Communicating Climate Change

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Communicating Climate Change messages and
methods
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Carbon dioxide levels over the last 60,000 years
Source University of Berne and National Oceanic
and Atmospheric Administration
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60 per cent of UK articles negative (fail to
mention possible solutions) 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
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• 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.

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Jargon Busting
Methane clathrates Inter-generational
Equity Climate Change Levy Direct
Action Carbon Tax Vostok Ice Cores Carbon
Disclosure Project Eco-efficiency Emissions
Trading Global Warming Precautionary
Principle Key Performance Indicator Kyoto
Protocol Mitigation and Adaptation Albedo
Effect Triple Bottom Line Factor
4 Hydrogen Fuel Cell
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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

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Promoting Photovoltaics

• Settlers
• Prospectors
• Pioneers

ACTION Someone else
SOLUTION Id rather not change
INCENTIVE Queen, council, neighbour
normal
We should organise
Add value, latest thing/trend
If fashionable
Good for planet Ethical imperative Lets do it!
Network of interesting people doing it for a good
cause
Ill do it myself
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• Blowing Away Myths
• Challenging habits of climate change
  communication
• Dont rely on concern about childrens future or
  human survival instincts

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• Blowing Away Myths
• Challenging habits of climate change
  communication
• Dont create fear without agency

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• Blowing Away Myths
• Challenging habits of climate change
  communication
• Dont attack or criticise home or family

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

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• Blowing Away Myths
• 3. There is no rational man

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• Blowing Away Myths
• 4. Information cant work alone

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

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

Brad Pitt fueling a Prius
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• A New Way of Thinking
• 7. Link climate change mitigation to positive
  desires/aspirations

Low energy housing made attractive by large
amount of daylight
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• A New Way of Thinking
• 8. Use transmitters and social learning

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

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• Linking Policy Communications
• 10. Everyone must use a clear and consistent
  explanation of climate change

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

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• Audience Rules
• 12. Create agency for combating climate change

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Audience Rules 13. Make climate change a home
not away issue
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• Audience Rules
• 14. Raise the status of climate change mitigation
  behaviours

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• Audience Rules
• 15. Target specific groups

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

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• Style Rules
• 17. Use emotions and visuals

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• Effective Management
• 18. The context affects everything

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

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

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• Human history is a race between education and
  catastrophe
• - H.G. Wells

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• Thank You
• Solitaire Townsend
• Managing Director
• Futerra Sustainability Communications Ltd
• soli_at_futerra.co.uk
• 020 7378 4000