1. 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
#KnowledgeToEmpowerPeople

2. 1 Be aware 2
Take action
PACCDA 2020: Inputs and Outputs#KnowledgeToEmpowerPeople

3. 1 Be aware 2
Take action
“Is not a problem of science, but how do we mobilize
society.” Shahbaz Khan – Seminar 3 PACCDA 2020
How to mobilize society?
People move for 1 of 2 reasons:
First be aware to take Action!
So the actions that must be taken are clear,
what we need is the will of society to take them!
Because they are
attracted by something
Because they are pushed
into something
Either way, they move. The point is:
How do they move in each case?
What different feelings drive them?
How strong is their determination?
Their capacity to overcome obstacles?
...Or to influence others?

4. Awareness means:
Less of that:
And more
of this:
To know but not taking action is to not know.
To have reached awareness on Sustainability
and Climate Action, means to have appropriated
the values contained by those purposes.
First be aware!
When people are aware, they are genuinely convinced and interested.
If we had to push people, they are not yet aware.
Values in this context mean:
The benefits, the importance,
the fruits, the goodness…
Their power to impact humankind!
In an ideal scenario people should move because they want to:
Because they are aware. The laws are, then, parameters to
follow instead of heavy obligations to fear. For sure we are not
in that scenario, so we need laws and consequences. But the
more we work in awareness, the fluently we can move towards
Climate Action through the Path of Sustainability.

5. When somebody is aware, she/he has the will to take action.
In that moment we need to facilitate those actions, otherwise
they go back to their old mindsets and paths.
Stop climate change can be something very abstract/diverse.
Each stakeholder/member of society needs to understand
which specific actions depend on them to stop climate change.
…To take
action!
Stop climate change!
What do people
understand out of
this sentence? HOW?
The PACCDA clarifies the actions that can and must be taken
by governments, companies and other stakeholders,
to take Climate Action through the path of the SDGs.
Still, many don’t know the SDGs or have a narrow understanding of the meaning of Sustainability.
So rarely they know how to take action towards it, or perceive it as a “matter of others”.

6. The PACCDA underlines the need of raising awareness and
changing minds.
I believe in a two steps methodology, to reach
#KnowledgeToEmpowerPeople:
1. Facilitate awareness: Every
Communication or Educative space
should always start there and invest
the required time to reach some
AHAs! in the targeted public
audience, interlocutors; for them to
be genuinely interested in a change.
2. Clarify the Actions: And then people
need to realize or build the specific range
of actions which are in their hands, to
concrete new realities from what they
learned. That should be their take away.
***Actions of others can be a good complement, but the
focus should be the actions depending on the targeted
audience.
First be aware to take Action!
1 Be aware 2
Take action

7. PACCDA 2020: Inputs and Outputs#KnowledgeToEmpowerPeople
Communicating
VALUES

8. 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

9. 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!

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

11. Communicating Values
What can work?
 To set up Sustainable
Development and Climate
Action on the main focus
of people.
 To position its values.
HOW? Combining:
 Mass media and mass
diffusion strategies/means.
 Resources & strategies
customised for certain
audiences.

12. 1 Be aware 2
Take action
PACCDA 2020: Inputs and Outputs#KnowledgeToEmpowerPeople
Opportunities
set up by
Covid19

13. 2. DATA:
Of prime concern. Public. Transparent.
1. Awareness:
Now it is time
to listen
3. Proofs:
A clear taste of how Sustainability
can really make the difference
For Sustainability
and Climate Action
purposes; we can
take some outputs
from Covid19:
Opportunities set
up by Covid19

14. • Our health
• Our economy
• Our lifestyle
• Our lives
• And much more…
are putting &
will increase
their power
to put at risk:
Opportunities set
up by Covid19
Is humankind now
more aware of its
vulnerability?
Although the recovery will be
slow and difficult, we know
there will be a recovery.
Covid 19
Climate Change &
“Business as usual”
put at risk:
Instead; this is a
ONE WAY trip
No recovery. Just adaptation
at a very high cost; as well in
terms of our life quality.
We must use pain
experienced here…
To build awareness;
effective learning
which avoids us the
more devastating
and determinant
pains and damages
of here!

15. Covid19 indicators became “our permission”
or the way to asses our possibilities to:
• Live a healthy life.
• Relay on the capacity of our health system.
• Live a “normal life”.
• Allowing the economy to flow / our business to go on.
• Have a social life: Which for many even meant, to be able
to reunite with their closest family!
• Go back to school / university,
or continue education.
• Travel for family purposes,
business or tourism.
Are Covid19 numbers,
“just” Health indicators?
Or how faraway are they
from being called:
 Wellbeing indicators?
 Or Inclusive Wealth
indicators?
Covid 19:
Public Data,
Worldwide coverage
Worldwide interest
Focus. Pride. Priority
Covid19 put the attention in global indicators related to the health of
people: The interest on those indicators is already an existing VALUE,
and to check on them is already an existing habit.
Opportunities set up by Covid19: DATA

16. A proof of the benefits of Sustainability
Which communities responded better against Covid19 ?
Those with better health systems, sufficient infrastructure
and capacity to protect adequately their doctors/nurses…
Those with good quality and full coverage of water and
sanitary services.
Those with enough educated professionals to attend the crisis. And with educated citizens,
capable to think and act responsibly with them and their communities.
Those where people/companies/institutions had solid finances, social security or
savings… which gave them the space to “stop” (standing quarantine / lower income)
without compromising their livelihoods. Those needing to search for their “daily bread”
were reluctant to stop, giving better chances for the virus to spread.
Those with strong institutions and trust from the people in their governors: Less abuse of
power and better responses to governmental guidelines.
People have their “pains”
from Covid19 clear.
Do they have this links
clear as well?

17. 1 Be aware 2
Take action
PACCDA 2020: Inputs and Outputs#KnowledgeToEmpowerPeople
…ToEmpower
People; &
Institutions

18. In transparent and solid democracies, Institutions are allies.
But what if the scenario is different?
• Shall we invest in strengthening democracies and fight
corruption?
• Or shall we focus on Sustainability and Climate Action?
We are doing both and that is necessary.
But due to the fact that we don't have to much time, we need to find ways to be
effective with implementing Sustainability and Climate Action, in the unperfect
current scenario which is the reality of many countries. How to do that?
By empowering people we mitigate the negative effect of weak democracies!
…ToEmpower
People; &
Institutions

19. #KnowledgeToEmpowerPeople
…&
Institutions
 Lets make the Sustainability and
Climate Action Data, visible:
• The NDCs of each country: With maybe
specific goals of each year and current
status… Presented as part of a Wellbeing
Index
• Visible in the main sightseen places of capitals and most important
cities.
• Comprehensive and clear for “common people”.
• As quantity indexes, so that there is no way to manipulate them.
• In Climate action it can be the carbon quote, and what else?
• As there are many SDGs, could it be possible to make one indicator
for Sustainability? Or make 2 SDGs indicators visible each year?

20.  Lets establish courses in schools and universities about
Sustainability and Climate Action
• Starting with the partner countries of both Agenda 2030 & Paris
Agreement
• The younger the person the easier to educate in values.
• Adult minds are more difficult to change, but, as adults are the ones
making decisions, it can be effective to approach them from their kids
–to whom maybe they are willing to listen to- when they bring
homework and tasks to implement sustainability at home.
…&
Institutions

21. 1 Be aware 2
Take action
PACCDA 2020: Inputs and Outputs#KnowledgeToEmpowerPeople
From the
individual m2
to the holistic
circle

22. Lets look at it like this:
Seriously, does it have any sense that a person damages the
planet which is giving her/him shelter, food, “a place to be”…?
From the
individual m2 to
the holistic
circle
Actually NO.
But it happens anyway.
Why?
Because of individualism:
Tragedy of the commons.
Can it be that the call from earth is our last call
to build a more human humankind?

23. But obviously not everybody is an easy target for the
“Tragedy of the commons”. Why?...
Because a conscious person is capable of looking beyond
“the self”, realizing that she/he is part of something wider.
The higher the level of consciousness a human being has, the
easier for that person to feel part of the holistic circle of life.
In lower levels of consciousness, individuals just look for
themselves. Sometimes not even that.
From the
individual m2 to
the holistic circle
To think green
and have a sustainable mind setup,
means to migrate from the individual squared meter
to the holistic circle of life
Me. Myself. I.
And maybe my
closest family…

24. How big is my circle?
Me.
Me and my family.
Me, my family and friends.
Me, my family, friends and company.
Me, my family, friends, company and city.
Me, my family, friends, company, city and country.
Me, my family, friends, company, city, country, and people of the world.
Me, my family, friends, company, city, country, people of the world and the planet.
Me, my family, friends, company, city, country, people of the world and the planet.
…And all human beings who live and will live in this planet, as well as other living
beings and of course nature which allows, embraces and celebrates life!
Is it one squared meter?
INDIVIDUALISM
Nobody destroys something they feel part of.

25. Is the globalized world of today, evidencing the
interdependency between us?
For some yes. But not yet for everyone.
The pollution someone throws today on the planet,
is fuelling the intense hurricane that will bring
destruction to an Island.
From the
individual m2 to
the holistic
circle
By knowing that, some will get concerned and find ways to reduce that pollution.
Because of ethics and responsibility.
Some maybe not. But if they realize that, that destroyed Island will be the poverty and
misery who will knock on their door in the future, once there are no livelihoods, no
possibilities, or even worse: NO ISLAND. Will they then care? Will then they reduce that
pollution to avoid the catastrophic damages that in the end will touch them as well?
We need to make visible
and evident things like:

26. Sustainable Development and Climate Action will happen:
 When people know them and have a good understanding on them.
 When people connect with their values and realize their urgency.
 When each person, in a natural way, feels part of humankind… Even
of those generations that they will never meet.
 When we “leave no one behind”: Because how can somebody left
behind by society, feel part of that society and care for it?
How do we
experience
being part of
humankind?
From the
individual m2 to
the holistic
circle
• Inclusion
• When we can give something valuable to humankind: For
example our work as a gift to others.
• When we receive something valuable from humankind: An
opportunity, an experience; the feelings of love, friendship,
solidarity…
• When we turn our pain into contribution for others: Like people from Dominica
wanting to become the first climate-resilient nation in the world.

27. 1 Be aware 2
Take action
PACCDA 2020: Inputs and Outputs#KnowledgeToEmpowerPeople
Inclusive
Wealth
& The third D
“Dignity”

28. Inclusive Wealth
& The third D
“Dignity”
“Do Something Meaningful”
Feike Sijbesma – CEO of DSM
According to his/her system of Values and Beliefs, each
individual defines what to maximize:
The collective wellbeing.
Or his/her self-satisfaction needs and individual interests.
“The third component I came to appreciate more and more is what I call Dignity or Decency. The
third D. So we have Disaster, Discovery and Dignity; it means to do something for moral reasons...
You do it for your children, you do it for beauty, you do it because it touches your heart, and you
do it because it is morally right. So I think this combination has achieved great things in the history
of humankind: That like the abolition of slavery; precisely that combination helped to bring down
the Apartheid Regime in South Africa, and maybe it can even save the world now!”
Professor Hans Joachim Schellnhuber –
Director Emeritus and founder of the Postdam Institute for Climate Impact Research (PIK)

29. GDP Vs. Inclusive Wealth
Understanding economy
in terms of GDP leads to
consumerism and CO2
production.
Understanding economy in terms
of Inclusive Wealth leads to actions
which leave footprints: Sustainable
Development and Climate Action!
Long-term and Meaningful Purposes.
Durable. Transcendent.
Faster and better profits in the
Short-term. Instant gratification.
Temporary Pleasure. Power.
We need to re-educate society,
so that they set up their focus in Valuable Purposes
capable of giving them long-term Plenitude
instead of Instant Gratification.
Inclusive Wealth
& The third D
“Dignity”

30. The question is:
How can we make
sustainability
reachable “for all”
and valuable
enough that people
turn it into decisive
actions?

31. #KnowledgeToEmpowerPeople
When people change
his/her perspective about something, they
change the way to relate
to that something
Inputs and Outputs PACCDA 2020 by Marcela Estrada
Email: marcela.e@coachingmood.com
Thank you! Gracias! Danke! Merci!
@UNSSC @UNSSCBonn @UNFCCC