http://www.identitycampaigning.org/2009/07/values-and-experience-in-envi...

..... I think it is about time for environmental campaigns to recognize that our experiences embody the values we express. If you treat the citizenry like a stupid herd of ignorant people (whom we need to “inform” and “push to the polls”), then they will sense the value judgments embedded in campaigns that promote this view - and they will be turned off by you. Conversely, if you treat the citizenry like empowered agents of change (whom you only need to assist in their pathways to empowerment), they will sense a different value judgment and respond accordingly. .....

Something important for us to understand here.