1. Communicating Climate Change Climate Camp Washington, US, April 2006 Martin Hiller, WWF climate change communications

2. Overcoming barriers Said is not … heard. Heard is not … understood. Understood is not … accepted. Accepted is not … applied. Applied is not … continued.

3. We need a plan What vision do we have? Objective? Which communications goal? Who do we need to move/influence? Audience? What are these people interested in? What will make them act? Message? How can we reach them effectively? Channel? What tools, actions do we use? Timeline? How can we measure the outcome?

4. Anna goes to school VISION: Anna is on time in school GOAL: Anna gets up in time tomorrow AUDIENCE: Anna INTEREST: Have good time after school MESSAGE: Reward – Anna can go and see a friend CHANNEL: Clear talk, taking the time to explain TIMELINE: talk over dinner, repeat at night and in the morning. Explain concept, reasons, and reward. SUCCESS?

5. VISION: Politicians decide for massive emission cuts GOAL: Create a good basis for longer-term negotiations AUDIENCE: Positive Ministers and Top officials INTEREST: Look good at home, get results MESSAGE: This is the way forward to success! CHANNEL: Reports, email actions, lobby, media work TIMELINE: 3 months through to conference SUCCESS: We got the best we could expect Montreal Climate Conference 2005

6. Timeline Sep 05 – launch of policy paper Oct 05 – Media advisory ready, briefings of journalists Mid Nov 05 – Impact report on fish 28 Nov to 10 Dec – climate conference, Montreal 29 Nov – opening statement, press conference 31 Nov – Canada 2 degrees report 3 Dec – End of hockey? 3 Dec – 40,000 take the streets 6 Dec – Ministers hit the Kyotometer 9 Dec – overnight negotiations 10 Dec, 7 am – final NGO press conference

7. Resistance and resilience building VISION: Keep global warming below 2°C. Nature survives! GOAL: Action! Cut emissions and adapt ecoregions AUDIENCE: Decision-makers, local and national INTEREST: Deal with impacts, be seen as pro-active MESSAGE: We are fighting with our back to the wall CHANNEL: lobby, media, internal WWF, … TIMELINE: depends on projects SUCCESS: resistance plans implemented; emissions cut

8. Climate Camp Communications strategies – BRIAN ‘Fact sheets’ about 10 ecoregions/projects – MARTIN Radio interview – BRIAN Short TV statements – BRIAN AFTER: 10 feature stories – MARTIN AFTER: Climate Witness stories - MARTIN