erica jobson workshop

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Communications for Climate Security

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Today’s Agenda Introductions, check-in, warm up Climate change communications: a context Audiences Messages Break Uganda Case Study Channels Summing up, thanks and close

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Source University of Berne and National Oceanic and Atmospheric Administration Carbon dioxide levels over the last 60,000 years

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“First they ignore you, then they laugh at you, then they fight you; then you win” Mahatma Gandhi

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Where are we now on communicating climate change?

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Cape Farewell

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Lights Out London

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Carbon Trust WE ARE ALL RESPONSIBLE!

Audiences: 

Audiences

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Do we need to understand? =

Do you agree or disagree that the world's climate is changing?: 

Do you agree or disagree that the world's climate is changing? UK Research

To what extent do you think Climate Change is a result of human behaviour or natural changes? Do you think Climate Change is ......?MARCH 2005: 

To what extent do you think Climate Change is a result of human behaviour or natural changes? Do you think Climate Change is ......? MARCH 2005 UK Research

To what extent do you think Climate Change is a result of human behaviour or natural changes? Do you think Climate Change is ......?MARCH 2006: 

To what extent do you think Climate Change is a result of human behaviour or natural changes? Do you think Climate Change is ......? MARCH 2006 UK Research

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How concerned are you about the impact of Climate Change in the UK? Source: Defra. Base: 3,000 people UK Research

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How much influence do you think … can have on limiting climate change? Source: Defra. Base: 3,000 people National Research

Values Modes: Who are we talking to?: 

Values Modes: Who are we talking to? 21% Settlers - Security/sustenance driven, backward looking, yesterday was better 44% Prospectors - Esteem/outer-directed needs, ‘in the now’, fashion, status, success 35% Pioneers - Inner-directed needs, ethical, self-exploration, look forwards, like change and discovery Source: Framework Institute, adapted for UK by Pat Rose and Chris Dade

Promoting Photovoltaics: 

Promoting Photovoltaics Settlers Prospectors Pioneers ACTION Someone else SOLUTION I’d rather not change INCENTIVE Queen, council, neighbour = ‘normal’ We should organise I’ll do it myself If fashionable Good for planet Ethical imperative Let’s do it! Network of interesting people doing it for a good cause Add value, latest thing/trend

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Remember… Go beyond the usual suspects

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Audience rules Target specific groups Awareness raising, attitude change or behaviour change? Understand their motivations … audience research is key

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Audience research Who is the target? What motivates them? What do they read, watch, listen to? Who are they influenced by? … communicate how THEY want

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MESSAGES

Jargon Busting: 

Jargon Busting Methane clathrates Inter-generational Equity Climate Change Levy Direct Action Carbon Tax Vostok Ice Cores Carbon Disclosure Project Eco-efficiency Emissions Trading Global Warming Precautionary Principle Key Performance Indicator Kyoto Protocol Mitigation and Adaptation Albedo Effect Triple Bottom Line Factor 4 Hydrogen Fuel Cell

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Do we need to understand? =

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Blowing Away Myths… Challenging habits of climate change communication Don’t rely on concern about children’s future or human survival instincts

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Blowing Away Myths… Challenging habits of climate change communication Don’t create fear without agency

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Blowing Away Myths… Challenging habits of climate change communication Don’t attack or criticise home or family

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Blowing Away Myths… There is no ‘rational man’

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A New Way of Thinking Link climate change mitigation to positive desires/aspirations

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A New Way of Thinking Beware the impacts of cognitive dissonance

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Remember… Change groups

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Manchester is My Planet

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The right message Feedback is crucial

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The right message We’re more worried by loss than gain

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Remember… Label people

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Salesman tactics Reciprocity

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Remember… The pleasure principle

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10 WORDS OR LESS

Jargon Busting: 

Jargon Busting Methane clathrates Inter-generational Equity Climate Change Levy Direct Action Carbon Tax Vostok Ice Cores Carbon Disclosure Project Eco-efficiency Emissions Trading Global Warming Precautionary Principle Key Performance Indicator Kyoto Protocol Mitigation and Adaptation Albedo Effect Triple Bottom Line Factor 4 Hydrogen Fuel Cell

Break: 

Break

Local case study ACODE Uganda: 

Local case study ACODE Uganda

Channels: 

Channels

Who, if anyone, have you heard talking about Climate Change recently? (prompted): 

Who, if anyone, have you heard talking about Climate Change recently? (prompted) National Research

And where, if anywhere, have you seen or heard anything about Climate Change recently? : 

And where, if anywhere, have you seen or heard anything about Climate Change recently? National Research

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$200 million on advertising = Next to nothing

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Remember… Remind, remind, remind

Channels: 

Channels Direct marketing - direct mail/e-mail/cold calling New technology - SMS etc Education channels (schools, higher and further education) Sponsorships Advertising Radio TV Press Online Editorial / Press releases Specialist and mainstream Viral (e-mails etc) Exhibitions Celebrity endorsements Online (web and web-log) PR Stunts Business communications Networks/forums/conferences Entertainment media (product placement) Road shows Cultural events Speeches Consultations/ dialogue Competitions Anniversaries TV programmes Loyalty/coupons - some type of offer Reports, brochures, newsletters etc Awards

Management and measurement: 

Management and measurement

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Action and communications on climate change must be consistent

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The context affects everything

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The communications must be sustained over time

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Process – Impact – Outcome Qualitative research (focus groups) Quantitative analysis (surveys, statistics and press clippings) Impact and influence Interest and follow-up Measurement

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13. The bystander effect 14. Freeriders spoil everything 15. Tomorrow is less important 16. Beware totem behaviours 17. Money = weak changes 18. The ‘sod off’ factor Beware!

If you remember…: 

If you remember… Be positive Be targeted Be creative

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THANK YOU! erica@futerra.co.uk www.futerra.co.uk