EcoAm Climate Energy Truths

8/14/2019 EcoAm Climate Energy Truths

1/15

S u m m a r y r e p o r t

Climate and Energy Truths:

Our Common Futureail 2009

making the necessary connections

LakeResearch

Partners

CoNFIDeNtIaL: this is h cndnil caic. I is vidd b hd c nl cli slinsdvcs hl nhnc nd ni hi cnicins. pls d n c disib in n wih h xssdvnc vl caic. F ddiinl cis, ls cnc [email protected]


2/15

Climate and Energy Truths:Our Common Future

2


CONTENTS

Partners & Sponsors 2

Methodoo 4

Makin the Necessar Connections 5

Executive Summar 6

Takin About Ener 8

Takin About Cimate 10

Weather and Cimate 12

Cap & Trade 13

Carbon and N ucear E ner 14

Takin Points 15

MESSAgE INTEllIgENCE

Tran s-Par ti san Winnin Messaes 16

Aspiration vs Crisis 17

Winn in Ene r Messae s and Wh 18

Winnin C imate Messaes and Wh 22

Activatin the Riht Networks on Ener and Cimate 27

ecoamericaor

2000 p S NW, Si 410

Wshingn DC 20036

202.457.1900

Cli nd eng ths is caics nging sch nd c-

nicins sg bild h ciicl ss blic s ncss -

civ cli nd nvinnl gss in aic. F inin n

Cli nd eng ths h wk, ls cnc caic.

CoNFIDeNtIaL: this is h cndnil caic. I is vidd b hd cnl cli slins dvcs hl nhnc nd ni hi cnicins. pls d nc disib in n wih h xss dvnc vl caic. F ddiinlcis, ls cnc [email protected]

LakeResearch

Partners

Cli nd eng ths: o Cn F is cnicins sch

jc cndcd din civ wks nd ssgs sking

wih h aicn blic b ng cli chng, cli slins, nw-

bl ng nd cbn bsd ls. I is n caic jc cndcd b

Wsn Sgis nd Lk rsch pns wih s Nl r-

scs Dns Cncil ndd b caic, NrDC nd individl invss.

th Natura Resources Deense Councis s is sgd h eh: is

l, is lns nd nils nd h nl sss n which ll li dnds.

W s lw, scinc nd h s 1.2 illin bs nd nlin civiss

c h lns wildli nd wild lcs nd ns s nd hlh

nvinn ll living hings.

lake Research Partners is lding blic inin nd liicl sg sch

viding x sch-bsd sg cigns, iss dvcc

gs, ndins, nins nd nn- gnizins.

Westen Strateies vids cnslin gnizins, cins, nd -

liicl cndids sing wih h ssin h h bs w in

gls whh in liics, king, ldshi is s wih n cc

ndsnding hw h ind nd bin wk..

ecoAmerica is nn gnc h ss schghic sch, sgic -

nshis nd nggn king shi wnss, ids nd h snl

nd blic lic bhvis nvinnll gnsic aicns.

caic wld ls lik hnk h nns individl nd h ndin

h vidd gns ddiinl nncil s his wk.

RESEARCHPARTNERS& SPONSORS

Westen Strateies

westenstrateiescom

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aln Ga 30309

lake Research Partners

akeresearchcom

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202.776.9066

Natura Resources Deense Counci

nrdcor

40 Ws 20h S

Nw yk, Ny 10011

212.727.2700


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4

METHODOlOgy

th sch cnsisd h hss nd k lc Fb ail

2009: 1) cs gs; 2) n nlin ninwid dil sv; nd 3) ninwid

hn sv. Iniil ssgs w dvld cn cli slins d-

vcs nd cbn-bsd ng dvc blic cnicins s wll s i

sch.

Phase 1: Focus groupsW cndcd w cs gs in Clbs, ohi n

Fb 19, 2009. th gs w sd b gnd nd icins w

scnd b swing vs n hs isss. th gs incldd ix gs

(bwn 25 nd 65), lvls dcin, ccins, nd il nd nl

ss, s wll s ix liicl inins, wih sng isns xcldd.

picins w scnd b wk nvinnliss nd incldd hs wh

cnsid glbl wing b swh bl lil bl.

Phase 2: Onine Dia Surve mssgs dvld nd sd in h iniil cs

g hs w h nd nd sd in h nlin dil ss cndcd

mch 5-11, 2009. this sv chd l 1,000 gisd vs nin-

wid. th sl ws dwn n nlin nl nd sndns w scnd

b gisd vs. th sl ws wighd b gnd, g, idnic-

in, dcin, c, nd gin fc h cl lin gisd v-

s. th gin h sv is +/-3.1%.

Phase 3: Teephone Surve mssgs w sbjcd nh nd n-

n b h nl ssgs w sd gins sng, wll-bndd cbn-

ng dvc ssging lnivs in h hn sv. th hn sv

ws cndcd ail 4 - 9, 2009, nd chd l 1,000 gisd vs

ninwid.

tlhn nbs h sv w dwn nd digi dil sl

(rDD). D w wighd slighl b gnd, gin, idnicin, g, nd

c fc h ibs h cl lin gisd vs. th

gin h sv is +/-3.1%.

this sch is d in cn nscinc nd in bh scinic nd

clinicl ndsnding h ncnscis nwks ssciinsh incn-

ncd ss hghs, lings, igs, hs, nd insh civ

in h bins nill sdbl dincs s h d, wch, lisn

inin b ng lnivs nd cli chng. Eective communica-

tion on these issues requires an understandin o the mutipe, oten conictin

neura networks active when peope process messaes a bout aternative ener

soutions and cimate chane(.g. nwbl ng, ninl sci, nd c-

nic si; cbn issins nd h s llin).

MAKINg THENECESSARyCONNECTION

Wih j cli lgislin nding in h u.S. Cngss nd h cing

nd h unid Nins IpCC Cnhgn nd ngiins, 2009 will

b sinl in slving cli chng. Success in these orums wi depend

on the strenth o pubic support or new ener and cimate soutionspgs-

siv dvcs nd d h sngs ssibl hs nd ssging n h

cn hs isss.

The coa and oi obb has been ver successu in communicatin a seemin

moderate and comprehensive approach to our ener probems, sggsing h

h s lniv ng nd ll h bv. thi vls-bsd ssg-

ing hs sld in signicn shi in blic snin ving wd bcing

dsic dilling il, bh n nd sh, nd cl nd ncl

ng. oinin sch hs ls cnsisnl shwn h whil gwing nbs

aicns bliv cli chng is l nd h, h slinc his iss is

lw nd h db is n lizing.

Too oten, cimate soutions advocates work the base (eites) whie inorin

mainstream Americans And when we do tak to swin voters or encourae our

base to reach out, tpica we ack eective, emotiona compein anuae

on these issues mnwhil, nns cbn-bsd ls hv sd

ck cli chng slin licis, lik c nd d, s x h will ll n

cnss. Wih civ cn viling cnicins, hs ciiqs cld

sink n h ssing lgislin h cbs cli chng.

ecoAmerica cndcd h Cimate and Ener Truths: Our Common Future

sch jc ddss his chllng. o gl ws dvl k-sd

lngg h w cld vid cli slins dvcs nd lcd cils

s h h hv h ls v blic inin nd s. W ls wnd

vid shd lxicn sbsi h cchn h ins wih civ

bnding.

The messaes we deveoped are desined to capture attention, raise concerns,

oer soutions, and inspire hope and enthusiasm or immediate soutions to

our cimate and ener probemsW sgh idni civ nd inciv

hss c cli chng nd nw ng in ws h s-

n wih aicns c-vl lvl nd nliz h siins ing

h isss.

Cimate and Ener Truths advocates and provides a more discipined approach

to communications mn h cncs h s ili, b in cic,

s s l n diinl lic gns h sn wll wih diinl

nvinnliss b nl cn-dciv wih swing vs.

Man o the concepts

here ma seem amiia

but in practice, most

advocates re ontraditiona poic

aruments that reson

we with traditiona

environmentaists but

are neutra to counte

productive with swin

votersecoAmerica ocus groups, male swing

voters, Columbus OH, February 2009


4/15


5/15


8

TAlKINg ABOUTENERgy

In hd--hd ch wih sng cbn inds ssg, w w bl

dvl gssiv ssgs h wn b gins 20 27 ins wih

swing vs n wh chnsiv ng slin shld lk lik. K l-

ns h sccssl ssgs incld hsizing vls sch s d, in-

dndnc, sl-scinc, snl snsibili, ninl sci, nd cnic

si. Sngs hs b s, nl, cln scs ng h

c jbs nd nv n .

mssgs n chnsiv, nvinnll snd slins ng b-

ls civd v sng sns in h svs, bing siin ssgs

b dbl-digi gins. evn in is s nd hsiz h si-

inl ssgs aicn ingni, indndnc, si, ldshi nd

. oh hics n ng incld:

Theeconomy:Vs snd cing aicn jbs, nw ng jbs,

nw ncing bs bild hings in aic gin, nd incsd

si hgh nw chnlgis. It is crucia to rame the issue as win-

win h is, slving ng bl whil cing illins nw jbs,

sing si, nd cing i nd lnd h hn l i b

d b h h sid s d- bing nvinnl cncns ndcnic si.

Energyindependence:Vs snd ninl sci, ving w

dndnc n ign il wd cnic si nd nw jbs/king

jbs in aic.

concerns about

poutin and protect

our and and the

air we breathe arepersuasive

Americaningenuity:Vs snd sngl ssgs hsizing ai-

cn ingni nd n aicn ldshi. Vs lik n lngg

clling n aic ld.

Safesourcesofcleanenergy:Vs l cln, s scs ng h

nv n ng indndnc bh which sng v i-

iis nd ls ddss nw dsic il dilling. phss nd jsic

aic childn ls s wll whn ld ng indndnc

nd ninl sci. I is b ld wih ninl sci hn ld

wih ssg csd n h nvinn. Ninl sci nd cnic

sci i vs b civ nvinnl ssgs.

Protectingourhealthandour legacytoourchildren:Whn lcd in

bd cnx ng indndnc, ninl sci, nd cnic

cncns, cncns b lling nd cing lnd nd h i w

bh ssiv. this shld n b sd h bginning h s-

sg, b h dd sngisicll h w ssgs h incld h

vls (.g. si, sl-scinc, nd indndnc) h ssiv

h s. Hlh is vn sng in h cli db nd is n

sngs ssgs wn.

MovingintothefutureversusLivinginthepast:Vs snd wll

h cnc ving h di ls h s cln, s ng

cn h 21s cn h wn llns in h i.

Wk ws lk b ng nd h nvinn incld:

Messagesthattalkaboutmoney,particularlyspecicdollaramountstobe

svd, invsd, sn.

Alocalizedmessageasopposedtoanationalisticmessage.Thoughlocal

licins cn s wll, h sngh ssgs in h cn n-

vinn is lk b big bd vls nd in big ins.

Debatingspecicsaroundpolicy(e.g.howmanymilespergallonweneed

incs l cinc v 10 s).

Debatingspecicenergysourcesandgoingtoe-to-toeoncoalandnucle- ng is n winning sg.

ENERgy MESSAgES MEAN % RATINg % RATINg % RATINg MARgIN(see pae 18 or specifc messaes) RATINg 10 PROgRESSIVE OPPOSITION

MESSAgE HIgHER* MESSAgE HIgHER

Messae A: Oi/Coa messae 71 35%

Messae C: Freedom, and se-sufcienc 8.3 46% 45% 20% +25

Messae g: Made i n America 8.2 44% 47% 20% +27

Messae B: Nationa and economic securit 8.1 43% 44% 21% +23

Messae E: New manuacturin base 8.1 39% 48% 24% +24

Messae D: Chidrens eac 8.0 42% 44% 24% +20

Messae F: Partner with business 7.9 41% 45% 24% +21

Qsin wding: Nw l d s sns b ng isss d b din cndids ninl c. F ch,ls ll n scl 0-10 whh his sn wld k lss likl v his cndid, wh 10 nsh sn wld k ch likl v his cndid nd 0 ns h sn wld k ch lss likl v his cndid. y cn chs n nb bwn 0 nd 10.

*th cng vs wh d h ssgs h s n shwn in his bl.


6/15


10

TAlKINg ABOUTClIMATE

th gssiv ssging dvld n cli chng b h sng si-

in ssg b lg gins 26 36 ins. Linking cli chng h

cncns lik hlh, llin, diing sh, nd lnd

is ciicl winning n his iss. th glbl wing isl nds b

lizing nd dging sid nd lws s wih Indndns nd

rblicns. Cli chng is n s lizing, b is, bs, inll in

nd, ws, dbbl nd ngiv sid. th db nds v w

glbl wing nd wd lking b diing sh nd

llin.

Vs ngizd nd h ng db hn h cli chng

db, b h cn bc nggd in h l h xn h h s i s

ld h . mking his link is k. goba warmin or cimate chane

aone does not win, and is a weak beinnin to a messae, xc nd v

scic cicsncs. Whn llid wih h hs, hwv, sch s ng in-

dndnc, dcing dndnc n ign il, llin, nd s, nl s

ng, i is highl ngizing.

The term oba

warmin itse tends

to be poarizin and

damain or our sideand owers support

with Independents an

Repubicans

Messagesthatfocusonclimatepersecanbeeffectiveonlywhenincluded

with other vaues

Itisimportanttoconnecttopersonalexperience (hsizing wh l

hv sn wih hi wn s) whil cnicing siiv ssg

b hw w cn ddss bls nd wh ddssing cli chng will

silnsl ddss ng bls, cnic bls, nd ninl

sci vlnbiliis.

Itisalsoimportanttoacceptpeoplesuncertaintyaboutclimatechangebut

move past it with messaes such as whatever caused it, scientists know

what wi fx it,vn i w igh b wng b s h scics, wh

l rssin rl wih kids s, nl id xs n h h

sid dning h w hv l bl, sciniss dicd h dd

wh ns w nw sing wih wn s, , vn i w wn

wid b chnging cli nd wh ns, w shld sill b w-

id b h llin in i nd h dg lnd.

Healthconcernsforoneselfandonesfamilyareastrongframe,andlinking

these to poution is poweru this is icll sng wih wn. ms-

sgs h wk bs s cli chng wih ssgs b llin

gnll. this llws s win wih vls sch s hlh, h js nd

b lnd, nd lgc childn.

Debatingweatherisnotasuccessfulstrategy.Vs hv lniv xl-

nins nd db h css hings lik hicns, dghs, nd fds. In

gnl, dbing ssing scinc is in d.

Oneortwostrongfacts,however,canbeeffectiveiftheypackanemotional

punch (.g., h 10 h hs s n cd hv ccd sinc 1990).

Sisics nl sl in ving vs h xn h h c hi

nin nd c ngh cncn h n siinl ssg cn hn

slv hi cncn.

Againweseethatvotersresonatewiththenotionofapartnershipbetween

gvnn nd bsinss.

ClIMATE MESSAgES MEAN % RATINg % RATINg % RATINg MARgIN(SEE PAgE 22 FOR SPECIFIC MESSAgES) RATINg 10 PROgRESSIVE OPPOSITION

MESSAgE HIgHER* MESSAgE HIgHER

Messae A: Oi/coa messae 55 22%

Messae H: We can arue, but wh ambe 7.5 33% 55% 21% +34

Messae B: 10 hottest ears and burnt uns 7.5 34% 57% 24% +33

Messae g: M amis heath 7.5 33% 58% 22% +36

Messae I: Scientists predicted 7.2 29% 56% 25% +31

Messae C: Scientists vs specia interests 7.1 27% 53% 27% +26

Messae D: Mora obiation 7.1 29% 55% 26% +29

Qsin wding: Nw l d s sns b chngs in wh ns nd cli din cndids ninl c. F ch sn, ls ll n scl 0-10 whh his sn wld k lss likl v his cndid, wh 10 ns h sn wld k ch likl v his cndid nd 0 ns hsn wld k ch lss likl v his cndid. y cn chs n nb bwn 0 nd 10.

*th cng vs wh d h ssgs h s n shwn in his bl.


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12

Glbl wing nd cli chng blic s. ths s lici sk-

icis swing vs nd nd b v lizing. th glbl wing

is xic n js bcs i hs bc liicizd nd lizing, b ls bcs

i ss lsid v i hs cld sn. Cimate crisis seems too aarm-

ist to peope, and either makes them anxious, which makes them shut down, or

makes them discount the source as histrionic Cli chng is blnd nd

hs ls bc liicizd nd lizd.

Deteriorating atmosphere is the stronest phrase to describe chanes in our

weather and cimate pllin nd cli diin nd ndngd -

sh ls sng, hgh wih swh lss innsi. o diing

sh is v wl bcs i cs llin, zn dlin (which

l w b), nd glbl wing ll wd in n. I s

h hss h shiing wh ns nd i is ls bl b-

cs i is vciv, bi, nd dil bd. Diing -

sh ls dil links hlh, which is s sngs ssging.

Diing sh is h css isn lins, hgh rblicns

i ch lw hn d indndns nd Dcs. Cli chng nd glb-

l wing ls l Dcs, b n Indndns rblicns.

WEATHER ANDClIMATE

oh sch hs dcnd vs bivlnc wd sd C nd

td lic. In his sd, whn snd wih bi dsciin h lic, hl

h vs xss s, hwv innsi ws lw (28 cn sngl v

22 cn sngl s). mn vs (17 cn) s h ns hw

h l b his sl.

oinins sngl dividd lng isn lins, wih Indndns bing

likl sbl Dcs hn rblicns. th ji Dcs s-

h C nd td sl, hgh nbl, s vn ng Dcs

is n high. rblicns s h lic b dbl digis. a nw ji

indndns s i.

this bl shws h sls sing n vis ns C nd td. Cap

and Trade s is h lws sing hs, wih h nl n ngiv n

(i.. sc blw 5 n 10 in scl).

Cean Ener Dividend nd Cean Ener Cash Backciv h highs ings

s dsciins his sl. th bh hv siiv cnnins, hsiz-

ing bh h shi cln ng nd n bck n i, king i cl

h cln ng nd cnic si n sing gls. th nx s

d s Poution Penat nd Poution Reduction Reund. pllinpnl is sil, cncis, nd civs h vls lw nd d nd inss

( ll, ).

CAP AND TRA

TERMS TO DESCRIBE CAP AND TRADE MEAN % RATINg 10 % RATINg 8-10

Cean Ener Dividend 6.7 22% 46%

Cean Ener Cash Back 6.6 22% 47%

Poution Penat 6.3 23% 42%

Poution Reduction Reund 6.2 20% 38%

Cap and Cash Back 5.6 15% 30%

Cap and Invest 5.3 12% 25%

Carbon Fine 5.1 12% 24%

Cap and Trade 4.5 7% 13%

TERMS TO DESCRIBE CHANgES IN OUR WEATHER AND ClIMATE MEAN % RATINg 10

Deterioratin atmosphere 7.1 30%

Poution and cimate deterioration 7.1 24%

Endanered atmosphere 6.8 24%

Cimate chane 6.5 26%

Chanin cimate and weather patterns 6.5 25%

goba warmin poution 6.5 22%

goba warmin 6.4 28%

Shitin cimate and weather patterns 6.4 17%


8/15


14

thgh h Cli nd eng ths will nd sl hs,

ssgs, hss nd wds lking b nw ng . on his

g ghd s h s in ns. rb speak in

aspirationa anuae about shared American ideas, lik d, si, in-

dndnc nd sl-scinc whil viding jgn nd dils b lic, sci-

nc, cnics chnlg.

POWERFUl lANgUAgE

Freedom, independence, and sel-suciency are at the heart o who we are as a na-

tion, and they should be at the heart o our strategy or energy independence in the

21st century.

Its time to harness the greatest source o power we have in this country: American

ingenuity.

Its time we start exporting energy, not jobs.

Lets start building things in America again, starting with wind turbines, solar panels,

and energy-ecient products that say Made in America.

We can argue about the causes o what were seeing, but scientists agree theres

something we can do a bout it.

We need to put millions o Americans back to work retting our homes and buildings

or energy eciency with jobs that cant be shipped overseas.

Americans created the automobile and we should lead the world in developing the

next wave o uel-ecient cars.

We need to start investing in new, sae energy technologies like wind and solar power that

will rebuild our manuacturing base, create jobs, and get our economy growing again.

CARBON ANDNUClEARENERgy

Cbn nd ncl ng v b gh in gssiv ssging.

th sngs ch is h vll db s h w d n nd

n h dnsiv, ging b h s icl ng scs. Vs

ssg ll h bv nlss h s h qsin s hsing h ld

nd hsing in h nw. W nd wn bing chnsiv nd s h h

h sid is n chnsiv bcs h s ld ng licis, h

hn invsn in nw ng chnlg.

o ssgs ls did n wk s wll in his bcs h cbn nd ncl

ssgs ndd b gns scics, insd bing vls-ind. a

db n scics is cnsing nd cn-dciv s. Insd, w nd

invk vls lngg in his db, s w did wih ng nd cli chng.

W shld dl ss h cl is di nd ncl ng is dngs s

h w c h ssciins bwn cl nd di nd ncl nd dng. W

wn b siinl, n ngiv, nd n c vls.

on hdlgicl in wh ning in his scin: vs h h

d n lik ngivis, nd ssgs w inninll ngiv. this is n,

hwv, n cc fcin wh sicks. rsndns w ls inscd

indic wih hi dils h xn which wh h w hing d h

w cl, nd ngiv ssgs dicl in n his scl. F

xl, Dcs dild dwn whn h gd wih lngg xssing

cncns b di ls, b hi diling fcd hi ids wd hcnn, n h ssgs.

TAlKINg POIN

CARBON AND NUClEAR ENERgy MESSAgES MEAN % RATINg % RATINg MARgINRATINg OUR MESSAgE OPPOSITION

HIgHER MESSAgE HIgHER

Messae A: Oi/coa messae 644

Messae g: Not a partisan issue 634 47% 44% +3

Messae B: Phasin in, phasin out 630 49% 38% +11

Messae F: look what the ree market brouht us 623 49% 41% +8

Messae C: lookin orward, not backward 621 46% 41% +5

Messae D: Oi reserves 58.2 47% 46% +1

Messae E: Cean coa 56.7 39% 53% -14

TAlK ABOUT

Cean, sae sources o ener that never run out

Our deterioratin atmosphere Air Poution

Movin awa rom the dirt ues o the past

Cean Ener Dividend, Poution Penat, Cean Ener Cash-back

Savin mone or a more prosperous uture

The air we breathe, the water our chidren drink

Refttin and renovatin our homes and businesses

What we see with our own ees

Dirt Coa and Danerous Nucear power

Danerous reiance on orein oi

lESS EFFECTIVE

Aternative ener, renewabe ener

goba warmin, cimate crisis or cimate chane

Carbon Dioxide; CO2

Cap and Trade

Ener efcienc

Environment

Retrofttin

Scientifc reports; parts per miion

Fixed point, base-oad pants

CAFE standards


9/15


16

0

10

20

30

40

50

60

70

80

90

100

Cool/Negative/Disagree

Warm/Positive/Agree

Seconds

0 3 6 9 12 1 5 18 2 1 24 2 7 30 3 3 36 3 9 42 4 5 48 5 1 54 5 7 60 6 3 66

DEM IND REP

l

Freedom, independence, and

self-sufficiency are at the heart

of who we are as a nation,

Its time we cut the taxes of

individuals who show personal

responsibility

We need to raise mileage

standards 3 miles a gallon

for the next 10 years

I i i l , r l r r

i , , r r r r

i i l , r

r i . i i r r

r i i i i i ri

i r l i

l l r i i ll

, , i i

r ll r ,

r r li , r i

i . rri r r i r

r i , ri r r r l i

Weve always led the world, and

its time we lead again.

l

0

10

20

30

40

50

60

70

80

90

100

Cool/Negative/Dis

agree

Warm/Positive/Agree

Seconds

0 3 6 9 12 1 5 18 2 1 24 2 7 30 3 3 36 3 9 42 4 5 48 5 1 54 5 7 60 6 3 66

DEM IND REP

r , i ,

l - i i r r

r i ,

I i

i i i l r l

r i ili

r i il

r il ll

r 1 r

Its time to shift to clean, natural energy from

the wind, the sun, and other energy sources

that dont run out

if wait too long, there may not be a way to

cure it . Scientists just reported at the most

prestigious scientific gathering

The biggest problem with

global warming is that we all

hope, deep down, it isnt

really true ,

Wherever we live, the weather is

changing. Hurricanes are growing more

destructive, rivers are overflowing

l l rl ,

i i l i .

traNS-partISaN WINNING meSSaGeS

Lngg h insis h nvinnl bs b ns Indndns cnsvivs vic-

vs will n wll ld s gh cn , nd v cn-dciv. th

Cli nd eng ths sd wkd dvl lngg h wld l ll aicns.

Freedom and Independence

Ener Messaes

Cimate Messaes goba Warmin Crisis

This message is anchored by a strong aspirational values opening building immediately positive attitudes or the w hole message

about developing clean, sae sources o energy rom the sun, wind, and ground. The weakest point is in the policy specics raise

mileage standards. The message ends strong by again appealing t o aspirational values.

Democrats and Independents rated the opposition message A low, but all groups rated the Climate and Energy Truths mes-

sages airly high. (Message C = Freedom, and sel-suciency; G = Made in America; B = National and economic security; E =

New manuacturing base; D = Childrens legacy; F = Partner with business)

Republicans and Independents consistently ranked the climate messages below Democrats. However, both groups rated the

Climate and Energy Truths messages nearly as high, or in the case o the Independents, much higher than the opposition

message A. (Message H = We can argue, but why gamble; B = 10 hottest years and burnt lungs; G = My amilys health;

I = Scientists predicted; C = Scientists vs. special interests; D = Moral obligation)

Starting with global war ming or climate crisis produces fat to negative responses, especially among swing voters, Republicans and

males. This message triggers polarization t hrough an appeal to conclusive scientic evidence. Only the aspirational message at

the end lits responses rom all groups.

aSpIratIoN VS. CrISIS

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Messae C - Freedom and Se-sufcienc: Freedom, independence, and sel-suciency are at the heart o

we are as a nation, and they should be at the hear t o our strategy or energy independence in the 21st centu

shouldnt be losing ground in the world economy, building up massive trade decits to pay or oreign oil. Its

we commit ourselves as a nation to develop clean, sae energy rom the sun, wind, and other natural source

will create millions o jobs and rebuild our manuacturing base. Its time we cut the taxes o individuals and awho show personal responsibility by insulating their homes and buying cars and appliances that save energy. It

we do the same or businesses that produce innovative energy technologies, cut pollution rom their smokestac

protect our health and atmosphere, and hire American workers to ret their buildings with cleaner, 21st century

nology. And its time we raise mileage standards or American cars, so we start expor ting automobiles again, cut

or middle class amilie s, and protect the air we breathe. Weve always led t he world, and its time we lea d ag

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mn nd wn vs snd wll ldshi lngg: Weve always led the worl d, and its tim

lead again. rblicns dil snss nl s high s Dcs. this fcs sng

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Messae g - Made in America: The best way to bring jobs and prosperity back to this country is also the

way to end our dependence on oreign oil and protect the Earth we leave our children: to build things in Am

again, starting with wind turbines, solar panels, and energy-ecient products that say Made in America.We

led every technological revolution o the last two centuries electricity, the railroads, the telephone, automobile

television, computersand theres no reason we cant lead this one. The sun, the wind, and the geothermal ene

the core o the Earth provide a limitless supply o clean energy, and our scientists can harness them and our wo

can build them. We have always been leaders, not ollowers, and its time to harness the greatest source o p

we have in this country : American ingenuity.

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i w dn. Is nl snnc is n h shld b sd dl s sndln: Its time to ha

the greatest source o power we have in this country: American ingenuity.this lngg is sng wih

nd wn, nd css isn lins. rblicns snd sngl md in aic b dil d

swh n his lngg: burning it to power our homes and cars destroys our atmosphere. In g

Repubicans dia down when the hear what the perceive to be traditiona environmenta an

WINNINg ENERgy MESSAgES & WHy

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Carbon Industr Messae: We need to move toward energy independence by reeing up busi-

nesses rom government regulations that interere with their ability to get the job done. We need

to start by promoting new oil exploration, giving tax incentives to corporations that extract more oil

here in America both on and oshore. We need to stop putting up roadblocks to technologies like

nuclear energy and clean coal, which are sae a nd clean, and encourage the private sector to exploreboth existing and alternative energy sources. But we dont need radical solutions, big government

programs, unrealistic environmental standards, and complicated schemes like carbon t axes that will

raise the price o gas and electricity on our amilies and put American businesses at a competitive

disadvantage. With our economy struggling, we need to reduce our electricity bills , not increase them.

Its time we worr y less about the spotted owl and more about the American consumer.


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Messae D - Chidrens eac: We should honor our great traditions, the most undamental o which

is to leave our children and grandchildren with an Earth as sae, beautiul, and majestic as the one our

parents and grandparents let to us. Its time we invest in clean, renewable uels that never run out, like the

wind and sun. We already have wind and solar technologies that can dramatically cut our reliance on coal

plants that create most o the pollution that is poisoning our lungs and damaging our atmosphere. Its time

we invest in cars that run on a mix o uels, like hydrogen and natural gas, which dont require importing

more oreign oil, and set higher mileage and emissions standards. Americans created the automobile and

we should lead the world in developing the next wave o uel-ecient cars. Its time we encourage personal

responsibility, by giving amilies and small businesses tax credits or insulating their homes and businesses

and replacing old appliances with new, energy-ecient ones. We have a sacred obligation to steward the

Earth wisely, and its time we honor that o bligation.

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Messae F - Partner with business: We need leaders who will partner with business to develop innova-

tive energy technologies that will recharge our economy and create millions o jobs. W shldn nd

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nd lniv ls. W nd lds wh will invs in cln, lniv ng chnlgis lik

wind nd sl w h will c illins nw jbs, c ng css aicn hs nd

bsinsss, nd nd dngs dndnc n ign il. We need leaders who will demand ac-

countability xcivs, wh k bilding h cs h s insd dvling h

l-cin ngins h , nd hn l aicn wks. We need leaders with the vision

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Messae B - Nationa and economic securit:Theres nothing more important we can do or our national

security, our economy, and the Earth we leave our children than to end our dependence on oreign oil. We

cant aord to be held hostage by Middle Eastern countries that are strangling our economy and unneling

money to terrorist organizations every time we ll our gas tanks. And we cant aord to continue relying on

uels developed a century ago that pollute the air our children breathe and destroy our atmosphere. We

need a partnership between government and business to harness our most extraordinary natural resource

American ingenuityto develop clean, alternative sources o energy, like wind and solar. We need to put

Americans to work manuacturing the most uel-ecient cars in the world and invest in wind turbines that

are already producing homegrown energy, so we can start sending American dollars to Middle America, not

the Middle East. And we need to put millions o Americans back to work retting our homes a nd buildings or

energy eciency with jobs that cant be shipped overseas.

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childn. I highlighs dngs linc n ign il nd cs ll cicl hl

slin: Sending American dollars to Middle America, not the Middle East. In h dil sv, ln-gg in his ssg snd sngl wih n nd wn nd wih vs ll is.

picll civ lngg inclds h sns n We cant aord to be held hostage by

Middle Eastern, develop clean, alternative sources o energy, like wind and solar, We need

to put Americans to work manuacturing the most uel-ecient cars in the world and invest in wind

turbines,and, we need to put millions o Americans back to work retting our homes and buildings

or energy eciency with jobs that cant be shipped overseas.

Messae E - New manuacturin base: As our traditional manuacturing jobs continue to disappear, we

need to replace them with new jobs manuacturing clean, alternative energy and new jobs that cant be

outsourced, retting our homes and businesses so we dont waste the energy we produce. The American

people dont want to hear the same old arguments about why we cant change the way we use and pro-

duce energy. They want to hear new ideas about how we can and will. New wind turbines rise high above

the ground to capture the strongest winds and new solar panels transorm sunlight into electricity while

blending into the design o our homes and oces. We need leaders who will invest in new technological

breakthroughs that will once and or all end our reliance on oreign oil.America should lead in the devel-

opment o new energy technologies that we sell to the rest o the world, engineered and manuactured by

American workers.Its time we start exporting energy instead o jobs.

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Messae I - Scientists predicted:Scientists predicted over 40 years ago that i we didnt stop produc-

ing so much pollution rom power plants, actories, and cars, it would melt the polar ice caps and lead to

changes in the weather, like increasingly destructive hurricanes, droughts, and orest res. You dont have to

be a scientist to understand that. All you have to do is look out your window at mountaintops that used to

be snow-covered or watch the news. We cant continue to rely on oreign oil to ll our gas tanks or on dirty

uels like coal that pour billions o tons o toxic chemicals like arsenic into the atmosphere. Its time we in-

vest in alternative energy sources like wind and solar that create jobs, not pollution. Its time we demanded

high standards rom American-made automobiles, so we clean up our air while leading the world again

in the industry we invented. And its time we apply tough standards, strict enorcement, and penalties and

incentives to protect our air, and rely on competition to develop innovative new uel technologies, build

energy-ecient products, and clean up our smokestacks.

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Messae C - Scientists vs specia interests: When scientists have come to an overwhelming consen-

sus, like that smoking causes heart disease and cancer, weve always acted. But too oten weve delayed

because politicians listened to special interests and their paid experts, like when the tobacco industry

insisted cigarettes were sae. Now were in the same place again. Scientists all agree that pollution rom

power plants, actories, and cars is damaging the air we breathe, destroying the ozone layer that protects

our skin, and altering the delicate balance o nature. But so-called energy company experts are telling

us that smokestacks are harmless. Whether were concerned about the impact o pollution on our health,

our weather, or both, we need government and business to solve this problem together, by setting rigorous

standards and making it good business t o behave responsibly. We tax cigarettes . Theres no reason we cant

tax dirty energ y sources and reward clean, sae ones.

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Messae g - M amis heath: My amilys health matters to me, and Im concerned about the pollu-

tion released every day into our air, soil, and rivers. It seems like every month I learn about another amily

member, riend, or coworker with some new orm o cancer. Just look at the smokestacks and waste dumps

o coal plants and oil reneries, the rivers we used to swim or sh in with our grandparents, and the emis-

sions rom our cars. We cant aord to keep pouring millions o tons o wastes every day into the air. Its

time we start moving away rom the dirty uels o the past and lead the world in the development o the

sae, new energy technologies o the uture that rely on natural uels you dont have to burn, like wind and

solar energy. We could create millions o jobs and regenerate our economy at the same time, building wind

turbines, solar cells, and other new te chnologies, manuactured and installed by American worker s. Its time

we take on this challenge like our health, the Earth we leave our kids, and our prosperity depended on it.

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My amilys health matters to me, and Im concerned about the pollution

Scientists agree theres something we can do about it : stop polluting the air with chemicals that

get trapped in the Earths atmosphere, upset the delicate balance

Sae, new energy technologies o the uture that rely on natural uels you dont have to burn,

like wind and solar energy. We could create millions o jobs

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Messae D - Mora obiation: We have a moral obligation to leave our children an Earth as beautiul,

sae, and majestic as the one our parents and grandparents let us. Weve already begun to see the eects

o our reckless stewardship o the Earth: Coal-burning power plants and industrial smokestacks are pour-

ing so much mercury, lead, and arsenic into our air that millions o pregnant women now have dangerously

high levels in their bloodstreams, which can aect their unborn children. Scientists have warned us that

those same smokestacks are changing the delicate balance o nature, which we can see with our own eyes:

unusual tornados, foods, and hurricanes; increasingly erce orest res tearing through increasingly dry trees;

and armland and reservoirs drying up. We need leaders who understand that to protect our Earth, our

health, and our national security we need to wean ourselves o o dirty uels like oil and coal that damage

our land and our lungs and invest in sae, renewable sources o energy that never run out, like the power

that comes rom the wind and sun.

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Tax incentives forpersonal andcorporate

responsibility

Save energy

Renovate andrefit homes andbusinesses

American lein manufactuclean, efficie

Americaningenuity

Prosperity, protectingand creating jobs

Safe, natural energyDevelop and manufactureclean fuels of the 21st century

Independencefrom foreign oil

Freedom Self-sufficiencyNationalsecurity

Dirty, 19thcentury fuels

CoalOil

Runs out

Costsincrease

obsdisappear

Pollution

Dangers toour healthand families

Shifting climateand weather patterns

Our deterioratingatmosphere

Pollution penalty

Protectingthe majestyof our land,wise stewardshipof the earth

Never runs out

What is clear rom this network is the wide range o values that can be associated with comprehensive

energy solutions and addressing climate change (our deteriorating atmosphere). What is also clear, how-

ever, is why climate change cannot be the primary point o entry into the debate, because it is too distant

rom the central values that energize voters. The network suggests why, in both energy and climate, all

roads lead to sae, natural energy (or at least through it).

ACTIVATINg THE RIgHT NETWORKS ON ENERgyAND ClIMATE

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Documents

EcoAm Climate Energy Truths