Shape Messages that Spur Action (Case Study)
JULY 30, 2014
For people to care about global warming it needs to be made relevant. In Nebraska, there’s a father thinking about his children’s health and education. And when asked if they think global warming or climate change is happening, none of them think it is. Whether you use “global warming” or “climate change”, 40 percent of Americans don’t think it’s happening. Global warming” is not going to convince an unbeliever in the absence of relevance.