Reaching out beyond the usual suspects and traditional media: Re-branding climate change as a problem with a feasible solution

Abstract

Climate change is inherently complex, involving atmospheric physics, carbon chemistry, geoscience, and Earth history. In the United States it has also become politicized, with “belief” in its reality, pace, and causes often aligned with party affiliation. The NSF-supported “Earth: The Operators’ Manual” project attempted to disseminate accessible science-based climate information using novel messages, unexpected messengers, and a suite of media that side-stepped politics in part by focusing on feasible clean energy solutions. This chapter provides both quantitative and qualitative data on the outcome of this innovative approach.Thanks also to Art Howard, Andy Quinn, Anna Belle Peevey, Crazybridge Studios, 422 South, Hive Studios International, Beth Hoppe and Cara Liebenson of PBS, all the researchers at Rockman et al, Rob Gould, Evan Parker, and colleagues at Brodeur Partners, the creative design team at Moraes Inc., Justin Hirsch, and the dynamic ETOM online community.