For the Full Report in PDF Form, please click here.

[Illustrations, footnotes and references available in PDF version]

This colossal PR disaster was 20 years in the making, and it took a special set of conditions to achieve a true marketing black hole. Never before in the history of public relations has so much star-power, money and kudos been used to score such a monstrous global own-goal. The campaign to dehumanize skeptics laid the groundwork and somehow, fittingly, the eco-terrorists own name-calling has come back to bite them.

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