Communicating Sustainability EAUC Conference 31.03.08
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Communicating Sustainability EAUC Conference 31.03.08
description
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 . - PowerPoint PPT Presentation
Transcript of Communicating Sustainability EAUC Conference 31.03.08
Communicating SustainabilityEAUC Conference 31.03.08
Futerrawww.futerra.co.uk
University of Derby
• The Case Study• Climate Change • Audiences• Messaging• Channels• The pitch
Agenda
The Case Study
www.derby.ac.uk
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.
www.derby.ac.uk
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.
www.derby.ac.uk
Survey Process
Survey One• Jan ‘07• 820 responses• 38% response rate
Survey Two• Oct ‘07• 599 responses• 27% response rate
Communications Strategy
www.derby.ac.uk
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
www.derby.ac.uk
Survey Analysis: “personal action”
Organisation A
Organisation B
Organisation C
Organisation D
Organisation E
Organisation F
Organisation G
Percent
1009080706050403020100
No change
Less likely
More likely
56
53
62
60
60
60
52
43
45
35
37
38
40
47
Are you more likely or less likely to take personal action to tackle climate change now, than you were in January?
Climate Change
Carbon dioxide levels over the last 60,000 years
www.derby.ac.uk
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”
Positive proof of global warming?
www.derby.ac.uk
Audiences
• 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
Who are you talking to?
Source: Framework Institute, adapted for UK by Pat Rose and Chris Dade
Be Specific
• Target specific groups
• Understand their motivations
… audience research is key
A New Way of Thinking…
Link climate change mitigation to positive desires/aspirations
Messages
Jargon Busting
Methane clathrates Inter-generational EquityClimate Change Levy
Direct Action Carbon TaxVostok Ice Cores
Carbon Disclosure ProjectEco-efficiency Emissions Trading
Global WarmingPrecautionary Principle
Key Performance IndicatorKyoto Protocol Mitigation and Adaptation
Albedo EffectTriple Bottom Line
Factor 4 Hydrogen Fuel Cell
Remember…
Change groups
Remember…
Keep it personal
The right message…
Feedback is crucial
Over to you…
Channels
Channels• 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)
• 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
www.derby.ac.uk
Existing communications
channels
• Physical - Staff team meetingsEnvironmental championsStaff magazineExhibition space
• Virtual - IntranetAll staff emailsUDo Forum
www.derby.ac.uk
How we used & expanded
those channels • Environmental Champions • Staff Magazine• Exhibition Space at 4 sites• Environmental Web Pages• UDo Forum
www.derby.ac.uk
What worked well
• Environmental champions- Personal touch by known staff- Enthusiasm by many
• Wall Planner - Quirky, informative, personal
• Staff Magazine - Everyone gets a copy
www.derby.ac.uk
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
www.derby.ac.uk
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
Remember…
The communications must be sustained over time
www.derby.ac.uk
Over to you…
The Pitch
