3 miles of breathable air, 12 miles of life.

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Monday April 22, 2013 · 1:21 PM PDT

2013/04/22 · 13:21

I love Earth, but why are we still talking about "saving the planet?" As someone recently pointed out here: Precision Matters.

Why talk about saving the mountain, when our little mountain cabin is what's on fire? For emphasis, let's imagine that we live in a desert mountain cabin without surrounding trees or grass.

We humans live in 3 miles of breathable air. As far as we know, all the life on this planet reproduces itself in a twelve mile strip between the Marianas Trench and the top of Everest, and yet we are still talking about saving a planet we can't destroy.

Let's stop asking people to worry about the big ole rock, when we want them to visualize that their thin and wispy 3 miles of air are in danger, and that twelve miles of life is a fragile thing.

Advertising works. That is one of the most important messages of the twentieth century. Unconscious messaging, imagery and framing matter. Sex sells and fear repels.

Well, there's no sex where you can't breathe and right now WE'RE DUMPING ALL SORTS OF STUFF INTO OUR 3 MILES OF AIR.

Talking points and emotional truth matter.

Don't take my word for it.

Hire a focus group.

With all sincerity, Happy Earth Day.

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3 miles of breathable air, 12 miles of life.

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