Do We Need Another Awareness Campaign?

Reduce Speed Now! (2019) exhibition by Justin Brice Guariglia at Somerset House

While visiting the exhibition Reduce Speed Now! (2019) in the Somerset House targeting the extinction caused by climate change, I was wondering about the process behind creating change. The climate change and resulting extinction of species, are a serious and urgent topic that require actions of change. However, the exhibition was another awareness campaign, not dedicated at actions to follow.

I looked into various theories and I came across the AIDA model that I had been introduced to in my International Business undergraduate course. This model was introduced to me in context of marketing and sales and explains the steps a customer goes through until the purchasing decision.

The letters AIDA stand for the steps in the decision-making process (DeMers, 2013):

• A – Attention

• I – Interest

• D – Desire

• A – Action

Although it is mostly used in purchasing decision-making processes, Jason DeMers (2013) summarises the application areas of this model more broadly: ‘It’s a simple formula that’s designed to grab people’s attention and take them […] to the point that they take action […].’

With regards to climate change, I have noticed a lot of attention or awareness campaigns in the last time. These trigger an interest in the topic and create a desire to change something, by showing the urgency and extend of the climate issue.

My personal impression is that by now, most people are aware of this issue, but actions are harder to follow. There are so many small things each person can change in their life to have an impact and very profound suggestions how to initiate change on a systemic level. Therefore, by visiting the exhibition, I was a bit disappointed not so see an actionable component.

Reduce Speed Now! (2019) exhibition (Hinger, 2019)

For example, in the courtyard of Summerset House, I read the following extract of Greta Thunbergs speech held in front of the UN Climate Change COP24 Conference (Connect4Climate, 2018):

‘The year 2078, I will celebrate my 75th birthday. If I have children maybe they will spend that day with me. Maybe they will ask me about you. Maybe they will ask why you didn't do anything while there still was time to act.’

In the same speech, she addresses change that has to be initiated:

‘We need to keep the fossil fuels in the ground, and we need to focus on equity. And if solutions within the system are so impossible to find, maybe we should change the system itself.’

I am wondering why the curator of the exhibition has not chosen this action-oriented phrase?

Also, one sign showed quotes from the extinction rebellion and other climate change related protest. All those phrases like ‘There is no Planet B’, ‘Stop Global Warming’ or ‘We are all guests here’ are catchy, but in my daily life don’t help me to take an action to actually change something. Why is such a platform not used to display for example efforts every individual can make, like ‘Buy local products’, ‘Go on holiday by train’ or ‘Try vegetarian food’? From my perspective this would be phrases that people remember when they make their next purchasing decisions, because they are actionable.

My interpretation of this installation is, that there are still many people in the awareness stage that need to be attracted with phrases catching attention. I would wish for future oriented exhibitions to include more of the actions required to change.

Reference List:

Connect4Climate (2018) ‘Greta Thunberg full speech at UN Climate Change COP24 Conference’. Available at: https://www.youtube.com/watch?v=VFkQSGyeCWg (Accessed: 01 May 2019).

DeMers, J. (2013) ‘How To Use The AIDA Formula To Boost Your Content Marketing Strategy’, Forbes Media, 05 August. Available at: https://www.forbes.com/sites/jaysondemers/2013/08/05/how-to-use-the-aida-formula-to-boost-your-content-marketing-strategy/#7765b555358a (Accessed: 01 May 2019).