Behaviour  Change for Climate  Change     Changing Behaviour: What do you know?  Bridgewater Hall, Manchester Thursday, ...
 
 
 
 
 
 
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 ag...
Problem messages We’re all going to fry ‘ Save the planet’ Change! Easy steps
 
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 emis...
Typical ‘tips’ with their actual annual savings <ul><li>Never use a new plastic bag </li></ul><ul><li>Change one standard ...
Recent focus group findings <ul><li>Exeter University research:  </li></ul><ul><li>cited The Guardian 24 th  September 200...
Winning strategies World view Peer to Peer Make action possible.. … and FUN!
Case Study: Don’t Mess with Texas <ul><li>The audience was general public but especially young working class men </li></ul...
George Audience Message Messenger Medium Action Middle Americans not greens Gas guzzlers support terrorists NGO, ad agency...
Winning strategies World view Peer to Peer Make action possible.. … and FUN!
COIN Open House Programme Audience Message Messenger Medium Action Peer Groups Designed by householder Ordinary people Ope...
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 I...
Over 900 people trained by COIN at one day speaker training events
Winning strategies World view Peer to Peer Make action possible.. … and FUN!
Group support
Winning messages Rewards People like you Tell a story Resonant Metaphors
Rewards Money Time Validation Pride Status Acting out your principles
Winning messages Rewards People like you Tell a story Resonant Metaphors
  What happened when people saw this message in  the Arizona Petrified Forest National Park ? Your heritage is being vanda...
Winning messages Rewards People like you Tell a story Resonant Metaphors
Story one <ul><li>A terrifying future is coming. Whatever we do, it will be a disaster. We must immediately change our way...
Winning messages Rewards People like you Tell a story Resonant Metaphors
Diversity Land of Opportunity Progress Change  New Vision  I am the son of a black man from Kenya and a white woman from K...
Resonant themes Resilience Pride Independence Self Reliance Welsh Rugby Union Solidarity  Jobs Negotiating Power Social Pr...
Questions Is the change worthwhile? Is it voluntary or enforced? Can people take ‘ownership’? Can it multiply beyond targe...
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George marshall presentation at manchester workshop 05.03.09

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George Marshall's Presentation on Behavioural Change and Energy at Manchester International Workshop hosted by Manchester: Knowledge Capital 05.03.09

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George marshall presentation at manchester workshop 05.03.09

  1. 1. 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
  2. 8. BEHAVIOUR VALUES- WORLD VIEW LIFE EXPERIENCE BELIEF - ATTITUDES SELF-IMAGE
  3. 9. CHANGE REINFORCE SELECT TREATS RETURN
  4. 10. Problem strategies One size fits all Top down communications Ignoring cultural context
  5. 11. Problem messages We’re all going to fry ‘ Save the planet’ Change! Easy steps
  6. 12. 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?
  7. 13. Problem messages We’re all going to fry ‘ Save the planet’ Change! Easy steps
  8. 15. Problem messages We’re all going to fry ‘ Save the planet’ Change! Easy steps
  9. 16. 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
  10. 17. Typical ‘tips’ with their actual annual savings <ul><li>Never use a new plastic bag </li></ul><ul><li>Change one standard lightbulb to a low-energy lightbulb </li></ul><ul><li>Never leave your TV on standby </li></ul><ul><li>Turn down heating in average house by one degree </li></ul><ul><li>Commute to work by bus </li></ul><ul><li>Become a vegetarian </li></ul><ul><li>Make one fewer flight </li></ul>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)
  11. 18. Recent focus group findings <ul><li>Exeter University research: </li></ul><ul><li>cited The Guardian 24 th September 2008 </li></ul>&quot;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
  12. 19. Winning strategies World view Peer to Peer Make action possible.. … and FUN!
  13. 20. Case Study: Don’t Mess with Texas <ul><li>The audience was general public but especially young working class men </li></ul><ul><li>The action was to stop them littering on the roads </li></ul><ul><li>The campaign has been running for 12 years. It includes bumper stickers, t-shirts, and encourages people to report other litterers. </li></ul>
  14. 21. George Audience Message Messenger Medium Action Middle Americans not greens Gas guzzlers support terrorists NGO, ad agency Adverts Buy a fuel efficient car
  15. 22. Winning strategies World view Peer to Peer Make action possible.. … and FUN!
  16. 23. COIN Open House Programme Audience Message Messenger Medium Action Peer Groups Designed by householder Ordinary people Open houses Eco-renovate houses
  17. 24. Over 1,500 people visited 8 houses during one weekend
  18. 25. 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
  19. 26. Over 900 people trained by COIN at one day speaker training events
  20. 27. Winning strategies World view Peer to Peer Make action possible.. … and FUN!
  21. 28. Group support
  22. 29. Winning messages Rewards People like you Tell a story Resonant Metaphors
  23. 30. Rewards Money Time Validation Pride Status Acting out your principles
  24. 31. Winning messages Rewards People like you Tell a story Resonant Metaphors
  25. 32. 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
  26. 33. Winning messages Rewards People like you Tell a story Resonant Metaphors
  27. 34. Story one <ul><li>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. </li></ul><ul><li>And even then it may be too late. </li></ul>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
  28. 35. Winning messages Rewards People like you Tell a story Resonant Metaphors
  29. 36. 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.
  30. 37. Resonant themes Resilience Pride Independence Self Reliance Welsh Rugby Union Solidarity Jobs Negotiating Power Social Progress Trades Unions
  31. 38. Questions Is the change worthwhile? Is it voluntary or enforced? Can people take ‘ownership’? Can it multiply beyond target group?
  32. 39. [email_address]

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