Pitch
Shifting from negative and punishing approach to a more positive and rewarding approach. No one is excitingly racing to "reducing".
Description
Summary
Telling people to watch their carbon (CO2) emission and be "punished" if not performing accordingly, could be like telling people to go on a diet to lose some body fat. How successful is that all this time?
How about shifting from focusing on something that we want to get rid of or reduce, to focusing more on something positive that we want to create or produce?
How about rewarding business people or community when they can produce some extra amount of O2 or H2O or things that we want to create and produce more to have a better world? People tend to like to have "more" than "less". The words itself have different psychological effect.
Category of the action
Changing public perceptions on climate change