{"id":70087,"date":"2019-11-08T15:05:46","date_gmt":"2019-11-08T15:05:46","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/language-of-debate-perspectives-from-a-copywriting-agency-in-bristol\/"},"modified":"2025-03-07T17:13:43","modified_gmt":"2025-03-07T17:13:43","slug":"language-of-debate-perspectives-from-a-copywriting-agency-in-bristol","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/language-of-debate-perspectives-from-a-copywriting-agency-in-bristol\/","title":{"rendered":"How the language of debate can be harmful \u2013 from the perspective of a copywriting agency in Bristol"},"content":{"rendered":"\r\n

As a copywriting agency in Bristol that regularly works on sustainability communications, we know the statistics surrounding environmental issues. For example, every year, more than 330 people in Bristol<\/a> die prematurely from respiratory illnesses as a result of air pollution. When you increase the radius to the whole of the UK, this figure rises to 64,000.<\/p>\r\n\r\n\r\n\r\n

Last year, diesel vehicles made up 31.7%<\/a> of all new cars sold in the UK. The data seems to be going in the right direction, as petrol and diesel cars held a near-50\/50 split from 2013 to 2016.<\/p>\r\n\r\n\r\n\r\n

In fact, in a recent whitepaper for commercial law firm TLT<\/a>, we reported that the number of electric vehicles on UK roads may rise to 11 million by 2030 \u2013 and to 36 million by 2040. This is a huge step forward in our collective undertaking to reduce carbon emissions.<\/p>\r\n\r\n\r\n\r\n

We also know that issues as big as these often spark the most passionate reactions, and we\u2019re fascinated by the communications that arise from them.<\/p>\r\n\r\n\r\n\r\n

Introducing a diesel car ban in Bristol <\/strong><\/h2>\r\n\r\n\r\n\r\n

Under a new scheme revealed by Bristol council, diesel vehicles will not be allowed to enter a \u2018Clean Air Zone\u2019 between the hours of 7am and 3pm. Commercial vehicles will be affected by a larger region, reaching further out towards the suburbs. Taxis and LGVs will be able to travel through the area at a cost of \u00a39 per day, while buses, coaches and HGVs are liable to pay \u00a3100 per day.<\/p>\r\n\r\n\r\n\r\n

The media is generating polarised views of the ban <\/strong><\/h2>\r\n\r\n\r\n\r\n

It\u2019s safe to say that the creation of a clean air zone has been something of a controversial topic. While sustainability is known to be high on the city\u2019s agenda, the council has missed two deadlines for submitting air quality plans to the government. So, many major broadcasters have scrutinised this latest one.<\/p>\r\n\r\n\r\n\r\n

News reports praising the move have referenced the \u2018illegal\u2019 levels of air pollution and \u2018toxic\u2019 emissions currently found in the city. Meanwhile, those in opposition are using equally severe language.<\/p>\r\n\r\n\r\n\r\n

Leo Murray, Director of Innovation at climate charity Possible, was quoted in The Guardian<\/a> condemning \u201cblinkered and cowardly\u201d politicians, who have got away with \u201cyears of foot-dragging and buck-passing\u201d. He labels the current plan a \u201ccollective failure of imagination\u201d and a \u201cmicrocosm of national policy paralysis\u201d. And this is just one example of public response to sustainability measures.<\/p>\r\n\r\n\r\n\r\n

The use of language that we are seeing is typical of the extremes of position that are becoming the norm in news coverage and society at large.<\/p>\r\n\r\n\r\n\r\n

As a copywriting agency in Bristol, we know that words matter<\/strong><\/h2>\r\n\r\n\r\n\r\n

Our copy often covers environmental, sustainability and policy communications, and there are lessons to be learnt about how language influences public opinion. Just take the recent uproar about PM Boris Johnson\u2019s use of \u2018unparliamentary language\u2019<\/a>, which only served to exacerbate already tense communications. Using the right words is vital if we\u2019re to make positive steps towards protecting our planet \u2013 particularly in an age of misinformation. This can be tricky, but we believe it\u2019s fundamental to building constructive content that is able to stimulate real change.<\/p>\r\n\r\n\r\n\r\n

It\u2019s clear there are a lot of ideas in the pot when it comes to living more sustainably \u2013 in Bristol or any other UK city. As a Bristol-based business, we\u2019re proud of our city\u2019s status as the UK\u2019s first European Green Capital and the top core city in England for recycling. But, when it comes to air quality \u2013 and the language we use in response to sustainability measures \u2013 there\u2019s no doubt we\u2019ve all still got a long way to go.<\/p>\r\n\r\n\r\n\r\n

A note about the author<\/strong><\/h2>\r\n\r\n\r\n\r\n

This piece was written by Alice<\/a>, who is one of our team of talented (and often opinionated) writers. To meet some of our writers, take a look at our team page<\/a>.<\/p>\r\n\r\n\r\n\r\n

About us <\/strong><\/h2>\r\n\r\n\r\n\r\n

As a copywriting company, we know how to give your content writing an engaging boost. Speak to us about our range of copywriting services. Whether you\u2019re a global brand or a start-up, we can help.<\/p>\r\n\r\n\r\n\r\n

Photo credit: By Mario Klassen on Unsplash<\/em><\/p>\r\n","protected":false},"excerpt":{"rendered":"

As a copywriting agency in Bristol that regularly works on sustainability communications, we know the statistics surrounding environmental issues. For example, every year, more than 330 people in Bristol die prematurely from respiratory illnesses as a result of air pollution. 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