We must first be aware of five barriers that block uplifting climate messaging and prevents it from attracting enough concern to make climate a high priority. Crafting climate messages that work requires navigating these five defenses. Let’s call them, for easy reference, the five D’s.
How do we overcome the 5 D’s? I suggest we build the climate strategy on three principles:
1. Turn the barriers upside down.
2. Stick to positive strategies.
3. Act as social citizens.