Have environmental groups like WWF been guilty of negative campaigning on climate change?
YK: Definitely not. The success has been clear. If you look at Copenhagen for example, the ability of NGOs to support governments from all over the world – governments that need information to be able to take decisions in these intergovernmental negotiations – has been absolutely key to many. KM: But the public remains sceptical about climate change. Do you think you should be focusing more on the positive messages of climate change and sustainability in order to appeal to people to change their lifestyles? YK: I think we need two things. One, to be able to translate, to interpret the scientific information that is available on climate change and other topics. It’s still too difficult for the normal person to understand. It has become jargon and terribly difficult to interpret. Written, television, radio – media people need to invest much more than they have done up till now in communicating information in simple terms and educating people. Of course, it also has to go into the univers
