Climate of Communication

There is an old adage that a chain is only as strong as its weakest link, and this holds particularly true for a society suffering from a deficit of accurate information and knowledge.

Dr. Matthew Nisbet noted that public skepticism derives from public ignorance or irrationality. In terms of climate change, the urgency of environmental degradation has been framed incompletely, leading to public ignorance and ambivalence. The issues of climate change must be communicated more effectively in order to overcome the debilitating ignorance that is creating serious environmental consequences.

Movements such as www.350.org have begun the communication revolution on climate action, and are beginning to make a significant impact. Bill McKibben, cofounder of 350.org, realized the importance of a global crusade to reduce carbon dioxide to 350 ppm, a value scientifically determined as the safe upper limit for carbon dioxide in the atmosphere. He created the website to effectively, and creatively communicate the message of strong climate action, and has been able to make a significant dent in the armor of global public ignorance.

On October 24, 2009, the organization organized and supported over 5,200 events with people in 181 countries, who gathered to call for strong action and leadership on the climate crisis. The website has found a way to publically communicate the urgency of the climate crisis, and by framing the issue in terms of the harm generated worldwide, climate change was made relevant in the public mind. By demonstrating visual solidarity with the number “350,” the issue captured media attention without alarmism or fear mongering, that are off-putting to the public. 

The following is a video compilation of the global day of action in October hosted by 350.org:

Basically, the world needs more creative public campaigns that spread important social messages to the masses and promote grassroots mobilization. I honestly believe that creative communication is the key to overcoming the ignorance barrier, and making a real global difference.