Communicating Climate Change and Peak Oil Messages TTK Open Meeting 10 June 2009

Background & Sources In 2005, Defra led a cross-Government initiative to tell the story of climate change and inspire collective action. They engaged sustainability communications agency Futerra and a short film, adverts, animations and a communications guide “The Rules of the Game” about how to build awareness were produced. In 2007, the initiative was rebranded ACT on CO 2 and a new communications guide was published aimed at changing behaviour: “New Rules: New Game” The tips on the following slides are taken from the two Futerra communications guides which are freely available at See also: Since these dates, awareness of Peak Oil has increased and the messages are just as valid for Peak Oil as for Climate Change. Where climate change only is mentioned, assume both. Where there is particular relevance to Transition Town principles I have added a separate note

Some Myths Use fear –There is an old belief that if we can scare people enough they will take action –What happens in reality often is that people retreat when confronted with scary facts Fear without “agency” – the power or the belief that one can effect change – is useless. –Giving people a sense of responsibility is far more effective –The Transition Town Movement principles promote individual responsibility Some myths about how to communicate climate change messages and alternative takes on the old theories

Myths (2) People will respond if their survival is threatened –In reality the climate change / peak oil threat is too vast and vague to cause this reaction –The fight / flight reaction only works with direct, visible threats Make the threat more relevant to people (“Home not away”) and they will respond better –Transition Town brings the relevance of climate change and peak oil home to people

Some Myths (3) Use the “your children’s future” card –People with children will take up the cause of fighting climate change to ensure their children’s future In a study*, people with children were less likely to be concerned about climate change –It is better when other influencers - families, friends, schools and health service providers - identify action on climate change as part of being a “good parent” The Day after Tomorrow Survey found that 66% of those without children and 59% of those with children considered climate change the most important issue

Some Myths (4) Beat down detractorsThe battle for public acceptance of climate change has been won (and Peak Oil will follow soon) –Choose your audience (the part converted) and work on them

Some Myths Appeal to “rational man” –If you present a good case, people will be convinced Current thinking says that people are rational only within the boundaries of their knowledge and abilities –Moreover it is generally accepted that people take decisions based on emotions, rather than reason –Where benefit / cost are uncertain or unquantifiable, a rational reaction is harder to stimulate Some myths about how to communicate climate change messages and how to really connect with people

Some Myths Give out lots of information –The more the better On its own, information is not enough –People are influenced by other factors (e.g. peer pressure) –It is also a myth that people will always be driven by economic motives Some myths about how to communicate climate change messages and how to really connect with people

A New Way of Thinking Front of mind Peripheral messages The 30:3 rule: When asked 30% of people would purchase ethically, but 3% do (due to other distractions once in the store) If people see others, maybe celebrities, behaving ethically, they are influenced subliminally Positive desires Link climate change mitigation to what people want (like the “sex- sells-cars” idea) I’ve changed my mind If you challenge people of the difference between their attitude and their actions, they are more likely to change their attitude than their actions Beware cognitive dissonance

A New Way of Thinking (2) Link policy and communications –Explain clearly –Be consistent (don’t say one thing and do another) Style principles –Use a trusted and credible voice –Raise the status of mitigation (“it’s cool to care”) –Use emotions and visuals (standard advice for communications) Effective Management –Ongoing prioritisation (keep messages up-to-date with the facts) –Sustain communications over time –Partnered delivery (work with other organisations)

A New Way of Thinking (3) Change what’s socially acceptable Use peer pressure Help people to help/ feel like they are making a difference (TT does this) Make solutions sound grander (climate change mitigation can sound like the poor relative, because it involves switching things off etc.) Make the good sound normal, the bad sound rare Have a likeable, authoritative messenger Try in a safe setting (TT support e.g. the food group, does this) Keep it personal

A New Way of Thinking (4) The bystander effect (Others are already dealing with the problem) Freeriders Tomorrow is less important than today Totem behaviours Money as an incentive (encourages weak behaviour change) The “sod off” factor (“You must do this”. “No!”) Salesmen tactics –Foot in the door –Haggling –Reciprocity Experiences big and regular (TT uses) Catalyst actions Label people (“you obviously care…”) Keep compatible with rest of people’s lives Catch people when they are open to change Make it a pleasure (TT uses) BewareUse