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?