Communicating a positive vision of a 100% clean energy future

If you can imagine it, you can create it. If you can dream it, you can become it.” William Ward.

This time last year, I went on a voyage of discovery into the world of clean and renewable energy. I wanted to find out for myself just what energy options were available to us all because the media just weren’t talking about them. The Government had started using phrases like “we need to think about energy security” and the unthinkable possibility of introducing fracking was becoming all too real.

But I knew in my heart and from experience this wasn’t the full picture. As a customer of a green electricity company I’d seen for myself there is so much more choice available to us. And so my mission to start uncovering innovations and sharing a more positive vision of what our future energy could look like began. The UK has an tremendous heritage for inventing and pioneering new technologies so surely there were scientists, engineers and visionaries who were actively working on solutions?

On April 9th 2014, a huge piece of the jigsaw puzzle fell into place when I attended the Zero Carbon Britain Rethinking the Future report presentation in London. Here was a group of scientists and visionaries who were saying what I knew could be possible.  We can have a modern, zero-emissions society using technology available today.

Now all we need to do is show the world how together we can create a 100% clean energy future is possible – simple eh?

What an opportunity for an ambitious marketer you’d say, all the ingredients are there: a big vision, a shared goal, worldwide involvement. The Barack Obama presidential campaign slogan “Yes We Can” seems to fit perfectly.

So why aren’t any of the big advertising agencies beating down a door to the Centre for Alternative Technology (CAT) to take up this worthy challenge?

I couldn’t wait for that to happen so fast forward to July 18th 2014 and I find myself in Wales for the weekend in the beautiful building which houses CAT to learn about all the different ways we, as individuals, can help spread the message of Zero Carbon Britain. Our group was an eclectic mix of educators and enthusiasts who all brought experience and opinion to the table leading to lively debate; all drawn together by a shared desire to communicate a positive vision of what is possible.

So just how do we educate, inform and involve everyone on our planet to be part of creating 100% clean energy future?

One of the most engaging ways is through telling stories, here’s the fascinating story of how our relationship with energy has developed over the years and the forces that have been in play which have directly influenced our behaviours as told by Paul Allen.

There’s nothing better than getting round a table with a map of Britain and really exploring the energy possibilities for each county to get you involved in the choices available to us all. Different conflicting opinions surface, prejudices and misunderstandings abound but dialogue keeps flowing and all of us become better educated as a result. Engaging in this game shows clearly that there is most definitely a need for a positive vision and shared goal of 100% clean energy future but only at a community level can the right mix of energy options be decided by the community itself based on each county’s resources. It cannot be determined from “on high.” 

Here are a few of our shared learnings from our weekend together presented in our interview with Paul Allen.

We all know there are those who have vested interests in the fossil fuel industry who stay wedded to the status quo as they do not wish to let go of their means of creating wealth and maintaining their current lifestyle.

However, this does not make us powerless. We have choices.

Every one of us has the opportunity to choose today to work towards a positive vision of 100% clean energy future for as William Ward says “If you can imagine it, you can create it. If you can dream it, you can become it.”

Read the Centre for Alternative Technology report for yourself at and you’ll discover that our scientists and visionaries have already created all the technologies we need.

So let’s start shouting it from the rooftops – 100% clean energy future is possible! 

Fellow broadcasters, advertisers, writers, designers, photographers, film makers, actors, artists, musicians, singers, together we need to bring sustainable living to life and make it a natural part of our culture which is relevant and fun for all of us.

That is the missing part of the puzzle. When this starts to happen, anything is possible.

Do YOU support 100% Clean Energy Future? Choose a way YOU can take action

It’s All Good Radio Show is an internet radio show produced and presented by Debbie Hyde which is broadcast at 9pm GMT on 

Debbie Hyde and David Durant are co-founders of Media for Good, a non-profit partnership with the aim of harnessing the power of media to effect change towards a more sustainable economy and protection of Earth’s resources.











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