Nov 08 2010
Climate Campaign Strategy - a critique of the ‘common cause’ approach
By Tom Burke
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www.climatestrategy.org newsletter 66 presents a critique of the traditional ‘common cause’ approach environmentalists have taken to engaging the public with their cause.
I think this paper is something everyone involved in campaigning should read. It is the best analysis I have read of why the environment community is losing public opinion on climate change. It is a great antidote to the implicit arrogance of so much environmental campaigning. This is achieved by demonstrating that changing people’s opinion by means of a moral crusade repeatedly fails and changing outcomes rather than minds is the key to campaign success.