Classic climate action messaging has relied on alarm, guilt, accusation, shaming. It rarely works. We propose a highly-successful approach we’ve used in a different arena: the UCEFUL model.
Drought on the Open Road Once the herd was so thirsty they ate the burn right off the interstate shoulder, two bites from asphalt and cars flying 75 miles to nowhere. Heat paralyzed cows never look up. —Marcus Goodyear, from Barbies at Communion T. S. Poetry Press, 2010