Part 3 of 4 in the Rio+20 Toolkit Series. This issue focuses on the concept of the Green Economy and how to use media for advocacy.

1. A Rio+20
Toolkit Series :
Part III
Our Future is Worth It:
How YOUth can take ACTION
for Sustainable Development
In partnership with:

2. Moving toward a Sustainable Future!
IN THIS ISSUE Recalling the focus of Rio+20
In the previous toolkits, we discussed what Sustainable Development is, the
 Recalling Rio+20 story of Rio+20 and how to take basic actions to start impacting your world.
and Moving Let us take a quick look back to remember key points for Rio+20.
from Brown to
Green The Conference will revolve around 2 main themes:
p. 1
 The Green Economy in the context of Poverty Eradication and Sustainable
 Defining Green Development
Economy  The Institutional Framework for Sustainable Development
pp. 2-3
and 7 Critical Issues:
 Green Jobs and
Key  Cities, Disasters, Energy, Food, Jobs, Oceans and Water.
Challenges
p. 4
 Using Media as Moving from Brown to Green
an Advocacy As young people, we are all concerned with growth, development, income,
Tool and jobs.
p. 5
Economy refers to the whole set of production, distribution and consumption
 Sample Letters of goods and services in a country or in the world. Sustainable Development
pp. 6-7 encompasses an economic pillar which is a crucial factor in ensuring income
generation and sustained human activity and jobs.
 Creating
Your own The system of economy that the world currently uses is called the Brown
Media Economy. The Brown Economy is an economy that lacks respectful use of
pp. 8-9 environmental resources and provides enough wealth for communities to live
well. The future of Sustainable Development depends to a large extent on
 Contacts
whether we can move from a Brown Economy to a Green Economy.
p. 10
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3. Defining a Green Economy
The resources we have on Earth are limited. Current practices use more resources than is healthy for the planet.
Collectively, we prevent a large section of the world from enjoying the benefits of economic growth. Our economic
growth pollutes nature, aggravates social inequality and erodes fertile land.
We desperately need to change the pattern of our economy and our consumption. Changing our economy to one
that is green is an important part of the Rio+20 agenda. A Green Economy can help us to eradicate poverty and
ensure Sustainable Development.
There is no agreed definition of a Green Economy. However, it is generally agreed that a Green Economy should
include low carbon emissions, resource efficiency and social inclusion.
Low Carbon Emissions: Socially Inclusive: Resource Efficiency:
Public and private industries Currently, wealth and Current forms of
are partly responsible for income are not being consumption and production
releasing dangerous levels of fairly distributed. A Green are rapidly depleting the
carbon dioxide (CO2) into the Economy should provide fair natural resources available
atmosphere. CO2 is known to access to social and on Earth. A clearly defined
contribute to climate change. economic benefits. This Green Economy would
In a Green Economy, these includes equal access to commit us to use natural
industries would be required jobs, healthcare and resources in ways that
to control their emissions. education. conserve them and
over-exploit the
Earth.
Below are some additional principles which are necessary to create a Green Economy.
Can you think of any others ?
The United Nations Environment Programme (UNEP) has offered some perspectives for policy makers on how to
transition into a Green Economy. You can read more in Towards a Green Economy, a Synthesis Report:
http://www.unep.org/greeneconomy/Portals/88/documents/ger/GER_synthesis_en.pdf
Check out the following UNCSD Major Group for Children and Youth infographic which looks at the puzzle pieces
that we need for a thriving Green Economy! The UNCSD Major Group for Children and Youth have called for
these elements to be recognised in the Outcome Document for Rio+20.
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5. Creating Green Jobs for Young People
According to the International Labour Organization (ILO), young people are three
times more likely to be unemployed than adults. Over 75 million youth
worldwide are currently looking for work. Millions of jobs in key sectors would need
to transition into more sustainable practices within a Green Economy. These jobs
would also directly benefit young people struggling to find employment. Building a
Green Economy is especially relevant to children and youth. Future generations are
more likely to face shortages of food, water and energy, if we continue to operate in
the way that we do.
Challenges of Key Economic Sectors
 Food
The population of the world is expected to increase to 9 billion by
2050. Green agriculture has the potential of combating food
insecurity as well as providing jobs.
 Tourism
Global tourism accounts for 5% GDP and about 8% of employment.
Tourism also accounts for a large part of CO2 emissions and damages
healthy ecosystems.
 Industry
Manufacturing is responsible for about 20% of CO2 emissions and
17% global air pollution! However, it also provides over 35% of
global jobs.
 Energy
The energy sector is responsible for about 2/3 of global greenhouse
gas emissions. Investing in renewable energy could help us avoid
global temperature increases by reducing CO2 emissions.
Facts and figures taken from:
1. Towards a Green Economy: Pathways to Sustainable Development and
Poverty Eradication - A Synthesis for Policy Makers, UNEP - 2011.
2. Recommendations on Future Financing Options..., UNFCCC - 2009.
Did you know?
Economic growth is usually measured in Gross Domestic Product (GDP) which
often is used to represent well-being.
total country income ÷ number of people in country = GDP per capita
However, GDP does not consider the ecological and social consequences of
producing wealth. Can you think of other indicators that can measure the success
economy?
Consider Gross National Happiness Index that measures the mental, physical,
spiritual and emotional well-being of people as factors to economic success:
http://www.youtube.com/watch?v=7Zqdqa4YNvI
Want to learn more about efforts toward the transition of a Green Economy?
Check out the Green Economy Coalition: http://www.greeneconomycoalition.org/big-
picture. To keep up with the latest news on Green Economy progress, visit:
http://www.guardian.co.uk/environment/green-economy .
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6. Using the Media as an Advocacy Tool
Media can be used for advocacy and/or lobbying to influence attitudes in society and policies.
By Media we refer to:
 Online and printed newspapers and/or magazines
 Television
 Social Media (including Blogs)
 Photo-Journalism
 Radio
 Internet News
 Independent Film and Cinema
One way to influence the media is to write a letter or article. The following points will help you write an
effective piece.
How to Write a Letter or Article
 Make sure you are clear about who you are writing for. For example, if you are writing for a community
which relies on agriculture, you may want to explain sustainability through community issues. Use terms
which your audience will understand.
 Keep it short and concise. You are more likely to make an impact if you present short, simple facts. Avoid
long sentences. Check if the platform you are writing for has a word limit and if so, stay within it.
 Make it relevant. Usually letters refer to a recent event or article. Choose a popular issue and make sure you
connect why it is relevant and should be discussed.
 Label your submission clearly. Remember that newspapers receive a lot of mail, so if sending by post make
sure to label your letter and envelope clearly. If sending via email, be sure to include a clear subject line.
 Stick to a single issue. Make the issue clear at the very beginning. It is easier to call for action over a specific
issue than if you present a lot of them without much detail.
 Use facts and figures. Back up what you are saying with evidence.
 Make your conclusion strong. End the letter with the message that you want people to remember and act
upon.
 Avoid using jargon and complicated language. This may prevent the reader from fully understanding your
message.
 Proof read. Watch out for typing and grammatical errors. Have a friend read your article to see if he or she
understands it.
To put these letter writing tips into action, take a look at the sample letters on the next pages.
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7. Letter to a Local Store
The following is a letter sent to a local gardening store. You could use this type of letter to convince local
businesses to be more sustainable.
Dear HOME/GARDEN STORE:
I come to your store whenever I need anything for my home. I love your store, however, I have some real
concerns about some of the products you are selling. I want to know what I'm buying is safe for everyone,
and I am hoping you can be a leader and a resource in this area.
Did you know that homeowners use up to 10 times more chemical pesticides per acre on their lawns than
farmers use on their crops? 70 million tons of fertilizers are applied to residential lawns and gardens. Where
pesticides are used, of 103.9 million households with lawns, more than half use insecticides; 40 million use
herbicides and 14 million use fungicides. Many conventional pesticides used on lawns pose threats to human
health and wildlife. Clorphyrifos (Dursban) has been banned because it poses threats to children's brain and
nervous system development, and is still in store shelves!
Pesticides from our lawns don't just stay outside, but end up in our indoor air and on all indoor surfaces,
usually in the form of floor dust. Exposure to household pesticides is associated with an elevated risk of
childhood leukemia. Not to mention, 95% of streams sampled contained at least one pesticide. Synthetic
fertilizers spiked with nitrogen and phosphorous readily run off lawns or penetrate oversaturated soil,
move into our ground water, storm drains and streams.
Please consider providing non-toxic, organic land care products at the very least as an alternative to
synthetic pesticides or fertilizers--in good conscience, it would be best if you offered only or primarily non-
toxic products.
Further, it would be great if you could carry home-building supplies and products made from rapidly
renewable materials, such as bamboo flooring, natural linoleum, cork and textiles made from wool, sisal,
hemp and organic cotton. I would choose those any day over the alternatives. If you make these strides, I
can guarantee I will continue to come to your store, and proudly encourage everyone else to shop with you
for those very reasons.
Best regards,
Your Name
Your Address
Your Email Address
Your Phone Number
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8. Letter to an Editor
This is a letter sent to a newspaper or magazine editor about an article that was written. What is the
significant difference between this letter and the one on the previous page?
Dear Editor:
As the world examines the achievements and challenges towards eradicating HIV/AIDS on this World AIDS
Day, we must take a critical look at the conflicting realities making women and girls vulnerable to the
perpetual face of HIV/AIDS. Access to treatment is extending the lives of HIV-positive people in remarkable
ways, and yet unwanted pregnancy among HIV-positive women is on the rise. While incidents of HIV are
declining in some African regions, women continue to become infected through sexual transmission at
alarmingly high rates. Unless steps are taken to address their HIV/AIDS and sexual and reproductive health
needs, women and girls will remain the unwilling victims of this deadly epidemic.
Contrary to what some may think, marriage poses significant risk of HIV infection for women in many parts
of the world. In fact, more than eighty percent of new HIV infections in women occur in marriage or in
long-term relationships. Despite global recognition of the unique vulnerabilities of women and girls to HIV
infection, U.S. HIV prevention policy continues to emphasize abstinence education ahead of tools, like
condom use, that would better safe-guard women’s health. Tragically, it also has all but abandoned its 40
year leadership of support for international family planning. The vast amount of funding for HIV/AIDS
prevention are rarely, if ever, integrated with family planning and reproductive health programs that pro-
vide desperately needed services to women and their families.
Only through financial and political support for the integration of HIV/AIDS and family planning services do
we give women and girls a true chance at survival. That would be something to celebrate.
Sincerely,
Your Name
Your Address
Your Email
Your Phone Number
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9. Creating your own Media
Earlier, we discussed how to use media to spread the word about sustainability.
Traditional media like newspapers, journals, news stations and radio are all
important ways to get your message across. Often traditional media is not as far
reaching as you may hope in getting out the message you want.
The 20th Century boost of innovation in technology gave us social media tools like
Facebook, Twitter, MySpace, Tumblr and many others. Social media has become
just as important to spread a message as traditional media. Below are some tips
to create your own media brand to add to the sustainability movement.
Be Free
Many advertising spaces on the Internet are free. Do a search on free spaces to
blog, advertise and network so you can spread your message. If you are a youth
without Internet access, you can start by visiting places where you can find many
people gathering and talk to them there.
Investigate
Find out all you can about sustainability. Turn that information into a series of
presentations that you can do in person and/or online. Both online and offline
presentations should represent your personality! People are bound to become
excited just because you are active and showing enthusiasm towards the subject.
There may even be opportunities to learn from each other.
Spark it
Every good piece of media has what marketing executives call a “spark”. The
spark is that great line that is brief, catchy and says a mouthful all in one. One
example of a spark in sustainability is “Go Green”. Both words give you instant
meaning and imply a change in behaviour. Much in the same way, your media
should create its own spark.
What is the one thing you can say that fits your personality and makes a
statement about sustainability? Start brainstorming and let the sparks fly. Test out
your spark first with friends and family before putting it out to the world. Extra
insight is always helpful.
Less is More
Long, drawn out points are BOR-ING! Keep your points short, with 3-4 points per
topic. If you choose to write a blog, keep it within 800-1000 words.
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10. Maximising your Impact through Social Media
Using social media opens up the possibility of mobilising a lot of people
beyond your circle of friends. It is important to make Sustainable
Development concepts accessible and inspire people to take action.
Focus your social media activity (such as tweets, Facebook updates and blogs)
on a specific issue to raise awareness on a global platform.
Social Media Tips Blogging
Blogs can be a good source of communication for young people to talk
Check out Blog.com for
fast tips to create your blog about Sustainable Development. Start by searching for similar blogs on
the topic- what do you notice is missing in the conversation? You can
Consider sharing your start your own blog once you figure out the perspective you would
photo albums on popular
platforms like SlideShare like to bring to the online communities you researched.
Create short animated Photos
movie messages with
xtranormal.com Images speak for themselves! A single photo can send out powerful
messages that make people think. Try your photography skills,
Create your own media
campaign on create a Tumblr account.
youtrust.org
Videos
Create short videos about Sustainable Development issues to raise
awareness. Make sure that your video is appealing and enthusiastic. If you use
special effects like animations and flash graphics for your video, make sure they
do not overpower your message. For example, you should not use music,
animation, flash graphics and talk all at the same time.
Twitter
Tweets are short messages of 140 characters or less, usually used to share
messages publicly. Creating a twitter account is a fast way to send and receive
messages about Rio+20. You can retweet from many other Twitter users who
post about the conference. Follow the official conference twitter account
@UN_Rioplus20 and hashtags #Rioplus20 and #mgcy to see what people are
saying!
Facebook
Start a Facebook page, group or event. Tag your friends, update your status
(maybe one Sustainable Development fact a day) and spread the message
through your profile pictures. Create a photo album, share links, comment and
“like” pages relevant to Sustainable Development.
What about those who do not have Internet access?
Every young person deserves to have his or her perspective on Sustainable
Development heard. You can support youth that lack access to the Internet by
sharing information with them in workshops and personal conversations.
Record their message. What do youth without internet access have to say about
Sustainable Development? Share their messages through your networks to add
additional perspectives to your online conversations. Lack of Internet access
should not be an obstacle in crafting our future!
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11. THANK YOU
This completes the third section of our toolkit series. In our final installment, learn more about the
Institutional Framework for Sustainable Development and how to use The Arts to advocate for sustainability!
CONTACT US
If you are interested in getting involved, taking action, or simply knowing
more about what we’re doing, feel free to contact any of us for more
information:
MAJOR GROUP FOR CHILDREN AND YOUTH
Website: http://uncsdchildrenyouth.org/
Facebook: www.facebook.com/UNCSDYouthCaucus
Twitter: @MGCY_UNCSD
EARTH CHARTER INTERNATIONAL
Website: http://www.earthcharterinaction.org/
Facebook: http://www.facebook.com/EarthCharter
Twitter: @earthcharter
EOTO WORLD
Website: http://www.eotoworld.org/
Facebook: http://www.facebook.com/EOTOWorld
Twitter: @EOTOWorld
Thanks and Acknowledgements
Authors : Barkha Mossae (Mauritius), Sasha Pratt (UK), Neringa
Miliauskaite (Lithuania), Elischia Fludd (USA), Nora Mahmoud (Costa
Rica/USA) .
Photo Credits: Oliver Rieche, Cynthia Keza and Vietnam Jump ,
Radomir Dolejsi, and Kyle Kaianaupuni Robertson.
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