In this episode of Climate Shifted, host Eva Frye speaks with Julie Mallat, founder of The Climate Propagandist. Julie shares how she studies propaganda and persuasion techniques to help climate advocates craft more compelling messages that stick and spread. Learn how big oil has weaponized propaganda for decades and how we can flip their tactics to drive climate action. Explore what makes messages stick, Michael Mann's 5Ds framework for understanding corporate delay tactics, and why hope might be the biggest threat to polluting industries.
Michael Mann - Scientist who developed the 5Ds framework of climate delay tactics
Adrienne Maree Brown - Author mentioned regarding pleasure activism
Notable Ads & Campaigns Discussed
Energy Transfer Hospital Ad: A controversial commercial showing a couple rushing to a hospital for childbirth, only to find it dark and empty, implying that ending fossil fuel use would lead to healthcare system failures. This exemplifies fear-based propaganda designed to convince the public that transitioning away from fossil fuels would be catastrophic. Watch here
Parents for Future Campaign: An impactful campaign where British parents casually apologize for small daily mistakes before a mother looks at her baby and apologizes while climate disasters play out on TV. This campaign effectively leverages the "good ancestor frame," making people feel responsible for future generations. Watch here
Clean Creatives Campaign: Organization behind campaign calling out agencies working with fossil fuel clients. Read here
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