1. PACCDA 2020: Inputs and Outputs#KnowledgeToEmpowerPeople
Communicating
VALUES Values and Beliefs are our fundamental
assessments and judgements about ourselves,
the others, and the world around us.
They determined our skills and behaviours, by
being either our permission and motivation,
or what refrain us to take action.

2. If we want People to make
Decisions and Actions that
build Climate Protection and
Sustainable Development…
Communicating Values
Person, Family,
Community,
Company,
Country…
Their
Decisions
and Actions!
Their set of Values,
Beliefs, Paradigms…
We need to elicit links
between their existing
Values, Beliefs, Paradigms
& The Values embraced
by this causes!
How they see the world How they respondHuman entities

3. Communicating
Values
“You need to start there, where your audience is.”
Chris Anderson TED TALKS
The new knowledge
must be set up from
“something” that is
already part of the
outer/inner world of
the audience, so it is
natural and familiar for
that person, company,
community…
And that can be seen from many perspectives:
Knowledge
Values
Channels
We need to start with their concepts, their language, their
parameters; so that they really understand the message.
We need to start making clear links between what
interests them, their concerns, their pains and their
dreams; so that they get genuinely interested!
We need to reach them through…
• Their Influencers/heroes, people they believe in
• The means of communication they use
• Other channels of knowledge in which they have credibility
already or to which they’re connected
Own experiences are one of the best resources. And Storytelling to reach others!

4. Communicate
Connecting
Values
Sustainability will not be a
matter for people
until we link that concept to
what matters to people.

5. Communicating
VALUES
Opportunities
set up by
Covid19
Inclusive Wealth
& The third D
“Dignity”
From the
individual m2
to the holistic
circle
…ToEmpower
People; &
Institutions
1 Be aware 2
Take action
PACCDA 2020: Inputs and Outputs
By Marcela Estrada
(Colombia)
#KnowledgeToEmpowerPeople