Met with Dr Nicola Thomas today aka The GIN Lady. (GIN = Green Independent Natural: a lovely ethical lifestyle magazine & blog if you dont know it do check it out). And I got a copy of her PhD to read (not the following sentence most often associated with encounters with the media) which is partly about the potential to communicate ecosystems science to change behaviour. Anyway I can already see that it's packed with really clever insights and models, but was also reminded of the power of a simple framing fact - as demonstrated by this cute ad for Save the Shark (via Treehugger).
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