This blog was originally posted on Identity Campaigning.

Adam Corner just pointed this ad out to me. What are the likely impacts of an advertisement like this? Ed Gillespie suggests that it will be counterproductive, because...

the danger is that by pumping up the high octane drama of an ad, you increase the risk of viewers feeling manipulated and dismissing it as pure propaganda

Another danger is that, in working to invoke guilt amongst people who still take short-haul flights, this will drive them to deploy other psychological 'coping mechanisms', such as projecting their guilt onto others (e.g. the response that: "it's not my fault, when China is building a new coal-fired powerstation every few days...").

The lessons from psychotherapy are that hard-hitting and judgmental responses to people's current behaviour rarely lead to positive behavioural change.  But then part of me thinks... 'damn right', 400kg is a lot of CO2 and, in the size and shape of a bear, it sure would leave a dent on your bonnet...