Global Alliance Environmental Advertising

GAEA

Promoting Climate Initiatives and Sustainable Development with

Noncommercial Advertising

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What kind of a world will our children inherit?

"Unless public awareness builds to a groundswell of support for change, we may not be able to reverse the trends that are undermining our children's future." – Lester Brown, Worldwatch, 1988

As humanity enters the 21^st century, we find ourselves at a crucial turning point: the actions of those now living will determine the future, and possibly the survival, of our species. With science providing an ever clearer picture of the planet and our impact on it, we can no longer ignore serious environmental and population issues. We, the human species, face an ecological imperative-what we do, today, determines that future. The choice is ours.

The magnitude of the challenge facing humanity is immense. Over the last thirty years a consensus has emerged within the scientific community: to meet the long-term threat posed by climate change, environmental degradation and population growth, a policy of sustainability must be adopted here in the United States and worldwide.

Public opinion has long been recognized as a major factor in the formation and implementation of public policy and legislation. Mass media is now the dominant mode of civic debate and discourse worldwide. The power of public opinion and how it is shaped must be recognized and actively cultivated by the climate community.

If we are serious about addressing climate change and achieving a sustainable society, the power of mass communications must be mobilized on behalf of these critical non-commercial public interest issues.

A Planetary Emergency

"Every individual on this planet must be made aware of its vulnerability and the urgent need to protect it." - TIME, Planet of the Year Issue, 1989.

Former Vice President Gore's film, An Inconvenient Truth, has put the climate crisis back on the public agenda, and it is critical to build on the momentum it created.

The U.S. is an immense, socially diverse country of 300 million people, a 12 trillion dollar economy, and 230 million fossil-fuel vehicles. The proposed mission––to persuade 300 million people to transform fundamentally the way they fuel their cars, heat their homes, run their businesses––is a monumental political, social, and communications challenge which begs the question: how do we as a society accomplish the necessary changes?

To build support for an effective and meaningful response in the U.S., widespread public and political support must be forged quickly, ideally, considering the urgency, in the next 3 to 4 years.

The Communications Challenge

"Widespread media campaigns are needed to prepare public opinion for the lifestyle changes that will be necessary in coming decades." - TIME, Planet of the Year Issue, 1989

The need to address the issue of how to promote climate awareness, sustainable lifestyles and business practices, is enormous - and still largely unrecognized. While respected scientists and policymakers––including Tony Blair, Mikhail Gorbachov, A. O. Wilson, and Lester Brown––have stressed the importance of engaging the public worldwide for decades, a comprehensive strategy for mobilizing the necessary communications assets has NOT been devised.

As the urgency of this immense global communications challenge becomes evident, it is important to recognize that:

For the first time in history, the communications technology and infrastructure––satellite, broadcast television and radio––necessary to disseminate effective messages inexpensively and globally exists;
The same communications techniques used to promote commercial goods and services can be used to inform and motivate the public on issues, such as global warming or energy conservation.

However, at present, the global communications infrastructure is dedicated almost completely to commercial activities. The non-commercial advertising messages about serious environmental or public health issues are overwhelmed by the sheer volume of commercial messages (see: Un-marketing Smoking section). To compete effectively for public attention and participation, paid non-commercial campaigns must be funded in order to attain wide and sustained exposure in the popular mass media.

New Communications Technologies Create Extraordinary Opportunities

"Nonprofits continue to rely on antiquated direct mail to core constituents instead of broadening solicitation to reach new converts.” – Wall Street Journal, 1990

The revolution in communications technologies has created an extraordinary opportunity to promote sustainable activities and lifestyles to a huge international audience.

The planet is wired. For the first time in history, a global communications and media infrastructure is in place - television, radio and print media reach virtually every corner of the planet. With the proliferation of the personal computer, e-mail, and fax machines, the technology to coordinate and manage international communications campaigns from a central location is inexpensive and universally available.

With the media and communications infrastructure currently in place, the creation and dissemination of public interest messages could be projected effectively in virtually every region of the world.

The question is whether we will take advantage of the opportunity.

Non-commercial Advertising and the Public Interest

"A Good Planet is Hard to Find." - Worldwatch slogan, 1987

Advertising is the most powerful communications tool ever devised (television is the most effective channel of dissemination). In its non-commercial guise, advertising is a powerful educational tool capable of reaching and motivating large audiences. The same techniques used to promote commercial goods and services can be used to inform, engage, and motivate the public on non-commercial issues, such as climate change, energy conservation, and deforestation.

Although tested and proven, advertising, the most effective and persuasive mass communication tool available, is not being used extensively for non-commercial, public interest purposes. Sadly, in this moment of crisis, advertising's great potential as an educational tool is not being realized.