Ad campaign uses humor to urge Americans to ditch natural gas
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[March 23, 2024]
By Nichola Groom
(Reuters) - When environmentalists talk about climate change, it's
typically in stark terms, describing it as a crisis that threatens the
future of the planet. A scrappy group of filmmakers and activists think
it can also be funny.
The Gas Leaks Project, a group formed by climate advocacy veterans,
launched a $1 million campaign this week that uses humor to push back
against oil and gas industry messaging that natural gas, which is lower
emitting than coal, is a critical "bridge fuel" in the transition to
renewable energy.
In recent years, research has shown that natural gas contributes
significantly to global warming by leaking from distribution
infrastructure and other sources. A 2022 Harvard study also found that
natural gas used in homes contains hazardous pollutants.
Called "Hot & Toxic," the campaign's trailer is a riff on a reality
television show in which 21 irritating housemates symbolizing pollutants
associated with natural gas descend on an unsuspecting homeowner. The
message is clear: Using natural gas inside your home is not safe.
"I did not come here to make friends," the actor playing Carbon
Monoxide, or C.Mo, says directly to the camera as if being interviewed.
"I came here to cause chest pain, nausea and vomiting."
In addition to the trailer, the campaign includes social media content
and billboards in Los Angeles and Washington. It is sponsored by
Rockefeller Philanthropy Advisors, a nonprofit that advises and manages
charitable giving.
"We really took a lot of care to design it in the most engaging way
possible so it feels like a reality TV show," James Hadgis, a filmmaker
who was tapped to run the Gas Leaks Project as its executive director,
said in an interview. "I hope it brings people in to want to watch it
and make it fun and funny and click to learn more."
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An artwork for Gas Leaks Project's anti-gas campaign "Hot & Toxic".
Gas Leaks Project/Handout via REUTERS
Asked to comment on the campaign, the American Gas Association trade
group said natural gas is fundamental to energy security, economic
prosperity and achieving the nation's environmental goals.
"Despite advocacy groups willfully spreading misinformation and
promoting ill-informed energy policy that would drive up prices and
sacrifice environmental progress, this industry will continue to
implement inclusive solutions to deliver life essential energy and
reduce emissions for our customers and communities," AGA President
Karen Harbert said in a statement.
Though the campaign is kicking off with warnings about the public
health impacts of natural gas, Hadgis said he is eager to produce
more content focused on climate.
Gas Leaks Project was created by a coalition of firms focused on
climate communications, including Fossil Free Media, Energy Media,
Sunstone Strategies and Climate Nexus.
"A lot of climate messaging is really boring," said Jamie Henn,
founder of Fossil Free Media. "We need to be out there talking to
people a little less like their science teachers and a little more
like their best friends."
(Reporting by Nichola Groom; Editing by Sandra Maler)
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