🕵️♀️ The Climate Propagandist Newsletter #8
State Farm’s Super Bowl commercial + your climate propaganda digest! 🏈
It’s been a while! We're dusting off the old cobwebs and relaunching The Climate Propagandist Newsletter - welcome back! This newsletter is now back on track for a bi-weekly release (okay, we might have lost a bit of credibility there) and remains your ultimate climate propaganda playbook, designed to inform and equip storytellers to become spin doctors for climate action!
In this edition, we're taking a closer look at State Farm’s Super Bowl commercial and inviting you to join a campaign against fossil fuel finance and insurance. As always, we have a treasure trove of climate propaganda resources for you to explore. Keep scrolling to the end to find our curated list of recommendations!
This newsletter is proudly supported by Insure Our Future.
🔦 INVESTIGATIVE PIECE: A closer look at State Farm’s Super Bowl commercial
State Farm’s decision to invest a hefty $7 million in a 30-second slot during the Super Bowl was as much about shaping their image as it was about showcasing a service. Tapping into the iconic persona of Arnold Schwarzenegger, the advertisement sought to leverage humour and familiarity to deliver its message - a message that, notably, contrasts with the brand's practices.
At first glance, the ad appears to be a simple portrayal of State Farm agents as everyday heroes, ready to come to the rescue in times of need. Arnold Schwarzenegger, in his role as Agent State Farm, embodies this heroism as he assists a family in the aftermath of a house fire. The brand's tagline, "Like a good neighbor, State Farm is there," becomes the comedic centerpiece, with Schwarzenegger's Austrian accent turning it into "neighbaaaaaa.”
The ad's persuasive strategies are undeniably clever - it's no surprise it was voted the most popular during the Super Bowl. Employing time-tested techniques from the 1970s such as celebrity branding and the power of repetition, the advertisement effectively ingrains its message in viewers' minds. Repetition, the simple yet potent process of echoing a message multiple times, bolsters brand awareness and consumer recall. In this case, the "Neighbaa" joke is repeated over 10 times, ensuring it leaves a lasting impression. Moreover, the infusion of humour not only renders the message more memorable but also engages viewers on a deeper level. By eliciting laughter, the ad sidesteps critical thinking and fosters a positive association with State Farm.
But here’s where it gets problematic…While the ad successfully creates an emotional connection, it clashes with State Farm's actual practices in the real world.
In the commercial, Schwarzenegger comes to the rescue to people affected by house fires. These scenes hit differently considering that, last year, State Farm announced its decision to cease selling coverage to homeowners across the entire state of California, an area significantly affected by wildfires exacerbated by climate change.
Facing financial losses, insurance companies are raising rates, limiting coverage, or leaving areas entirely, driving up the cost of homeownership.
This incongruity points towards a strategy known as “sportwashing”, wherein companies with detrimental environmental practices capitalise on feel-good and popular events like the Super Bowl to polish their public image. By evoking emotions and nostalgia, they deflect attention away from their negative actions.
And here’s where it gets worse…
In addition to abandoning families on the frontlines of climate change, State Farm is exacerbating the crisis by underwriting and investing in fossil fuels. Despite presenting themselves as benevolent protectors, the company's investments and lobbying efforts align with interests that contribute to the very crises they claim to mitigate. In 2019 alone, State Farm allocated a staggering $30 billion towards coal, oil, gas, and other fossil fuel projects.
State Farm is just one of more than 150 insurance companies and associations that employ state-based lobbyists aligned with fossil fuel interests. Other major insurers backing fossil fuels include AIG, Liberty Mutual, and Chubb, who were recently exposed through public records requests for backing the U.S. methane gas boom in the Gulf South. The insurance industry has deep ties to the fossil fuel industry yet simultaneously portrays itself as a reliable partner during climate-related disasters.
According to research, fossil fuel insurance earned the industry around $21.25 billion in 2022, an increase of some 6% from 2021.
The good news is nearly none of the thousands of new fossil fuel projects in development can go forward without insurance cover, and most ongoing production would be forced to shut down. This vulnerability makes insurance the Achilles' heel of the fossil fuel industry.
Let's urge State Farm and other insurers to be “good neighbaas,” for real. Scroll down to the end of the newsletter to learn how you can join the Global Week of Action by Insure Our Future, and take action!
💼 CLIMATE PROPAGANDA DIGEST:
Don’t miss out on these handpicked resources for climate propagandists. Here’s a curated list of what to read, watch, listen to, and engage with…
📑 Reading material
REPORT: “How to navigate greenwashing by corporations & governments”
This report by Friends of the Earth serves as a crucial tool for navigating through the clutter of corporate greenwashing and false promises. From scrutinising carbon offsetting schemes to assessing the sustainability of lab-grown meat, the checklist aims to distinguish genuine solutions from those that perpetuate harm. Highly recommend reading this guide to arm yourself with the knowledge needed to reframe the debate. (This resource was found via the Creatives for Climate hub - if you aren’t a member yet, this is your sign.)
BOOK: “The Language of Climate Politics: Fossil-Fuel Propaganda and How to Fight It”
A book on top of our list! "The Language of Climate Politics" by Dr. Genevieve Guenther is for anyone seeking to understand and transform the rhetoric surrounding the fossil-fuel economy and the climate crisis. By dissecting key terms such as "we," "alarmist," and "innovation," Guenther unveils how fossil-fuel interests manipulate scientific, economic, and activist discourses to perpetuate their agenda of continued extraction.
📻 Audio content
EPISODE: “How Corporations Made Pollution a YOU Problem”
In this episode of the podcast iiluminaughtii, Jess Hubbert delves into the longstanding narrative that has burdened individuals with the responsibility of combating the climate crisis for nearly 50 years. Through captivating narration, the episode unravels the reasons behind this disproportionate blame placed on individuals, shedding light on the propaganda machinery employed by polluting industries.
EPISODE: “The Psychology of Stories With Markus Appel”
Another brilliant interview hosted by Dickon Bonvik-Stone exploring the intersections of psychology and communication sciences. “Among other things Markus and I discussed the ability of stories to impact people’s attitudes and behaviours, what makes some stories more persuasive than others, and some caution that communicators should keep in mind when using the powerful tool that is storytelling.” Definitely worth adding to your playlist!
📹 Video resources
RECORDING: “Press Briefing: The Climate Story in 2024”
This press briefing by Covering Climate Now delves into the forces affecting the climate story in 2024. “Among them: the biggest election year in history, in which roughly 4 billion people have the chance to vote; key factors hindering a phaseout of fossil fuels and expansion of green energy; and the dangers of proliferating disinformation.” Highly recommend watching to grasp the complexities shaping the climate narrative this year (bonus point for the amazing line-up of speakers!)
🎟 Special events and offerings
WEBINAR: “Now You're Talking: How to cut the fluff with creative communication and spark environmental action”, March 13th
Join the creative charity Hubbub to demystify sustainability jargon and master clear, compelling communication in the fight against climate change. Major industry leaders, including WaterBear CEO Sam Sutaria and Campaign Director David Hayman of Make My Money Matter, will share insights, practical tips, and actionable strategies. Discover how to ditch the green-speak and embrace simple, straightforward language infused with creativity to inspire meaningful climate action. You can bet we'll be there!
WORKSHOP: "Learn to have conversations that matter about climate change”, March 20th
Discover how to engage in meaningful conversations about climate change at the upcoming free workshop by Larger Us. Perfect for those eager to spark discussions within their communities, this two-hour online training equips participants with essential skills to frame conversations effectively, boost confidence in initiating and sustaining dialogue, and alleviate common conversational stresses. Sign up now!
💌 SPECIAL SHOUT-OUT:
This week’s newsletter is proudly supported by Insure Our Future.
Join us until March 3rd for the first ever Insure Our Future Global Week of Action, aimed at holding the insurance industry accountable for its role in the climate crisis!
Oil rigs, pipelines, refineries, and nearly every fossil fuel project needs insurance. Without the backing of insurance, the reckless expansion of fossil fuel projects would be impossible. Insure Our Future invites individuals to take digital actions during the Global Week of Action to urge insurers to cease their support for fossil fuel expansion.
While you eagerly await the next newsletter, why not hop over to our Instagram and LinkedIn pages for extra climate propaganda content? We've got a lot more in store for you there!
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I’m surprised Farmers Insurance isn’t on that list too! They made headlines when they pulled out of Florida, also because of climate change and increased natural disasters.