Creating an Image on Carbon Tax - Term Paper Example

IMC Plan Background The Australian government has held conference after conference in their bid to tackle the high carbon footprint in the country; Australia aims at reducing the current emissions by 5% by the year 2020. After years of push and pull, the Australian Labor Government made public the policy advocating for a green future on the July of 2011. The document proposed the introduction of carbon tax by the 1st of July 2012 as a way of ensuring a secure future of clean energy (Harry 2011). The policy was followed by widespread opposition from industry leaders in their 8th November anti-tax campaign. The labor government has proposed a balance of carbon tax and a trading system placed at a fixed level of $23 per ton of carbon. The price will be paid for a period of three years pending the allocation of pollution permits in 2015. The government will maintain the use of price caps and price ceilings for another 5 years from 2015 so as to aid stability in prices. Some of the people likely to be affected are airlines, steel and mining companies as well as energy companies. The Australian government hopes to reduce its dependence on coal and suffice it with renewable energy so as to reduce its reliance on fossil fuels and thus reduce the effects it has on climate change (Beatley 2000). Australia is responsible for 1.5 per cent of the global carbon footprint. It is considered the greatest per capita emitter since it depends on coal to produce electricity. Target Audience Segment Analysis The target segments of this advertisement are businesses and households. They are responsible for almost all the carbon emissions in air. Families and businesses need to understand the way in which they contribute to the carbon footprint in air and their role in reducing the emissions. At the household level emissions originate from electricity generated from coal, sewages and gas emissions from their cars and other machinery. Every household will be required to pay $9.9 per week as carbon pricing originating from water, sewerage and electricity. Households should expect a $ 1 dollar rise in food, $.3.30 per week rise in electricity cost and $1.50 on average in gas costs. More than half of the revenue generated from carbon emissions is supposed to be spent on compensating homes. Households will be compensated at an average of $10.1 per week (Pineda 2012). Businesses using energy regularly will be most affected by the carbon tax policy. This refers to manufacturing companies using coal and electricity as the chief source of energy such as mining companies, airlines and motor vehicle manufacturers, steel making companies and energy producing companies. They have to be actively involved in the carbon emissions reduction plan for it to be effective. Literature review Global warming is the average rise in the temperature of the atmosphere due to several reasons. One of the major reasons is due release of green house gases like sulphur IV oxide, nitrogen and carbon. Carbon and its elements, as from research, contribute to the largest percentage of global warming (Angus 2011). Carbon can be released to the atmosphere through emissions of unburnt gases in industries which commonly release carbon in the form of carbon II oxide. In countries where coal is the source of energy for instance in Australia, the main exhaustion gas released to the atmosphere is carbon since coal has a great percentage of carbon. How do the green house gases cause global warming? When the green house gases for instance carbon are released to the atmosphere, they create an outer layer in the atmosphere. When sunlight energy from the sun reaches the earth's atmosphere, some of that heat is absorbed by the earth to warm itself up, so as to enable the earth sustain life. If the heat is excess, it is then radiated back out of the earth's atmosphere. Now in the presence of the green house gases, which create the outer coating on the earth’s atmosphere, the excess heat will then be accidentally absorbed and reflect it back down to earth, thereby making earth warmer than it needs to be. This will make the earth warmer than it’s normally supposed to be (Foster 2009). This will result to melting away of the ice sheets that are cooling our planet and keeping the poisonous gases found under the sea from coming up. If the effects continue, the earth gets hotter and hotter making these ice sheets to start melting. It is then followed by a process where the ice is then turned into water and joins the oceans water making the sea level rise. It is said that a sea water rise of 1.1m would indicate eight to eleven thousand residential buildings in Tasmania, more than 2500 of those in the Clarence and Kingbourgh local government areas, which are part of Greater Hobart (Beatley 2010).An increase in the sea level therefore will have a lot of adverse effects on the people living in the surrounding; they will be displaced by the increase in the water sea level. Melting of the ice in the mountain peaks can also result from the effects of global warming and as a result affect economic activities that are carried out along the mountain leeward side. Also people living in the surrounding leeward side will be displaced. Due to the existence of the green house gases, the earth or the country facing the effects will always have acidic rain. This is well explained when the carbon gases or sulphur gases react with water to form an acidic solution which is then called acidic rain. Acidic rain corrodes t iron building sheet; it affects the life of aquatic animals and the life of plans. Even the human beings will eventually be affected as they are dependent on plants and water. Since the effects of global warming and climate change were adverse in the world as a whole, and specially in Australia where coal is used as the main source of energy, scientists in collaboration with the governing powers thought it wise to greatly minimize the level of carbon being released to the atmosphere as one strategy to reduce of global warming. One of the requirements for Green support was the formation of a cross-party parliamentary committee to determine policy on climate change, which Gillard proceeded with in forming a minority government. The committee agreed on the introduction of a fixed-price carbon tax commencing 1 July 2012, transitioning to a cap-and-trade ETS on 1 July 2015 (Pineda 2012).Controlling g the amount of carbon being released to the atmosphere would be enhance by introduction of the carbon tax law, a law that is to be enforced so that all firms and households that release carbon to the atmosphere, will pay as per the amount that they released. This is a very positive stage and plan that eventually provides the government with revenue which it should strictly use to improve the environment; as well as come up with other measures to conserve the environment. The bill supporting the carbon law in Australia was passed by the Lower House in October 2011 and the Upper House in November 2011 (Harry 2011). Communication Objectives We at Mark and Mark agency hope to achieve a number of objectives through this marketing communication plan. We want people to recognize and appreciate carbon tax as a stepping stone to a green future. The agency wants to promote the product knowledge among consumers. We want them to be aware of the billing facts they should expect and what the government is doing to help its citizens adapt to this change in the most stress free way. We seek to influence people’s attitudes on carbon tax. We want an association between a green future and carbon tax. The people should not feel forced to pay carbon tax, rather they should be willingly involved in the plan. Most people are relating carbon tax laws with ways of politicians ‘eating from the people’. This is a fallacy that needs to be kept away from the carbon tax issue. Political dogma should be kept away from this environmental policy since this tax will benefit us all. We would like to explain the importance of the carbon tax at large, how the resources obtained from imposition of the law can be used for the better of the country and the citizens at large, enable them get the positive importance of the law and as result encourage the country and the scientist at large in buying the idea of imposing the law. It is believed that the carbon tax is driven by the politics of minority government. Therefore it is a great objective to let the audience and the citizens understand that the carbon law can only be in use if the influence of politics that is in favor of enforcement of the law is encouraged. For instance, if the carbon released by the neighboring country is excess and is not regulated, the forces of the government can greatly help in requesting them adopt the law rather than an individual could. Logically, after explaining and facing the effects of carbon to the atmosphere, then all that we need is a strategy and therefore it is a moral objective to adopt carbon tax. If there is a problem, morally an objective that will solve the problem is encouraged. Therefore, adoption of carbon tax is a moral objective in Australia (Newman and Kenworthy 1999). Global warming has greatly been influenced by emissions from domestic households. We need the carbon tax to reduce domestic carbon emissions. Global emissions and its effects can be reduced by the carbon tax which is the only solution or part of a solution to global climate change and its terrible consequences (Angus 2011). Therefore it is one objective to reduce global emission by enforcing the carbon tax law. Carbon tax should be encouraged to developing countries so that when global solutions are being passed, the countries may not claim to be hypocrites on the issue. This gives rise to objective number six of reducing global emissions by setting a global example to the world. Strategies to achieving these objectives The ministry of energy should work in collaboration with the other nation s in aim of regulating the amount of carbon being released into the atmosphere. This can be enhanced by stating the amount of monetary fine that one will incur upon release of a given amount of carbon to the atmosphere. It is also a very wise step to minimize the amount of carbon rereleased to the atmosphere by encouraging use of renewable sources of energy. This can greatly improve the situation as the source of energy that has maximum exhaustion of carbon will be used. Instead of opting for coal as the main source of energy, the government should increase use of other sources of energy. A good example is the use of hydro power. This is production of energy by use of the water sources. Hydro Power therefore will result to one of the strategies to achieving the objectives of the carbon tax law (Berelowitz 2010). It is very effective as little or no carbon will be released in the event of production of power or energy. Other sources of power like wind energy that is carbon free can also be encouraged. Wind energy can as well provide energy as coal could. If this is encouraged, the amount of carbon released to the environment can greatly reduce. Implement wind power projects to the extent that it is technically feasible and suits the local cyclonic conditions can be encouraged. To enhance the amount of energy produced by the wind energy, Development of a wind atlas should be encouraged. Scientific studies show that the total wind power capacity that may be accommodated in the national grid is limited to 30% of the night load (Humphrey 2007). In reference to this, The amount of wind generation capacity can be limited to some 60 MW at current level of night load. Wind firms can also be set up as a way of increasing the energy produced by wind. There are several private sectors that can be encouraged to set up wind firms as a way of reducing carbon emitting energy sources and therefore limiting the amount of energy released to the environment. Solar energy is one of the natural sources of energy we have. If installed and conserved well, the solar energy can contribute greatly to the amount of energy that the country requires (Lovelock 2000). For this reason the ministry of energy should greatly invest on the strategies that will encourage solar energy use and discourage use of non renewable energy sources as this is one of the greatest strategies to reduction of the amount of carbon being released to the atmosphere through implementing incentive schemes that encourage the use of solar energy for instance in water warming and production of heat as a form of energy and electricity. Use of Bagasse Energy The country should encourage use of Use bagasse which is more efficiently with a view to increasing the contribution of bagasse based electricity and as result increase the amount of energy produced annually. By encouraging use of baggases additional electricity from the same amount of bagasse that is available from the tonnes of cane can be generated by the sugar industry through investment in power plants operating at higher pressure. Australia being the third leading supplier of sugarcane, then Maximize the amount of energy generated from available bagasse, while minimizing the use of coal should be encouraged. Within this framework, achieve the target of minimizing the amount of carbon released to the atmosphere and increase the amount of electricity from bagasse in medium term (Foster 2009). Research and development in the sector should be promoted so as to give rise to new varieties of sugar cane with a higher biomass production. In promoting the baggasse energy industry encouraging the use of new varieties of sugar cane with higher biomass content and any other technology that would be commercialized so as to increase the amount of energy generated from bagasse should be encouraged. If the use of bagasse is encouraged, a lot of energy can be realized and result to reduction of the use of coal or carbon emitting sources of energy. In order to achieve this, it means that an extra mile of convincing the audience and all other citizens who are used to the use of coal as the main source of energy, to consider other sources of energy. Therefore creating awareness on the effects of carbon to the globe will be a great necessity. After creating awareness, then an educating session will be necessary to explain how this other sources of energy can be used instead (Beatley 2010). Media plan to achievement of these objectives Carbon tax being politically influenced, use of politicians in creating awareness is one big way of informing the audience on the same. It can well be explained in a case where a very prominent leader, who is loved by the citizens and considered as a model to the rest, can be used as an advocate. He can be used to create awareness through television interviews. Politicians can also contribute to imposition of the carbon tax law by attending international political meetings and in the event explain to the other leaders on the carbon tax and how they would like it to work among themselves. Politicians in the environmental sector and ministry can prepare newsletters that can be availed to the households and industries explaining the importance of the carbon law and how it can benefit them. Since most households use television as the most popular means of entertainment and source of information, then to avail this information, advertisement can be designed and then television be used to create awareness to the Australians citizens. Through advertisements, information will spread fast to all citizens, and the need to impose the carbon tax will be taken positively. Information conveyed through other prominent leaders like ambassadors can greatly be useful as citizens would take it seriously. Organizing meetings and then have the prominent leaders like the ambassadors being the speaker can greatly convey the carbon tax law and what it constitutes. Also leaders from other countries that have imposed the carbon law and have worked to their success can be invited and be used for the same purpose. In institutions, the environmental club members can be taught on the origin of the carbon tax law, the importance and why it should be implemented upon which on completion and understanding, then they can be used as channels of conveying the message to the young people in school who in return can convey the same to the parents and other siblings. Information through the website can always reach the targeted audience. Information to be displayed on the website or the internet should be presented in a manner that is attractive so that the users can easily get attracted to it and get the content in it (Newman and Kenworthy 1999). The internet can convey information to the young and the employed. These two groups can greatly influence the rest of the citizen by giving their point of view on the same, what they feel is right and what they feel should be implemented on success of the carbon tax law. The best way of reaching out the industries and other firm is through supply of publications written in form of newsletters. In the newsletter, information on the amount of carbon released by Australia, the amount of carbon released by other countries, its effects and how to curb with these effects should be provided. The newsletters should be relatively cheap so that many people can get access to them. For people who may not be able to buy, samples should be given to them for free. People with smaller business firms should also be a target for these newsletters. The firms that they own, some of them are industrious and use energy in aid of production and therefore the managers or the owner should also avail a copy of the newsletter to the workers and also to their families (Belch, Belch, Kerr and Powell 2009). Conclusion The IMC plan proposed by Mark and Mark agency will be highly effective in informing, educating, and emphasizing the need for citizens to adopt carbon tax as a way of fighting global warming and climate change. The whole world is experiencing adverse effects of global warming and Australia as a signatory to the Kyoto protocol have an obligation to reduce their carbon footprint by 5% by the year 2012 (Beatley 2000). Through advertisements and educative forums and materials, the true intentions of carbon tax will be known to the citizens. The negative politics and fears surrounding this volatile issue will be addressed. A positive image must be created on carbon tax so as to dispel any previous negative connotations. List of References Angus, I., 2011, Ecosocialism or Barbarism: there is no third way, climate and capitalism, May 5th MR Press. Available from http://www.climateandcapitalism.com Beatley, T., 2000, Green Urbanism: Learning from European cities, Island Press, Washington, DC. Beatley, T., 2010, Biophilic Cities: Integrating nature into urban design and planning, Island Press, Washington, DC. Belch, G.E., Belch M.A., Kerr, G., and Powell, I., 2009, Advertising and Promotion: an integrated marketing communication perspective, McGraw Hill Online Learning Center, Australia. Berelowitz, L., 2010, Dream City: Vancouver and the global imagination, Douglas & McIntyre, Vancouver Foster, J.M., 2009, The ecological Revolution: Making peace with the planet, Prentice Hall, Illinois Harry, M.G., 2011, What is Carbon Tax? Australian politics and environmental issues, hub pages, Available from http://www.harrymcg.hubpages.com/hub/what-is-carbon-tax-in-Australia Humphreys, J., 2007, Exploring a Carbon Tax for Australia, Center for Independent Studies, Australia. Lovelock, J, 2000, Gaia: A new look at life on earth, Oxford University Press, London. Newman, P. and Kenworthy, J, 1999, Sustainability and Cities: Overcoming Automobile Dependence, Koutney Press, Monash. Pineda, E., 2012, “Australian Carbon Tax: government reveals cuts, cash bonuses under soon to be rolled out tax,” April 9th, International Business Times. Read More