Climate change is by definition a global problem, but one that requires each nation, each individual to take their share of responsibility - and more importantly, to take action. How do we bridge this gap between recognising our responsibility and taking action?
Climate change represents a major threat to human society. Significant social change, alongside technological innovation, is necessary if we are to avert this threat.
This will require millions of individuals to change their everyday behaviour, from the power they use at home, to how they travel.
If they are to have this kind of impact, the public campaigns that seek to influence individuals need to embrace the most sophisticated approaches and techniques from advertising and marketing - including 'selling' the positive opportunities and emotions that could be associated with taking action.
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