David Miliband, secretary of state at Defra, said he was 'pretty sceptical' of the impact a government advertising campaign would have on changing people's behaviour.
Speaking to the Environment Audit Committee, he said advertising should be 'the end of the process rather than the beginning'.
The minister said the public should be educated about climate change before being encouraged to alter their habits. He pointed to programmes by Sir David Attenborough as a good example of how this could be done.
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