1. Introduction
A. Explanation of the urgency of climate change and the need for effective persuasion
i. The Pivotal Generation : Why We Have a Moral Responsibility to Slow Climate Change Right Now, by Henry Shue
B. The role of guerrilla marketing in persuasion and its potential to promote environmentally sustainable choices
Thesis statement: Guerrilla marketing has the potential to effectively persuade people to make more environmentally sustainable decisions in the face of urgent global climate change, but ethical considerations must be taken into account to ensure that such campaigns do not downplay the seriousness of the issue or deceive audiences.
2. What is guerrilla marketing?
A. Definition of guerrilla marketing
B. Examples of guerrilla marketing campaigns
i. Beautiful Trouble: A Toolbox for Revolution
“p. 52 Guerrilla projection, pioneered by artists and advertisers, has been increasingly embraced by activists in recent years as a new medium for delivering messages. The advantages are obvious: with a single high-powered projector, you can turn the side of a building into a huge advertisement for your cause, plastering your message on a spot that would otherwise be out of reach. It’s legally kosher, relatively cheap and risk free compared to, say, trespassing onto a building’s roof to hang a banner off of it. Most importantly, it’s visually powerful: you can literally shine a light on the opposition.
C. Techniques used in guerrilla marketing
i. Beautiful Trouble: A Toolbox for Revolution
“p.22 Online petitions are an effective way of spreading information, raising an outcry or putting pressure on a target. But online actions alone are easily ignored by targets. To translate virtual signatures into real-world action, a number of netroots organizations have developed the art of creative petition delivery. While publicizing your message and the support it has garnered, creative petition deliveries put public pressure on your target. It’s helpful to find creative ways to physically quantify the number of petition signatures.”
3. The power of guerrilla marketing in persuasion
A. How guerrilla marketing is used to persuade
B. The psychology of guerrilla marketing and persuasion
C. How guerrilla marketing can impact consumer behavior
4. The relationship between guerrilla marketing, persuasion, and climate change
A. The urgency of climate change and the need for effective communication strategies
B. Examples of guerrilla marketing campaigns related to climate change
i. Guerrilla Marketing Goes Green by Jay Conrad Levinson and Shel Horowitz
C. The impact of guerrilla marketing on attitudes and behaviors related to climate change
5. Ethical considerations in guerrilla marketing for climate change
A. The role of ethics in guerrilla marketing for climate change
i. The Ethics of Climate Change: Right and Wrong in a Warming World by James Garvey
B. The risk of undermining the gravity of the issue or manipulating audiences
C. Examples of ethical and effective guerrilla marketing campaigns for climate change
6. The future of guerrilla marketing and persuasion for climate change
A. Emerging trends in guerrilla marketing and persuasion for climate change
B. Potential benefits and risks of these emerging trends
C. Implications for future research and practice
7. Conclusion
A. Summary of points
B. Importance of ethical and effective communication strategies for addressing climate change
C. Implications for consumers and society.
In conclusion, guerrilla marketing has the potential to be a powerful tool for persuasion in the context of urgent global issues such as climate change. However, the success of these campaigns is dependent on careful consideration of ethical implications and the ability to effectively communicate the gravity of the issue without manipulating audiences. By utilizing creative and impactful guerrilla marketing campaigns that prioritize ethical considerations, we can inspire individuals to make more environmentally sustainable choices and work towards a more sustainable future. As consumers, businesses, and members of society, it is important to prioritize sustainable choices and support communication strategies that promote meaningful change.
