In light of the recent film made by Richard Curtis for the 10:10 climate campaign, I thought these words from Anthony Giddens now seem very prescient.
Sometimes scaring people might be necessary in order to persuade them either to alter their behaviour , or to accept the steps that should be taken to avoid a particular danger or set of dangers. Effective world action to counter global warming, for example, is only likely to be initiated if governments and other agencies become significantly disturbed about the disasters that might otherwise ensue. Yet there is presumably a limit to the number of scares that can or should be publicly promoted. If there are too many, there is the chance that none will be taken seriously.
From Anthony Giddens, The Third Way (1998).