPCC believe that global warming is completely reversible, and it is not too late to act…. A drastic decrease in CO2 emissions would pretty quickly slow the rise in global temperatures, and in the long-run, would even allow the Earth to return to its normal temperature patterns.  The best way to decrease CO2 emissions, according to IPCC is to switch from an oil and coal society to a wind, solar, and geothermal society.  Much of the technology we need already exists.  We just have to perfect it and find innovative ways to implement it …

5. Those who read the upbeat ending were more open to believing in the global warming’s existence and were more confident about science’s ability to solve the problem. Hmmmm

6. Half read this negative ending: Unfortunately, according to many members of the IPCC, global warming is now at a point where it may be irreversible… All the numbers and computer models point in the same dire and devastating direction. No one knows for sure how horrible it will get, but we should prepare for world wide chaos and destruction. It is just too big of a problem for science to grapple with.  We don’t even know where to start.

7. They were less likely to believe the scientists. Not surprising really!

8. Frank Luntz’ advice to Democrats and Environmental Defence Fund: “The least important component of climate change is climate change... You’re fighting the wrong battle. What they want is an end to dependence on foreign oil.” (2009) Brendan Smith, Huffington Post. .

9. The Democrats and their allies began calling their climate bill the “Clean Energy Jobs and American Power Act” … there was no climate crisis, only promises of green jobs and energy independence. Brendan Smith Huffington Post, 31 March 2011.

10. Frank Luntz’ advice to Republicans: Meanwhile … “Continue to make the lack of scientific certainty a primary issue in the debate ….” (2002) Brendan Smith, Huffington Post. .

11. They talked about the science ….

12. And about the scientists ….

13. And about ‘science’ in the media

14. If I was the Democrats I’d ask for my money back!

16. “For years we have tried to ‘sell’ climate change and a lot of people aren’t buying.” “Threats of climate hell haven’t seemed to hold us back from running headlong towards it.”

17. A disinformation campaign “… there is no one-size-fits-all message, particularly in the face of the most well-funded and sophisticated disinformation campaign in human history. That disinformation campaign complicates all messaging — and all message testing — since it is so pervasive and well-designed.” Joe Romm, Climate Progress [ref]

18. The ‘tobacco strategy’: “Doubt is our product”

19. We’re too polite about their lies "Dont be too polite girls, don't be too polite ..."

20. My favourite change guide • Direct the rider • Motivate the elephant • Shape the path

21. Direct the rider • Point to the destination and a reason to go there • Give examples of others already on the path • Script the critical moves • indecision can produce paralysis Merchants of doubt

22. Motivate the elephant • Find the feeling/ the values • fear (science) and anger (injustice) work well • also heart felt values • immediate experience (weather, disasters) not future imaginings • Shrink the change • make the next step specific & do-able • uncertainty makes the elephant anxious • Grow your people • taking a small step can trigger an identity shift Merchants of doubt

23. Shape the path • Rally the herd • we are hard wired to check what the rest of the herd is doing • Make it easy to take action • clear directions, maps • Build habits • the first time is the hardest

24. But powerful techniques are no use if you’re on the wrong path Lower emissions Use science not politics to choose the path!

25. The importance of leadership if the big change is frightening • taking cues from a leader • looking to see what the crowd does

26. It’s not going to be easy Also important - stories of struggle, heroism and self sacrifice