Climate change: Your guidei to inspiring actioni

Photo: Flooding in Boscastle, Cornwall, 2004

An indication of the type

of event that scientists

say will become more

frequent in the future.

Climate change is one of the

most urgent issues of our time.

It is the greatest environmental

challenge we face today as

a global community.

01

Given the enormity of the problem of climate change and its consequences – heatwaves, fl ooding, more frequent storms – people may fi nd it hard to believe that they can do anything to help. But the fact is, man-made greenhouse gases contribute signifi cantly to climate change, and action from individuals, government and businesses is vital if we are to put the brakes on it. If we all make some simple changes, our collective effort will help make a difference.

This booklet is intended to help raise awareness of climate change and encourage and inspire local action. It is also designed to act as a communications tool, showing you how to spread the message and generate discussion on what to do. You can use this booklet in conjunction with the accompanying website, www.climatechallenge.gov.uk, which contains further information, ideas and resources.

The weight of evidence for climate change, and the i

link withigreenhouse gas emissions, most notably i

carbon dioxide,iis in my view now unarguable. This is i

a globaliproblem requiring a global solution, but we i

can all help to makeia difference. If we reduce the amount i

of energy we use andimake our energy consumption i

more effi cient, we will reduceithe impact that we, i

as individuals, have on the environment. i

Sir David King, UK Government’s Chief Scientifi c Adviser

Contents

02–03 What is climate change?

04–05 On the ground

06–07 Getting the point across

08–09 Your carbon footprint

10–11 Calculating your carbon footprint

12–13 Figuring out climate change

14–15 Communicating climate change

16–17 Do you know who you’re talking to?

18–19 Other climate change resources

20–21 Next steps

Our planet is surrounded by a blanket of gases. This blanket keeps the surface of the Earth warm and enables it to sustain life. This process is known as

‘the greenhouse effect’, so called because it works in much the same way as a garden greenhouse – by trapping heat from the sun. Here’s what happens:

What is climate change?i

1492

Da Vinci theorises about fl ying machines

1801

Richard Trevithick invents fi rst steam-powered locomotive

Climate change timeline

What are the major historical developments that have contributed to the climate change story? We’ve tracked a few key dates and events under three separate headings: Home, work and travel Industry and technology Geo-political

Home, work and travel

The greenhouse effect

1. Energy from the sun enters our atmosphere, passing through the blanket of gases that surround the Earth.

2. As it reaches the Earth’s surface, much of the sun’s energy is absorbed by our planet’s land, water and biosphere.

3. Some of this energy is radiated back into space.

4. The rest of the energy is trapped in our atmosphere – and this is known as ‘the greenhouse effect’.

2

3

1

4

02/03

Photo: Traffi c, UK

Road transport now accounts for a fi fth of the UK’s entire national carbon emissions.

1879

Invention of the electric lightbulb

1885

Karl Benz builds world’s fi rst practical automobile

So what’s the problem?

Over the last hundred years or so, this blanket has become thicker because of the release of ‘greenhouse gases’ into the atmosphere through the burning of fossil fuels. The thicker blanket traps more energy causing the Earth’s temperature to rise.

Carbon dioxide (CO2) is the most important of the six greenhouse gases. Carbon (in combination with other elements) makes up the basis of life on Earth. Forests, soils, oceans and the atmosphere all absorb and release CO2. The movement of carbon between these sources is known as ‘the carbon cycle’. For more information on the carbon cycle, take a look at The Carbon Cycle animation included in this pack.

The problem now is that this natural cycle can’t keep up. Through the burning of fossil fuels, we’re creating a build-up of CO2 in the atmosphere. This build-up is a major factor in increasing the greenhouse effect, which is one of the main causes of climate change.

What’s more, our everyday energy use is adding to this build-up of CO2. More than 40% of CO2 emissions are the direct result of actions taken by individuals. Every time we use non-renewable electricity, drive a car or take a fl ight, we’re producing CO2, as all of these actions largely depend on fossil fuels. And every tonne we emit commits the world to more warming. That’s why it’s up to us all to do

something about it. Now.

e

1903

Wright brothers make their fi rst fl ight

1908

Henry Ford improves the assembly line for automobile production

1894

British fi rm Crompton & Co. features electric kettles in its catalogue

1913

Invention of the electric refrigerator

1931

Surveys of potential commercial air routes from the US to the Orient via Canada, Alaska and Russia

1939

First trans-Atlantic passenger service fl own by Pan American Airways

1952

First regular jet airline service

1958

More than 1million passengers fl y across the Atlantic, surpassing steamship passengers for the fi rst time

On the groundi

Climate change is big news. Increasing media coverage has helped raise awareness of local and global issues and has sparked action around the country.

Individuals, schools, community groups, NGOs, businesses and the government are now all involved in projects to tackle the causes of climate change.

In 2006, 83 Climate Change Fund (CCF) projects were selected to receive funding from Defra to help spread the word on climate change and encourage others to get involved.

Go to www.climatechallenge.gov.uk and click on ‘What’s being done’ to fi nd out more about projects in your region.

North East

The Experiential Climate Dome

Carbon Neutral North East

Using a ‘climate dome’ at a variety of locations across the North East, this project is aimed at highlighting the immediate impact of climate change. The dome includes interactive screens, games and communications materials that are easily adapted to the needs of different audiences.

Project:

Organisation:

West Midlands

Marches Cinema Short Film

The Rural Media Company

Costa del Marches, a short fi lm about climate change, was created for screening throughout the rural West Midlands. Working with partners Marches Energy Agency and Flicks in the Sticks, the project team is increasing awareness and discussion of climate change issues in rural communities.

Project:

Organisation:

1951

1.5 million TV sets in US

04/05

1971

Boeing 747 makes its fi rst commercial fl ight from New York to London

1997

EU deregulation of the air industry in Europe; low-cost air travel begins

2004

Carbon emissions from housing account for 27% of all the UK’s carbon dioxide emissions

2006

UK Government announces ambition to make all new homes ‘zero-carbon’ by 2016

East of England

On target for carbon

neutral football

Ipswich Borough Council

Targeting Ipswich Town Football Club’s strong fan base, this project communicates climate change through press, radio and football programmes. Fans were encouraged to reduce their carbon emissions, and the campaign culminated in the UK’s fi rst carbon neutral football match.

Project:

Organisation:

1974

First domestic food processor introduced in the UK

Other regional CCF projects. There are another 22 projects that cover the whole of England.

Asian Voice newspaper

Cambridge Carbon Footprint

Asian Voice, a widely read and well-trusted newspaper, agreed to include a regular column on climate change. Written by a member of Cambridge Carbon Footprint, the column helps raise awareness of environmental issues among the UK’s Asian community.

Project:

Organisation:

All England

Yorkshire and The Humber

Climate Change – Together

we can beat it!

Bradford Metropolitan

District Council

This project aims to inform, educate and raise awareness of climate change through a targeted marketing campaign. Press ads, billboards and events encourage the community to see climate change as a local issue and to take simple steps to help.

Project:

Organisation:

Getting thei point acrossi

04/05

c. 1800

Beginning of industrial revolution

1806

Invention of the internal combustion engine

1821

First electric motor

1879

Karl Benz granted a patent for his internal two-stroke gas engine

1882

The Electric Lighting Act allows setting up of supply systems by persons, companies or local authorities

Because everyone needs to take responsibility for climate change, everyone needs to know about it. That’s why it’s important for people not only to think about it, but to get involved.

In 2006, Defra ran a competition to fi nd nine Climate Change Champions aged 10 to 18 from across England. The Champions have been busy tackling climate change and will be in offi ce until autumn 2007.

The Champions are making a big difference. Find out more about what Aazim, Carri, David, Jordan, Lucy, Sarah, Sofi a, Stephanie and Zoheb are doing at www.climatechallenge.gov.uk. You can see short fi lms and read their blogs and news articles about how they are spreading the word about climate change.

Photo: Gurschen Glacier,

Switzerland

The Champions saw fi rst hand the effects of climate change on this Swiss glacier. They are pictured here marking the position of the glacier’s lower limit during the year they were born.

Industry and technology

06/07

1884

Invention of the steam turbine

1892

Rudolf Diesel develops the Carnot heat engine, a motor burning powdered coal dust

1896

Svante Arrhenius proposes a link between fossil fuels, carbon dioxide and global warming

1924

Based on 1920 coal use, prediction made that industrial activity will double atmospheric carbon dioxide in 500 years

Aazim Ihsan

London

Carri Swann

East Midlands

David Saddington

North East

Jordan Stephens

South East

Sarah Crudgington

East of England

Stephanie Lynch

North West

Sofi a Selska

West Midlands

Zoheb Khalil

Yorkshire and The HumberLucy Stansfi eld

South West

We are the

Champions!

04/05

1938

UK National Grid becomes integrated

1950s

Aerospace industry develops

1969

Astronauts fi rst walk on the moon

1951

Britain’s fi rst commercial computer, the Lyons Electronic Offi ce, is built

Carbon dioxide (CO2) emissions are caused in part as a direct result of our everyday activities. The following all result in CO2 being emitted into the atmosphere:

• burning fuel to heat our homes

• using electricity to power our lights and appliances

• using fuel to power our vehicles.

The total amount of CO2 generated by these activities is normally measured in tonnes.

On average, each household in the UK directly produces about 10 tonnes of carbon dioxide every year.

We also contribute CO2 to the atmosphere indirectly through the manufacture, distribution and disposal of the products we consume, including food.

Your carboni footprinti

08/0908/09

1980s

Rapid industrial development begins in China – pace set for next 20 years unprecedented in human history

1991

World Wide Web released to the public

2001

Nearly two-thirds of people in the UK (33 million people) now use the internet

The CO2 produced as a result of the actions of an individual, a household or an organisation is sometimes referred to as a ‘carbon footprint’.

Our footprints add up. The UK as a whole emitted 554 million tonnes of carbon dioxide in 2005. If we all tread lightly and minimise our footprints, our collective impact on the environment will be signifi cantly reduced. In this way, we can all contribute to tackling climate change.

* These are approximate values based on the underlying data used in the Act on CO2 calculator, see page 10.

40%of the average household’s

carbon footprint comes from personal transport,

i.e. cars, motorbikes and fl ights.*

60%of the average household’s

carbon footprint comes from home heating,

lighting and appliance use.*

The CO2 emissions from the home come from:

75% water and space heating,

and lighting

25% use of appliances.

04/05

1827

Jean Baptiste Fourier proposes the existence of an earth-warming atmospheric effect. The term ‘greenhouse effect’ is fi rst used

Calculating youriii carbonifootprinti

You can now work out how big your carbon footprint is by using the Government’s Act On CO2 calculator at www.direct.gov.uk/ActOnCO2.

The calculator focuses on the three most signifi cant areas where our actions lead directly to CO2 emissions:

• household heating, hot water and lighting

• appliances and gadgets

• personal transport.

The calculator will ask you for information about each of these areas and will then work out your individual and/or household footprints. It also gives you a personalised action plan to help you reduce your carbon footprint, which you can then save and return to later.

Turn your heating

thermostat down by 1ºC

It could save you 10% in heating bills. Generally, a comfortable living room temperature is around 21ºC, while the bedroom should be comfortable at 16–18ºC.

Turn gadget

Don’t leave gmobile phoneand games cowhen not in u

Close your curtains at night

It stops heat escaping through your windows.

Once you’ve

calculated your

own carbon dioxide

footprint, you can

work out ways to

reduce it. It’s easier

than you think. Here

are some ideas to

get you started.

Geo-political

1900

World population stands at 1.6 billion

1950s

Dramatic increase in carbon dioxide emissions

10/11

1979

World Climate Conference recognises the importance of climate change

1984

The Alliance of Small Island States (many of whom fear they will disappear as sea levels rise) demand a 20% emissions cut by 2005

Only fi ll the kettle with

the water you need

You waste energy if you boil more water than necessary.

adgets off

eave gadgets – such as TVs, phone chargers, computers mes consoles – on standby ot in use.

Install Energy Saving

Recommended lightbulbs

They last between 8 and 15 times longer than traditional bulbs.

Insulate your loft

You can typically save 0.4 tonnes of CO2 a year, and nearly 10% on your heating bill.

If you can, try alternatives to

the car for short journeys

Walking, cycling or using public transport will help reduce your carbon footprint.

Buy energy-effi cient

appliances

Look for fridges, freezers and washing machines with the Energy Saving Recommended logo and save money and energy.

Wash laundry at 30ºC

Selecting the 30ºC cycle cuts electricity use by up to 40%, compared with washing clothesat higher temperatures.

1975

World population reaches 4 billion

1957

Start of long-term carbon dioxide monitoring by US scientist David Keeling; year-on-year rise seen

04/05

of adults said that they are already taking some action.

of young people believe that the world’s climate is changing.

Figuring outi climate changei

When you are making a communication plan, one of the fi rst steps is to understand what people think about climate change now.

Defra has been tracking public awareness and understanding of climate change. To fi nd out more, go to www.climatechallenge.gov.uk and look at ‘What do people think?’ in the ‘Communicate climate change’ section.

Here are some of the latest statistics:

study climate change at school, and

Almostof young people

of young people feel that they should spend more time learning about it.

1988

Intergovernmental Panel on Climate Change (IPCC) is set up by theWorld Meteorological Organization

1990

IPCC’s fi rst report states that the average world temperature has increased by 0.5°C since the beginning of the 20th century

1985

First major international conference on the greenhouse effect is held in Austria

1987

Discovery of link between atmospheric carbon dioxide levels and temperature, going back more than 100,000 years

of adults think that climate change is caused by human behaviour.

think that the Government can infl uence climate change.

of adults

1997

Kyoto Protocol agrees to binding cuts in emissions for industrialised nations to be met between 2008 and 2012

12/13

of adults think that recent warmer weather is part of climate change. Just

young people say that they could use less energy at home.

of adults have heard of climate change.

of young people think that they can personally have a big infl uence on climate change.

of adultsand

Source: Adult research conducted by ICM for Defra among a representative sample of approximately 3,100 adults in the UK. Four waves were conducted six-monthly from March 2005. All fi gures are taken from the March 2007 research unless otherwise stated. Research on young people conducted by LVQ among a representative sample of approximately 750 11–17-year-olds in England in May 2006.

of young people think that the world is affected by climate change; a third think that it will become affected in the next two decades.

1992

Climate Change Convention signed in Rio de Janeiro, Brazil, by 154 nations, sets initial emissions reduction targets

1990

World population reaches 5.26 billion

of adults say that they could help by driving less or not driving at all.

thought so in March 2006.

Communicatingi climate changei

Let’s talk about it

To encourage people to make a

difference you need to get the

message out.

Think about what your audience

needs to know and how they might

be able to change their actions

in simple ways that will help the

environment. The clearer you can

be about what you want them to do,

the better.

You know your audience best – what

are they most likely to respond to?

Creating a communications

plan Consider the following

ideas when planning your

communications:

Messages Create some simple

messages. Would they work better

in a press release, in a report or

on a website?

Tone of voice If you’re speaking

in public, it helps to use one style of

language; if you’re writing a press

release, it helps to use another.

Partners If you can link your

message to another issue, you might

be able to share resources.

Timing Your message might be

effective, but if your email gets

delivered when everyone’s too busy

with other things, it won’t be read.

04/05

2003

Temperature in the UK exceeds 37.8°C (100°F) for the fi rst time. Over 2,000 deaths that summer are attributed to the hot weather

2003

Third hottest year on record globally. Hottest summer for at least 500 years in Europe, where 35,000 deaths are attributed to the heatwave; direct link made with climate change

1998

Hottest year on record in the hottest decade on record

Budget You’ve got a clear idea

of how much money you’ve got,

and what it will buy. There are

ways of getting information into

newspapers and magazines for free.

For example, you could use a press

release or an article instead of an ad.

Ask the audience what they

think Did it work for them?

Did they understand what you

were trying to say? Did it make a

difference? All of this information is

valuable for your next campaign.

Choosing the right channel There

are thousands of different ways to

communicate your message, but it’s

important to use those that will be

most effective for you.

Here are some examples:

• Traditional media –

newspapers, radio stations,

TV stations, magazines

• Events – speeches,

conferences, forums

• New media – websites,

email, text messages

• Partnership marketing

– promotions, sponsorship,

special offers

• Internal communications

– reports, brochures,

newsletters

• Direct marketing –

direct mail, cold calling

14/15

2005

Kyoto Protocol comes into force

2005

G8 Gleneagles Summit; climate change one of two main issues addressed

2005

Hurricane Katrina devastates New Orleans; researchers link record US hurricane season and melting sea ice and Siberian permafrost to climate change

04/05

2006

The Stern Review is published. It’s the fi rst report of its kind into the economic impact of the climate change. The costs of inaction far outweigh the costs of action now

2007

IPCC confi rms that there is a greater than 90% chance that global warming over the last 50 years is due to man

2006

Al Gore, former US Vice President, wins an Oscar for the fi lm An Inconvenient Truth, which issues a warning about climate change

Do you know whoi you’re talking to?i

If you are going to communicate some of the issues surrounding climate change and encourage people to adapt some of their behaviours, you need to fi nd out:

• who they are (socio-demographics)

• what they do (current behaviours)

• how they think and feel (their attitudes).

By thinking about your audience in this way, you will often fi nd that you have more information about them than you thought. It helps you to work out what people will be prepared to do, as well as the most effective messages and communication channels.

For example, Defra is undertaking research to develop an environmental segmentation model informed by people’s attitudes, values and current environmental behaviours.

If you’d like to fi nd out more about what people in the UK think about climate change, to help you understand how to target them, go to the ‘Communicating climate change’ section at www.climatechallenge.gov.uk.

Here are some examples of how different people might feel about being more environmentally friendly:

Waste not, want not –i it’s important to live lifei thinking about whati you’re doing and using.i

16/17

2007

IPCC reports that the planet has warmed 0.74°C since the beginning of the 20th century

2007

Draft Climate Change Bill published by theUK Government

2007

For the fi rst time, half of the world’s population lives in cities

I think it’s importantii that I doieverythingi I can to helpi the environment.i

You should do everythingi you caniwithin thei constraints of modern living.i I do my bit and that’s enough.i

I don’t see others doingi much more than me.i

To be honest, I don’ti really thinkiaboutii the environment.i

I know I should do more, but at thei moment I can’t…and I don’t do muchi to cause damage anyway. I’ll do moreii when I have more money or time.i

If it saves me money,i then it’siworth doing buti otherwiseiI can’tireallyi do much.i

Partly as a result of unpredictable and unseasonal weather, the issue of climate change has become a major focus for public attention. Other factors involved in this increased awareness include the following:

• Scientifi c reports have been published, based on the work of some of the world’s top scientists. These show that the problem is real and that man is largely responsible.

• Politicians from all of the UK’s main parties have broadly agreed that climate change poses a serious threat and that action needs to be taken now.

Other climate changei resourcesi

18/19

• Civil society – including NGOs (non-governmental organisations) – have lobbied government and have delivered clear messages to the public in order to address climate change.

The media has also played a vital role in bringing climate change to the forefront of people’s minds. The issue has gained such prominence that newspapers are now running feature articles almost every day – covering the science, economics, geo-politics and the impact on the weather. Major TV news reports and documentaries have also been aired, and related programmes (such as home improvement shows) are also focusing on environmental issues.

Although these media channels provide an excellent range of stories about climate change, it’s the internet that’s providing the most diverse range of messages. It’s important to look at a range of sources when conducting your own research, and you should make sure that your information is as up-to-date and reliable as possible.

Government websites are a good starting point. For a general overview of climate change – particularly how to communicate and how to get involved – visit www.climatechallenge.gov.uk.

At www.direct.gov.uk/greenerliving, you can fi nd more practical steps you can take to tackle climate change.

These fall under:

• Greener living: a quick guide

• Greener home

• Greener garden

• Waste and recycling

• Energy and water saving

• Greener shopping

• Greener travel

• Greener work, school and community

• Greener food and drink

• Greener life events

You can fi nd out more about climate change and what’s being done here in the UK and internationally to tackle the problem at: www.defra.gov.uk/environment/

climatechange

More information is available from the Department for Transport at:www.dft.gov.uk/ActOnCO2

Other useful sites include:

www.bbc.co.uk/climate

www.tyndall.ac.uk

www.energysavingtrust.org.uk

www.metoffi ce.gov.uk/research/

hadleycentre

www.ipcc.ch 20/21

Use this checklist as a quick

reference guide for your

communications and the actions

you want to take.

Plan your communications

Decide who you want your communications to target

Find out what they currently think about climate change

Defi ne what it is you want them to do

Decide the voice and channel your communications will use

Check the timings and budgets you need for your communications

Take local action

Whether you’re working on communications or just keen to make a difference, try to set an example for others using the advice on pages 10/11

Find out about climate change projects and other activities that are happening near you

Know your CO2

Find out what your carbon footprint is at www.direct.gov.uk/ActonCO2

Set yourself a goal to reduce your carbon footprint over the next six months

Next stepsi

The climate change communications initiative is led by Defra in partnership with the Energy Saving Trust, the Carbon Trust, the Department of Trade and Industry, the Environment Agency, the UK Climate Impacts Programme and the Department for Transport.

This paper is made from 100% post-consumer waste.

©Crown Copyright 2007 Issued June 2007

Acknowledgements:

Angela Hampton/EcosceneTopFoto/National Champions’ photos Allan Staley/Alex Beaton