1. Climate Change: Communicating for Behaviour Shift

5. The Strategy 1. Understanding the audience 2. Mapping the journey to change 3. Making a clear message 4. Choosing your media 5. Creating lasting changes

8. Defra’s ‘Market’ Segmentation 7. Honestly disengaged 6. Stalled starters 5. Cautious participants 4. Sideline supporters 3. Concerned Consumers 2. Waste Watchers 1. Positive Greens

9. 1. Positive Greens I think we need to do some things differently to tackle climate change. I do what I can and feel bad about the rest

10. 2. Waste Watchers Waste not want not, that’s what’s important. You should live life thinking about what you’re doing and using.

11. 3. Concerned consumers I think I do more than a lot of people. Still, going away is important, I’d find that hard to give up.. Well I wouldn’t, so carbon offsetting would make me feel better.

12. 4. Sideline Supporters I think climate change is a big problem for us. I suppose I don’t think much about how much water or electricity I use and I forget to turn things off.. I’d like to do a bit more.

13. 5. Cautious participants I do a couple of things to help the environment. I’d really like to do more… well as long as I saw others were

14. 6. Stalled starters I don’t know much about climate change. I can’t afford a car so I use public transport. I’d like a car though.

15. 7. Honestly disengaged Maybe there’ll be an environmental disaster, maybe not. Makes no difference to me, I’m just living my life the way I want to.

18. Defra’s Headline Actions Be more responsible about how much water is used Water actions Create less waste Recycle more Waste actions eat a ‘lower impact diet’ Eat more food that is locally in season Buy products that are energy smart not energy guzzling Eco product actions Avoid unnecessary flights (short haul) Use the car less for short trips When upgrading your car, choose more fuel efficient one Personal transport actions Install small-scale renewable energy technologies Be clever about managing energy use Insulate your home Home energy actions

20. Choosing actions according to audience Positive greens Cautious participants Stalled starters Renewable energy Low energy lighting Free loft insulation

25. The Strategy 1. Understanding the audience 2. Mapping the journey to change 3. Making a clear message 4. Choosing your media 5. Creating lasting changes

33. Make sure that you use clear, direct requests Draw people in by talking directly to them, using ‘you’ or ‘we’ – ‘ you’re being invited to…’ or ‘ we’ve got this great opportunity to…’ Remember to talk to people as part of their group rather than as individuals Speak to people on an equal level rather than talking down to them As a general rule, try to keep language light and fun Technical jargon works for some, but can be a real turn off for others