C l i m a t e C h a n g e S e r v i c e

Climate Change

Communication for C3S

David Armstrong

ClimateChange • Our communication aims

– to increase awareness,– understanding– and ultimately uptake of the service.

This is in support of the EC’s ambition for the Copernicus programme to stimulate economic growth and jobs and inform environmental policy-making and action through the use of big data.

• The European Commission's Copernicus Market Report, Feb 2019– A clear steer on the audiences and sectoral challenges and opportunities for the

Copernicus programme

– Despite undeniable success in terms of reach this year, there is still more we can do to encourage uptake of certain users increase awareness and understanding in sectors…

C O M M U N I C A T I O N - C O N T E X T

ClimateChange Evolving….because if we do what we always do, we’ll get what we always get.

Targeting and differentiation (of message/content/location)

• we now need to strengthen the vertical media (sectoral/audience specific), paid marketing channels and content - to target potential users more distinctly, with stories, applications and examples relevant to them and in a language they understand and a location where they are likely to be.

Partnership

• Partnerships, whether paid for or in-kind, in all sectors, continue to bring visibility and reach the services might not otherwise get.But there needs to be synergy between these partnership channels, our corporate channels and campaigns but also the work that you do and communicate under your contracts.

Test, measure, learn, report and adjust

• We should try new angles, channels and tactics, so long as we are clear on the objectives and success measures and evaluate against these and adapt our approach accordingly. And -If we are not measuring, then we cannot claim success as a result of communication efforts and we will not know what works and what doesn't.

Real and relevant

• With something as intangible as data and overwhelming as climate change, we should be very clear on the benefits to the audience with examples relevant to their profession or sector. This might be shown through the promotion of case studies, conveyed through user testimonials and stories, or experienced through the sectoral applications

C O M M U N I C A T I O N – S T R A T E G I C A P P R O A C H

ClimateChange

Without discarding what we’ve been doing successfully, this coming year our communications will evolve to

1. Allow ourselves to be associated with the human experience, familiar societal/sectoral challenges and stories

2. Expand our use of sectoral channels e.g. energy, water, agriculture, policy events/media - to deliver our message

3. Take a campaign approach to target audience segments in a consistent timely, location based way

4. Adopt more experiential tactics – seeing (and touching) is believing

5. Explain simply and resonantly why and how this service and its outputs matter (to the audience) –answering the 'so-what' question.

Some examples….

C O M M U N I C A T I O N – T H E A P P R O A C H I N P R A C T I C E

ClimateChange Euronews – 2nd contract

Human & sectoral interest stories in addition to the data eg. Our cities, transport, heat, flooding – TV and online

– The climate update becomes a 5 minute hosted show -'Climate Now'.

– Native articles on the Euronews website for more in depth exploration

CNN InternationalA brand new TV partnership with global reach

C O M M U N I C A T I O N – I M P R O V E D M E D I A P A R T N E R S H I P S

• Data driven climate updates...+

• Human stories - Climate Frontiers 'vignettes' - to be first aired around COP25

ClimateChange

C O M M U N I C A T I O N – C A M P A I G NPosition C3S as a tool that can be used for the benefit of citizens and to strengthen their work

One broad, simple campaign message

Use the C3S applications and case studies to form 'stories' – easy to remember, easy to reproduce.

A blend of earned (in-kind) and paid media

Pin point target location, means of transport & events to deliver message

Create and drawer upon a bank of supporting messages that resonate

ClimateChange

C O M M U N I C A T I O N - E X P E R I E N T I A L

ClimateChange • The Communications function doesn't, shouldn't and can't do this alone

For success, we need to maintain synergies and feedback across:– User learning– User support– User engagement– Use cases and demonstrator contracts– Service design– Evaluation & Quality Control

So that C3S has: – A consistent user journey and seamless user experience – A common understanding of audience insight (what matters to them)– A strong brand, common message and position focused on that value and benefit to the

user.– Effective feedback loops so that we continue to iterate and improve.

C O M M U N I C A T I O N - S Y N E R G Y A C R O S S C 3 S

ClimateChange

Thank youContact us:

David.Armstrong@ecmwf.intNuria.Lopex@ecmwf.int

C O M M M U N I C A T I O N