Media Can Boost Environmental Awareness: Study

A media study about public awareness of environmental keywords, conducted by Dentsu Inc. in December 2001, shows that the number of Japanese people who understand the meaning of the words "Kyoto Protocol" increased threefold in the short time since the previous survey in February 2001.

The awareness level for most keywords had changed little; the sole exception was "Kyoto Protocol", which jumped from 16.8 to 53.5 percent. Dentsu attributes this jump to heavy media coverage of critical meetings for international negotiations on climate change during this period, including the COP-6 reconvened meeting and COP-7. The media had repeatedly mentioned the Kyoto Protocol accord on national commitments to reduce greenhouse gas emissions. Dentsu interprets these findings as showing that environmental advertisements have considerable power to change consumers' environmental awareness.



Posted: 2002/08/24 06:45:29 AM
Japanese version