Climate change ads 'should be changed'?

Adverts on climate change should be brightened up and made less gloomy to better attract the attention of the public, it has been claimed.

The Guardian reports a study from the National Endowment for Science, Technology and the Arts (Nesta) says the government should take a more positive approach when it comes to environmental campaigns.

The paper also says recommendations include publicity tactics that also encourage people to take direct action.

Quoted by the Guardian, Nesta chief executive Jonathan Kestenbaum, said: "To have a mass impact, campaigns must engage people in a compelling way and persuade them to change their behaviour."

According to the paper Nesta's report gives TV campaigns such as Honda's animated Diesel engine as examples of more positive approaches.

Nesta aims to make the UK more innovative by investing in early-stage companies and offering policy advice.

The group uses endowed funds of more £300 million, employing interest from its endowment and returns from investments to fund its activities.
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