Page 207 - Carbon Capitalism and Communication Confronting Climate Crisis

17 AN INTERVIEW WITH BLAIR PALESE … 203

and social media means we can respond quickly, organise globally and
connect people with common battles even if they are worlds apart. Our first
big day of action that saw people putting the number 350 in iconic places—
the Great Pyramids, the Eiffel Tower, the Sydney Opera House, etc.—was
organised with a website and an event location map that allowed anyone to
organise their own event in the way that worked for them or find an event
nearby. More recently, our Break Free events around the world saw people
take part from the UK and Germany to the Philippines and Australia’s
Newcastle Harbour—the world’s largest coal shipping terminal—to stop
fossil fuels. We couldn’t organise any of these events without these new
digital channels. There is a risk of being tracked by authorities who want to
stop protests from happening, clamp down on environmental organisation
funding and discredit the call for the end of fossil fuels. Our challenge is to
have a strong and organised movement in as many countries as possible so
that we can support each other and learn as we go.
BB: For one of the biggest climate marches in the world, you also
developed sample tweets and a social media toolkit for the global
climate march. Can you tell us more about this strategy?
BP: Most people who are concerned about climate change want to take
action but not everyone knows how or what they can do. 350.org, and the
many partner organisations we work with around the world, tries hard to
make it easy for people to get involved. By preparing social media infor-
mation, artwork and flyers that are replicable and online resources so
people can find local groups and events makes all the difference. Make it
work for people and they will come!
BB: Do you think that the new digital strategies by environmental
groups can effectively counter mainstream commercial media that
have perpetuated doubts and clearly failed to inform the public ade-
quately on climate change? Can you give us an example from your own
campaigns?

BP: The mainstream media is fighting hard to keep readers, listeners and
viewers. Free digital media makes it hard for mainstream media to keep a
large enough paying base to operate in the way that they always have—with
specialist and investigative journalists that have been so important as part of
democracies around the world. 350 has worked closely with outlets like the
Guardian to keep the kind of important coverage of climate change going
despite these changes and in the face of media networks with vested