I’m coming at these documents cold but I notice how apprehensive I feel. Here’s why.
The opening paragraph of Exec Summary says:
This strategy includes a series of recommendations to change attitudes towards climate change in the UK. It is an evidence-based strategy drawing upon the extensive research, consultation and experience of the specialist communications consultants FUTERRA.
I think it’s always a bad sign when an agency insists on spelling its name in capitals everywhere. Smacks of rampant egotism to me. And what’s with this awkward jargon of “evidence-based”; are they afraid we’ll think they made it up in the bath last night? Why do they have to labour the concept of “extensive”?
Then it says