— Aaron Matthews - Head of Industry Sustainability, albert“
What stories should we be telling on TV and crucially, how should they be told? The societal narrative we are currently telling ourselves about the way we live is not one that the planet can sustain. The Norwegian Research Centre has hypothesised that one of the key ingredients to effective climate communication is that we have to believe that we can inhabit and embody the stories that we are told. They have to be believable, and we have to be able to imagine ourselves as the protagonist.
The TV industry will play a pivotal role in ensuring that humans will remain on this planet, and that the planet remains as our home”