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Peder Tellesdal - Speaker and Consultant on Climate communication

My Story

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Peder Tellefsdal is a Senior Communications Advisor and Partner at Innoventi. In his former career, Peder was Chief of Staff for the city government in Oslo, and a political advisor for the Conservative Party in parliament, where he helped lay the foundation for several successful election campaigns.

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Today Peder specializes in clear messaging for vision-driven organizations, and focuses on a radical new approach to climate communication. His TEDx talk on the personal side of critical communication has been viewed over 500,000 times.

WHY PEDER

After 18 years of working in politics and PR in Oslo, I moved to a small town in the south of Norway. I had two young children and wanted to be closer to family, so I took a job at a small PR firm in Arendal.

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One of my new colleagues started a sustainable electric boating festival and asked me to help design a communication campaign to promote the festival as a positive future vision.

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I met engineers and designers excited to show cool, environmentally friendly alternatives to gas-powered boats. The tone was upbeat and enthusiastic.

And that's when it hit me:

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Why isn't this the tone and voice of the green shift?

Peder Tellefsdal
Peder Tellefsdal

Today, the dominant public perception of climate action is negative and depressing:

Be ashamed of yourselves!"
"The world will be burning for your kids!"
"Your plastic water bottles are killing the planet!"

And it's not working.

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Nearly 20 years as a strategic communicator in politics and PR has taught me that aggressive negative messaging doesn't motivate people, it simply overwhelms them. In some cases, it drives people to do the exact opposite.

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If only there were a way to communicate about climate change that felt as upbeat and enthusiastic as that boating festival.

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Is it possible to drive massive action on climate change by abandoning the "doom-and-gloom" narrative of the last three decades, and instead telling a positive story that people actually want to be a part of?

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Peder Tellefsdal Tedx Talk - How to seek forgiveness when relationships are on the line
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