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A Simple Message:
Be Prepared for Sea-Level
Rise and Extreme Weather

                Dr. Norbert Mundorf
           University of Rhode Island
 Harrington School of Communication
A Simple Message
       Why so difficult?

It’s Complicated!

Long-term Impact

Limited Pool of Worry
Challenging Mindsets

  The closer to the water, the better

  Don’t worry about the future

  Not in my backyard
Scientific Consensus is
Overwhelming
    Need Consensus messages

    Made understandable to our audience

    Need stories/visuals
Slogans Wanted

     just do it.
Values Wanted

 Prepare now, save big later!




         Build Up—Build Back
A Trustworthy Source
A TV Weather Person




A Scientist or Expert
A Trustworthy Source

Local Fishermen




Long-term Residents
Anonymous Source
Who is Your Audience?

Demographics
Stakeholders
Ready for Change?
Niche Markets
Audience: Values and Mindsets

  What are the core
  values of your
  audience?


  How can you affirm
  those while making
  your point?
Values and Mindsets
Values and Mindsets




  Affirm the core values of our audience
Maximize Emotional Impact
    Personalized and Dramatic
    “Close to home”
    Impacts in the Near Future—Recent Past
    Your family/friends might be affected
    Damage to health and/or property
A Trip to the Mall
Shopping?
RAIN FLOOD & BEYOND
Sewage
Treatment?
Repeat: context
Public presentations
Repeat: context
Small Groups
That’s                        Hmmmph! Hard
 Increased          some bird,                    as hell to catch
 precipitation…     Ma.                           in this downpour.
 All part of
 global
 warming…
                                                   Up on the roof,
                  Fight!                           Uncle Ned …we’ll
                                                   test the theory of
                                                   gravity alright…
Soused
already
…                                                            Al Gore’s
                                                             kinda cute
I like
Baked
Alaska!
(snort)
                           Hold on to your
                           seats. The climate
                           change war is comin’
Repeat: context
One-on-one
Repeat: media
   Local newspaper
   Radio
   Video
   Television/film
   Social media: Facebook; Twitter
Be Prepared for Sea-level
Rise & Extreme Weather!
Be Prepared for Sea-level
Rise & Extreme Weather!
Changing Our Behavior is
Possible…
   Focus on the Benefits of Change
       Cost of Change now will be far less
       Reduce anxiety about the future
       Others will follow
Be Prepared for Climate
Change: Reinforce
Be Prepared for Climate
Change: Elevate
Be Prepared for Climate
Change: Shutter
Thank You,
  and remember…
    Know your Audience!

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