Ministers target climate change doubters in prime-time TV advert
Ben Webster, Environment Editor
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Climate change sceptics are to be targeted in a hard-hitting government advertising campaign that will be the first to state unequivocally that Man is causing global warming and endangering life on Earth.
The £6 million campaign, which begins tonight in the prime ITV1 slot during Coronation Street, is a direct response to government research showing that more than half the population think that climate change will have no effect on them.
Ministers sanctioned the campaign because of concern that scepticism about climate change was making it harder to introduce carbon-reducing policies such as higher energy bills.
The advertisement attempts to make adults feel guilty about their legacy to their children. It features a father telling his daughter a bedtime story of “a very very strange” world with “horrible consequences” for today’s children.
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The storybook shows a British town deep under water, with people and animals drowning.
Carbon dioxide is depicted as rising in clouds of black soot from cars and homes, including from a woman’s hairdryer. The soot gathers into a jagged-toothed monster menacing the town.
The daughter asks her father if the story has a happy ending and a voiceover cuts in, saying: “It’s up to us how the story ends” and directs viewers to the Government’s Act on CO2 website.
The Department of Energy and Climate Change publishes research today showing that 52 per cent of people think climate change will not significantly affect them. Only 33 per cent think that it will and 15 per cent do not know.
Fourteen per cent of people think that climate change will have no effect on Britain, even in their grandchildren’s lifetime. Twenty-six per cent said they could think of no action they could take that would help to reduce climate change.
When asked how they would react if they knew climate change were going to have a serious effect on their children’s lives, 74 per cent said that they would be willing to change their lifestyle. Fifteen per cent said that they would not make any changes.
The Met Office has predicted that the 2003 heatwave, which resulted in 2,000 premature deaths in Britain, could happen every other year from the 2040s.
Joan Ruddock, the Energy and Climate Change Minister, said: “The survey results show that people don’t realise that climate change is already under way and could have severe consequences. With over 40 per cent of the UK’s C02 emissions a result of personal choices, there is huge potential for individual behaviour change to lower emissions.”
But Philip Stott, Emeritus Professor of Biogeography at the University of London and a critic of the Government’s plan to cut CO2, said the advert was an attempt to manipulate people with alarmist language and apocalyptic imagery. “It is straight out of Orwell’s 1984: an attempt to control with images of a perpetual war against something, in this case climate change.”
