This paper evaluates the Department of the Environment's Helping the Earth Begins at Home Campaign that was carried out in the early 1990s from a global warming perception perspective. The study is based on both qualitative and quantitative research in the UK including random telephone surveys and interviews with policy makers. The study shows that the campaign largely failed for two reasons: a) the majority of the respondents did not make a link between their own energy consumption and global warming and b) the respondent's still confused global warming with the ozone hole.
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