The document discusses promoting sustainable consumption and production (SCP) topics through media. It begins by noting that media is an important way to provide prosocial information to the public. It then highlights some good practice media projects for SCP promotion, including an entertainment TV show collaboration in the Netherlands that embedded SCP lessons, a participatory web-based "carrot mob" campaign, and a public art campaign featuring melting ice sculptures. It concludes by reflecting on recommendations for strengthening information exchange networks, providing media-friendly SCP materials, clearly defining target audiences, and fostering research and debates around frameworks for SCP media collaboration.

1. Making an Impact -
Collective Actions Towards Sustainable Consumption and Production
How to promote SCP Topics in the Media
Good-Practice Examples,
Reflections and Recommendations
Session: Tools for effective implementation
SCP and Media: Successful Communication
December 08th, 2009, Brussels, Belgium
Sarah Lubjuhn,
Institute for Communication Studies,
University of Duisburg-Essen
Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009

2. Content
1. Media and sustainability topics
2. Good-Practice examples of media projects for
promoting SCP
3. Reflections and recommendations
Source: Bouman
Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009 2

3. Content
1. Media and sustainability topics
2. Good-Practice examples of media projects for
promoting SCP
3. Reflections and recommendations
Source: Bouman
Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009 3

4. Sustainability Topics and the Media - A Background
Importance of the media for promoting sustainability topics
 73 percent of the German people use media as most important resource for
getting prosocial information (Verlag 2005),
 2/3 of the US entertainment TV viewers learn from prosocial messages, 1/3
‚take action‘ after watching them on TV (Porter Novelli et al. 2005).
=> How can people be reached?
Different media strategies for fostering sustainability lifestyles
 Cognitive-orientated media strategies are well suited for addressing people
from higher and middle socio-economic classes by preliminary provide
facts, data and sophisticated elaborations (Bouman 1999, Lubjuhn/Pratt
2009)
 Affective-orientated media strategies are well suited for addressing people
from middle and lower socio-economic classes, “Mainstream Consumers”
(Movius et al. 2007, Morgan et al. 2009)
Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009 4

5. Theoretical Foundation of Sustainability Media Strategies
Theoretical foundation
 At its core comprises (1) doing formative and
summative research on the pro-sustainability
messages, (2) using Communication Theory for
effectively reaching media users with messages.
 International level: Theoretical foundation is used
by governmental organizations. For CSO’s/NGO’s it
is rather untypical.
 Germany: Neither governmental, nor CSO’s/NGO’s
use theoretical foundation systematically yet.
Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009 5

6. Content
1. Media and sustainability topics
2. Good-Practice examples of media projects for
promoting SCP
3. Reflections and recommendations
Source: Bouman
Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009 6

7. Entertainment TV - A Collaboration for Promoting Sustainability Lifestyles
Echt Elly (ETV.nl, The Netherlands)
http://ellylockhorst.punt.nl
Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009 7

8. Entertainment TV - A Collaboration for Promoting Sustainability Lifestyles
Echt Elly (ETV.nl, The Netherlands)
What is special?
 TV entertainment makers, CSO’s, political stakeholders and
researchers collaborate together for designing and implementing
Echt Elly
 Involving a celebrity
 CSO: Providing SCP learning materials for audience members,
advising TV makers
 Political stakeholders: Financial supporting the TV program and
the research, advising TV makers
 Researchers: Formative and summative research
==> Strong network activities between the different stakeholders
Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009 8

9. Web 2.0: Carrot Mobs
 Participatory network of consumers for SCP
 Idea: Reward businesses, who are making socially responsible
decisions
 11 different countries all over the world
Communicating through:
 Web 2.0 based media (TV, social communities), SMS
Example
 24th October 2009, Carrot mob at “Eve&Adam’s” in Berlin
www.carrotmob.org
Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009 9

10. Public Media Art Campaign: WWF‘s Melting Ice Sculptures
Source: Rosa Merk WWF
Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009 10

11. Content
1. Media and sustainability topics
2. Good-Practice examples of media projects for
promoting SCP
3. Reflections and recommendations
Source: Bouman
Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009 11

12. Reflections and Recommendations
Reflections and Recommendations
 Strengthening sustainability information exchange
and network activities
 Offering sustainability material for media
(entertainment) makers, which fits their needs (of “story
telling”)
 Clearly defining the target group of the sustainability
media format and “dealing” with them
 Fostering research activities
 Fostering debates and discussion on framework
conditions for sustainability media collaboration practice
(Lubjuhn/Bouman 2009, Volpers et al. 2008)
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13. References
Bouman, M.P.A. (1999): Collaboration for prosocial change. The turtle and the peacock. The Entertainment-Education Strategy on
Television. Wageningen, The Netherlands: Wageningen Agricultural University.
Liedtke, C./Welfens, J., et al. (2007): Ressourcenschonung durch lebensstilorientierte Bildung. In: Altner, G., Leitschuh, H. Michelsen,
G. München, C.H. Beck: Jahrbuch Ökologie 2008, pp. 142-153.
Lubjuhn, S./Pratt, N. (2009, forthcoming): Media communication strategies for climate-friendly lifestyles – Addressing middle and low
class consumers for social-cultural change via Entertainment-Education, IOP Conference Series: Earth and Environmental Science,
IOP publishing.
Lubjuhn, S./Bouman, M. (2009): Entertainment-Education in den Niederlanden und den USA. Was kann Deutschland davon lernen? In:
merz (medien + erziehung), Zeitschrift für Medienpädagogik, 53. Jg., Nr. 4/2009, S.44-49.
Morgan, S. E./Movius, L., et al. (in press): The power of narratives. The effect of entertainment television organ donation storylines on
the attitudes, knowledge, and behaviors of donors and non-donors. Journal of Communication.
Movius, L./Cody, M., et al. (2007): Motivating Television Viewers to Become Organ Donors. Cases in Public Health Communication &
Marketing. June 2007, available from:http://www.casesjournal.org/volume1/peer-reviewed/cases_1_08.cfm.
Porter Novelli/Centers for Disease Control and Prevention (CDC), et al. (2005): TV Drama/Comedy Viewers and Health Information
2005, Porter Novelli HealthStyles Survey.
Singhal, A./Rogers, E. M. (1999): Entertainment-Education. A communication strategy for social change. Mahwah, New Jersey,
London: Lawrence Erlbaum Associates.
Volpers, H./Bernhard, U., et al. (2008): Public relations und werbliche Erscheinungsformen im Fernsehen. Eine Typlologie persuasiver
Kommunikationsangebote des Fernsehens. Berlin: Vistas.
Verlag, G. (2005): OTC Tools. Marken, Macher, Meinungen. München, Gong Verlag.
Wang, H./Singhal, A. (2009): Entertainment-Education through digital games. New York Routledge.
Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009 13

14. Thank you!
Sarah Lubjuhn,
Institute for Communication Studies,
University of Duisburg-Essen
E-Mail: Sarah.Lubjuhn@uni-due.de
Lubjuhn “How to promote SCP topics in the media”, December 08th, 2009