As we all know, there's been an economic meltdown recently. Charities have suffered. Many campaigns have become openly desperate as they compete for available funds. Their campaigning style is brutally honest: children are starving; people are dying; rainforests are being cut down. This is reality and they need our money now. These campaigns include depressing pictures and worrying facts. It's the cold hard truth. People are compassionate and many will donate to these campaigns but they don't want to think about it for the rest of the day. People don't want to feel sad.

A few years ago I read about an NGO called Earth Celebrations in New York City. They use theatrical pageants, performance and art workshops to celebrate the local environment. Once a year they organise the Hudson River Pageant, a magnicifent parade with a purpose: to restore the river and address climate change. It's colourful. It's informative. It's joyous! It raises awareness of sad and worrying issues such as climate change but it prevents people from feeling too sad or worried.

I think this positive campaign style is vital for environmentalism. Heartbreaking documentaries about deforestation are necessary and effective, but they can leave audiences feeling helpless, angry and sometimes guilty. Too many people will avoid thinking about it and nothing will change. Now imagine a spectacular festival celebrating all the different species in the rainforest. Circus acts mimicking tropical birds, children playing in trees. People will gladly remember this celebration and discuss it with their family and friends. They will think more about the rainforest.

The idea is for people to fall in love with the environment. People fight for what they love.

Jessica Massucco
EVS Volunteer