DAVID FENTON - Founder of Fenton Communications, Author of The Activist’s Media Handbook: Lessons From 50 Years as a Progressive Agitator

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"The activists need to pay attention to mass awareness. Political change is a function of gaining political power through mass awareness, mass mobilization, and mass unification. And we're in a period on the left right now, which has happened in history before, where there's a lot of internal focus about the fairness of the processes within NGOs and activist organizations. And the legacy of racism in these organizations and gender and identity issues, all of which are essential and important and valid, but those are not the pathways to mass awareness and mass unity. If you overemphasize those kinds of issues, it's a kind of sectarianism, which is the opposite of how you unify people to get political power. If you don't assemble majority support - majority sentiment doesn't mean everybody - it means majority, then you can't take power. And if you can't get power, guess what? You can't help the vulnerable. You can't help the oppressed. This is, like most things in life, a question of balance. If you overfocus on the legitimate feelings and plight of subgroups of the population, by necessity, you won't establish what Reverend Jesse Jackson used to call the Rainbow Coalition. And without the Rainbow Coalition, you don't win. So, what I hope is that the scientists and the activist community can pay as much attention to cognitive science as they do to climate science. And then we'll get somewhere definitely."

How can we effectively communicate that we're moving beyond climate change to a state of climate crisis? The trapped heat energy on Earth is equal to a million Atomic bombs going off every single day. Today we talk to someone who's been mobilizing the public mind for over 50 years.

David Fenton, named “one of the 100 most influential PR people” by PR Week and “the Robin Hood of public relations” by The National Journal, founded Fenton in 1982 to create communications campaigns for the environment, public health, and human rights. For more than five decades he has pioneered the use of PR, social media, and advertising techniques for social change. Fenton started his career as a photojournalist in the late 1960s – his book Shots: An American Photographer’s Journal was published in 2005. He was formerly director of public relations at Rolling Stone magazine and co-producer of the No-Nukes concerts in 1979 at Madison Square Garden with Bruce Springsteen, Bonnie Raitt, James Taylor, Jackson Browne, and other artists. He has also helped create JStreet, Climate Nexus, the Death Penalty Information Center, and Families for a Future. He sold Fenton a few years ago to work on climate change full time. He is the author of The Activist’s Media Handbook: Lessons From 50 Years as a Progressive Agitator.

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All photographs © 1968-2022 David Fenton