Alliance For Climate Protection Launches $300M Marketing Push

March 25, 2008

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The Alliance for Climate Protection will spend $300 million over the next three years on a global warming marketing campaign, USA Today reports.

As a point of reference, U.S. automakers and industry trade associations spent $62.6 million on lobbying in 2007 to counter energy bills and efforts to craft new fuel rules.

The Alliance, founded by Al Gore, will buy ads and partner with grass-roots groups to spread the word on how to cut greenhouse gases, according to the article. It’s also seeking partnerships with consumer brands to spread the word through their packaging, websites or ads. A microsite, www.wecansolveit.org, has launched – although it’s currently short on content.

The article offers some interesting insight into the psychology behind getting people to make concrete changes, something the green movement has so far had little success with. While there’s widespread familiarity with global warming, few are actually altering behavior. The campaign will try to change that.

Early evidence suggests that many people will change if: They think others similar to themselves aremaking green changes; They get frequent positive feedback; They feel their changes make a difference; and if their children encourage the family to change.

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Reader Comments

Wow, in other words, peer pressure and accountability works as well here as it does in AA. We’re rewiring the habits of a nation, so we need to use the same techniques that work in the most difficult of rewiring cases.

Mary Hunt | March 26th, 2008

I hope they intend to focus on educating people not only about how to make changes in their personal habits, but changes in the type of energy development they support. I would love to see people throw their support behind truly clean and renewable and green energy sources rather than behind what is perceived as a quick and easy solution–like nuclear (definitely not green in my book).

Cindy Szponder | March 26th, 2008