European Union

As the world strives to reduce carbon emissions, peatlands have been dubbed the new “black gold,” storing over three times the carbon of all the forests in the world. As part of the EU LIFE Peatlands and People project, people who once dug out drains to dry up bogs for peat harvesting are now blocking those very drains as part of a large-scale rewetting process. What drives a cultural shift like this? According to Professor of Social Marketing Christine Domegan, we must match urgent calls to action with positive models for change and mutual community support.