ALIGNING PERCEPTIONS WALKER INSTITUTEContext: Prior to naming and formation the Walker Institute was an initiative of climate researchers, which had secured significant funding. The notion was to pool the efforts of the leading climate research organisations in the UK to improve the rate and depth of understanding of our climate. Their collaboration and joint findings would be used to inform and advise government and industry from a scientific perspective unaffected by prevailing pre-conceptions and prejudices. The requirement: A name would be required which the members of the institute could identify and belong to. The organisation would need a way to concisely convey its purpose and offer whilst also overcoming the popular sensationalisation of the climate. A strategy a

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