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Communicating Sustainability EAUC Conference 31.03.08

Communicating Sustainability EAUC Conference 31.03.08. Futerra. www.futerra.co.uk. University of Derby. Agenda. The Case Study Climate Change Audiences Messaging Channels The pitch. The Case Study. Introduction .

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Communicating Sustainability EAUC Conference 31.03.08

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  1. Communicating Sustainability EAUC Conference 31.03.08

  2. Futerra www.futerra.co.uk

  3. University of Derby

  4. Agenda • The Case Study • Climate Change • Audiences • Messaging • Channels • The pitch

  5. The Case Study

  6. Introduction • Corporate Climate Change Communications Can Create Clever Solutions. • A partnership involving 7 of the largest employers in Derby • 33,000 employees • 101k funding from DEFRA • A measurable and quantifiable outcome.

  7. Research & Brief • The first survey was intended to inform the partnership of staff attitudes to climate change. • This also provided a valuable audit of current communication channels. • The brief was to measure the extent to which a change in attitudes towards climate change is observable after the implementation of a communications strategy.

  8. Survey Process Survey One Survey Two Communications Strategy Jan ‘07 820 responses 38% response rate Oct ‘07 599 responses 27% response rate

  9. Key Findings… • 67% of staff agreed they had seen or received communications about climate change from their employer in the last 6 months • 61% of staff agreed that the university’s attitude to climate change had become more positive • 5% of staff agreed that climate change issues had encouraged them to consider how they travel to work • Attitude change can be closely linked to change in actions • 39% report greater willingness to take personal action

  10. Survey Analysis: “personal action” Are you more likely or less likely to take personal action to tackle climate change now, than you were in January?

  11. Climate Change

  12. Carbon dioxide levels over the last 60,000 years

  13. The Climate Skeptics • “Turn off the lights in Las Vegas.” • “Why should I do anything when China, India and America aren’t?” • “I don’t know what I can do and my friends say it isn’t happening anyway” • “It needs to be sorted out by the government”

  14. Positive proof of global warming?

  15. Audiences

  16. Who are you 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: Framework Institute, adapted for UK by Pat Rose and Chris Dade

  17. Be Specific • Target specific groups • Understand their motivations … audience research is key

  18. A New Way of Thinking… • Link climate change mitigation to positive desires/aspirations

  19. Messages

  20. Jargon Busting Methane clathrates Inter-generational Equity Climate Change Levy Direct Action Carbon Tax Vostok Ice Cores Carbon Disclosure Project Eco-efficiency Emissions Trading Global Warming Precautionary Principle Key Performance Indicator Kyoto ProtocolMitigation and Adaptation Albedo Effect Triple Bottom Line Factor 4Hydrogen Fuel Cell

  21. Remember… • Change groups

  22. Remember… • Keep it personal

  23. The right message… • Feedback is crucial

  24. Over to you…

  25. Channels

  26. Direct marketing - direct mail/e-mail/cold calling New technology - SMS etc Education channels (schools, higher and further education) Sponsorships Advertising Radio TV Press Online Editorial / Press releases Specialist and mainstream Viral (e-mails etc) Exhibitions Celebrity endorsements Online (web and web-log) Channels • PR Stunts • Business communications • Networks/forums/conferences • Entertainment media (product placement) • Road shows • Cultural events • Speeches • Consultations/ dialogue • Competitions • Anniversaries • TV programmes • Loyalty/coupons - some type of offer • Reports, brochures, newsletters etc • Awards

  27. Existing communications channels • Physical - Staff team meetings Environmental champions Staff magazine Exhibition space • Virtual - Intranet All staff emails UDo Forum

  28. How we used & expanded those channels • Environmental Champions • Staff Magazine • Exhibition Space at 4 sites • Environmental Web Pages • UDo Forum

  29. What worked well • Environmental champions - Personal touch by known staff - Enthusiasm by many • Wall Planner - Quirky, informative, personal • Staff Magazine - Everyone gets a copy

  30. What worked really well • Road shows - We visited every site - Staff got to know the Environment Team - We recruited more Environmental Champions • Collateral - Bags and thermometers along with the workplace guidance documents on temperature

  31. What didn’t work well • Prize quiz - Response rate quite poor even though excellent prizes • Intranet - No hit counter but not much feedback • UDo forum - Not much participation

  32. Remember… • The communications must be sustained over time

  33. Over to you…

  34. The Pitch

  35. Thank you! Be positive Be targeted Be creative Laurie Bennett laurie@futerra.co.uk Jo Hasbury j.e.Hasbury@derby.ac.uk

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