1. Reaching Beyond the Choir: Making Climate Change Personal AASHE 2008, Raleigh November 10, 2008 Encouraging energy conservation by

2. Basic idea Students respond more “positively” to climate change -- and consequently energy conservation -- when it is connected with something they care about.

3. CU Environmental Center Started Earth Day 1970. The first higher-ed Environmental Center in the country. Funded with student activity fees. Our Board of Directors is students. Several divisions with dedicated staff: energy, recycling, transportation, food, etc. Active in both operations and education/outreach 8 permanent staff 95 student employees CU: 30,000 students; 6,000 staff and faculty

4. Energy and Climate Outreach Team Educate and raise awareness about climate change, energy issues and energy conservation Four students with very different interests and backgrounds Needed to develop new strategy for energy conservation –Earlier outreach asking students to “save energy” for its own virtue, to save money or for general environmental reasons not motivate most.

5. Survey and focus groups If you want to know your target better you ask them. What do students know and not know? What misconceptions do they hold? What is the level of concern and urgency? -- Survey: 378 Freshmen and Sophomores -- 30 1 on 1 in-depth interviews -- 3 focus groups

6. Research results 78% are concerned or very concerned about climate change 76% think it will impact them in their lifetimes BUT low awareness of causes - Electricity production ranked next to “nuclear emissions” as a leading cause of climate change (12%). -- “I think it has something to do with the ozone hole.” And low awareness of impacts beyond the usual suspects -- polar bears endangered, rising sea levels, melting ice caps -- these things don’t/won’t affect our students’ daily lives

7. Low awareness = low motivation = low action Most students have shallow understanding of climate change impacts and have not had dots connected for them. Mass media and governments do not do a good job of extrapolating known natural impacts into big picture social and economic impacts on our lives. Our job to connect climate change to things they care about decreased trout and duck ecosystems shorter ski seasons higher food and water prices declining jobs in regional tourism

8. How this research informs the outreach strategy Problem: concern about climate change “high” but low awareness of implications for their lives. Strategy: Connect specific impact(s) of climate change to the interest of a targeted group Problem: low awareness of causes Strategy: make connection between energy use and climate change Problem: Limited knowledge of how to reduce energy usage Strategy: information, “tips”, strategies to reduce barriers to behavior change.

9. Closing the knowledge gap at the point of action

10. Reaching beyond the Choir: “ Non-traditional” group outreach Identify campus interest groups to target –Have a clear interest in climate change even (especially) if they don’t know it. Do intelligence on the group to understand outreach opportunities Brainstorm/investigate outreach content (speaker, film, etc.) that has credibility with this target group. Act as facilitator for outcome, not primary focus: –“I’m from the Environmental Center and I’m here to tell you why you should care about climate change” is not an effective strategy with most non-choir groups.

11. Past successful non-choir events Student Association Pre-Med Professionals (SAPP). SAPP Annual Dinner. Speaker was a scientist who researches health impacts of climate change. >100 non-choir students attended. Social justice groups (Amnesty International, STAND, Darfur groups). Film “The Devil Came on Horseback” about Darfur genocide. CU Law professor, Hunter Lovins and state Congressperson spoke about ecological origins of genocide and how climate change can create more “Darfurs” in unstable regions. >200 non-choir students attended.

12. Current targets, “hook” and credible source ROTC (Reserve Officer Training Corps) International and National security Retired military personnel in region speak on 2005 DOD report Faith CommunityStewardship, “Creation Care” Spiritual leader within denomination or cross- denominational Hunters/Fishermen (e.g. Trout/Ducks Unlimited) Diminished ecosystems for species Leaders in affinity groups; “accepted” environmental groups Snow sports groups Very popular at CU Shorter ski seasonsPopular and respected celebrities in snow sports (e.g. Gretchen Bleiler) Social justice/human rights/anti-war groups (e.g. Amnesty Intl, STAND, 180/11) Greater, more harmful impacts on vulnerable populations Law professors, social justice movement leaders, legislators

15. Key factors in reaching beyond the choir Be facilitator, not primary event sponsor. Let target group take any credit Focus on local or regional impacts that are already known, visible or will affect your target groups frequently Use a credible source -- “one of their own” -- to deliver the message Network and keep your ears open; stay current on climate news Be patient for connections to happen