SlideShare a Scribd company logo
DESD New Structure
                                                   Matthew Quinn
                                                Director Environment
                                                  and Sustainable
                                                    Development




                                     Carys Clarke
                                    Directors Team/
                                      sponsorship                      Diana Reynolds
                                                                       Change Manager
                                   Sue Parsons (EA)




                                 Chris Lea
Gretel Leeb   Jasper Roberts                          Rosemary           Prys Davies
                               Land, Nature,                                                Francois Samuel       Rhodri Asby
People and       Resource                              Thomas          Energy, Water and
                                Forests and                                                Building Regulations   SDCC&NRP
Environment     Efficiency                            Planning              Flood
                                  Marine
People & Environment

                                                        Gretel Leeb




                                                                                                  Jon Westlake
                                                                                             Programme Executive
                                                                                           A Living Wales Programme




                                           Vacant
                                            PS




                                                                                                             Robert Williams
    Helena Bird         Kate Hearnden                Usha Ladwa -Thomas         Jennifer Pride
                                                                                                              (Radioactivity)
 Local Environment   Energy Efficiency / Fuel           People & Places     Sustainable Behaviours
                                                                                                            Jonathan Williams
       Quality              Poverty                 Programme Development        Engagement
                                                                                                            (Noise/Air Quality)
Climate Change PR Campaign

    and the Climate Change
   Commission’s Involvement
Who’s asking?

                                Graham Henry - Senior News
                                Reporter, Media Wales (Western          Brendan Hughes -
Chris Kelsey - Senior           Mail, South Wales Echo)                 Environmental correspondent at
Reporter (Media Wales) &                                                Media Wales (Western Mail,
editor of Business in Wales/                                            South Wales Echo)
Go Green supplements

                                  What’s going
                                  on this year?                             Dana Thomas –
 Ian Caleb - Senior Reporter,
                                                                            Communications Officer,
 Celtic weeklies (Gwent
                                                                            RSPB Cymru
 Gazette, Rhondda Leader,
 Merthyr Express, Rhymney
 Valley Leader, Pontypridd &
 Llantrisant Observer, Cynon
 Valley Leader
                                                      David Hardy – Head of
                                                      Marketing and
                                                      Communications, National
                                                      Botanic Garden of Wales
Campaign Objectives
♦   To exemplify low carbon behaviours that everyone
    can adopt

♦   To normalise these low carbon behaviours so the
    adoption of low carbon lifestyles is seen as
    mainstream and not confined to an “environmental”,
    “alternative” or “green” fringe.

♦   To make low carbon behaviours visible, in order to
    create familiarity and social norms.
Challenges and Considerations
♦   Persuading people is hard – climate change is vague,
    abstract and difficult to visualise.
♦   The changes involved affect most aspects of daily
    life and will take place over a long time.
♦   Different messages influence different audiences in
    different ways.
♦   Research tells us to build a compelling vision of low
    carbon heaven not Armageddon scenarios of high
    carbon hell.
♦   The vision must be as local as possible – we need to
    refer to local people and places.
Target Audiences

                           Generation                    Life Stage
                             Older


             Pragmatists                                       Post Family


                                        Enthusiasts
                                                               Family

  Location
    Rural                                             Urban
                                                               Young Independent


                                        Aspirers
                                                               Young Live at Home




                            Younger
Traditional                   Online
                      Media                       Media




                                      Public
How to reach them




                                   Engagement




                                                Social Media
                    Stakeholders                 & Bloggers
Approach
  Campaign
  Exposure
                 Creating a buzz through creative media relations
                 tactics, using varied comms touch points
   Campaign
 Conversations
                 Raise campaign’s online presence: creating
                 conversations through social media
  Campaign
 Partnerships    Build the campaign through partnerships and
                 cross promotion with like-minded organisations

  Campaign       Activate messages where and when target
  Activation
                 audiences are most likely to act, through a
                 variety of experiential PR tactics at street level
Makeup of the campaign


Channels:
Stakeholder
                          Stakeholder     Media &
channels       Campaign   organisations   PR stunts
Press          concept
Local radio
Online
Social media        Businesses     Communities
Billboards


                           Celebrity
                           endorsement
Communities and Ambassadors
Real People
♦   “Ambassadors” to showcase what individuals can do.
♦   ‘Real people’ sharing their personal experiences of efforts to
    live a low carbon life – not ‘eco warriors’ lecturing us:
     ♦   brave, thought provoking and engaging.
     ♦   known for not leading low carbon lifestyles: taking
         actions and reporting on their experiences.
     ♦   from key areas of the Wales media map
     ♦   two per area: one local personality/community
         leader/member of the media and one local person of
         high influence, (hairdresser, business owner)
Stakeholders – a “collective effort”


♦   Providing a boost to stakeholders’ communications with
    their audiences: promoting similar messages across all
    networks available to the stakeholder community
♦   Collaborative opportunities for creative PR stories on a local
    and national level. Local leaders exemplifying action
♦   Stakeholders providing examples of ‘real’ people taking
    action
♦   Links to the campaign website and social media platforms.
Business Engagement

♦   Business organisations are an important element in the
    stakeholder group - Ambassadors are needed who will
    promote messages about work behaviours

♦   Trade bodies specific to leading sectors in Wales to receive
    sector-specific tailored campaign messages for member
    communications channels (newsletters, websites, magazines)

♦   Business press: Case studies and news stories to be provided
    to the Welsh business press exemplifying low carbon
    behaviours
Celebrity Endorsement
♦   helps raise mass awareness and “talkability” – but identity tbc!




                                 ?
Creative Media Relations


    ♦   Mini-campaigns and stunts

    ♦   Creating “tribes”

    ♦   Surveys

    ♦   Media competitions and promotions
Social Media
♦   Social media will be a key component for the campaign
    across Twitter, Facebook and YouTube.

♦   Regular social media posts, links, video and photography
    uploads as part of the media relations activity, plus specific
    social-media based initiatives:
      ♦   #onthebuses – encouraging followers to upload photos of
          themselves and friends on the bus.
      ♦   ‘check-in’ via facebook to bus and train stations
      ♦   #FridayFun - every Friday, fun posts relating to low
          carbon behaviours which encourage followers to post
          replies and re-tweet
Radio partnerships / promotions
Outside broadcasts and street teams

♦   City / town centre roadshows – outside broadcasts in high footfall areas
♦   Breakfast show broadcast from a bus
♦   ‘Traintime’ instead of ‘Drivetime’
Jennifer pride presentation to cccw meeting 1 10-12
What Next? Co-design…

 ♦ Which stakeholders are key to success?
 ♦ How can Commissioners help us engage them?
 ♦ What will the campaign identity be?
 ♦ How will the 5th anniversary of the Commission be
   part of the campaign?


 ♦ Follow up: meeting or working group?
 ♦ Can the Commission help create unity of
   messaging in Wales?

More Related Content

What's hot

Churches Caring for Creation and Climate Justice
Churches Caring for Creation and Climate JusticeChurches Caring for Creation and Climate Justice
Churches Caring for Creation and Climate Justice
P8P
 
Draft report Grandview District Plan, Jan. 31, 2012
Draft report Grandview District Plan, Jan. 31, 2012Draft report Grandview District Plan, Jan. 31, 2012
Draft report Grandview District Plan, Jan. 31, 2012
Wigley and Associates
 
Cape albeon handout 1 25-2012
Cape albeon handout 1 25-2012Cape albeon handout 1 25-2012
Cape albeon handout 1 25-2012
Ameerah Palacios, APR, MBA
 
Rebecca Francisco Portfolio
Rebecca Francisco PortfolioRebecca Francisco Portfolio
Rebecca Francisco Portfolio
Rebecca Francisco
 
Media&society
Media&societyMedia&society
Media&society
Ballack Dutch
 
Enterprise pres 2010_07_27_low
Enterprise pres 2010_07_27_lowEnterprise pres 2010_07_27_low
Enterprise pres 2010_07_27_low
RICARDO RUFFO
 
Eric Haag Portfolio
Eric Haag PortfolioEric Haag Portfolio
Eric Haag Portfolio
guestc016f03
 
Downtown San Antonio Transportation Study - Executive Summary
Downtown San Antonio Transportation Study - Executive SummaryDowntown San Antonio Transportation Study - Executive Summary
Downtown San Antonio Transportation Study - Executive Summary
Becentro Bedowntown
 
World Resources Report 2010–2011: Decision Making in a Changing Climate
World Resources Report 2010–2011: Decision Making in a Changing ClimateWorld Resources Report 2010–2011: Decision Making in a Changing Climate
World Resources Report 2010–2011: Decision Making in a Changing Climate
greennet-beta
 
Concessions and sustainability Wilderness Safaris Sue Snyman
Concessions and sustainability Wilderness Safaris Sue SnymanConcessions and sustainability Wilderness Safaris Sue Snyman
Concessions and sustainability Wilderness Safaris Sue Snyman
Anna Spenceley
 
Sustainability Committee Year In Review 2009
Sustainability Committee Year In Review 2009Sustainability Committee Year In Review 2009
Sustainability Committee Year In Review 2009
Ashley Zarella Hand
 
Rivers Report -- Summer 2012
Rivers Report -- Summer 2012Rivers Report -- Summer 2012
Rivers Report -- Summer 2012
Sweet Water
 
Helen DeVos childrens Hospital Proposal
Helen DeVos childrens Hospital ProposalHelen DeVos childrens Hospital Proposal
Helen DeVos childrens Hospital Proposal
talyne
 
One Change 2009 annual report
One Change 2009 annual reportOne Change 2009 annual report
One Change 2009 annual report
OneChange
 
2009 Fall Catalog
2009 Fall Catalog2009 Fall Catalog
2009 Fall Catalog
chelseagreen
 
Business resiliency workshop
Business resiliency workshopBusiness resiliency workshop
Business resiliency workshop
Mary Jo Flynn, MS, CEM
 
sustainable neighborhoods, Scott Demark, GBF2008
sustainable neighborhoods, Scott Demark, GBF2008sustainable neighborhoods, Scott Demark, GBF2008
sustainable neighborhoods, Scott Demark, GBF2008
Toronto 2030 District
 

What's hot (17)

Churches Caring for Creation and Climate Justice
Churches Caring for Creation and Climate JusticeChurches Caring for Creation and Climate Justice
Churches Caring for Creation and Climate Justice
 
Draft report Grandview District Plan, Jan. 31, 2012
Draft report Grandview District Plan, Jan. 31, 2012Draft report Grandview District Plan, Jan. 31, 2012
Draft report Grandview District Plan, Jan. 31, 2012
 
Cape albeon handout 1 25-2012
Cape albeon handout 1 25-2012Cape albeon handout 1 25-2012
Cape albeon handout 1 25-2012
 
Rebecca Francisco Portfolio
Rebecca Francisco PortfolioRebecca Francisco Portfolio
Rebecca Francisco Portfolio
 
Media&society
Media&societyMedia&society
Media&society
 
Enterprise pres 2010_07_27_low
Enterprise pres 2010_07_27_lowEnterprise pres 2010_07_27_low
Enterprise pres 2010_07_27_low
 
Eric Haag Portfolio
Eric Haag PortfolioEric Haag Portfolio
Eric Haag Portfolio
 
Downtown San Antonio Transportation Study - Executive Summary
Downtown San Antonio Transportation Study - Executive SummaryDowntown San Antonio Transportation Study - Executive Summary
Downtown San Antonio Transportation Study - Executive Summary
 
World Resources Report 2010–2011: Decision Making in a Changing Climate
World Resources Report 2010–2011: Decision Making in a Changing ClimateWorld Resources Report 2010–2011: Decision Making in a Changing Climate
World Resources Report 2010–2011: Decision Making in a Changing Climate
 
Concessions and sustainability Wilderness Safaris Sue Snyman
Concessions and sustainability Wilderness Safaris Sue SnymanConcessions and sustainability Wilderness Safaris Sue Snyman
Concessions and sustainability Wilderness Safaris Sue Snyman
 
Sustainability Committee Year In Review 2009
Sustainability Committee Year In Review 2009Sustainability Committee Year In Review 2009
Sustainability Committee Year In Review 2009
 
Rivers Report -- Summer 2012
Rivers Report -- Summer 2012Rivers Report -- Summer 2012
Rivers Report -- Summer 2012
 
Helen DeVos childrens Hospital Proposal
Helen DeVos childrens Hospital ProposalHelen DeVos childrens Hospital Proposal
Helen DeVos childrens Hospital Proposal
 
One Change 2009 annual report
One Change 2009 annual reportOne Change 2009 annual report
One Change 2009 annual report
 
2009 Fall Catalog
2009 Fall Catalog2009 Fall Catalog
2009 Fall Catalog
 
Business resiliency workshop
Business resiliency workshopBusiness resiliency workshop
Business resiliency workshop
 
sustainable neighborhoods, Scott Demark, GBF2008
sustainable neighborhoods, Scott Demark, GBF2008sustainable neighborhoods, Scott Demark, GBF2008
sustainable neighborhoods, Scott Demark, GBF2008
 

Viewers also liked

NRM Environment Bill Presentation
NRM Environment Bill Presentation NRM Environment Bill Presentation
NRW CCCW Presentation 2013
NRW CCCW Presentation 2013NRW CCCW Presentation 2013
Cyflwyniad gan Jennifer Pride yn ystod cyfarfod y Comisiwn Cymru ar y Newid y...
Cyflwyniad gan Jennifer Pride yn ystod cyfarfod y Comisiwn Cymru ar y Newid y...Cyflwyniad gan Jennifer Pride yn ystod cyfarfod y Comisiwn Cymru ar y Newid y...
Cyflwyniad gan Jennifer Pride yn ystod cyfarfod y Comisiwn Cymru ar y Newid y...
Comisiwn Cymru ar y Newid yn yr Hinsawdd/ Climate Change Commission for Wales
 
Cyflwyniad gan Gareth Wyn Jones yn ystod cyfarfod y Comisiwn Cymru ar y Newid...
Cyflwyniad gan Gareth Wyn Jones yn ystod cyfarfod y Comisiwn Cymru ar y Newid...Cyflwyniad gan Gareth Wyn Jones yn ystod cyfarfod y Comisiwn Cymru ar y Newid...
Cyflwyniad gan Gareth Wyn Jones yn ystod cyfarfod y Comisiwn Cymru ar y Newid...
Comisiwn Cymru ar y Newid yn yr Hinsawdd/ Climate Change Commission for Wales
 
Netherwood climate change commission june 2013
Netherwood climate change commission june 2013Netherwood climate change commission june 2013
Professor Kevin Anderson | Real Clothes for the Emperor: facing the challenge...
Professor Kevin Anderson | Real Clothes for the Emperor: facing the challenge...Professor Kevin Anderson | Real Clothes for the Emperor: facing the challenge...
Professor Kevin Anderson | Real Clothes for the Emperor: facing the challenge...
Comisiwn Cymru ar y Newid yn yr Hinsawdd/ Climate Change Commission for Wales
 
Slav 20100 lecture_slides_week_02
Slav 20100 lecture_slides_week_02Slav 20100 lecture_slides_week_02
Slav 20100 lecture_slides_week_02
Yaroslav Gorbachov
 
Slav 20100 lecture_slides_week_03
Slav 20100 lecture_slides_week_03Slav 20100 lecture_slides_week_03
Slav 20100 lecture_slides_week_03
Yaroslav Gorbachov
 
Latest climate science implications for Wales
Latest climate science implications for WalesLatest climate science implications for Wales
Cyflwyniad gan Ross Hunter yn ystod cyfarfod y Comisiwn Cymru ar y Newid yn y...
Cyflwyniad gan Ross Hunter yn ystod cyfarfod y Comisiwn Cymru ar y Newid yn y...Cyflwyniad gan Ross Hunter yn ystod cyfarfod y Comisiwn Cymru ar y Newid yn y...
Cyflwyniad gan Ross Hunter yn ystod cyfarfod y Comisiwn Cymru ar y Newid yn y...
Comisiwn Cymru ar y Newid yn yr Hinsawdd/ Climate Change Commission for Wales
 
Inspiratiesessie analytics and visualization 2012 10-10
Inspiratiesessie analytics and visualization 2012 10-10Inspiratiesessie analytics and visualization 2012 10-10
Inspiratiesessie analytics and visualization 2012 10-10
Centre For Innovation The Hague
 
Financial report
Financial reportFinancial report
Financial report
Tahseen Raza Memon
 
A crash course on creativity paying attention
A crash course on creativity paying attentionA crash course on creativity paying attention
A crash course on creativity paying attention
chimin87
 
Farming Connect Environment and Climate Change Report
Farming Connect Environment and Climate Change ReportFarming Connect Environment and Climate Change Report
Farming Connect Environment and Climate Change Report
Comisiwn Cymru ar y Newid yn yr Hinsawdd/ Climate Change Commission for Wales
 
Pembroke 21C Pembroke’s Community Association Presentation
Pembroke 21C Pembroke’s Community Association PresentationPembroke 21C Pembroke’s Community Association Presentation
Pembroke 21C Pembroke’s Community Association Presentation
Comisiwn Cymru ar y Newid yn yr Hinsawdd/ Climate Change Commission for Wales
 
NCLIP Presentation
NCLIP Presentation NCLIP Presentation
Met Office Presentation 2013
Met Office Presentation 2013Met Office Presentation 2013
Climate change in 10 minutes cynnal cymru
Climate change in 10 minutes cynnal cymruClimate change in 10 minutes cynnal cymru
Step up to serve: presentation to CCCW, Dec 2014
Step up to serve: presentation to CCCW, Dec 2014Step up to serve: presentation to CCCW, Dec 2014
UKCCC Presentation 2013
UKCCC Presentation 2013UKCCC Presentation 2013

Viewers also liked (20)

NRM Environment Bill Presentation
NRM Environment Bill Presentation NRM Environment Bill Presentation
NRM Environment Bill Presentation
 
NRW CCCW Presentation 2013
NRW CCCW Presentation 2013NRW CCCW Presentation 2013
NRW CCCW Presentation 2013
 
Cyflwyniad gan Jennifer Pride yn ystod cyfarfod y Comisiwn Cymru ar y Newid y...
Cyflwyniad gan Jennifer Pride yn ystod cyfarfod y Comisiwn Cymru ar y Newid y...Cyflwyniad gan Jennifer Pride yn ystod cyfarfod y Comisiwn Cymru ar y Newid y...
Cyflwyniad gan Jennifer Pride yn ystod cyfarfod y Comisiwn Cymru ar y Newid y...
 
Cyflwyniad gan Gareth Wyn Jones yn ystod cyfarfod y Comisiwn Cymru ar y Newid...
Cyflwyniad gan Gareth Wyn Jones yn ystod cyfarfod y Comisiwn Cymru ar y Newid...Cyflwyniad gan Gareth Wyn Jones yn ystod cyfarfod y Comisiwn Cymru ar y Newid...
Cyflwyniad gan Gareth Wyn Jones yn ystod cyfarfod y Comisiwn Cymru ar y Newid...
 
Netherwood climate change commission june 2013
Netherwood climate change commission june 2013Netherwood climate change commission june 2013
Netherwood climate change commission june 2013
 
Professor Kevin Anderson | Real Clothes for the Emperor: facing the challenge...
Professor Kevin Anderson | Real Clothes for the Emperor: facing the challenge...Professor Kevin Anderson | Real Clothes for the Emperor: facing the challenge...
Professor Kevin Anderson | Real Clothes for the Emperor: facing the challenge...
 
Slav 20100 lecture_slides_week_02
Slav 20100 lecture_slides_week_02Slav 20100 lecture_slides_week_02
Slav 20100 lecture_slides_week_02
 
Slav 20100 lecture_slides_week_03
Slav 20100 lecture_slides_week_03Slav 20100 lecture_slides_week_03
Slav 20100 lecture_slides_week_03
 
Latest climate science implications for Wales
Latest climate science implications for WalesLatest climate science implications for Wales
Latest climate science implications for Wales
 
Cyflwyniad gan Ross Hunter yn ystod cyfarfod y Comisiwn Cymru ar y Newid yn y...
Cyflwyniad gan Ross Hunter yn ystod cyfarfod y Comisiwn Cymru ar y Newid yn y...Cyflwyniad gan Ross Hunter yn ystod cyfarfod y Comisiwn Cymru ar y Newid yn y...
Cyflwyniad gan Ross Hunter yn ystod cyfarfod y Comisiwn Cymru ar y Newid yn y...
 
Inspiratiesessie analytics and visualization 2012 10-10
Inspiratiesessie analytics and visualization 2012 10-10Inspiratiesessie analytics and visualization 2012 10-10
Inspiratiesessie analytics and visualization 2012 10-10
 
Financial report
Financial reportFinancial report
Financial report
 
A crash course on creativity paying attention
A crash course on creativity paying attentionA crash course on creativity paying attention
A crash course on creativity paying attention
 
Farming Connect Environment and Climate Change Report
Farming Connect Environment and Climate Change ReportFarming Connect Environment and Climate Change Report
Farming Connect Environment and Climate Change Report
 
Pembroke 21C Pembroke’s Community Association Presentation
Pembroke 21C Pembroke’s Community Association PresentationPembroke 21C Pembroke’s Community Association Presentation
Pembroke 21C Pembroke’s Community Association Presentation
 
NCLIP Presentation
NCLIP Presentation NCLIP Presentation
NCLIP Presentation
 
Met Office Presentation 2013
Met Office Presentation 2013Met Office Presentation 2013
Met Office Presentation 2013
 
Climate change in 10 minutes cynnal cymru
Climate change in 10 minutes cynnal cymruClimate change in 10 minutes cynnal cymru
Climate change in 10 minutes cynnal cymru
 
Step up to serve: presentation to CCCW, Dec 2014
Step up to serve: presentation to CCCW, Dec 2014Step up to serve: presentation to CCCW, Dec 2014
Step up to serve: presentation to CCCW, Dec 2014
 
UKCCC Presentation 2013
UKCCC Presentation 2013UKCCC Presentation 2013
UKCCC Presentation 2013
 

Similar to Jennifer pride presentation to cccw meeting 1 10-12

Youth Frontiers Annual Report
Youth Frontiers Annual ReportYouth Frontiers Annual Report
Youth Frontiers Annual Report
Nate Garvis
 
Nrt annual-report-2003-2004-eng
Nrt annual-report-2003-2004-engNrt annual-report-2003-2004-eng
Nrt annual-report-2003-2004-eng
NationalRoundTable
 
Thunder bay rap update report 2012
Thunder bay rap update report 2012Thunder bay rap update report 2012
Thunder bay rap update report 2012
Lake Superior Binational Forum
 
Crossroads for sustainability
Crossroads for sustainabilityCrossroads for sustainability
Crossroads for sustainability
sneapa
 
Webinar start
Webinar startWebinar start
Webinar start
ExhibitEnvoy
 
Ceres water risk management
Ceres water risk managementCeres water risk management
Ceres water risk management
Karen Namgung
 
Nrt annual-report-2004-2005-eng
Nrt annual-report-2004-2005-engNrt annual-report-2004-2005-eng
Nrt annual-report-2004-2005-eng
NationalRoundTable
 
CA: Bay Friendly Landscaping Guidlines
CA: Bay Friendly Landscaping GuidlinesCA: Bay Friendly Landscaping Guidlines
CA: Bay Friendly Landscaping Guidlines
Sotirakou964
 
CA: Bay-Friendly Landscaping Guidelines
CA: Bay-Friendly Landscaping GuidelinesCA: Bay-Friendly Landscaping Guidelines
CA: Bay-Friendly Landscaping Guidelines
Sotirakou964
 
ArkdesignQuarterly 8th
ArkdesignQuarterly 8thArkdesignQuarterly 8th
ArkdesignQuarterly 8th
Lalaa Lal
 
Canada: Green Communities Guide
Canada: Green Communities GuideCanada: Green Communities Guide
Canada: Green Communities Guide
Sotirakou964
 
Introduction Presentation Gooch
Introduction Presentation GoochIntroduction Presentation Gooch
Introduction Presentation Gooch
LiveDiverse
 
Hanspeter LINIGER "Assessment and mapping of LD and SLM as a direct support t...
Hanspeter LINIGER "Assessment and mapping of LD and SLM as a direct support t...Hanspeter LINIGER "Assessment and mapping of LD and SLM as a direct support t...
Hanspeter LINIGER "Assessment and mapping of LD and SLM as a direct support t...
Global Risk Forum GRFDavos
 
Nrt annual-report-2000-2001-eng
Nrt annual-report-2000-2001-engNrt annual-report-2000-2001-eng
Nrt annual-report-2000-2001-eng
NationalRoundTable
 
Nrt annual-report-2002-2003-eng
Nrt annual-report-2002-2003-engNrt annual-report-2002-2003-eng
Nrt annual-report-2002-2003-eng
NationalRoundTable
 
Maureen Lichtveld: Community Resilience: Lessons learned from the US Gulf Coa...
Maureen Lichtveld: Community Resilience: Lessons learned from the US Gulf Coa...Maureen Lichtveld: Community Resilience: Lessons learned from the US Gulf Coa...
Maureen Lichtveld: Community Resilience: Lessons learned from the US Gulf Coa...
North American Commission for Environmental Cooperation
 
Spring-Summer 2009 Nevada Wilderness Project Newsletter
Spring-Summer 2009 Nevada Wilderness Project NewsletterSpring-Summer 2009 Nevada Wilderness Project Newsletter
Spring-Summer 2009 Nevada Wilderness Project Newsletter
Nevada Wilderness Project
 
IGTucson-The-Big-Reveal-Presentation
IGTucson-The-Big-Reveal-PresentationIGTucson-The-Big-Reveal-Presentation
IGTucson-The-Big-Reveal-Presentation
imagine greater tucson
 
November 15 th 2011 presentation, Cascades won the Corporate Social Responsab...
November 15 th 2011 presentation, Cascades won the Corporate Social Responsab...November 15 th 2011 presentation, Cascades won the Corporate Social Responsab...
November 15 th 2011 presentation, Cascades won the Corporate Social Responsab...
henrysauvagnat
 

Similar to Jennifer pride presentation to cccw meeting 1 10-12 (19)

Youth Frontiers Annual Report
Youth Frontiers Annual ReportYouth Frontiers Annual Report
Youth Frontiers Annual Report
 
Nrt annual-report-2003-2004-eng
Nrt annual-report-2003-2004-engNrt annual-report-2003-2004-eng
Nrt annual-report-2003-2004-eng
 
Thunder bay rap update report 2012
Thunder bay rap update report 2012Thunder bay rap update report 2012
Thunder bay rap update report 2012
 
Crossroads for sustainability
Crossroads for sustainabilityCrossroads for sustainability
Crossroads for sustainability
 
Webinar start
Webinar startWebinar start
Webinar start
 
Ceres water risk management
Ceres water risk managementCeres water risk management
Ceres water risk management
 
Nrt annual-report-2004-2005-eng
Nrt annual-report-2004-2005-engNrt annual-report-2004-2005-eng
Nrt annual-report-2004-2005-eng
 
CA: Bay Friendly Landscaping Guidlines
CA: Bay Friendly Landscaping GuidlinesCA: Bay Friendly Landscaping Guidlines
CA: Bay Friendly Landscaping Guidlines
 
CA: Bay-Friendly Landscaping Guidelines
CA: Bay-Friendly Landscaping GuidelinesCA: Bay-Friendly Landscaping Guidelines
CA: Bay-Friendly Landscaping Guidelines
 
ArkdesignQuarterly 8th
ArkdesignQuarterly 8thArkdesignQuarterly 8th
ArkdesignQuarterly 8th
 
Canada: Green Communities Guide
Canada: Green Communities GuideCanada: Green Communities Guide
Canada: Green Communities Guide
 
Introduction Presentation Gooch
Introduction Presentation GoochIntroduction Presentation Gooch
Introduction Presentation Gooch
 
Hanspeter LINIGER "Assessment and mapping of LD and SLM as a direct support t...
Hanspeter LINIGER "Assessment and mapping of LD and SLM as a direct support t...Hanspeter LINIGER "Assessment and mapping of LD and SLM as a direct support t...
Hanspeter LINIGER "Assessment and mapping of LD and SLM as a direct support t...
 
Nrt annual-report-2000-2001-eng
Nrt annual-report-2000-2001-engNrt annual-report-2000-2001-eng
Nrt annual-report-2000-2001-eng
 
Nrt annual-report-2002-2003-eng
Nrt annual-report-2002-2003-engNrt annual-report-2002-2003-eng
Nrt annual-report-2002-2003-eng
 
Maureen Lichtveld: Community Resilience: Lessons learned from the US Gulf Coa...
Maureen Lichtveld: Community Resilience: Lessons learned from the US Gulf Coa...Maureen Lichtveld: Community Resilience: Lessons learned from the US Gulf Coa...
Maureen Lichtveld: Community Resilience: Lessons learned from the US Gulf Coa...
 
Spring-Summer 2009 Nevada Wilderness Project Newsletter
Spring-Summer 2009 Nevada Wilderness Project NewsletterSpring-Summer 2009 Nevada Wilderness Project Newsletter
Spring-Summer 2009 Nevada Wilderness Project Newsletter
 
IGTucson-The-Big-Reveal-Presentation
IGTucson-The-Big-Reveal-PresentationIGTucson-The-Big-Reveal-Presentation
IGTucson-The-Big-Reveal-Presentation
 
November 15 th 2011 presentation, Cascades won the Corporate Social Responsab...
November 15 th 2011 presentation, Cascades won the Corporate Social Responsab...November 15 th 2011 presentation, Cascades won the Corporate Social Responsab...
November 15 th 2011 presentation, Cascades won the Corporate Social Responsab...
 

More from Comisiwn Cymru ar y Newid yn yr Hinsawdd/ Climate Change Commission for Wales

Tyndall Centre presentation: Welsh Carbon budget report
Tyndall Centre presentation: Welsh Carbon budget report  Tyndall Centre presentation: Welsh Carbon budget report
Tyndall Centre presentation: Welsh Carbon budget report
Comisiwn Cymru ar y Newid yn yr Hinsawdd/ Climate Change Commission for Wales
 
WG Presentation on the Environment Jill - joining up new legislation
WG Presentation on the Environment Jill - joining up new legislation WG Presentation on the Environment Jill - joining up new legislation
WG Presentation on the Environment Jill - joining up new legislation
Comisiwn Cymru ar y Newid yn yr Hinsawdd/ Climate Change Commission for Wales
 
CAT's feedback from Bonn (June 2015)
CAT's feedback from Bonn (June 2015)CAT's feedback from Bonn (June 2015)
Resource Efficient Wales (REW)
Resource Efficient Wales (REW)Resource Efficient Wales (REW)
WG: Energy Efficiency Strategy for Wales, call for evidence
WG: Energy Efficiency Strategy for Wales, call for evidenceWG: Energy Efficiency Strategy for Wales, call for evidence
WG: Energy Efficiency Strategy for Wales, call for evidence
Comisiwn Cymru ar y Newid yn yr Hinsawdd/ Climate Change Commission for Wales
 
CDP: presentation to CCCW Dec 2014
CDP: presentation to CCCW Dec 2014CDP: presentation to CCCW Dec 2014
UK CCC: Matthew Bell's presentation to CCCW 4 Dec 2014
UK CCC: Matthew Bell's presentation to CCCW 4 Dec 2014UK CCC: Matthew Bell's presentation to CCCW 4 Dec 2014
UK CCC: Matthew Bell's presentation to CCCW 4 Dec 2014
Comisiwn Cymru ar y Newid yn yr Hinsawdd/ Climate Change Commission for Wales
 
Climate Change Adaptation in Flintshire
Climate Change Adaptation in FlintshireClimate Change Adaptation in Flintshire
A National Climate Impact Profile for Wales
A National Climate Impact Profile for WalesA National Climate Impact Profile for Wales
Severe Weather Monitoring Monmouthshire
Severe Weather Monitoring MonmouthshireSevere Weather Monitoring Monmouthshire
Pathfinder Engagement Lessons
Pathfinder Engagement LessonsPathfinder Engagement Lessons
Pathfinder Presentation March 2014
Pathfinder Presentation March 2014 Pathfinder Presentation March 2014
Pathfinder presentation 2014
Pathfinder presentation 2014Pathfinder presentation 2014
Action plan for food presentation version 16.12.13
Action plan for food presentation version 16.12.13Action plan for food presentation version 16.12.13
Action plan for food presentation version 16.12.13
Comisiwn Cymru ar y Newid yn yr Hinsawdd/ Climate Change Commission for Wales
 
Ecological and Carboon Footprints Wales Dec 2013
Ecological and Carboon Footprints Wales Dec 2013Ecological and Carboon Footprints Wales Dec 2013
Climate Change Presentation
Climate Change PresentationClimate Change Presentation
NRM Environment Bill Presentation - Climate Change 21 11 14
NRM Environment Bill Presentation - Climate Change 21 11 14NRM Environment Bill Presentation - Climate Change 21 11 14
NRM Environment Bill Presentation - Climate Change 21 11 14
Comisiwn Cymru ar y Newid yn yr Hinsawdd/ Climate Change Commission for Wales
 
Climate Services Met Office 2013
Climate Services Met Office 2013Climate Services Met Office 2013
Latest climate science Implications for Wales Met Office September 2013
Latest climate scienceImplications for Wales Met Office September 2013Latest climate scienceImplications for Wales Met Office September 2013
Latest climate science Implications for Wales Met Office September 2013
Comisiwn Cymru ar y Newid yn yr Hinsawdd/ Climate Change Commission for Wales
 
Met Office Presentation September 2013
Met Office Presentation September 2013Met Office Presentation September 2013

More from Comisiwn Cymru ar y Newid yn yr Hinsawdd/ Climate Change Commission for Wales (20)

Tyndall Centre presentation: Welsh Carbon budget report
Tyndall Centre presentation: Welsh Carbon budget report  Tyndall Centre presentation: Welsh Carbon budget report
Tyndall Centre presentation: Welsh Carbon budget report
 
WG Presentation on the Environment Jill - joining up new legislation
WG Presentation on the Environment Jill - joining up new legislation WG Presentation on the Environment Jill - joining up new legislation
WG Presentation on the Environment Jill - joining up new legislation
 
CAT's feedback from Bonn (June 2015)
CAT's feedback from Bonn (June 2015)CAT's feedback from Bonn (June 2015)
CAT's feedback from Bonn (June 2015)
 
Resource Efficient Wales (REW)
Resource Efficient Wales (REW)Resource Efficient Wales (REW)
Resource Efficient Wales (REW)
 
WG: Energy Efficiency Strategy for Wales, call for evidence
WG: Energy Efficiency Strategy for Wales, call for evidenceWG: Energy Efficiency Strategy for Wales, call for evidence
WG: Energy Efficiency Strategy for Wales, call for evidence
 
CDP: presentation to CCCW Dec 2014
CDP: presentation to CCCW Dec 2014CDP: presentation to CCCW Dec 2014
CDP: presentation to CCCW Dec 2014
 
UK CCC: Matthew Bell's presentation to CCCW 4 Dec 2014
UK CCC: Matthew Bell's presentation to CCCW 4 Dec 2014UK CCC: Matthew Bell's presentation to CCCW 4 Dec 2014
UK CCC: Matthew Bell's presentation to CCCW 4 Dec 2014
 
Climate Change Adaptation in Flintshire
Climate Change Adaptation in FlintshireClimate Change Adaptation in Flintshire
Climate Change Adaptation in Flintshire
 
A National Climate Impact Profile for Wales
A National Climate Impact Profile for WalesA National Climate Impact Profile for Wales
A National Climate Impact Profile for Wales
 
Severe Weather Monitoring Monmouthshire
Severe Weather Monitoring MonmouthshireSevere Weather Monitoring Monmouthshire
Severe Weather Monitoring Monmouthshire
 
Pathfinder Engagement Lessons
Pathfinder Engagement LessonsPathfinder Engagement Lessons
Pathfinder Engagement Lessons
 
Pathfinder Presentation March 2014
Pathfinder Presentation March 2014 Pathfinder Presentation March 2014
Pathfinder Presentation March 2014
 
Pathfinder presentation 2014
Pathfinder presentation 2014Pathfinder presentation 2014
Pathfinder presentation 2014
 
Action plan for food presentation version 16.12.13
Action plan for food presentation version 16.12.13Action plan for food presentation version 16.12.13
Action plan for food presentation version 16.12.13
 
Ecological and Carboon Footprints Wales Dec 2013
Ecological and Carboon Footprints Wales Dec 2013Ecological and Carboon Footprints Wales Dec 2013
Ecological and Carboon Footprints Wales Dec 2013
 
Climate Change Presentation
Climate Change PresentationClimate Change Presentation
Climate Change Presentation
 
NRM Environment Bill Presentation - Climate Change 21 11 14
NRM Environment Bill Presentation - Climate Change 21 11 14NRM Environment Bill Presentation - Climate Change 21 11 14
NRM Environment Bill Presentation - Climate Change 21 11 14
 
Climate Services Met Office 2013
Climate Services Met Office 2013Climate Services Met Office 2013
Climate Services Met Office 2013
 
Latest climate science Implications for Wales Met Office September 2013
Latest climate scienceImplications for Wales Met Office September 2013Latest climate scienceImplications for Wales Met Office September 2013
Latest climate science Implications for Wales Met Office September 2013
 
Met Office Presentation September 2013
Met Office Presentation September 2013Met Office Presentation September 2013
Met Office Presentation September 2013
 

Jennifer pride presentation to cccw meeting 1 10-12

  • 1. DESD New Structure Matthew Quinn Director Environment and Sustainable Development Carys Clarke Directors Team/ sponsorship Diana Reynolds Change Manager Sue Parsons (EA) Chris Lea Gretel Leeb Jasper Roberts Rosemary Prys Davies Land, Nature, Francois Samuel Rhodri Asby People and Resource Thomas Energy, Water and Forests and Building Regulations SDCC&NRP Environment Efficiency Planning Flood Marine
  • 2. People & Environment Gretel Leeb Jon Westlake Programme Executive A Living Wales Programme Vacant PS Robert Williams Helena Bird Kate Hearnden Usha Ladwa -Thomas Jennifer Pride (Radioactivity) Local Environment Energy Efficiency / Fuel People & Places Sustainable Behaviours Jonathan Williams Quality Poverty Programme Development Engagement (Noise/Air Quality)
  • 3. Climate Change PR Campaign and the Climate Change Commission’s Involvement
  • 4. Who’s asking? Graham Henry - Senior News Reporter, Media Wales (Western Brendan Hughes - Chris Kelsey - Senior Mail, South Wales Echo) Environmental correspondent at Reporter (Media Wales) & Media Wales (Western Mail, editor of Business in Wales/ South Wales Echo) Go Green supplements What’s going on this year? Dana Thomas – Ian Caleb - Senior Reporter, Communications Officer, Celtic weeklies (Gwent RSPB Cymru Gazette, Rhondda Leader, Merthyr Express, Rhymney Valley Leader, Pontypridd & Llantrisant Observer, Cynon Valley Leader David Hardy – Head of Marketing and Communications, National Botanic Garden of Wales
  • 5. Campaign Objectives ♦ To exemplify low carbon behaviours that everyone can adopt ♦ To normalise these low carbon behaviours so the adoption of low carbon lifestyles is seen as mainstream and not confined to an “environmental”, “alternative” or “green” fringe. ♦ To make low carbon behaviours visible, in order to create familiarity and social norms.
  • 6. Challenges and Considerations ♦ Persuading people is hard – climate change is vague, abstract and difficult to visualise. ♦ The changes involved affect most aspects of daily life and will take place over a long time. ♦ Different messages influence different audiences in different ways. ♦ Research tells us to build a compelling vision of low carbon heaven not Armageddon scenarios of high carbon hell. ♦ The vision must be as local as possible – we need to refer to local people and places.
  • 7. Target Audiences Generation Life Stage Older Pragmatists Post Family Enthusiasts Family Location Rural Urban Young Independent Aspirers Young Live at Home Younger
  • 8. Traditional Online Media Media Public How to reach them Engagement Social Media Stakeholders & Bloggers
  • 9. Approach Campaign Exposure Creating a buzz through creative media relations tactics, using varied comms touch points Campaign Conversations Raise campaign’s online presence: creating conversations through social media Campaign Partnerships Build the campaign through partnerships and cross promotion with like-minded organisations Campaign Activate messages where and when target Activation audiences are most likely to act, through a variety of experiential PR tactics at street level
  • 10. Makeup of the campaign Channels: Stakeholder Stakeholder Media & channels Campaign organisations PR stunts Press concept Local radio Online Social media Businesses Communities Billboards Celebrity endorsement
  • 11. Communities and Ambassadors Real People ♦ “Ambassadors” to showcase what individuals can do. ♦ ‘Real people’ sharing their personal experiences of efforts to live a low carbon life – not ‘eco warriors’ lecturing us: ♦ brave, thought provoking and engaging. ♦ known for not leading low carbon lifestyles: taking actions and reporting on their experiences. ♦ from key areas of the Wales media map ♦ two per area: one local personality/community leader/member of the media and one local person of high influence, (hairdresser, business owner)
  • 12. Stakeholders – a “collective effort” ♦ Providing a boost to stakeholders’ communications with their audiences: promoting similar messages across all networks available to the stakeholder community ♦ Collaborative opportunities for creative PR stories on a local and national level. Local leaders exemplifying action ♦ Stakeholders providing examples of ‘real’ people taking action ♦ Links to the campaign website and social media platforms.
  • 13. Business Engagement ♦ Business organisations are an important element in the stakeholder group - Ambassadors are needed who will promote messages about work behaviours ♦ Trade bodies specific to leading sectors in Wales to receive sector-specific tailored campaign messages for member communications channels (newsletters, websites, magazines) ♦ Business press: Case studies and news stories to be provided to the Welsh business press exemplifying low carbon behaviours
  • 14. Celebrity Endorsement ♦ helps raise mass awareness and “talkability” – but identity tbc! ?
  • 15. Creative Media Relations ♦ Mini-campaigns and stunts ♦ Creating “tribes” ♦ Surveys ♦ Media competitions and promotions
  • 16. Social Media ♦ Social media will be a key component for the campaign across Twitter, Facebook and YouTube. ♦ Regular social media posts, links, video and photography uploads as part of the media relations activity, plus specific social-media based initiatives: ♦ #onthebuses – encouraging followers to upload photos of themselves and friends on the bus. ♦ ‘check-in’ via facebook to bus and train stations ♦ #FridayFun - every Friday, fun posts relating to low carbon behaviours which encourage followers to post replies and re-tweet
  • 17. Radio partnerships / promotions Outside broadcasts and street teams ♦ City / town centre roadshows – outside broadcasts in high footfall areas ♦ Breakfast show broadcast from a bus ♦ ‘Traintime’ instead of ‘Drivetime’
  • 19. What Next? Co-design… ♦ Which stakeholders are key to success? ♦ How can Commissioners help us engage them? ♦ What will the campaign identity be? ♦ How will the 5th anniversary of the Commission be part of the campaign? ♦ Follow up: meeting or working group? ♦ Can the Commission help create unity of messaging in Wales?