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It appears that more and more people are becoming a little skeptical of Al Gore's push for climate protection. The new campaign titled, "We Can Solve It" has touched a nerve with more than one consumer. In fact, many have pointed out that the comparisons in the campaign are not accurate.
For instance, there is one point when global warming is compared to other great challenges of past years, including D-Day, the civil rights movement and the space program. While the images of these journeys are shown the typed message "We didn't wait" is overlaid. The voice over says: "We didn't wait for someone else to storm the beaches of Normandy. We didn't wait for someone else to guarantee civil rights or put a man on the moon. And we can't wait for someone else to solve the global climate crisis. We need to act. And we need to act now." But the fact is, Americans did wait to participate in all of the above movements. As Advertising Age points out, America waited five years before invading Europe. Americans waited to start the space program until the Russians commenced theirs, and racial injustice existed 180 years in America before the people 'rushed' for change. Hence, although the campaign is to remind people that even in difficult times and insurmountable odds, Americans have pulled together and can again - why would the campaign be so careless about its' facts? What the campaign has sparked is some anger from various individuals making it clear that Al Gore's tactics to share his message need to be changed if the campaign is to work. Most individuals who voiced an opinion on the campaign expressed that they are already consumers who do their part to help the environment. Including using less electricity by changing the type of light bulbs the use, using canvas bags for groceries and buying more eco friendly products. But they are also clear that they do this because of the savings it brings them and the value they see in making the change. Unfortunately, Al Gore's campaign does not address any of these facts and so the message does not resinate with these consumers. Read the full article at Advertising Age |
