Green Daily

Is the prospect of world-wide climate disaster just not something that holds your interest? Blame bad marketing. A report from the National Endowment for Science, Technology and the Arts in the UK has looked at thousands of advertising and awareness campaigns and says one of the reasons that anti-climate change ads aren't as effective as they could be is that they're too gloomy.

Even though the subject matter is serious, the study found that simply throwing out disturbing images and frightening statistics is liable to cause people to simply tune out. The report says that more effective communication would be more upbeat, encourage positive engagement, and be "personally relevant" to the environment in which people actually live.

NESTA suggests that campaigns should exhibit all "7 C's" of successful marketing campaigns – "clear, compelling, connected, creative, configured, consistent and confident". The non-recommended 7C's of climate change marketing are catastrophe, calamity, contamination, conflict, crash, cataclysm, and collapse.