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Advocacy Rhetoric vs. Campaign

Activity:

Plan a campaign

Rhetoric:

Challenges an ideology.

May suggest an alternative, but no defined objectives.

Campaign:

A strategic course of action undertaken for a specific purpose.

  • Objective: What do you want to accomplish?
  • Audience: Who has the ability to respond to objectives (primary) & who might be able to keep them accountable (secondary)?
  • Strategy: What will persuade decision-makers to act on your objective?

Overfishing?

Deforestation?

Solutions

Pipelines?

Can we do better?

• Discover what climate change misconceptions the audience may have in its mental models.

• Tailor messages to people’s natural promotion and prevention orientations.

• Keep in mind both form and content when framing a climate change message.

• Consider the audience’s membership in specific subcultures. Is there a majority represented in the audience?

• Frame climate change with local examples in addition to national examples.

• Inform audience of potential current and future losses related to inaction on climate change instead of focusing on current and future gains.

• Frame climate change as more than just an environmental problem with impacts on health, the economy, and national security.

Impact of

An Inconvenient Truth

The Campaign

An Inconvenient Truth

More than An Inconvenient Truth

The purpose of the documentary

• Awareness raised in 1 Billion+ people

• Changed public perception: 33% of people surveyed before the film’s release believed global warming is real versus 85% after the film’s release (that figure has since declined).

• Over 106,000 tons of carbon offset the year after the film's release

• Over 15 climate change bills have been introduced in Congress

• Five countries and province of BC incorporated An Inconvenient Truth into secondary schools' curricula.

• President Obama created the new position of Assistant to the President for Climate and Energy.

• The U.S. House of Representatives established a Select Committee on Energy Independence and Global Warming.

*stats from www.takepart.com/an-inconvenient-truth/film

  • Trains activists (1000 worldwide after the launch of the film)
  • Provides educational videos for the public
  • Hub of multiple initiatives
  • Empowers individuals to get involved in 10 easy ways

• To halt global warming's by exposing the

myths and misconceptions that surround it.

• To frame global warming not as a political

issue but rather, the biggest moral challenge

facing our civilization today.

• Al Gore identifies common obstacles to

understanding global warming (much like

this course)

Coverage

Print/electronic media played a large hand in facilitating discussion and contributing to the hype of this movement.

  • The New York Times, The Guardian, The Rolling Stone & more
  • Editorials, feature articles, film reviews
  • Major publicity boost for both Gore and the environment

Barriers to climate change

Objective

1. Many people know basics of how to help mitigate global climate change, but are not acting on that knowledge.

2. Americans do not feel a personal connection to climate change.

3. It's hard to see the dangers of gradual change. It takes a sudden jolt before we become aware of a danger.

4. People are not critically engaging. They seek out/absorb information that matches their mental model, confirming what they already believe about an issue.

5. The misconception that there is a disagreement about the science of global warming.

  • to educate and launch a grassroots movement to end climate change
  • start a public discussion around climate change

Strategy

Audience

Bombards media channels with messages about global warming, so that the term became household terminology

  • Film: An Inconvenient Truth
  • Social media channels: active on Twitter, Facebook, Google+, Vimeo, and YouTube (which hosts educational videos following in the wake of An Inconvenient Truth)

  • Primary audience: the decision makers, politicians including national and world leaders
  • Secondary audience: global citizens
  • Appeals to social-altruistic values by framing as a moral issue rather than political

Environmental Advocacy & Campaigns

Liz & Bianca & Ali

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