The question on our lips is : how inventive can our green messages be.
Now I always like to make the point that telling a story can work more effectively than some of the more preachey styles environmentalists use. Instead of couching our green message in an article using a more moralistic tone and saying for example, ... we should be doing x or y, we can use a different style ... we did x and it was game-changing.
Indeed the message behind this website is that we can aim for a change of heart, and take a rest from the primary aim of environmentalists bringing about a change of mind in our audience.
A change of heart can come about by anything really inspirational or captivating, by the use of humour (and making sustainability fun), and the drawing out of empathy in our audience. Mirror neurons are aroused by the feel good factor, 'I want to be like that person', when we use common tools employed in the marketing world. Marketing doesn't need to be 'anathema' to green groups. We can be much more instinctive and intuitive about the type of green message we use.
Eco role-modelling and the telling of stories to inspire a change of heart are well-recognised tools in the behaviour change field nowadays. Here's an example of a wonderful video that inspires interest in the campaign subject matter as well as making the audience feel good.
Junior hump back whale gets saved from fishing net and literally does a dance of joy afterwards
These themes are explored throughout this blog, and in my book: Green Spin (Or) Promoting the Green Message