How we communicate our green messages is really what this blog and website is all about.
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
I have been noticing women walking around with these stunning silky looking bags slung over their shoulders, and was quite impressed to find out that not only are they strong enough to carry your shopping (or other quite weighty items) but they also look aesthetically pleasing, come in a range of shapes and sizes, and colours, and are a great alternative to those ghastly shopping bags which take 100s of years to break down.
I went on to their website and discovered all these celebrities looking quite smart with their envirosax bags. One sees a lot of celebrity endorsement where shopping bags are concerned.
All I know is that they are available at odd shops around town or on the envirosax website. They will make great gifts at around 12 dollars a piece, and also they convey the green message in the best way possible - everyday changes people are making without suffering a whopping detriment. This is because the bags fold up in to a tiny neat shape and have a press stud for tidy closure.
So unlike the ones that are sold for reuse at supermarkets, these bags are ideal, as they aren't drab-looking, and indeed quite the contrary, a joy to behold. Also, you won't leave them in the car, or at home, as they fit in to your handbag. There won't be that old excuse, any longer, 'oops I forgot to bring a bag'. Very clever idea, Envirosax!
I discuss the distinction between green marketing and social marketing in my book Green Spin (or) Promoting the Green Message which is available at this link.
So great news with the help of some professional e book formatting, the book is now available on Smashwords in their 'premium catalogue' which really just means that it's available for everyone to find under the key search categories.
When I get around to having a print version I am intending the paperback version of the book to be printed on sustainably sourced paper pulp, so I guess this is a 'Win for Wood' and the Wait will be Worth it! (And I hope the reader gets to see Mr Popper's Penguins for its amazing array of alliteration!) For now, it's been taken down from Amazon, as I'm yet to determine whether Amazon offers the sustainable (paper) supply chain option. And I have to say Smashwords insist on a higher standard of e book format.
I am adding some more content in to my online book, Green Spin (Or) Promoting the Green Message and I was reading this email I got from GreenPeace Australia Pacific.
The email I will leave the interested reader to investigate by looking up the John West Tuna Campaign themselves, and feel free to sign up for GreenPeace mailing. Nevertheless this email represented I believe one example of an excellent balance in terms of positive and negative spin and I felt compelled to add this in to the new version of my book being uploaded (to Smashwords) again, shortly.
The first half of the email concerned the action that GreenPeace are taking to make consumers aware of the tuna products to avoid, and the poor practices in relation to tuna fishing methods. Then the second half of the email informs the reader about the Good Tuna News, as to which companies are making commitments to pledge to stop using fishing aggregate devices (which catch around 10% unintended fish species and mammals, termed bycatch, and not merely tuna). Catchy slogan that Good Tuna News, I might add. This isn't so uncommon for greenies to do this, I just like the way the writers themselves seemed to be acknowledging this is a 'way to go'.
In modern green communications, every email, press release or internet posting can and should include both the good news and the bad news on the environmental horizon. That's all folks, keep it short and sweet, for today, as my son's hip hop lesson beckons.
Contributors to Converse Conserve.Com
Nicolle K., Peter Nesbit, (cartoonist) Chris Palmer (film-maker), Jackie Eco (comedienne),
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