Goal:  Students will learn effective ways to present information and sell their idea for reducing the impacts of climate change.  Students will participate in a national action taking measure by writing a letter to their state Congress person in support of the method of their choosing (e.g., adaptation, mitigation, or prevention).

Objectives:  Students will:

• Design an effective presentation that sells their idea for carbon sequestration, or emissions prevention, or adaptation to new conditions
• Create a television or print advertisement
• Utilize technology to create final project
• Present idea and advertisement to the class
• Determine their choice of the most sustainable option
• Take national action by writing a letter to their local Congressperson

Materials (For a class of 30):

• Class set of Student Sheets
• Internet-capable computers with word processing
• Various art materials as needed for student projects
• Nice paper for letter writing
• 30 envelopes
• 30 stamps
• Additional resource materials about mitigation, prevention, or adaptation (see resource guide or do an online search)

Time Required:  Four 45-60 minute class periods (This activity would take four class periods or much of the work related to this lesson can be achieved through homework assignments)

Standards Met: LA3, LA4, LA5, LA6, LA7, LA8, LA11, LA12, S1, S3, S6, GM4, DA1, DA2, DA3, PS1, PS2, C1, C3, C4, C5, G1, G2, G3, G4, G5

Procedure:

PREP

• Find 10-15 advertisements on TV and/or in print format.  
• Cut out or videotape ads to show/hand out to students.
• Gather art materials.
• Gather contact information for your local Congressperson.

PART ONE (In Language Arts)

• Hand out one advertisement to each group.
• Students should be in groups of 2.
• Ask students to figure out three things by evaluating the ad:
  
  What is the advertisement selling? (EX: pick up truck)
  How is it selling the item? (EX:  says I can drive to remote places if I have this truck/allows freedom)
  Is it effective? Why or why not? (EX:  No, because I know I can go to those remote places in any car.)
• Give students 5 minutes to evaluate ad.
• Ask students to share thoughts.  Keep a running list of their ideas and answers to the questions above on an overhead or on the board.
• Hand out Advertising 101-Student Sheet and review.
• Using the ads students already evaluated, go through a couple of examples on the list and evaluate some of the techniques listed.  How does the ad appeal to human desires?, What is the theme of the ad?, etc. 
• Ask students to complete the list for their ad by completing the Advertising 101 Student Grid.  This may need to be completed for homework.
• Review completed grids to ensure that students understand the elements of effective advertising.  This will help students create their own ad to sell their idea to reduce climate change impacts.

PART TWO (in Science)

• Hand out Selling Solutions-Student Sheet and review.
• Now that students understand various techniques and elements of advertising, explain that students will be developing their own advertisement for their idea to reduce climate change impacts.  They can use techniques already examined in the unit or create a new one.
• Provide students with various resources to create ads.  Be certain students understand project guidelines and requirements.
• Allow students time to develop ads.
• Act as a resource for students as they include scientific data into their commercials.

PART THREE (In Math)

• When students have completed their ads, they will present them to the class. 
• Hand out a Presentation Summary sheet to each student.  Explain that they will need to complete a decision grid for each commercial presented.  If students need review on how to complete a decision grid, refer to the Triangle Triage activity that they did during the first day of the unit.
• Give groups approximately 2-3 minutes to present their ad and sell their concept to the class.
• Remind students to complete the Presentation Summary after each group.
• When presentations are over, ask students to individually determine the sequestration choice that they prefer based on their decision grids.  Which is the most sustainable choice?  They will take this information to their Social Studies class. 

PART FOUR (In Social Studies)

• Explain that students will be taking action at the national level today by writing a letter to their local Congressperson. 
• Hand out Selling Solutions-Letter Writing and review.  Explain that students need to include their personal and local action taking measures.  They will be asking their Congressperson to support their choice for the most sustainable sequestration option.
• Review the sample letter. 
• Allow students to write letters.  It is preferable to have students type letters first. 
• Proofread letters as they are finished.  Provide envelopes and stamps and send.
• Discuss the importance of taking action personally, locally and nationally.

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Selling Solutions-
Advertising 101 Student Sheet

Every day we see or hear advertisements selling us one product or another.  How do they do it?  What convinces us to buy the product?  Companies use a variety of techniques to sell products.  In order to learn how to effectively sell the concept of sequestration, it is important to learn some of the advertising techniques out there.  Below is a brief list of techniques:

1. Human desires – Most companies like most people who are trying to sell you something, have found that the easiest way to get your attention and to encourage you to buy something is to appeal to your basic needs and desires.  Here are eight basic human desires that they may attempt to appeal to:

• Food and drink
• Comfort
• Freedom from fear and danger
• Superiority
• Sexual attraction
• Welfare and protection for loved ones
• Social approval
• Longevity

If a company successfully appeals to one of these human desires, their chance of selling the product is greatly increased.  Added to these eight basic desires are other secondary desires: Bargains, information and knowledge, cleanliness, efficiency, convenience, dependability, quality, style, economy, and curiosity.

• Theme – The theme is the main message of the ad.  Example: the theme for Chevy trucks is “Chevy trucks are built to last”.  The theme gets attention, gets the message across quickly and simply and often provides a catch slogan.

• Slogan – The slogan is important because it is often the only thing that the audience remembers when the ad is over.  The slogan must be simple, contain the product’s name, and must contain only one important message.  An example of a successful slogan is, “Wheaties, the breakfast of champions”.

• Sex appeal – The desire to be attractive to others has built billion dollar industries such as Revlon, Calvin Klein, and others.  These industries are based almost entirely on sex appeal, but hundreds of other products from cars to beer also use sex appeal to help sell their products.

• Endorsements – An endorsement is another advertising technique that gains attention and helps sell products.  Endorsements are a person’s approval of a product.  The person states that the product is wonderful and should be bought.  Endorsements are made by everyone from housewives to super athletes, who are often paid a hefty sum for their “approval” of the product.

• Guarantees and special offers – These marketing devices make people feel safe and that they are getting a better value.  With a guarantee, people often buy believing that they can return the product if it does not work or if they don’t like it.  Special offers, coupons, and free samples give customers the feeling that they are getting something extra for their money.  This device is very important when there are many similar products on the market and the buyer must choose only one.  If Fords, Chevys, Dodges, and other car models are all about the same price, the free CD player, or low financing may help the buyer decide which car to purchase.

• Statistics and Polls – Such information is often used to help convince the consumer which toothpaste, aspirin, or mouthwash to purchase.  TV commercials show men and women dressed in white coats proclaiming that recent surveys show that zero out of ten doctors prefer Brand X aspirin over Brand Y.  Car companies stress their fabulous gas mileage and buyer satisfaction.  Figures, statistics, and polls can generally be used to show almost anything, often in a deceitful manner.

• Humor, children, and animals – Most human beings love to laugh and think that little girls and boys or animals are cute.  Ads are therefore full of clever remarks, humorous happenings, and all kinds of kids and animals.  Young people identify with such images, and older people remember their own childhood.

• Promises – Among the promises companies make are loss of weight, greater sex appeal, and eternal youth.  Product names such as Burger King, Dairy Queen, and Hercules all help to make the product seem strong, large, and important.

• Style elements – Companies use color, font, and edgy styling to please viewers stylistically.  The psychology of color is a relatively new science that has changed many ideas about advertising.  Companies have discovered that color advertising helps to sell products better than black and white.  Studies show that cool colors such as green and blue create a calm, easy feeling that helps sell products like aftershaves, beer, and perfume.  Warm colors like reds and oranges help sell items like sports cars and clothing. 

• Demographics – Companies often target ads towards specific age groups.  Ads often accomplish this by including someone of the target age within the ad itself.  Car manufacturers create luxury car ads to be simple, elegant, and sheik, while sports car ads take on an edgy, vibrant look to attract younger viewers (or the young at heart).

PROPAGANDA TECHNIQUES
Propaganda is the spreading of ideas, information, or rumors for the purpose of helping or hurting a person, a cause, or an institution.  Propaganda may be slanted, partly true, taken out of context or completely false, in order to make people believe something.  It may be used for good or bad reasons, but it is not designed to give people choices based on fact. Here are some techniques:

• Glittering generalities – These do not mean a great deal, but they have a nice sound.  Some vague comparisons may be included.  “Get the biggest and best for your money.”  “Stronger, brighter.”

• Plain folk – A down-home old-fashioned appeal. “Lemonade just like Grandma used to make.”

• Emotional appeal – This is a direct line to your fear, anger, pity, or sense of humor.  “If you know the feeling of a dead battery on a lonely road…”  “Send flowers to a certain someone today to tell them you love them.”

• Testimonial – This refers to people who are unnamed, unknown, or famous who have something positive to say about a product.  Everyone mentioned is made to sound like an expert.  “Most experienced mothers depend upon…”  “Jimmy Carson uses Apex tires.”

• Scientific approach – tests, statistics, surveys, and pseudo-scientific jargon are used to be convincing.  “Four out of five dentists use…” 

• Snob appeal – This gives the impression that people of elegance, wealth, good taste, and intelligence will buy the seller’s product.  “When only the very best will do.”  “People of status understand that…”

• Bandwagon – Since many people want to do what everybody else is doing, you are urged to hop aboard and join the crowd.  “Be like all the others in your neighborhood and roller skate under the stars…”

• Transfer – Grouping unrelated things for a stronger effect.  The following combinations of traits do not necessarily go together: Young and joyous, thick and juicy, old and wise, homegrown and delicious.

• Name calling – Blaming problems on a particular group, person, or idea.  “You know what adolescents are like.”  “The bad tempered senior citizens are complaining again.”

• Card stacking – To present only one side and hide the other.  “It is not likely that these handsome courteous boys from the best families in the community could be guilty of any wrongdoing!”

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Selling Solutions-Student Grid

Name:  ___________________________

Directions:  Using the advertising techniques presented in class, it is now your turn to analyze your ad.  If a technique is used in your ad, describe how and why.  If a technique is not used in your ad, describe why it may not have been appropriate, or describe how that method could be used in your opinion.  Be sure to analyze your ad very carefully, many techniques are subtle.  Turn in your ad along with this grid.

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Selling Solutions-Student Sheet

Now that you know the basics of advertising, it is your turn to create a print ad (magazine, newspaper) that effectively sells idea to reduce climate change impacts!  Follow the guidelines below and keep the advertising techniques in mind.  You will be presenting your final ad.  Good luck!

Advertisement Requirements and Guidelines

Must include the following information:
For Sequestration:

• Physical location for sequestration (old oil field, saline aquifer, etc.)
• Technology used to sequester carbon
• Scientific data or justification supporting technology

For Prevention:

• Physical location of emissions that will be prevented (power plants, rice fields, etc.)
• Technology used to prevent emissions
• Scientific data or justification supporting technology

For Adaptation:

• Physical changes that will take place (temperature and precipitation patterns, etc.)
• Technology used to adapt to new conditions
• Scientific data or justification supporting technology

For All:

• Original Slogan
• Price
• Special features
• Benefits gained in using this technique
• Include as many advertising elements as you feel necessary

Also:

• Use at least 8½” x 11” paper
• Complete advertising grid on the back to evaluate your ad
• Include a picture of your solution
• CONVINCE your audience that this is the best way to avoid climate change!
• Be creative
• Be accurate

Have fun!

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Selling Solutions-Presentation Summary

Name:                 __________                              

Directions:  Evaluate each sequestration technique presented.  Use the first grid to evaluate your group’s sequestration idea.  Then, complete the table to determine your choice for the most sustainable technique.

1.  Climate Change Solution:                                                            

Ratings:

Sustainability Rating Scale:
3 - Meets all or nearly all criteria
2 - Meets many criteria
1 - Meets some criteria
0 - Meets few, if any criteria

Average Rating:                                           

2. Climate Change Solution:                                                                           

Ratings:

Sustainability Rating Scale:
3 - Meets all or nearly all criteria
2 - Meets many criteria
1 - Meets some criteria
0 - Meets few, if any criteria

Average Rating:              

3. Climate Change Solution:                                                             

Ratings:
Sustainability Rating Scale:
3 - Meets all or nearly all criteria
2 - Meets many criteria
1 - Meets some criteria
0 - Meets few, if any criteria

Average Rating:              

4. Climate Change Solution:                                                             

Ratings:
Sustainability Rating Scale:
3 - Meets all or nearly all criteria
2 - Meets many criteria
1 - Meets some criteria
0 - Meets few, if any criteria

Average Rating:              

5. Climate Change Solution:                                                             

Ratings:
Sustainability Rating Scale:
3 - Meets all or nearly all criteria
2 - Meets many criteria
1 - Meets some criteria
0 - Meets few, if any criteria

Average Rating:              

6. Climate Change Solution:                                                             

Ratings:
Sustainability Rating Scale:
3 - Meets all or nearly all criteria
2 - Meets many criteria
1 - Meets some criteria
0 - Meets few, if any criteria

Average Rating:              

7. Climate Change Solution:                                                   

Ratings:
Sustainability Rating Scale:
3 - Meets all or nearly all criteria
2 - Meets many criteria
1 - Meets some criteria
0 - Meets few, if any criteria

Average Rating:              

8. Climate Change Solution:                                                             

Ratings:
Sustainability Rating Scale:
3 - Meets all or nearly all criteria
2 - Meets many criteria
1 - Meets some criteria
0 - Meets few, if any criteria

Average Rating:              

9. Climate Change Solution:                                                             

Ratings:
Sustainability Rating Scale:
3 - Meets all or nearly all criteria
2 - Meets many criteria
1 - Meets some criteria
0 - Meets few, if any criteria

Average Rating:              

10. Climate Change Solution:                                                           

Ratings:
Sustainability Rating Scale:
3 - Meets all or nearly all criteria
2 - Meets many criteria
1 - Meets some criteria
0 - Meets few, if any criteria

Average Rating:              

In the table below, rank the Climate Change Solutions from MOST sustainable to LEAST sustainable according to your average ratings.

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Selling Solutions-Letter Writing Student Sheet

Guidelines for letters:

• Typed (if at all possible) or neatly handwritten
• Includes return address that is the classroom or school address
• Includes brief description of unit of study
• Includes brief description of their personal and local action taking plan
• Includes a description and rationalization of their choice for the most sustainable climate change solution
• Includes information regarding the balance of the elements of sustainability.  How does the concept of sustainability work into their solution choice?  Remind students to refer to their decision grids that helped them come to their decision. 

Tips on writing to a Member of Congress:

Addressing Correspondence to a Representative:
The Honorable (full name)
House of Representatives
Washington, DC 20515

Dear Mr. /Mrs. /Ms. (last name):

Purpose of Your Letter:

• Your purpose for writing should be stated in the first paragraph of the letter.  If the letter pertains to a specific piece of legislation, identify it accordingly, e.g., House Bill H.R. ___, Senate Bill S.___.
• Be courteous, to the point, and include key information, using examples to support your position.
• Address only one issue in each letter; and, if possible, keep the letter to one page.

Source: Capitol Advantage, Merrifield, VA.   www.capitoladvantage.com.

Selling Solutions-Letter Writing

Sample Letter Formats:
When writing formal or business letters, you want to appear professional and credible. There are two forms of letter writing to choose from.  Either method provides the reader with a clear, concise letter that is professional and easy to read.  The two sample letters with instructions are located below.

The Block Form

John Doe
5 Hill Street
Madison, Wisconsin 53700
15 March 2003

Ms. Helen Jones
President
Jones, Jones, & Jones
123 International Lane
Boston, Massachusetts 01234

Dear Ms. Jones:

When you use the block form to write a business letter, all the information is typed flush left, with one-inch margins all around. First provide your own address and the date, then skip a line and provide the inside address of the party to whom the letter is addressed. Skip another line before the salutation, and do not punctuate after it. Then write the body of your letter
As illustrated here, with no indentation at the beginning of paragraphs. Skip lines between paragraphs.

If you are using letterhead that already provides your address, begin with the date. After writing the body of the letter, type the closing without punctuation, leave 3-4 blank lines, then type your name and title (if applicable), all flush left. Sign the letter in the blank space above your typed name. Now doesn't that look professional?

Sincerely,

John Doe

The Indented Form

                                     John Doe
                                     5 Hill Street
                                     Madison, Wisconsin 53700
15 March 2003

Ms. Helen Jones
President
Jones, Jones, & Jones
123 International Lane
Boston, Massachusetts 01234

Dear Ms. Jones:

          If you are using the indented form, place your address and the date on the top right-hand side of the page.  Type the inside address and salutation flush left.  Indent the first line of each paragraph one-half inch.  Skip lines between paragraphs.

Instead of placing the closing and signature lines flush left, type them at the right, even with the address and date above, as illustrated below.  Now doesn't that look professional?

                               Sincerely, 

John Doe

Source: © 2003 The University of Wisconsin-Madison Writing Center

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