Climate Change Communications

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Climate Change Communications

  1. 1. Climate Change: Communicating for Behaviour Shift
  2. 2. Introductions <ul><li>Phil Newcombe – Marches Energy Agency </li></ul><ul><li>Nancy Davies - Marches Energy Agency </li></ul>
  3. 3. Structure of the day <ul><li>Overview and introduction to audiences </li></ul><ul><li>Activity – understanding your audience </li></ul><ul><li>Activity – mapping the journey </li></ul><ul><li>Presentation – communications </li></ul><ul><li>Activity – creating your message </li></ul>
  4. 4. <ul><li>Social Marketing </li></ul><ul><li>‘ the systematic application of marketing, alongside other concepts and techniques, to achieve specific behavioural goals, for a social good.’ </li></ul><ul><li>(French, Blair-Stevens 2006) </li></ul>
  5. 5. The Strategy 1. Understanding the audience 2. Mapping the journey to change 3. Making a clear message 4. Choosing your media 5. Creating lasting changes
  6. 6. Step 1 – Identifying and understanding the audience <ul><li>Who are your ‘audience’. </li></ul>
  7. 7. Step 1 – Identifying and understanding the audience <ul><li>Who are your ‘audience’. </li></ul><ul><li>What are their current attitudes to Climate Change. </li></ul>
  8. 8. Defra’s ‘Market’ Segmentation 7. Honestly disengaged 6. Stalled starters 5. Cautious participants 4. Sideline supporters 3. Concerned Consumers 2. Waste Watchers 1. Positive Greens
  9. 9. 1. Positive Greens I think we need to do some things differently to tackle climate change. I do what I can and feel bad about the rest
  10. 10. 2. Waste Watchers Waste not want not, that’s what’s important. You should live life thinking about what you’re doing and using.
  11. 11. 3. Concerned consumers I think I do more than a lot of people. Still, going away is important, I’d find that hard to give up.. Well I wouldn’t, so carbon offsetting would make me feel better.
  12. 12. 4. Sideline Supporters I think climate change is a big problem for us. I suppose I don’t think much about how much water or electricity I use and I forget to turn things off.. I’d like to do a bit more.
  13. 13. 5. Cautious participants I do a couple of things to help the environment. I’d really like to do more… well as long as I saw others were
  14. 14. 6. Stalled starters I don’t know much about climate change. I can’t afford a car so I use public transport. I’d like a car though.
  15. 15. 7. Honestly disengaged Maybe there’ll be an environmental disaster, maybe not. Makes no difference to me, I’m just living my life the way I want to.
  16. 16. Step 1 – Identifying and understanding the audience <ul><li>Who are your ‘audience’? </li></ul><ul><li>What are their current attitudes to Climate Change? </li></ul><ul><li>What is their current behavioural position? </li></ul><ul><li>What may be barriers and motivators to behaviour change? </li></ul>
  17. 17. Step 2 – Mapping the journey to change <ul><li>Choose your actions </li></ul>
  18. 18. Defra’s Headline Actions Be more responsible about how much water is used Water actions Create less waste Recycle more Waste actions eat a ‘lower impact diet’ Eat more food that is locally in season Buy products that are energy smart not energy guzzling Eco product actions Avoid unnecessary flights (short haul) Use the car less for short trips When upgrading your car, choose more fuel efficient one Personal transport actions Install small-scale renewable energy technologies Be clever about managing energy use Insulate your home Home energy actions
  19. 19. Step 2 – Mapping the journey to change <ul><li>Choose your actions </li></ul><ul><li>Match actions to audience/frame actions according to audience </li></ul>
  20. 20. Choosing actions according to audience Positive greens Cautious participants Stalled starters Renewable energy Low energy lighting Free loft insulation
  21. 21. Framing actions for audience: renewable energy <ul><li>Group Example behaviour Example of how to frame action </li></ul>Positive greens Cautious participants Stalled starters Support home renewables, plan to get some Don’t know, don’t care, don’t have the money for it Know about renewables, don’t see point Put in touch with grants and support for renewables; recruit to help promote benefits Promote benefits of renewables, give examples of renewables being used, inform about grants and support Give examples of renewables being used; perhaps more productive to promote more affordable/easy actions
  22. 22. Step 2 – Mapping the journey to change <ul><li>Choose your actions </li></ul><ul><li>Match actions to audience/frame actions according to audience </li></ul><ul><li>Overcome barriers and promote benefits </li></ul>
  23. 23. Step 1 Activity <ul><li>What are the key behavioural and attitudinal opportunities, issues and implications to consider when seeking to engage these groups? </li></ul><ul><li>What are the most likely possible motivators and barriers for your audience? </li></ul>
  24. 24. Step 2 Activity <ul><li>What are the key considerations for the adoption of your areas of action? </li></ul><ul><li>How could actions be best framed to make them acceptable to your audience? </li></ul><ul><li>Which actions would be most likely to succeed with which group? </li></ul><ul><li>How may barriers be minimised and motivators be built upon? </li></ul>
  25. 25. The Strategy 1. Understanding the audience 2. Mapping the journey to change 3. Making a clear message 4. Choosing your media 5. Creating lasting changes
  26. 26. Step 3 - Making a clear message <ul><li>Use pictures and imagery </li></ul>
  27. 29. Step 3 - Making a clear message <ul><li>Use pictures and imagery </li></ul><ul><li>Use a positive tone </li></ul>
  28. 30. <ul><li>Promote the benefits and avoid stories of impending doom </li></ul>
  29. 32. Step 3 - Making a clear message <ul><li>Use pictures and imagery </li></ul><ul><li>Use a positive tone </li></ul><ul><li>Speak the right language </li></ul>
  30. 33. Make sure that you use clear, direct requests Draw people in by talking directly to them, using ‘you’ or ‘we’ – ‘ you’re being invited to…’ or ‘ we’ve got this great opportunity to…’ Remember to talk to people as part of their group rather than as individuals Speak to people on an equal level rather than talking down to them As a general rule, try to keep language light and fun Technical jargon works for some, but can be a real turn off for others
  31. 34. Step 4 – What’s your media? <ul><li>Match media to audience </li></ul><ul><li>Match media to you </li></ul>
  32. 35. <ul><li>Match media to audience </li></ul>
  33. 36. <ul><li>Match media to you </li></ul>
  34. 37. Step 5 Creating lasting changes <ul><li>Make connections for stronger impact </li></ul>
  35. 38. Making connections <ul><li>Be part of a movement </li></ul>
  36. 39. Making connections <ul><li>Be part of a movement </li></ul><ul><li>Enlist willing and able </li></ul>
  37. 40. Making connections <ul><li>Be part of a movement </li></ul><ul><li>Enlist willing and able </li></ul><ul><li>Give feedback </li></ul>
  38. 41. Step 5 Creating lasting changes <ul><li>Make connections for stronger impact </li></ul><ul><li>Timing </li></ul>
  39. 42. Timing <ul><li>Change when changing </li></ul>
  40. 43. Timing <ul><li>Change when changing </li></ul><ul><li>Communicate regularly </li></ul>
  41. 44. Timing <ul><li>Change when changing </li></ul><ul><li>Communicate regularly </li></ul><ul><li>Use reminders </li></ul>
  42. 45. Step 5 Creating lasting changes <ul><li>Making connections for stronger impact </li></ul><ul><li>Timing </li></ul><ul><li>Show off </li></ul>
  43. 46. Show off <ul><li>Get public </li></ul>
  44. 47. Show off <ul><li>Get public </li></ul><ul><li>Be obvious </li></ul>
  45. 48. Show off <ul><li>Get public </li></ul><ul><li>Be obvious </li></ul><ul><li>Allow people to be showy </li></ul>
  46. 49. Steps 3 & 4 Activity <ul><li>What messages would be effective to use in communicating with these groups about your actions? </li></ul><ul><li>What may be the most effective media to use? </li></ul>

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