"Martin Luther King's 'I have a dream' speech is famous because it put forward an inspiring, positive vision.
Imagine how history would have turned out had King given an 'I have a nightmare' speech instead.
In the absence of a bold vision, environmental leaders are effectively giving the 'I have a nightmare' speech."
Michael Shellenberger and Ted Nordhaus

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Tomorrow's England

An initiative to change public attitudes towards climate change, developed from an original idea by Green-Engage Communications

As one of the largest projects to be awarded a grant through Defra's Climate Challenge Fund, Tomorrow's England aims to develop ways that will motivate people to rise to the challenge of tackling climate change.

Inspired by Green-Engage Communications, it aims to take climate change from the global perspective down to the local, attempting to answer the key question on people's minds that has yet to be answered: "How will climate change affect me?" It aims to paint a vivid picture of future England in terms of what we might see from our windows and how we might lead our lives, reaching out in particular to local community leaders who can act as 'message multipliers'.

Tomorrow's England is a major project set in train in September 2006. Green-Engage Communications developed the initial ideas, drew up the original project brief and secured substantial funding from Defra's Climate Challenge Fund. Green-Engage Communications has now completed its input into the project, which is being delivered by Beyond Green, Campaign for Better Transport (formerly Transport 2000), Campaign to Protect Rural England, Forum for the Future, Groundwork UK, National Federation of Women's Institutes, National Trust, RSPB, Wildlife Trusts, Woodland Trust and WWF-UK.

Stephen Hounsham of Green-Engage Communications says: "To communicate the impacts of climate change in a meaningful way we must take them from the global perspective down to the local, bringing the far-away towards the close-to-home and the future as close as tomorrow. Also crucial to the success of climate change communications is an approach based on positive marketing of change, a connection with people's emotions, and an understanding of why people think, feel and act the way they do. If the organisations delivering Tomorrow's England now take these principles on board, the project should make a real contribution to changing the attitudes and behaviour of the public."

For more information on Tomorrow's England, see www.climatechangeandme.net or contact the project at info@climatechangeandme.net

You can also follow the development of Tomorrow's England by visiting Defra's Climate Challenge website.

NEXT: Painting the Town Green

© Green-Engage Communications 2007-2008