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Communicating for Change in our
  Climate Change Response




   Justine Braby, Integrated Environmental Consultants Namib...
Question 1: What types of messages
       are most powerful when
     communicating for change?

a. Shock messages (warnin...
Question 2: What would be effective
 messages to politicians who have the
     power to make decisions?

(a) Relaying the ...
Common errors made

Letting the facts and evidence speak for
 themselves
Forgetting that influencing for
 change means inf...
Forgetting that influencing for
      change means influencing
                 people
• People do not change because they...
Information does not immediately
         lead to action!
‘Bring to Life’ scientific research and
evidence-based knowledge of climate
change before it can influence policy
Who is our Target Audience?
•   Only after the audience’s curiosity and
    interest are aroused will they open to
    the...
Target Audience: The policy-maker
•     The policy-maker is not necessarily passionate about cc or sustainability issues b...
90% of change initiatives fail!
That means that…….


10% of change initiatives are
        successful!
What DOES bring about change?
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Communicating for change in our climate response

  1. 1. Communicating for Change in our Climate Change Response Justine Braby, Integrated Environmental Consultants Namibia, Namibia Climate Change Fair, 9-10 August 2012, Habitat Research and Development Centre, Windhoek
  2. 2. Question 1: What types of messages are most powerful when communicating for change? a. Shock messages (warning of doom if nothing is done) b. Positive messages of hopeful aspirations c. Just giving scientific facts without contextualising
  3. 3. Question 2: What would be effective messages to politicians who have the power to make decisions? (a) Relaying the scientific proof, letting the facts speak for themselves (b) Message that should touch on what is a priority for them
  4. 4. Common errors made Letting the facts and evidence speak for themselves Forgetting that influencing for change means influencing people Using messages that don’t stick Forgetting to develop a strategy
  5. 5. Forgetting that influencing for change means influencing people • People do not change because they are told to change but because they want to • Process of influencing people is to get them interested, instil a sense of urgency and a desire to change • Important to understand the dynamics of resistance to change • Target group research is needed – what are their current behaviours, desired behaviours – what are their current attitudes, desired attitudes
  6. 6. Information does not immediately lead to action!
  7. 7. ‘Bring to Life’ scientific research and evidence-based knowledge of climate change before it can influence policy
  8. 8. Who is our Target Audience? • Only after the audience’s curiosity and interest are aroused will they open to the content that you wish to communicate, and ultimately rethinking their attitude towards it • Setting the stage, creating the mood, crafting the right language and images, and identifying the best time to deliver the messages
  9. 9. Target Audience: The policy-maker • The policy-maker is not necessarily passionate about cc or sustainability issues but has the power to take decisions on them • Their needs and priorities need to be assessed • Create Win-Win Situations The Policy-maker (Target Audience) Current Attitude Desired Attitude Current Behaviour Desired Behaviour
  10. 10. 90% of change initiatives fail!
  11. 11. That means that……. 10% of change initiatives are successful!
  12. 12. What DOES bring about change?

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