converge why use stories by tracy russ 2009
TRANSCRIPT
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As people whocare, we thought
that data andvisions of dangerwould motivate
people to moveand change.
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But instead,weveBLOWNPEOPLESMINDS!
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Hmmm
what do
we do now?
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The good news is:
we dont have to guessWE KNOW WHAT WORKS
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The Research is In!
Based on thisresearch, weKNOW
what messages
DO WORK
And
DONTWORK.
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From the rightbrainhereswhat we knowbased on ourexperience andhistory.
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Americans respond to
positive visions of the future,even if they mean sacrifice.
I have a dream
We choose to go to themoon in this decade and
do the other things, notbecause they are easy, butbecause they are hard.
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From the left
brainhereswhat weknow based
on research.
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Sell Heaven Not Hell
Researchshowsthatnega.ve
messagingandimagerycausespeopletoshutdowntheyneverhear
themessageofhopeorpossibility,
andmayevendenythat
climatechangeisreal
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Tooo%en,climatesolu1onsadvocateswork
thebase(elites)whileignoringmainstreamAmericans.Andwhenwedotalktoswingvotersorencourageourbasetoreachout,typicallywelackeffec1ve,emo1onallycompellinglanguageontheseissues.-
ClimateandEnergyTruths(EcoAmerica2009)
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Wecanswitchhighconsump1on,highstress,and
highheartdiseaselifestylesforsomethingmore
desirable.Whatwillitlooklike,feellike,andbelike
ifwemanagetopullitoff?Thatisthepicturewe
needtocreate.
SelltheSizzle(Futerra2009)
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ThekeyforcleanenergysupportersistowrestthediscussionawayfrompolicymechanismsandIPCC
sta1s1csandtowardthebenefitsofclimate/energy
solu1ons.
TheLanguageofACleanEnergyEconomy
(theworddoctors,2009)
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Message More Around Human Values, Less OnData, Acronyms and Technical Terms
350ppm?Ohmygod,I
failedChemistry!
20emissions
reduc1oninCO2?
See-OYou,Too!
$Billions?No
way
26to78riskofovershoo1ng
a2Cgoal?Ummmwhats
Celsiusagain?
LULUCFemissions?
WhoisLulu?
GHGs?
2.5annuallytoreacha
goalof80below990
levels?Imjusttryingto
loseweight!
Imahorrible
personifIdont
liveinatentand
eatgrass?!?!!?
CapandTradehasbaseball
seasonstartedagain?
This is too muchIll
deal with it later.
Maybe itsnot even real!
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Messages that WORK
to Influence Americans
Whetherthescienceisrightor
not,Iwanteconomicprosperity
andahealthy,safeandsecure
futureformeandmyfamily.
And,IwantAmericatoleadthe
worldthesearethethingsthat
areimportanttome
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PLAIN SPEAKING
We know POSITIVE messages work.
We know to FOCUS on the economy/jobs, health and safety/security.
How do we USE this information to deliver a messagethat will catalyze change in America?
Answer: Through the POWER OF STORY.
CONVERGE is the story of
the good life Americans wantand the green life we need
for our prosperity, health and safety.