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

3. 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

4. Who for?

6. Beyond the suspects

7. Empathy and imagination are power tools The Right Message

8. Pleasure Principle

9. 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 Source: Chris Rose and Pat Dade

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

11. 1972 The Blueprint for Survival 1968 Moon landings Brundtland 1987 definition Earth Summit Rio 1992 JoBurg World Summit 2002 Climate Change IPCC report Feb 07 A brief history of sustainable development

12. 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) Definitions

13. 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 Definitions

14. Most people now know that climate change is happening, but dont 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 Understanding of sustainable development

15. =

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

17. Why sustainable development?

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

19. What should I aim for? 1.Raise awareness 2.Change attitudes 3.Change behaviour Aims

20. Myth: Any communication is good communication What doesnt work

21. Myth: Communications cost the earth What doesnt work

22. Myth: There is a rational man What doesnt work

23. Be Inspiring Set an inspiring goal Link to the big issues Be compelling; a modern storyteller What Works

24. Use emotions Be inspiring

25. Link action to positive desires Make it personal and practical

26. Use innovative channels Make it personal and practical

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

28. Communicating Sustainability Compass www.compassnetwork.org www.compassnetwork.org New developments and resources

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

30. Human history is a race between education and catastrophe

32. The Ten Rules 1.Big picture 2.Technically correct 3.Be cool 4.Belong 5.Only stories work 6.Optimism 7.Glory button 8.Change is for all 9.We need more heroes 10.Personal circle

33. 1.Big picture

34. 2.Technically correct

35. 1.Big picture 2.Technically correct 3.Be cool

36. 1.Big picture 2.Technically correct 3.Be cool 4.Belong

37. 1.Big picture 2.Technically correct 3.Be cool 4.Belong 5.Only stories work

38. 1.Big picture 2.Technically correct 3.Be cool 4.Belong 5.Only stories work 6.Optimism

39. 1.Big picture 2.Technically correct 3.Be cool 4.Belong 5.Only stories work 6.Optimism 7.Glory button

40. 1.Big picture 2.Technically correct 3.Be cool 4.Belong 5.Only stories work 6.Optimism 7.Glory button 8.Change is for all

41. 1.Big picture 2.Technically correct 3.Be cool 4.Belong 5.Only stories work 6.Optimism 7.Glory button 8.Change is for all 9.We need more heroes

42. 1.Big picture 2.Technically correct 3.Be cool 4.Belong 5.Only stories work 6.Optimism 7.Glory button 8.Change is for all 9.We need more heroes 10.Personal circle

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