Words That Change the World: Howard Luck Gossage Showed Us How Copywriters Can Help Save the Planet
Great tips and tricks from one of the original madmen of advertising
Introduction: The Power of Words
In a world filled with noise, words have the power to cut through, to touch hearts, and to ignite change. Howard Luck Gossage, one of the most influential advertising minds of the 20th century, understood this better than anyone. He didn’t just sell products; he sold ideas — ideas that had the power to save the world.
Gossage believed that advertising wasn’t just about making money; it was about making a difference. He used his talents to help protect the Grand Canyon, save endangered species, and raise awareness about the environmental challenges of his time. Today, as the planet faces even greater threats, his legacy offers a powerful lesson for modern copywriters: Your words can change the world.
But what does it take to be a great copywriter who also helps save the planet? This is the story of how your words can make a difference, and why the stakes have never been higher.
Section 1: The Legacy of Howard Luck Gossage
Howard Luck Gossage was not your typical ad man. While many of his contemporaries were focused on selling cars, soap, and cigarettes, Gossage was busy changing the world. He didn’t see advertising as a tool for pushing products; he saw it as a platform for provoking thought and inspiring action.
In the 1960s, when the U.S. government proposed building dams that would flood parts of the Grand Canyon, Gossage stepped in to help. Partnering with environmentalist David Brower, he created a series of provocative ads that caught the nation’s attention. One of the most famous ads asked, “Should We Also Flood the Sistine Chapel So Tourists Can Get Nearer the Ceiling?” The message was clear: Some things are too precious to sacrifice for profit.
The campaign worked. Public pressure mounted, and the dams were never built. Gossage’s words had saved one of the most iconic natural wonders of the world.
This wasn’t an isolated incident. Gossage’s work with the Sierra Club, the Environmental Defense Fund, and other organizations helped lay the groundwork for the modern environmental movement. He proved that advertising could be a force for good, and his legacy continues to inspire copywriters today.
Section 2: The Emotional Power of Storytelling
One of the reasons Gossage’s campaigns were so effective is that they didn’t just present facts — they told stories. Stories have a unique power to connect with people on an emotional level, to make them care in ways that statistics and data often can’t.
As a copywriter, your ability to tell a compelling story is one of your greatest assets. When it comes to environmental issues, storytelling can transform abstract concepts into relatable experiences. For example, instead of simply stating that deforestation is a problem, you could tell the story of a single tree in the Amazon rainforest — how it has stood for centuries, providing shelter for countless species, and how its destruction would ripple through the ecosystem.
Think about the Carolina parakeet, a beautiful, gregarious bird that once filled the forests of the eastern United States. These vibrant green and yellow birds lived in flocks and were known for their strong social bonds. But hunters exploited this very social nature — wounding one bird so that others would return to help, only to be killed themselves. The Carolina parakeet was hunted to extinction for its feathers, which were used to decorate hats. By the early 20th century, it was gone forever.
Stories like these can make people feel the urgency of the issue. They can make the distant and abstract feel personal and immediate. And they can move people to act.
Section 3: The Responsibility of a Copywriter
Gossage once said, “Our first duty is not to the client, but to the audience.” This is a profound statement that goes beyond the typical client-focused mindset of the advertising industry. It’s a reminder that as copywriters, we have a responsibility to the people who read our words — and, by extension, to the world they inhabit.
When writing for environmental causes, it’s important to keep this responsibility in mind. Your words can influence how people think, feel, and behave. They can inspire someone to recycle, to reduce their carbon footprint, or to support policies that protect the environment.
But with this power comes a responsibility to be truthful, ethical, and impactful. Don’t just write what sounds good — write what’s right. Don’t just sell a product — sell a better future.
Remember Gossage’s warning: “People don’t hate advertising. They hate bad advertising.” This applies to environmental messaging as well. If your message is preachy, boring, or insincere, it won’t resonate. But if it’s authentic, engaging, and grounded in real-world solutions, it has the potential to make a difference.
Section 4: Practical Tips for Writing Effective Environmental Copy
So, how can you write copy that both inspires and informs? Here are some practical tips, inspired by Gossage’s philosophy and the principles of great copywriting:
Use Powerful, Evocative Language: Don’t be afraid to use strong words that evoke emotion. Words like “devastation,” “breathtaking,” “irreplaceable,” and “crisis” can help convey the urgency of environmental issues.
Tell a Story: Whether it’s the story of a species on the brink of extinction or a personal anecdote about your connection to nature, stories are a powerful way to engage your audience and make your message stick.
Make It Personal: Connect the issue to your audience’s lives. Show them how environmental problems affect them directly — whether it’s the quality of the air they breathe, the water they drink, or the future their children will inherit.
Be Solution-Oriented: While it’s important to highlight the problems, it’s equally important to offer solutions. Empower your audience by showing them what they can do to make a difference, whether it’s supporting a cause, changing their habits, or advocating for policy change.
Use Social Proof: Highlight how others are taking action. Social proof is a powerful motivator — people are more likely to act if they see that others are already doing so.
Keep It Simple and Direct: Don’t overcomplicate your message. Environmental issues can be complex, but your copy should be clear, concise, and easy to understand.
Incorporate Visuals: A picture is worth a thousand words, especially when it comes to environmental issues. Use compelling images to complement your copy and drive the message home.
Be Honest and Transparent: Avoid greenwashing or making exaggerated claims. Your audience will appreciate honesty and will be more likely to trust and support your cause if they feel you’re being genuine.
Section 5: How You Can Make a Difference
The world is facing unprecedented environmental challenges. Climate change, deforestation, species extinction, and pollution are threatening the very fabric of life on Earth. But as copywriters, we have a unique opportunity to make a difference.
Howard Luck Gossage believed that advertising could change the world. He used his skills to protect the Grand Canyon, save endangered species, and promote environmental causes long before they were mainstream concerns. Today, we can carry on his legacy by using our words to inspire action and protect the planet.
Whether you’re working for a nonprofit, a sustainable brand, or simply using your platform to raise awareness, your words matter. They have the power to inform, to persuade, and to ignite change.
So, the next time you sit down to write, remember Gossage’s words: “Changing the world is the only fit work for a grown man.” Let your words be a force for good. Let them be the spark that lights the fire of change.
Conclusion: The Future We Write
As copywriters, we have the privilege of shaping the stories that define our world. We can choose to use our skills to sell products, or we can choose to use them to sell ideas — ideas that can change minds, protect the environment, and ensure a better future for generations to come.
Howard Luck Gossage showed us that words can save the world. Now it’s our turn to pick up the pen and continue his work. Because in a world that’s burning, every word counts.
Let’s write the future we want to see — one word, one story, one campaign at a time.
