6. Mobilising Public Opinion to Demand Climate Action Change

Source: theconversation.com

As the popular Native American proverb goes, “when the last tree has been cut down, the last fish caught, the last river poisoned, only then we will realize that one cannot eat money”. In a pro-capitalist society, these words must resonate within every human being. This is important when it comes to the effects of carbon emissions on the rising global temperatures. Increase in the concentration of greenhouse gases in the Earth’s atmosphere is resulting in the melting of ice caps and rising ocean levels. Steps to reduce carbon emissions is the need of the hour and the role of mobilising public opinion in this regard cannot be ignored. But, climate change does not communicate itself and the role of communication in tackling this problem is crucial.

Firstly, the public must be well informed. The message of climate change should be simple and easy to understand, even more for the non-scientific oriented audience. Climate change is relevant to everyone’s lives and experiences. There are no ‘magic words’ which can initiate change instantly, but one needs to start somewhere. The effects of increasing carbon emission should be portrayed through anecdotes and stories, rather than statistics and graphs. 

Second, the use of visual communication is important. The effects of climate change are emotionally powerful and can be better projected through visual mediums. For instance, the campaign run by Greenpeace in 2016, which featured acclaimed Italian pianist Ludovico Einaudi performing to one of his compositions on a floating platform in the middle of the Arctic Ocean. This helped in raising awareness about the effects of climate change on glaciers. Similar emotionally charged campaigns can be implemented to portray the effects of carbon emissions on mother earth. 

Third, abstract theories on climate change should be simplified through working participatory mechanisms such as localized workshops, community activities and programs. For this to happen, the public discourse on climate change must be studied and implemented accordingly.

Fourth, the messenger is as important as the message itself. Using a ‘familiar voice’ can help one communicate effectively with any audience. The role of celebrity and influencers should not be ignored. Showing a ‘popular human face’ behind the science when presenting the statistics can help build a compelling and relatable story. A recent example of this is David Burd’s video “Earth” which featured more than 30 of the biggest names in entertainment. The video received more than 100 million views and has been able to generate a positive response. 

Fifth, in this modern age of technology it is important that we utilize the privileges of social media to its maximum capability. The role of social media has become highly robust. It has a tremendous reach and can be used to deliver the message to the masses. 

The weight of human actions is far greater than a few theories written down on paper. It is time for people to build a safer, healthier and more resilient future. And as seen, communication is the key to achieving this mammoth task.