Mediacheck

Is This the Global Warming Ad that Will Wake Us Up?

Dire warnings can numb instead of inspire. But when kids grow older, they'll ask if we acted.

By Matt Price, 2 Nov 2009, TheTyee.ca

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As a human being living his everyday life, I find it very surreal working on global warming. It's as if the scientists have all told us quite clearly that Earth will be hit with a large meteorite, but people go about their lives as per normal. People accept the information but have chosen not to award it any emotional weight. The streets are quiet.

As for our politicians, instead of sending Bruce Willis or Clint Eastward on an urgent mission to space to blow up the meteorite, they too act like it isn't actually happening. Sure, they'll say that we should really deal with that whole meteorite thing, but then they will argue that it would be very expensive to send Bruce or Clint up there, or they'll blame other politicians for ignoring the threat for so long. The result is that the meteorite keeps coming.

Meanwhile, pollsters tell people like me to stay away from the kind of apocalyptic language on display in the past two paragraphs -- even though it's true. It's too debilitating, they say, and turns ordinary people away from action. This is also true.

So, are we humans destined to be trapped in a fatal catch-22 of carbon? Will we leap lemming-like over the cliff we all know is coming? (Even more embarrassing to our species is the fact that lemmings don't actually do this, so we're alone in our defect.)

What parents owe their kids

Some believe we'll only break out of this conundrum with more Katrina-like events that dramatically shake public confidence in our collective and individual security. Science tells us that such events will indeed come, but it would be unconscionable to sit back and wait for this to unfold.

A few months ago we joined together with ForestEthics and approached the communications company zig to help us with some kind of tool that could begin to break us out of this communications dilemma. It's a critical time to do this now since a major UN climate summit will take place in Copenhagen in December -- and the Canadian government is currently on track to play a spoiler role, blinded by tar sands greed.

Together, we zeroed in on the parent-child relationship as a powerful motivator for action, in particular because kids alive today will have to live through the worst consequences of global warming if their parents do not collectively act to change our course. Our kids could inherit the equivalent of Katrina times a hundred, and no parent wants to think they were responsible for making that kind of future happen through his or her inaction.

Watch the PSA, join the moms

An amazing project began to unfold. The people at zig donated their time to produce a public service announcement (PSA), and then so did over a hundred actors, crew, editors, and musicians. The result is the piece you can view above.

Out of the same creative process grew an initiative called Moms Against Climate Change that asks parents across Canada to upload pictures of their kids in order to remind Prime Minister Harper who he'll be representing in Copenhagen.

One PSA alone can't break us out of the carbon catch-22, but it will be interesting to see how parents respond to it in the coming weeks. The piece depicts a global warming demonstration by kids, which takes us back to the surreal nature of the whole issue -- that, based on the facts of climate change, this kind of action should be happening in our streets on a daily basis.  [Tyee]

109  Comments:

  • Urbanismo

    02-11-2009

    AGW

    Earth will continue rotating. Polar bears will survive. Probably, we will not . . . because of self-induce hysteria.

    This does not mean we do nothing.

    The air we breath is laced with trace solids, watera toxic, oceans clogged with plastic junk, sea life depleted, forest denuded, animals brutalised and slaughtered, constant war: need I go on?

    And every few years we re-appoint corrupt, psychotic thugs to run our lives. How the f**k do the likes of Stephen Harper, Gordon Campbell, Michael Ignatieff . . . yunno what I mean.

    "Our problems are not in our thermometers, dear souls, they are in ourselves." (sic)

  • Dr Alexander

    02-11-2009

    Sending Harper pictures of your children?

    Kids don't vote.

  • Grumpy

    02-11-2009

    The politicians today...............

    ..............will be held in high odor tomorrow. The climate change deniers today will be treated just like holocaust deniers in decades to come.

    Sadly, we need a political change - a complete change how we run things.

    The Soviet style communism collapsed because it was based on oppression and fear, while the US style capitalism collapsed last year to greed and corruption.

    We need to rethink our 'isms' because our current 'free enterprise' system, where politicians sell out to the highest bidder will collapse.

    Sadly, a revolutions must take place, a moral revolution (where poverty is eradicated); a political revolution (where the people actually run the government not political machines); and educational revolution (where education and intelligence isn't based on a scrap if paper, but the real knowledge and ability of an individual).

    I'm afraid the revolutions will not be quiet, but violent as the power hungry old-school types cannot, will not change. Only then, when grand change comes, will we be able to tackle global warming.

    I doubt it will happen.

  • realisticman

    02-11-2009

    No Facts Please, Thanks anyway

    No riots in the streets, so - IDEA! - let's create one!

    Everyone likes tv so let's make into a Reality TV news-like clip. Usual scaremonger stuff, nasty cops beating up on angelic kids. Yeah, great, let's have the cops all in black and looking really mean. Can we get a close-up of a German Shepherd snarling and barking, you know tight-shot of the teeth? And the kids have to be real cute too. The kids watching will think it's real and so too, probably, will millions of other suckers.

    If the facts don't fit our plan then we have go with fiction. TV won't run it if it's scaremongering fiction. That's OK we'll put it on YouTube, they'll run anything.

    Sure, remember when we had all the schoolkids scurrying under their desks every time the air-raid siren wailed? That made 'em scarred and helped build up really neat pile of intergalactic ballistic missiles. That worked real good.
    ---

    Dec 10, 2008
    MIAMI (Reuters) - A prominent team of U.S.-based researchers predicted 14 tropical storms in the 2009 Atlantic hurricane season on Wednesday and said seven would develop into hurricanes.

    The Colorado State University team, formed by forecasting pioneer William Gray, said 2009 would be another "above-average" hurricane season after an active 2008.

    The long-term average during the six-month season, which begins on June 1, is for 10 or 11 tropical storms and six hurricanes.

    Gray's team, now led by his protege Philip Klotzbach, predicted three of next year's hurricanes would be dangerous storms with a rank of Category 3 or above on the five-step Saffir-Simpson scale of hurricane intensity.
    ---

    2009 Atlantic hurricane season (active)

    Total hurricanes: 2

    September's Accumulated cyclone energy (ACE) value was the lowest for the month since 1994, and the sixth lowest for the month since 1944. So far this season ties for record low activity with 1982 for lowest number of hurricanes forming in a season.

    ---

    NOV 2 2009

    FOR THE NORTH ATLANTIC...CARIBBEAN SEA AND THE GULF OF MEXICO...

    SHOWERS AND THUNDERSTORMS ASSOCIATED WITH A NON-TROPICAL LOW PRESSURE AREA LOCATED ABOUT 350 MILES EAST-NORTHEAST OF BERMUDA HAVE DIMINISHED OVERNIGHT.

    ELSEWHERE...TROPICAL OR SUBTROPICAL CYCLONE FORMATION IS NOT EXPECTED DURING THE NEXT 48 HOURS.
    ---

  • alive

    02-11-2009

    That is why!

    "It's as if the scientists have all told us quite clearly that Earth will be hit with a large meteorite, but people go about their lives as per normal."

    People live in a world full of uncertainties.
    Maybe we all will die in an earthquake tomorrow?
    Maybe some rogue nation will drop a nuclear bomb on us?
    Maybe Terrorists will blow up a school?
    Maybe more of us will loose our jobs?
    Maybe H1N1 is for real?

    Global climate change is very real, and most people recognize that fact, but it gets stacked in with all the other fears we encounter every day thanks to the media.

    For people who lived through wars, we tend to take it all in stride, hoping to survive yet another day.
    As far as doing anything about the climate change, most will figure that it takes more than turning off the light to make a difference.
    It takes for governments to drop their aspirations and concentrate on an issue that may not help them at the next election

  • OhCanada

    02-11-2009

    Doomed generation

    Interesting video but I'm not sure yet if I actually like it and if it gave me the message that it was designed to do.

    I have always been a conscientious shopper and before I buy something I check where it came from and where it will go after I'm done with it.

    Today's children live in cities, and artificial environment. They don't have any idea about life in the forest, in the ocean etc. They are detached from many natural things and as such will lose their natural ability to care for it.

    You know the saying - out of sight out of mind.

    So instead of making a movie that people watch that is about violence - and I get the point ... why not send the message of creating communities and opportunities instead where people have a chance to connect to nature and teach their children about it.
    That is how people will perhaps understand what is at stake and maybe will be more inclined to protect it.

    Now that I think about it....this clip is another protest - and I'm totally numb to it - violence, signs and running. And?...
    This is the time for action now - we demonstrated against things for years and what was achieved? We are in a worst situation then ever before.
    It is the time now for doing! So get on with it.

  • Jeffrey J.

    02-11-2009

    Remedy for Global Warming: Turn Off the TV

    Most middle class North Americans watch 3-5 hours of TV a day. Imagine if this demographic stopped doing this! The amount of time we would have to think read, organize, meet others, go to conferences and meetings. It is endless.

    If one were to ask anyone to begin doing something that took 3 to 5 hours a day, they'd laugh hysterically, saying IMPOSSIBLE. Turn off your TV (cancel your cable), and you will suddenly be blessed with hours and hours of free time, to do meaningful things like real social change to stop global warming. Believe me, the elites won't know what to do.

    Great coverage.

  • soleprobe

    02-11-2009

    The fear mongering continues....

    This fear mongering is getting pathetic: Global warming, terrifying weather, disease, terrorists, knife wielding lunatics, pedophiles, rapists, gun wielding gang members…. "Ooooo be scared; be very scared of everyone and everything except your government who will protect you."

    Even poor veteran journalists like Wendy Mesley may be poking fun at all the fear mongering as she was walking around downtown Toronto in what appeared to be a HAZMAT suit to protect herself from the swine flu during a recent CBC special report. Maybe she was forced to report on this nonevent and decided to use a little parody to vent her frustration.

  • Janie Jones

    02-11-2009

    The Power of Nightmares

    "If you don't reduce your carbon footprint, then puppies will drown and bunny rabbits will die. And a terrifying, jagged-toothed monster with crazy hooked hands will descend from the clouds to eat you up."

    As one commenter to this story noted, using children to reach their parents is a standard marketing ploy:
    http://www.theaustralian.news.com.au/story/0,25197,26290477-7583,00.html

    It has long been my opinion that the issue of global warming is more about global government than anything else.

    Oh and BTW Grumpy, thought crime has recently been declared to be unconstitutional in Canada.
    http://www.nationalpost.com/news/story.html?id=1954734

    More on how politicians use the Power of Nightmares to achieve their (global) aims:
    http://www.archive.org/details/ThePowerOfNightmares

  • freebear

    02-11-2009

    An ad won`t do it!

    All is lost if we depend on an effective advertising or marketing plan!

    We need a disaster for enough to take notice!

    Meanwhile the fiddlin continues`.........

  • Booker

    02-11-2009

    Belief

    The climate-change denialists on the political right seem to be operating on the following assumption:

    1. The free-market system is perfect.
    2. The free-market system is not addressing the problem of global warming.
    3. Therefore global warming cannot be a problem.

    Underlying that is the recognition that addressing the crisis (if it actually existed) would require massive communal action (e.g., government action). But they cannot believe that. Ergo, no problem.

    The denialists on the left seem to be either conspiracy mongers, or completely ignorant about science and nature.

    It's the ones on the right who are the most troublesome, because they tend to be in the corporate class and have more clout with media and marketing, and they can buy more politicians.

  • OilbertaRedTory

    02-11-2009

    realistically, moving beyond fear ...

    takes just a minor shift in focus - to the opportunities available :

    http://www.greenerdesign.com/blog/2009/09/30/how-design-post-consumption-economy

    http://tinyurl.com/BioBusiness

    Right here ; right now :

    http://blog.foreignpolicy.com/posts/2008/01/23/the_worlds_first_carbon_neutral_city

    http://www.scientificamerican.com/article.cfm?id=sunrise-on-chinas-first-carbo-neutral-city

    'We would rather be ruined than changed;
    We would rather die in our dread
    Than climb the cross of the moment
    And let our illusions die.'
    ~W.H. Auden

  • Frank

    02-11-2009

    Global warming

    If 100% of us believed in it just imagine how much less would be done as regards poverty, habitat protection and so on.

    One has only to look at the last election for what happens to other issues when people are concerned about global warming. Leaders like Campbell get elected.

  • bostonj1

    02-11-2009

    mind-numbing TV and guiltfree servings of impending disaster

    Couldn't agree more, that TV watching does nothing to wake people up and get them moving. Quiet solitary contemplation is more apt to motivate a change in thinking/living and social committment to creating a cleaner, safer and simpler, more responsible way of life.

  • Aimless

    02-11-2009

    We believe science ...

    ... when it gives us CDs and cell phones. We believe it when it brings us vaccines. We even believe it when it tells us crazily nonintuitive things about quantum mechanics and how the world really works.

    But so many seem to find it impossible to trust science when it warns of climate change. Strange. I can only conclude that when the message adds to our lives, or doesn't materially affect them, science gets a bye. When its findings require us to act ... then the denial begins.

    I, even with no kids myself, can barely believe that parents are not beating down the doors of parliament to force action on this. I'm writing or calling my MP and the PM on a monthly basis.

    Thing is, there's no downside to acting on climate change now. In the (not-so-)long term we have to wean ourselves off the oil teat anyway. Even if we were mistakenly to do so a few decades earlier than absolutely necessary ... what would be wrong with that?

  • soleprobe

    02-11-2009

    Moms Against Climate Change (MACC)

    Just as phony and set up by the same private think tanks that brought us MADD. What a joke. A youtube site created a week ago for the purpose of preparing Canadians to watch Harper sign away what’s left of their sovereignty to an un-elected global government at the upcoming UN climate change summit this December.

    Thank you Tyee for doing your part to assist in the destruction of Canada by providing British Columbians with “alternative news”. You know, the alternative to the constant fear mongering British Columbians get from mainstream media.

  • Frank

    02-11-2009

    Aimless

    "Thing is, there's no downside to acting on climate change now."

    Yes, there is. A carbon tax gave us 4 more years of Campbell.

  • seth

    02-11-2009

    The Nuclear Solution - A three year payback

    Canada with a $150 billion investment in nuclear power, paid for by quickly weaning us off the $100 billion we spend annually on fossil fuels could with a World War Two scale effort here and abroad and a three year payback period, save us from the peak oil, air pollution, and global warming crises.

    As electric car usage slowly builds, Canadian vehicles would be fueled by abundant supplies of cheap natural gas made available by replacing tar sand and power utility natural gas usage with nuclear steam. Natural gas as a vehicle fuel using the Utah example could easily be made available at less than 30 cents a liter equivalent with the difference from the current $1.00 gasoline cost available to finance nuclear construction, auto gas, service station and home electric heat conversions.

    With modern efficient generation 3.5 reactors able to use reprocessed and thorium fuels, a huge eighty year current supply of natural uranium and orders of magnitude more efficient fast breeder reactors like Sandia and Toshiba's new designs there is sufficient nuclear fission fuel to last hundreds of years. Thorium is five times as abundant as uranium. Old generation nuclear waste is used as fuel for Gen IV reactors eliminating the waste problem.

    The conversion from fossil fuel to nuclear is great economics and with the current recession the industrial capacity is there. It eliminates our air pollution, creates a huge employment boosting domestic and export industry, and makes our economy far more competitive than the “renewable” powered Europe and lately the US. Even the deniers here would go for it. We can do this.

    Unlike Western nations, whose politicians seemed to have joined that “renewable” religious sect, India has plans for 450 gigawatts of nukes and is dumping beaucoup bucks into nuclear research. It is a mostly English speaking nation with more university graduates than the US and the difference is growing exponentially. Instead of giving them a ten to one minimum advantage in power cost with “renewables” we need to join their fight against peak oil, air pollution, and global warming.

    Harper pays lip service to the environmental issues when in reality he does everything in his power to increase Canada's greenhouse gas emissions. Loves Tar Sands and Big Oil. He is trying his damnedest to shut down AECL with his Nuclear Rejection Commission. I'm guessing he believes in the Tim LaHaye scenario where Global warming hastens the Apocalypse making any effort to reduce GHG's a very bad thing.

  • dave49

    02-11-2009

    What will this public service announcement accomplish?

    I agree with an earlier comment that I'm not sure what the message is.

    I think the current campaign by the Vancouver Aquarium (Adaptation is not an option) is far more effective.

  • freebear

    02-11-2009

    Aw f..k it!

    What would happen if they gave same olympic effort regarding climate change and a 'finding' a sustainable way of life?

    With jet fighters overhead!

  • P.A.C.

    02-11-2009

    Parents ARE the politicians and we need to take responsibility

    I agree that tapping into people's beliefs and feelings about the parent-child relationship may be a great way to bring more people to action on climate change. But I agree with a few other comments who question what the message of this PSA actually is.

    The kids in the ad who are taking "action" are staging a protest, and we see them up against the "enforcement" arm of the state.

    But who is the state? I think the ad allows us, as parents, to continue our inaction because it lets us blame "someone else" for the suffering of our children. We, the parents, ARE the state, the politicians, the police, the scientists, etc. And so we have to vote, change our lifestyles and learn new things as well as protest. I don't like how the ad allows me to turn my anger away from myself and my own inaction, and onto some nameless police officers.

    But I love the real attempt at engagement that's happening with this ad - let's see more!

  • make_up_another...

    02-11-2009

    There Is No Freedom Without Bread

    Personally, I think that our industrialized food system is more of an immedite threat. It will fail as a result of a crisis of petrochemicals. The monocultures that depend on oil for its fertilization, processing and transport are also alarmingly vulnerable to disease. We are woefully unprepared to deal with even a small food crisis.

    It doesn't take long to figure out the depths of barbarity to which we will quickly sink in the grips of mass starvation. There is no freedom without bread.

  • Bobby Peru

    02-11-2009

    Pimping Kids for Propaganda

    So it's come down to using children to force the agenda of the global warming extremists down our throat? That picture looks like a scene from a Ridley Scott film.

    I would have more sympathy to the man made, global warming theorists if they didn't behave like priests of the French Inquisition on the hunt for blasphemers. Labels like 'deniers' and the general haranguing of anyone with a contrary argument smacks of religious like persecution- the type that put Galileo in jail.

    If anyone dared to spend an hour on the internet, you'd find some credible opposition to the man made, global warming theories. Remember, it's just a theory, not an factual observation like gravity. Yet the extremists talk about it like we're extras in the film "Armageddon". And even if we follow all of the policies of the global warming advocates can they say without reasonable doubt that the world will be saved? Clearly not. Maybe the temp goes down by one degree.

    Face it. It's just a smart power move by the environmental lobby to remain powerful and relevant. After all, how many more baby seals can you save? The only sensible opposition to them are sensible people in government who realize how much these policies can cost us in terms of jobs and money with little of substance in return.

    We are challenged by real problems like homelessness, malaria, AIDs- we don't need imagined catastrophes like global warming to divert our attention and resources.

  • Intention Pure

    02-11-2009

    Bid Industry and Social Responsibility

    If our childrens' futures are a physical example of why industry should stop raping the world for corporate profit then so be it. Some one has to tell them. Our only immediately rewarding vote in a corpocracy is deciding where you spend your money. Start denying the massive corporations your purchase power. Demand accountability from government and act in the public interest whenever possible, because as we see every day, there are more than enough voices who are willing to continue to perpetrate the 4% growth rate as "sustainable". Jobs and money come after we have a stable ecology that is not each year losing 30,000 species that WE KNOW OF, which is a loss rate 100 times greater than pre-existing natural background rate. Capitalism kills and we need to stop.

  • Chris Keam

    02-11-2009

    kids as ammunition

    "So it's come down to using children to force the agenda of the global warming extremists down our throat?"

    Well, it sure works for the car companies.

    Zoom-zoom

  • Chris Keam

    02-11-2009

    The real cost of addressing climate change

    "The only sensible opposition to them are sensible people in government who realize how much these policies can cost us in terms of jobs and money with little of substance in return."

    They don't even have to sensible! Somebody can spoon-feed them the numbers! Pre-crunched for your enjoyment! Exclamation points!!

    http://www.theglobeandmail.com/news/politics/canada-can-meet-climate-goals-but-the-west-will-pay/article1342887/

    "The uneven regional impacts vividly illustrate Ottawa's political challenge in implementing the government's own relatively modest climate-change aspirations. In addition to the effects on Alberta, Saskatchewan would lose 2.8 per cent from its potential output. Ontario and Quebec would come out virtually unscathed, and employment growth would actually be higher in Central Canada."

    "

  • OilbertaRedTory

    03-11-2009

    Prairie Truths

    Albertans strongly support environmental protection including government subsidies for renewable energy:
    http://www.afl.org/upload/IpsoReidGreenJobsSurvey2009Mar.pdf

    Saskatchewan public opposition to nuclear deepens :
    http://www.leaderpost.com/business/energy-resources/Opposition+reactor+grows/2126091/story.html

    With good reasons :
    http://www.youtube.com/user/pzest#p/u/1/VrE_RNts2m0

    While support for wind increases:
    http://www.leaderpost.com/technology/Powerful+case+alternative+energy/2099437/story.html

  • zalm

    03-11-2009

    Kids and bogus TV ads

    Everyone likes tv so let's make into a Reality TV news-like clip. Usual scaremonger stuff, nasty cops beating up on angelic kids. Yeah, great, let's have the cops all in black and looking really mean. Can we get a close-up of a German Shepherd snarling and barking, you know tight-shot of the teeth? And the kids have to be real cute too. The kids watching will think it's real and so too, probably, will millions of other suckers.

    If the facts don't fit our plan then we have go with fiction. TV won't run it if it's scaremongering fiction. That's OK we'll put it on YouTube, they'll run anything.

    You tell 'em, R'man. After all, kids have never been used to sell anything before, not the least something so bogus as a Free Olympics in that Sweet Land of Liberty, China!

    http://www.youtube.com/watch?v=NFGMfGjRz74

    When are you going to come up with a real argument?

  • Chris Keam

    04-11-2009

    Al Gore

    The relevant quote from Newsweek (below). The spin on the facts in the link provided by Dr Alexander needs some context and addt'l information IMO.

    Here's the link to the full article:

    http://www.newsweek.com/id/220552

    "The other issue where science could be an inconvenient truth for climate politics is the basic question of what is causing the greenhouse effect. Earlier this year Gore phoned two scientists at NASA's Goddard Institute, which is above the Manhattan coffee shop where the Seinfeld characters hung out. Drew Shindell, Schmidt, and colleagues run state-of-the-art computer calculations on how much various greenhouse gases contribute to global warming. The relative impact of each, they were finding, was different from what simpler models had suggested. As they reported last week in Science—findings that Gore got hold of last spring—methane accounts for about 27 percent of the man-made warming so far, largely because of how it interacts with atmospheric aerosols. Halocarbons have caused 8 percent of the warming; black carbon (sooty emissions from burning wood, dung, and diesel), 12 percent; carbon monoxide and volatile organics, 7 percent—and carbon dioxide, 43 percent.

    Depending on your bent, you can append an "only" to that last number. On the one hand, the NASA calculations provide a glimmer of hope. Reducing CO2 emissions strikes at the lifeblood of the global economy—namely fossil fuels, which provide 86.5 percent of the world's energy. But targeting other greenhouse gases is "likely to be much more cost-effective than CO2-only strategies," the NASA team writes in Science."

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