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Diffusion through media

Diffusion through media for example Jamie Oliver’s school dinners in the UK, which promoted healthy eating in primary and secondary schools, and led to the creation of a Trust to put its ideas into practice. Another interesting example is the Climate Change Project set up by Al Gore. This example shows that media needs to be part of a broader strategy. Gore delivered his slideshow across the US (the slideshow was also the basis of the film) but realised that in order to get his message across more widely, he needed to enlist supporters. He set up a programme to train people in delivering the slide show and asked that they commit to delivering the slide show at least 10 times over the following year. Gore now has a network of roughly 2,500 presenters across the US, India, Australia, Canada and Spain. Together, these presenters have reached a worldwide audience of 4 million people. The presenters are kept up to date with the latest scientific findings on climate change through the Climate Change Project network which also provides the volunteers with the latest version of the slide share. In 2007, Gore won the Nobel Peace Prize in conjunction with the United Nation’s Intergovernmental Panel on Climate Change for ‘their efforts to build up and disseminate greater knowledge about man-made climate change, and to lay the foundations for the measures that are needed to counteract such change.’