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Climate Change Newspeak

Futerra proudly announce how to stay on message on Climate Change...

In March 2005, Futerra launched The Rules of the Game.,(a guide for communication which would change attitudes towards climate change).Since then we have noted a growing commitment within government, its agencies, local authorities, business and NGOs to actively and consciously encourage behaviour change on climate change. Futerra has been approached (and challenged) many times over the past months for a behaviour change version of ‘The Rules of the Game’.
Therefore, we (have now) produced ‘New Rules: New Game’, a guide to behaviour change communications.
We hope that the many businesses, NGOs, government authorities and international agencies undertaking or planning climate change communication will all be able to use this guide immediately in behaviour change communications.
New Rules: New Game’ can be used in three ways:
1. To inspire new communications
2. To check the messages and activities of planned communications
3. To adapt existing communications

Examples include:

2. Forget the climate change detractors
Those who deny climate change science are irritating, but
unimportant. The argument is not about if we should deal with climate
change, but how we should deal with climate change.
3. There is no ‘rational man’
The evidence discredits the ‘rational man’ theory – we rarely weigh
objectively the value of different decisions and then take the clear
self-interested choice.
4. Information can’t work alone
Providing information is not wrong; relying on information alone to
change attitudes is wrong....

14. Raise the status of climate change mitigation
Research shows that energy efficiency behaviours can make you
seem poor and unattractive. We must work to overcome these
emotional assumptions.

• Refreeze good behaviours
Once you’ve woken or ‘unfrozen’ people from their sleepwalking behaviour, you can convince them to change. But once they’ve adopted the new behaviours, you need to find a way of ‘refreezing’ them, so the positive behaviour becomes an unconscious habit again.

The purpose of Newspeak was not only to provide a medium of expression for the world-view and mental habits proper to the devotees of Ingsoc, but to make all other modes of thought impossible. It was intended that when Newspeak had been adopted once and for all and Oldspeak forgotten, a heretical thought -- that is, a thought diverging from the principles of Ingsoc -- should be literally unthinkable, at least so far as thought is dependent on words. Its vocabulary was so constructed as to give exact and often very subtle expression to every meaning that a Party member could properly wish to express, while excluding all other meanings and also the possibility of arriving at them by indirect methods. This was done partly by the invention of new words, but chiefly by eliminating undesirable words and by stripping such words as remained of unorthodox meanings, and so far as possible of all secondary meanings whatever.
(1984 - G. Orwell)


An environmentalist gone bad, or progressing?

Hi there, I have been working on climate change and been involved in climate activism for some time.

I have become increasingly interested in the marketing of Ideas and behaviour changes.

I am interested in finding out more about both marketing in general and in relation to climate change.

A couple of reports that I have read on climate change marketing so far can be found here:


Any suggestions of reports/articles to read would be very wellcome.


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