George marshall presentation at manchester workshop 05.03.09

Behaviour Change for Climate Change Changing Behaviour: What do you know? Bridgewater Hall, Manchester Thursday, 5th March 2009 George Marshall, Climate Outreach Information Network Oxford UK

BEHAVIOUR VALUES- WORLD VIEW LIFE EXPERIENCE BELIEF - ATTITUDES SELF-IMAGE

CHANGE REINFORCE SELECT TREATS RETURN

Problem strategies One size fits all Top down communications Ignoring cultural context

Problem messages We’re all going to fry ‘ Save the planet’ Change! Easy steps

Environmental Defense - Runaway Train Audience Message Messenger Medium Action General public It’s urgent Green NGO, ad agency TV Ad- youtube Take action? Share this ad?

Problem messages We’re all going to fry ‘ Save the planet’ Change! Easy steps

Act on CO2- UK Government Audience Message Messenger Medium Action Public (middlerange non-green) Save energy, reduce emissions Ad agency TV and print ads. Websites Simple actions. Calculate emissions

Typical ‘tips’ with their actual annual savings
Never use a new plastic bag
Change one standard lightbulb to a low-energy lightbulb
Never leave your TV on standby
Turn down heating in average house by one degree
Commute to work by bus
Become a vegetarian
Make one fewer flight
Kg Co2 5 17 25 230 400 500 500–12,000 % Average person’s annual emissions 0.04% 0.14% 0.2% 1.8% 3% 4% 4-96% (depending on the flight)

Recent focus group findings
Exeter University research:
cited The Guardian 24 th September 2008
"I recycle 100% of what I can, there's not one piece of paper goes in my bin, so that makes me feel less guilty about flying as much as I do.“ Quote of participant The longest and the most frequent flights were taken by those who were most aware of environmental issues

Winning strategies World view Peer to Peer Make action possible.. … and FUN!

Case Study: Don’t Mess with Texas
The audience was general public but especially young working class men
The action was to stop them littering on the roads
The campaign has been running for 12 years. It includes bumper stickers, t-shirts, and encourages people to report other litterers.

George Audience Message Messenger Medium Action Middle Americans not greens Gas guzzlers support terrorists NGO, ad agency Adverts Buy a fuel efficient car

COIN Open House Programme Audience Message Messenger Medium Action Peer Groups Designed by householder Ordinary people Open houses Eco-renovate houses

Over 1,500 people visited 8 houses during one weekend

COIN Speaker Training Programme Audience Message Messenger Medium Action Peer Groups Designed by speaker Ordinary people Individual presentations Give talks. Promote belief and lifestyle change

Over 900 people trained by COIN at one day speaker training events

Group support

Winning messages Rewards People like you Tell a story Resonant Metaphors

Rewards Money Time Validation Pride Status Acting out your principles

What happened when people saw this message in the Arizona Petrified Forest National Park ? Your heritage is being vandalized every day by theft. losses of petrified wood of 14 tons a year, mostly a small piece at a time

Story one
A terrifying future is coming. Whatever we do, it will be a disaster. We must immediately change our way of life and give things up to prevent it being even worse.
And even then it may be too late.
We need to be ready for the big changes that are coming. Because we are smart we can work together to adapt and protect ourselves. And the changes we are making will lead to a healthier and happier life. Story two

Diversity Land of Opportunity Progress Change New Vision I am the son of a black man from Kenya and a white woman from Kansas.. I am married to a black American who carries within her the blood of slaves and slaveowners. I have family of every race and every hue, scattered across three continents, and for as long as I live, I will never forget that in no other country on Earth is my story even possible.

Resonant themes Resilience Pride Independence Self Reliance Welsh Rugby Union Solidarity Jobs Negotiating Power Social Progress Trades Unions

Questions Is the change worthwhile? Is it voluntary or enforced? Can people take ‘ownership’? Can it multiply beyond target group?

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George marshall presentation at manchester workshop 05.03.09

by Manchester is my Planet

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