1. Communicating Sustainable Development 23 February 2006

2. Today’s Agenda Introductions, check-in, warm up SD issues & how to run a campaign Audiences Messages Channels Management & Measures The Pitch Summing up, thanks and close

3. The Landscape

4. Where are we now on communicating sustainable development?

5. Sun Microsystems WE ARE ALL RESPONSIBLE!

6. The Big Clean Up WE ARE ALL RESPONSIBLE!

7. M&S WE ARE ALL RESPONSIBLE!

8. Christian Aid WE ARE ALL RESPONSIBLE!

9. No Early Spray WE ARE ALL RESPONSIBLE!

10. Shell WE ARE ALL RESPONSIBLE!

11. thinksustainable WE ARE ALL RESPONSIBLE!

12. 1.Big picture

13. 2.Technically correct

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

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

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

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

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

19. 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

20. 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

21. 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

22. Do we need to understand? =

23. Developments UN decade of Education for SD 2005- 10 Sustainable Consumption Round Table Securing the Future communications Compass Network

25. Conclusions Don’t need to communicate the term SD Confusion over information v. motivation NGOs and corporates still leading the way Lots of Potential!!!

26. How to develop a communications Plan 1. Understand the situation Context Use existing research Define objectives What’s the timeframe?

27. 2. Audience Research Who is/are the target(s)? What motivates them? What do they read, watch, listen to? Who do they listen to or are influenced by?

28. 3. Setting specific objectives Are your objectives realistic? Have you defined what attitudes/behaviours will need to change?

29. 4. Strategic Considerations Define approach Pilot Stakeholder involvement

30. 5. Message development Central message Tailoring Engage emotions

31. 6. Channels Preferred choice of your target audience Creativity Partners?

32. 7. Management Who? Rapid response? Phases? Resources?

33. 8. Measurement Process Outcome Impact Feedback

34. Audiences

36. Understanding of SD 34%... Age as a factor Deliberately incomprehensible?

37. 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

38. Promoting Photovoltaics… Settlers Prospectors Pioneers ACTION Someone else SOLUTION I’d rather not change INCENTIVE Queen, council, neighbour = ‘normal’ We should organise I’ll do it myself If fashionable Good for planet Ethical imperative Let’s do it! Network of interesting people doing it for a good cause Add value, latest thing/trend

44. “The Brief”

45. Market Research Who is/are the target(s)? What motivates them? What do they read, watch, listen to? Who do they listen to or are influenced by?

46. MESSAGES

47. Message Rules Set a central message Tailor the message to different audiences Engage your audience’s emotions 10 WORDS OR LESS

49. No Early Spray WE ARE ALL RESPONSIBLE!

51. The Big Clean Up WE ARE ALL RESPONSIBLE!

52. Quick Comfort Break

53. Channels

54. $200 million on advertising = Next to nothing

55. channels 1.Direct marketing - direct mail/e-mail/cold calling 2.New technology - SMS etc 3.Education channels (schools, higher and further education) 4.Sponsorships 5.Advertising –Radio –TV –Press –Online –Media –Editorial –Press releases –Specialist and mainstream 9.Viral (e-mails etc) 10.Exhibitions 11. Celebrity endorsements 12.Online (web and web-log) 13.PR Stunts 14.Business communications 15.Networks/forums/conferen ces 16.Entertainment media (product placement) 17.Road shows 18.Cultural events 19.Speeches 20.Consultations/ dialogue 21.Competitions 22.Anniversaries 23.TV programmes 24.Loyalty/coupons - some type of offer 25.Reports, brochures, newsletters etc 26.Awards

56. News, Features and Listings (print, radio, electronic) Broadcast Lifestyle Local, community and regional media outlets Free Channels Paid Channels Branding Collateral Advertising – magazines, commercial TV, radio, local print Sponsorships

60. Energy Bike

61. channels 1.Direct marketing - direct mail/e-mail/cold calling 2.New technology - SMS etc 3.Education channels (schools, higher and further education) 4.Sponsorships 5.Advertising –Radio –TV –Press –Online –Media –Editorial –Press releases –Specialist and mainstream 9.Viral (e-mails etc) 10.Exhibitions 11. Celebrity endorsements 12.Online (web and web-log) 13.PR Stunts 14.Business communications 15.Networks/forums/conferen ces 16.Entertainment media (product placement) 17.Road shows 18.Cultural events 19.Speeches 20.Consultations/ dialogue 21.Competitions 22.Anniversaries 23.TV programmes 24.Loyalty/coupons - some type of offer 25.Reports, brochures, newsletters etc 26.Awards

62. Management and measurement

63. Management and Measurement Rules Can’t manage comms by committee Try it! EVERY LITTLE HELPS Share learning

64. The communications must be sustained over time

65. Qualitative research (focus groups) Quantitative analysis (surveys, stats and press clipping) Impact and influence (the objective!) Interest and follow-up (questions) Measurement

66. The Pitch

67. If you remember three things… Be positive Be targeted Be creative Be confident