atb messaging for website

8/9/2019 ATB Messaging for Website

1/19

Its Time for AFresh Approach in

America


2/19

As people who

care, we

thought thatdata and

visions of

danger wouldmotivate

people to move

and change.


3/19

But instead,

weve

BLOWN

PEOPLES

MINDS!


4/19


5/19

Hmmm

what do

we do now?


6/19

The good news is:

we dont have to guessWE KNOWWHATWORKS


7/19

The Research is

In! Based on thisresearch, we

KNOW

what messages

DOWORK

And

DONTWORK.


8/19

From the right

brainheres

what we know

based on our

experienceand history.


9/19

Americans respond to

positive visions of the future,even if they mean sacrifice.

I have a dream

We choose to go to the

moon in this decade

and do the other things,not because they are

easy, but because they

are hard.


10/19

From the

leftbrainhere

s what we

know basedon research.


11/19

Sell Heaven Not

Hell

Research shows that negative

messaging and imagery causes

people to shut down they never hear

the message of hope or possibility,

and may even deny that

climate change is real.


12/19


13/19

Too often, climate solutions advocates work

the base (elites) while ignoring mainstreamAmericans. And when we do talk to swingvoters or encourage our base to reach out,typically we lack effective, emotionallycompelling language on these issues. -

Climate and Energy Truths (EcoAmerica 2009)


14/19

We can switch high consumption, high stress, andhigh heart disease lifestyles for something more

desirable. What will it look like, feel like, and be like

if we manage to pull it off ? That is the picture we

need to create.

Sell the Sizzle (Futerra 2009)


15/19

The key for clean energy supporters is to wrest thediscussion away from policy mechanisms and IPCC

statistics and toward the benefits of climate/energy

solutions.

The Language of A Clean Energy Economy

(the worddoctors, 2009)


16/19

Message More Around Human Values, Less

On Data, Acronyms and Technical Terms

350 ppm? Oh my god, I

failed Chemistry!

20% emissions

reduction in CO2?

See-O You, Too!

$ Billions? No

way

26 to 78% risk of overshooting

a 2C goal? Ummmwhats

Celsius again?

LULUCF emissions?

Who is Lulu?

GHGs?

2.5% annually to reach a

goal of 80% below 1990

levels? Im just trying to

lose weight!

Im a horrible

person if I dont

live in a tent and

eat grass?!?!!?

Cap and Trade has baseball

season started again?

This is too muchIll

deal with it later.

Maybe its

not even real!


17/19

Messages that

WORK to InfluenceAmericans

Whether the science is right or

not, I want economic prosperity

and a healthy, safe and secure

future for me and my family.

And, I want America to lead the

worldthese are the things that

are important to me.


18/19

PLAIN SPEAKING

We know POSITIVE messages work.

We know to F

OCUS on the economy/jobs,health and safety/security.

Weve got to USE this information to deliver a

message that will catalyze change in America.

Lets get started atAmerica: The Best


19/19

Its Time for AFresh Approach in

America

Lets Get Started!

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