“Branding” climate change initiatives

I take a critical fist look at proposals for Government communications on climate change
Johnnie Moore

Johnnie Moore

I’m Johnnie Moore, and I help people work better together

It’s interesting to read the strategy (exec summary) and recommendations made to DEFRA (Department of Environment Food and Rural Affairs) by its agency, made public in these pdfs.

I’m coming at these documents cold but I notice how apprehensive I feel. Here’s why.

The opening paragraph of Exec Summary says:

This strategy includes a series of recommendations to change attitudes towards climate change in the UK. It is an evidence-based strategy drawing upon the extensive research, consultation and experience of the specialist communications consultants FUTERRA.

I think it’s always a bad sign when an agency insists on spelling its name in capitals everywhere. Smacks of rampant egotism to me. And what’s with this awkward jargon of “evidence-based”; are they afraid we’ll think they made it up in the bath last night? Why do they have to labour the concept of “extensive”?

Then it says

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