If you're promoting an energy technology which results in alarming seismic activity, you have an uphill PR battle to fight. And given the relative unpopularity of earthquakes and self-igniting tap water among the general population, maybe it's a battle you're never going to win. I have a hunch, however, the task might become just slightly easier if the word 'fracking' were buried beneath a pile of subterranean shale rock.
Remember, Windscale became Sellafield. Who needs fracking when you could be releasing the potential of pure shale energy?
I've now studied the Special Constable poster in more detail (see blogs passim ) and can reveal the idea is even more complex and bizarre than I first thought. You'll recall that a Special is on some seedy looking street corner, just yards away from where a drug deal is in progress. He's keenly observing events and looks ready to take some kind of action. The copy says that Specials wear uniform and always have back-up. But this guy is on his own in plain clothes. Worrying. Perhaps he's off duty but just can't leave the policing thing alone? Once a part-time copper, always a part-time copper. But wait. There is back up. It comes in the form of the constable's own reflection in a puddle. If he took his eyes off the criminal activity for just a second and took the trouble to look down at his feet, he'd see that in Puddle Land, he is wearing a uniform and carrying a radio. There's enough material here to fill a semiotics seminar for a day. If I disco...
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