You can read the memo here. Pay particular attention to the line that says "It's time for us to start talking about 'climate change' instead of global warming and 'conservation ' instead of preservation."
Frank Luntz "Straight Talk": The Environment: A Cleaner, Safer, Healthier America
politicalstrategy.org
WINNING THE GLOBAL WARMING DEBATE -- AN OVERVIEW
Please keep in mind the following communication recommendations as you address global warming in general, particularly as Democrats and opinion leaders attack President Bush over Kyoto.
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CONCLUSION: REDEFINING LABELS
The mainstream, centrist American now sees the excesses of so-called "environmentalists", and prefers the label "conservationist" instead.
These individuals are still clearly 'pro-environment,' but not at the expense of everything else in life. They are the kind of voters who consider the environment as one of a variety of factors in their decision for whom to vote, but not the overriding factor. If we win these people over, we win the debate. It's that simple. The rest is commentary.
Most people now recognize that some self-described environmentalists are - in their words - 'extremists.' Thanks to some pretty bizarre behavior, there are some negative connotations that attach themselves to those who promote environmentalism. In particular, Greenpeace and Ralph Nader have an extremist image that turns off many voters.
We have spent the last seven years examining how best to communicate complicated ideas and controversial subjects. The terminology in the upcoming environmental debate needs refinement, starting with 'global warming'' and ending with environmentalism,'' It's time for us to start talking about 'climate change' instead of global warming and 'conservation ' instead of preservation.
1) "Climate change" is less frightening than "global warming". As one focus group participant noted, climate change 'sounds like you're going from Pittsburgh to Fort Lauderdale.' While global warming has catastrophic connotations attached to it, climate change suggests a more controllable and less emotional challenge. |
