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Dear Martin,

It is depressing indeed. But, I do not believe that stressing the  
probable inevitable coming catastrophe in communications to the  
general public will help. (I realize that Jim Hanson’s message was  
meant for the US and international policy, not for the general public,  
but it inspired me to write down the things below)
To compare: I can recommend everyone www.futerra.co.uk/downloads/Branding_Biodiversity.pdf 
  to be inspired with a refreshing sound. A publication that I came  
across while preparing for a biodiversity exhibition.

Years ago, in my graduation year, I wrote my thesis on the use of fear  
appeals in health communication. My review of the literature at that  
time led me to conclude that framing your message in a frightful  
message (e.g. if you don’t examine your breasts regularly, you might  
discover breast cancer too late) is a risky venture. If you do not  
accompany this type of messages with explanations of how easy AND  
efficient it is to perform certain health behaviour, people tend to  
stick their heads in the sand and ignore the message.

My research to the use of fear appeals considered health. Something  
that is one of the most important goods of individuals to maintain.  
Something that is personal and that takes place right now. Even then,  
people’s attitudes and behaviours are hard to change. You can imagine  
how hard it is to change the attitudes and behaviours of people about  
the Climate. Something that is invisible, changes so slowly, and  
changes aren’t really ‘felt’ by the individual. Climate is  
global, and individuals --who can only act local-- will easily  
consider themselves incapable of relieving such a big problem. Even  
for policy makers, who have to score within their period of reign,  
which does not often exceed four years or so, there often are not  
clear (short-term) gains from Earth-favourable measures.

People who are preaching fear, are preaching to the choir. I already  
‘believe’. I already eat almost completely vegetarian, I cycle to  
work, I don’t owe a car, I have lower energy and water bills than the  
average Amsterdammer, and I separate my waste.

Just like Futerra, I believe we need different messages to get the  
public working for the climate. People need to have the attitude they  
want to change, not that they should or have to change. Moreover,  
people need to believe that change is easy, fun and worthwhile.

Esther


Esther Hamstra
Content manager
NorthernLight

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