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Communicating Sustainable Development 5 th European Conference on Sustainable Cities and Towns “Taking the Commitments to the Streets” 22 March 2007, Seville. What do we do?. Think cutting edge strategic thinking advice and market intelligence Plan creative ideas,

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Communicating Sustainable Development 5 th European Conference on Sustainable Cities and Towns


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    1. Communicating Sustainable Development 5th European Conference on Sustainable Cities and Towns “Taking the Commitments to the Streets” 22 March 2007, Seville

    2. What do we do? • Think • cutting edge strategic thinking • advice and market intelligence • Plan • creative ideas, • tactical blueprints and campaign strategies • Do • marketing communications including • public relations; web design; copywriting; design and print; film and video

    3. Who for?

    4. Beyond the suspects

    5. The Right Message • Empathy and imagination are power tools

    6. Pleasure Principle

    7. 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 Who are we talking to? Source: Chris Rose and Pat Dade

    8. Agenda • Sustainable development: what is it? • Why communicate? • How to communicate • Stories from around the world

    9. A brief history of sustainable development • 1972 “The Blueprint for Survival” • 1968 Moon landings • Brundtland 1987 definition • Earth Summit Rio 1992 • Jo’Burg World Summit 2002 • Climate Change IPCC report Feb 07

    10. Definitions • Meeting the needs of the present without compromising the ability of future generations to meet their own needs (United Nations) • Improving the quality of human life while living within the carrying capacity of supporting ecosystems (IUCN)

    11. Definitions • Improving the quality of life with a lower intensity of resource use, thereby leaving behind for future generations an undiminished or even enhanced stock of natural resources and other assets (World Bank) …yawn

    12. Understanding of sustainable development Most people now know that climate change is happening, but don’t really know how it will affect them, or what they can do about it. While 85% of UK businesses are aware climate change is a problem for the world: • 46% of businesses think that it is blown out of proportion • Only 26% think it is a real threat to them

    13. Understanding of sustainable development =

    14. Put simply… • Treating the world as if we intended to stay • Reaping what we sow • Doing to others… • Common sense!

    15. Why sustainable development?

    16. Why communicate? • New way of thinking and doing • Motivation, promotion and dialogue • Radical policy change • Share good practice … so how do I do it?

    17. Aims What should I aim for? • Raise awareness • Change attitudes • Change behaviour

    18. What doesn’t work Myth: Any communication is good communication

    19. What doesn’t work Myth: Communications cost the earth

    20. What doesn’t work Myth: There is a rational man

    21. What Works Be Inspiring • Set an inspiring goal • Link to the “big” issues • Be compelling; a modern storyteller

    22. Be inspiring • Use emotions

    23. Make it personal and practical • Link action to positive desires

    24. Make it personal and practical • Use innovative channels

    25. Targeting works - agriculture Viet Nam • Target SCP issue • Target audience • Target campaign • Target message & channel

    26. New developments and resources • Communicating Sustainability • Compass www.compassnetwork.org

    27. Over to you… • You do not need to be a professional communicator… • Different countries; different needs

    28. “Human history is a race between education and catastrophe”

    29. The Ten Rules • Big picture • Technically correct • Be cool • Belong • Only stories work • Optimism • Glory button • Change is for all • We need more heroes • Personal circle

    30. Big picture

    31. Big picture • Technically correct

    32. Big picture • Technically correct • Be cool

    33. Big picture • Technically correct • Be cool • Belong

    34. Big picture • Technically correct • Be cool • Belong • Only stories work

    35. Big picture • Technically correct • Be cool • Belong • Only stories work • Optimism

    36. Big picture • Technically correct • Be cool • Belong • Only stories work • Optimism • Glory button

    37. Big picture • Technically correct • Be cool • Belong • Only stories work • Optimism • Glory button • Change is for all

    38. Big picture • Technically correct • Be cool • Belong • Only stories work • Optimism • Glory button • Change is for all • We need more heroes

    39. Big picture • Technically correct • Be cool • Belong • Only stories work • Optimism • Glory button • Change is for all • We need more heroes • Personal circle

    40. THANK YOU! Kirsty Gogan Partner Futerra kirsty@futerra.co.uk +44 (0)20 7378 4000 www.futerra.co.uk