Issue and Opponent: In 2009, activists in New York felt that climate change and its effects were being disregarded in local and global communities. A study commissioned by Mayor Bloomberg found that climate change exacerbated by human-created greenhouse gases was threatening New Yorkers’ health, livelihood, and security.
Dilemma Action: In efforts to raise awareness of how climate change affects several people, the Yes Men created a fake New York Post newspaper and distributed it a day before the UN held a climate change summit. Over two thousand volunteers distributed almost a million copies throughout New York City. The entire newspaper was dedicated to content related to climate change, and the front page read “WE’RE SCREWED.” Though the newspaper was a spoof, everything on it was true, as it reported on the potential effects of climate change on the city. Some volunteers even handed out the fake newspapers outside the New York Post’s headquarters. With so many copies of the fake New York Post newspaper being distributed throughout the city, the company was faced with declaring it as a mock newspaper, thus drawing yet further media attention to the issue, or saying nothing about it at all, thus implying that the company supported the Yes Men’s wake up call on climate change.
Outcomes: Ultimately, volunteers distributing the spoof newspapers outside the New York Post’s headquarters were detained. The New York Post stated that it wasn’t impressed with the action by calling it a “witless spoof in flawless format.” The New York Post’s public declaration that the newspaper was a spoof drew in a lot of media coverage, which detailed the effort and the climate change issues it addressed. While no concessions were obtained, the Yes Men were able to reframe the narrative of climate change effects on the city through their ongoing campaign meant to lead to change over time.