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Communicating Climate Risk… …an opportunity?

Communicating Climate Risk… …an opportunity?. “First they ignore you, then they laugh at you, then they fight you; then you win” Mahatma Gandhi. “Scotland AD3000 .. but not as we know it” “Government figures show Britain will fail to meet its Kyoto obligations”

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Communicating Climate Risk… …an opportunity?

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  1. Communicating Climate Risk… …an opportunity?

  2. “First they ignore you, then they laugh at you, then they fight you; then you win” Mahatma Gandhi

  3. “Scotland AD3000 .. but not as we know it” “Government figures show Britain will fail to meet its Kyoto obligations” “Airlines flying into turbulence over climate change law” “Lesson from 55 million years ago says climate change could be faster than expected” “POLLUTION WATCHDOGS HORROR PORTRAIT OF FUTURE BRITAIN” “Greenland warming speeds rise in sea level” “Climate change 'a serious threat' to heritage” “Cows are gas nuisance”

  4. 60 per cent of articles ‘negative’ (fail to mention possible solutions)

  5. Fear is winning: • > 59% of stories are “negative” • > 15% of stories are “balanced” • > 25% of stories are “positive” • “The Bells of New Orleans Toll for the Whole Planet” • Independent on Sunday

  6. The Financial Times - 63 climate change articles and had an average Fear/Hope rating of 2.7 Independent - with 60 articles and a pessimistic outlook The Sun (3 million readers- just four (hugely negative) articles.

  7. Climate Change coverage

  8. Values Modes: Who are we talking to? • 21% Settlers - Security/sustenance driven, backward looking, yesterday was better • 44% Prospectors - Esteem/outer-directed needs, ‘in the now’, fashion, status, success • 35% Pioneers - Inner-directed needs, ethical, self-exploration, look forwards, like change and discovery

  9. Promoting Photovoltaics… ACTION Someone else SOLUTION I’d rather not change INCENTIVE Queen, council, neighbour = ‘normal’ Settlers Prospectors Pioneers We should organise Add value, latest thing/trend If fashionable Good for planet Ethical imperative Let’s do it! Network of interesting people doing it for a good cause I’ll do it myself

  10. National Research Do you agree or disagree that the world's climate is changing?

  11. National Research To what extent do you think Climate Change is a result of human behaviour or natural changes? Do you think Climate Change is ......?

  12. National Research How concerned are you about the impact of Climate Change in the UK? How much influence do you think … can have on limiting Climate Change?

  13. National Research Who, if anyone, have you heard talking about Climate Change recently? (prompted)

  14. National Research And where, if anywhere, have you seen or heard anything about Climate Change recently?

  15. Blowing Away Myths… • Challenging habits of climate change communication • Don’t rely on concern about children’s future or human survival instincts

  16. Blowing Away Myths… • Challenging habits of climate change communication • Don’t create fear without agency

  17. Blowing Away Myths… • Challenging habits of climate change communication • Don’t attack or criticise home or family

  18. Blowing Away Myths… • 2. Forget the climate change detractors

  19. Blowing Away Myths… • 3. There is no ‘rational man’

  20. Blowing Away Myths… • 4. Information can’t work alone

  21. A New Way of Thinking • 5. Climate change must be ‘front of mind’ before persuasion works

  22. A New Way of Thinking • 6. Use both peripheral and central processing

  23. A New Way of Thinking • 7. Link climate change mitigation to positive desires/aspirations

  24. A New Way of Thinking • 8. Use transmitters and social learning

  25. A New Way of Thinking • 9. Beware the impacts of cognitive dissonance

  26. Climate Change GreenhouseEffect Global Warming • Linking Policy & Communications • 10. Everyone must use a clear and consistent explanation of climate change

  27. Linking Policy & Communications • 11. Government policy and communications on climate change must be consistent

  28. Audience Rules • 12. Create ‘agency’ for combating climate change

  29. Audience Rules 13. Make climate change a ‘home’ not ‘away’ issue

  30. Audience Rules • 14. Raise the status of climate change mitigation behaviours

  31. Audience Rules • 15. Target specific groups

  32. Style Rules • 16. Create a trusted, credible, recognised voice on climate change

  33. Style Rules • 17. Use emotions and visuals

  34. Effective Management • 18. The context affects everything

  35. Effective Management • 19. The communications must be sustained over time

  36. Effective Management • 20. Partnered delivery of messages will be more successful

  37. “Human history is a race between education and catastrophe” HG Wells

  38. Thank You Solitaire Townsend Managing Director Futerra Sustainability Communications Ltd soli@futerra.co.uk 020 7378 4000

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