Communicating Sustainable Development

23 February 2006

Today’s Agenda

• Introductions, check-in, warm up• SD issues & how to run a campaign• Audiences• Messages• Channels• Management & Measures• The Pitch• Summing up, thanks and close

The Landscape

Where are we now on communicating

sustainable development?

Sun Microsystems

WE ARE ALL RESPONSIBLE!

The Big Clean Up

WE ARE ALL RESPONSIBLE!

M&S

WE ARE ALL RESPONSIBLE!

Christian Aid

WE ARE ALL RESPONSIBLE!

No Early Spray

WE ARE ALL RESPONSIBLE!

Shell

WE ARE ALL RESPONSIBLE!

thinksustainable

WE ARE ALL RESPONSIBLE!

1. Big picture

1. Big picture

2. Technically correct

1. Big picture

2. Technically correct

3. Be cool

1. Big picture

2. Technically correct

3. Be cool

4. Belong

1. Big picture

2. Technically correct

3. Be cool

4. Belong

5. Only stories work

1. Big picture

2. Technically correct

3. Be cool

4. Belong

5. Only stories work

6. Optimism

1. Big picture

2. Technically correct

3. Be cool

4. Belong

5. Only stories work

6. Optimism

7. Glory button

1. Big picture

2. Technically correct

3. Be cool

4. Belong

5. Only stories work

6. Optimism

7. Glory button

8. Change is for all

1. Big picture

2. Technically correct

3. Be cool

4. Belong

5. Only stories work

6. Optimism

7. Glory button

8. Change is for all

9. We need more heroes

1. Big picture

2. Technically correct

3. Be cool

4. Belong

5. Only stories work

6. Optimism

7. Glory button

8. Change is for all

9. We need more heroes

10. Personal circle

Do we need to understand?

=

Developments

• UN decade of Education for SD 2005-10

• Sustainable Consumption Round Table

• Securing the Future communications

• Compass Network

Conclusions

• Don’t need to communicate the term SD

• Confusion over information v. motivation

• NGOs and corporates still leading the way

• Lots of Potential!!!

How to develop a communications Plan

1. Understand the situation

• Context

• Use existing research

• Define objectives

• What’s the timeframe?

2. Audience Research

• Who is/are the target(s)?

• What motivates them?

• What do they read, watch, listen to?

• Who do they listen to or are influenced by?

3. Setting specific objectives

• Are your objectives realistic?

• Have you defined what attitudes/behaviours will need to change?

4. Strategic Considerations

• Define approach

• Pilot

• Stakeholder involvement

5. Message development

• Central message

• Tailoring

• Engage emotions

6. Channels

• Preferred choice of your target audience

• Creativity

• Partners?

7. Management

• Who?

• Rapid response?

• Phases?

• Resources?

8. Measurement

• Process

• Outcome

• Impact

• Feedback

Audiences

Understanding of SD

• 34%...

• Age as a factor

• Deliberately

incomprehensible?

Values Modes: Who are we talking to?

• 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

Promoting Photovoltaics…

Settlers

Prospectors

Pioneers

ACTIONSomeone else

SOLUTIONI’d rather not change

INCENTIVEQueen, council, neighbour = ‘normal’

We should organise

I’ll do it myself

If fashionable

Good for planetEthical imperativeLet’s do it!

Network of interesting people doing it for a good cause

Add value, latest thing/trend

“The Brief”

Market Research

• Who is/are the target(s)?

• What motivates them?

• What do they read, watch, listen to?

• Who do they listen to or are influenced by?

MESSAGES

Message Rules

Set a central message

Tailor the message to different audiences

Engage your audience’s emotions

10 WORDS OR LESS

No Early Spray

WE ARE ALL RESPONSIBLE!

The Big Clean Up

WE ARE ALL RESPONSIBLE!

Quick Comfort Break

Channels

$200 million on advertising

=

Next to nothing

channels1. Direct marketing - direct

mail/e-mail/cold calling2. New technology - SMS etc3. Education channels (schools,

higher and further education)

4. Sponsorships 5. Advertising

– Radio– TV– Press– Online– Media– Editorial– Press releases– Specialist and

mainstream9. Viral (e-mails etc)10. Exhibitions11. Celebrity

endorsements

12. Online (web and web-log)13. PR Stunts14. Business

communications15. Networks/forums/

conferences16. Entertainment media

(product placement)17. Road shows18. Cultural events19. Speeches20. Consultations/ dialogue21. Competitions22. Anniversaries23. TV programmes24. Loyalty/coupons - some

type of offer25. Reports, brochures,

newsletters etc26. Awards

• News, Features and Listings (print, radio, electronic)• Broadcast• Lifestyle• Local, community and regional media outlets

Free Channels

Paid Channels• Branding• Collateral• Advertising – magazines, commercial TV, radio, local print• Sponsorships

Energy Bike

channels1. Direct marketing - direct

mail/e-mail/cold calling2. New technology - SMS etc3. Education channels (schools,

higher and further education)

4. Sponsorships 5. Advertising

– Radio– TV– Press– Online– Media– Editorial– Press releases– Specialist and

mainstream9. Viral (e-mails etc)10. Exhibitions11. Celebrity

endorsements

12. Online (web and web-log)13. PR Stunts14. Business

communications15. Networks/forums/

conferences16. Entertainment media

(product placement)17. Road shows18. Cultural events19. Speeches20. Consultations/ dialogue21. Competitions22. Anniversaries23. TV programmes24. Loyalty/coupons - some

type of offer25. Reports, brochures,

newsletters etc26. Awards

Management and measurement

Management and Measurement Rules

Can’t manage comms by committee

Try it! EVERY LITTLE HELPS

Share learning

The communications must be sustained over time

• Qualitative research (focus groups) • Quantitative analysis (surveys,

stats and press clipping)• Impact and influence (the

objective!)• Interest and follow-up (questions)

Measurement

The Pitch

If you remember three things…

•Be positive•Be targeted•Be creative

•Be confident