“Changing attitudes towards climate change is not like selling a particular brand of soap – it’s like convincing someone to use soap in the first place.”
That'll win friends and influence people. It's from "The Rules of the Game: The principle of climate change communication," by a PR firm called futtera sustainability communications (note lowercase humbleness). The whole website is kind of a (dismal) hoot. Here are some of futtera's "leading projects." Slow travel. Jesus.