learningforsustainability.netCommunicating for change
Communications campaigns form an important part of any suite of initiatives to address change. However, communication activities need to be tailored for particular functions within wider integrated change initiatives in areas such as health and sustainability. Moreover, as we start to deal with more complex issues that communication efforts also need to emphasise that they are two-way - building on principles of dialogue. The papers here provides some lessons from experience, and begin to point to frameworks that can help in the development of more effective campaigns.- Communications tactics for climate change - New rules: new game
The New Rules: New Game isn’t a simple, ‘one size fits all’ blueprint, and some of the tips might even, at first sight, seem inconsistent. But taken together, they provide a practical guide for action. These short rules are communications techniques which pull together the most effective strategies for changing people’s behaviour. They are based on a huge body of international psychological, sociological and marketing studies, gathered and analysed by Futerra - a UK-based communications agency withg some very useful communications publications. - Understanding the link between communication and change In this webpaper Chrys Horn observes that communication goals are usually seen as being the achievement of some change – getting people to change something that they do or don’t do, like recycle, exercise more, lose weight, accept possum control, provide better services, consult more effectively etc. However, as she points out, if we are to learn to communicate more effectively, however, it is critical to find frameworks to help us think through communication planning. This paper provides one such framework, another provides tips for effective communication. In other papers Chrys looks at lessons learnt through the Landcare Research collaborative learning group in communicating science and evaluating science communication activities. More writing from Chrys can be found on her blog: Learning, science and environment.
- “Sermons” as a climate change policy tool: do they work? Evidence from the
international community In this article, Karen Akerlof and Edward Maibach note that “sermonizing” — or conducting communication campaigns — has been embraced by many nations that are responding to climate change. They review these experiences. The experiences of the UK, Canada and Sweden demonstrate that climate change communication campaigns appear to influence large numbers of people in relatively short periods of time. As to be expected based on past pro-social behavioral campaigns, these
initiatives were more effective at influencing people’s knowledge and beliefs than their behaviors, but there is evidence of behavioral shifts.
- Innovative climate change communication – Team Minus 6% Public awareness is key to making a real difference in fighting climate change, and good examples of that happening can be evidenced in the "sermons" article reviewed above. However, due to ineffective communication strategies, much effort to educate the public on climate change issues has not translated into a great degree of concrete progress. Acquirement of knowledge about climate change has not been accompanied by the action to combat it. This paper reviews communication efforts and recommends 6 ways that can contribute to action.
Other closely related sections in the site include social marketing and dialogue.
