Last year, a Decima Research Ltd. report advised the provincial government the "phrase global warming tends to resonate slightly more clearly and deeply (with British Columbians) than the phrase climate change." Which is likely why the Campbell administration used the clearer phrase in its LiveSmart BC advertising campaign. But not all of the government's backers seemed to think that was the right thing to do.
"Dearest Premier," wrote Cindy Burton, a partner with The Progressive Group. "Love our government's TV ads but the key phrase 'global warming' is outdated. It's 'climate change.' Thanks for being out from on these environmental issues. You make us British Columbians proud."
The following is a complete copy of that email, which is dated August 7, 2008.
From: Cindy Burton
Sent: Thursday, August 7, 2008 7:02 PM
To: OfficeofthePremier, Office PREM:EX
Subject: wrong key phrase in television ads
Love our government's TV ads but the key phrase "global warming" is outdated.
It's "climate change."
Thanks for being out front on these environmental issues. You make us British Columbians proud.
The Progressive Group
Suite 2694 - 1055 Dunsmuir Street
Vancouver, BC V7X 1L3