Climate change communications_best_practices_presentation_6-10-11

L t’ t t lkLet’s not talk about climateabout climate

change…change…

Metro Climate Change Messaging Learning Session

June 10, 2011

what we knowwhat we know

what we didwhat we did

• Review of recent literatureReview of recent literature• Review of industry best practices

h• Focus on change in opinions, attitudes and behavior

• Work that is at the forefront of the industry

iterative communicationsiterative communications

video #1: tck tck tckvideo #1: tck tck tck

video #2: the green policevideo #2: the green police

the videosthe videos

• What works?What works? • What doesn’t?

what do people think about li t h ?climate change?

• People know about climate changePeople know about climate change (Pew) and believe it’s happening –

• But aren’t making it a priority• But aren t making it a priority

why is it tough to “engage” ith li t h ?with climate change?

• InvisibilityInvisibility• Sense of geographic remoteness• Time lags• Time lags• SkepticismTh t d f th• The tragedy of the commons

• “Finite pool of worry”• Misperceptions about effects (confusing weather with climate)

the “say-do” gap… why aren’t l t ki ti ?people taking action?

• Structural constraintsStructural constraints• Single‐action bias

h l d lf• Threats to values and self‐interests• The “free rider” effect• Emotional response

best practicesbest practices

• Make climate change solutions local, relevant and urgent

• Correct basic misperceptions• Focus on “too much carbon”Focus on too much carbon• Connect climate change with the economyeconomy

best practices, i dcontinued

• Align messaging with supportive structural change

• Tap into people’s identities• Communicate through trustedCommunicate through trusted, local sources and reach people through their existing networksthrough their existing networks

• Celebrate local successes

go beyond the media buygo beyond the media buy

M b d t diti l di• Move beyond traditional media campaigns

• Leverage peer‐to‐peer influence• Reach people when they’re in the p p yright frame of mind

• Make invisible behavior visibleMake invisible behavior visible

values-based messagingvalues based messaging

• Well‐crafted messages won’t workWell crafted messages won t work if they don’t resonate with the audienceaudience

• All politics is localT l l l• Tie messages to local values

examples of local value-b d ibased messaging

value: clean air value: clean air & water“Oregonians want to gprotect our clean air and clean water, and Climate Smart Communities give us a way to build communities whilecommunities while reducing pollution.”


value: communityy“Climate Smart Communities allow us to live close to where we work, go to school and shop, making our lives simpler. We will have more time to spend with family and friends—and less time spent alone in our cars.”p


value: healthvalue: health“All of us are trying to stay healthy. Climate S C i iSmart Communities provide more ways for people to walk, bike and take transit as they go about their daily lives, helping us get more exercise and improving our health.”


value: economic growthvalue: economic growth“People who live in Climate Smart Communities drive less than other Americans and spend less on gas, cars and car repairs. Instead of leaving the state to go to oil and car companies, our money stays in community, helping to grow y y y, p g glocal businesses and create jobs.”

data gapsdata gaps

• More research into economicMore research into economic benefits needed

• How does Climate Smart• How does Climate Smart development grow businesses and create jobs?create jobs?

• From Green Dividend to “N i hb h d Di id d”“Neighborhood Dividend”

summarysummary

• Avoid large, uniform communications gcampaigns

• Communicate at the most local level possiblepossible

• Test your messaging• Evaluate

– Pilot tests before take to scale– Test your results and refine your campaign as you go

• Integrate communications with program design

• Leverage success• Leverage success

the upsidethe upside

interviews:d th d lpurpose and methodology

• Purpose: gauge understanding ofPurpose: gauge understanding of GHG reduction efforts

• 30 interviews February• 30 interviews ‐ February• Mayors, community leaders, activists

interviews: resultsinterviews: results

• Wide range of perceptions of g p p“climate change”– Impacts on ecosystemUnpredictable/critical– Unpredictable/critical

– Controversial/political

• Relevancy varies– Half: “very” or “significant”One fourth: relevant– One fourth: relevant

– One fourth: not relevant/controversy

• To address issues– More information, input, resources

interviews: results, continuedinterviews: results, continued

• Ease of discussing climate change?g g– Controversy makes it difficult– Long term/not present dangerR d 4/5 ki i– Respondents ‐ 4/5 are taking action locally

– Others – not a political priorityp p y

• Familiarity with regional targets– High level of general awareness– Less aware of specifics, strategyProcess is critical: collaborative– Process is critical: collaborative approach

how to engage communityhow to engage community

• Provide science‐based information– Show specific impacts, and benefits– Encourage and recognize creative solutions– Illustrate best practicesust ate best p act ces

• Who needs to be engaged:Elected officials– Elected officials

– Neighborhood, religious, community leaders– Elderly, low income– Minority communities– Schools/education– Special interests

Metro’s roleMetro s role

• Coordinate with local• Coordinate with local partners

• Provide communication, informationinformation

• Convene events

benefits to local communitiesbenefits to local communities

• Technical innovation• Technical innovation• Livable communities• Incentives for business/ changechange

• Improved public health• Less pressure on natural systemsy

sources of informationsources of information

• Local governments/MetroLocal governments/Metro• Associations, agency committees• Conferences• Conferences• Spanish language news/flyers• Social, informal media, websites, blogs

• Trusted research• Popular media

Opinion Research: Talking About p gTransportation Investments and Land Use

‐Four Considerations‐Four Considerations

June 10, 2011

Prepared for:Metro Staff And Community Partners

We see support for certain kinds ofWe see support for certain kinds of transportation investments and

l d h ?land use. But, why?

Davis, Hibbitts & Midghall, Inc.


A content analysis of the focus group i i d di i dwritten exercises and discussions, and

the survey findings, revealed many diffdifferent reasons:

• Economic• Environmental• Social

H lth• Health


The focus groups and survey also suggestThe focus groups and survey also suggest how best to communicate about transportation investments and landtransportation investments and land use—Things to Consider:


Consideration No. 1

1) Avoid using problematic semantics and imageryimagery

Issues:o “Compact neighborhoods”o “Higher density development” g y po “Government”


Looking out in the future, over the next 25 years or so, please think about the kind g , y , pof place you want the Portland metropolitan area to be to live, work, and play in. For each of the following please tell me if you would strongly support, somewhat support, neither support or oppose, somewhat oppose, or strongly oppose your

Neither

local government making it a priority?

Response Category N=600Strongly Support

Somewhat Support

Support or Oppose

Somewhat Oppose

Strongly Oppose

Don’t know

Building more compactBuilding more compact neighborhoods

16% 20% 14% 21% 27% 2%

Building more neighborhoods where people can get where they need to go by walking,

55% 25% 5% 6% 8% 1%

biking, or taking public transit


Consideration No. 2

2) Need to link from issues that relate to core values and2) Need to link from issues that relate to core values and beliefs*

Issues:Issues:o Preservation of farm lando Building sense of communityo More active living‐better healthgo Less sitting in traffic congestion ‐ less stress, more time for other thingso Better air quality, less cars using the roado Save money‐car related expenses, extending infrastructureo Help low income (equity)o Increased property valueso People should have options

H l ll i hb h d b io Help small neighborhood businesseso Accommodate aging, less mobile populationo Reduce oil dependency‐save American lives , reduce military spending

*What the issues are and the best ones to use will vary by location and population subgroup


B h b “ li h ?”But, what about “climate change?”

Not as strong Mention other atNot as strong. Mention other at same time.


Consideration No. 3

3) Use positive semantics and imagery*3) Use positive semantics and imagery

Issues:“P b l”o “Prevent urban sprawl”

o “Preservation of farm and forest land”o “Community health”o “Getting to know your neighbors”o “Increased property values”o “Choice”o Choiceo “Options”o Examples that people have seen and like – Orenco Station,

Th C i P tl d i hb h d (S ll dThe Crossings, Portland neighborhoods (Sellwood, Mississippi, Lloyd Center/Irvington)*Will vary by location—know the best semantics and imagery for your y y g y yarea


Consideration No. 4

4) (For Land Use) Need to specify, quantify, and qualify the nature of the development (pre‐empt objections)

Issues:( )o Parks & open space (counter no backyards)

o Access to public transportationo Specific services within walking distanceo Specific services within walking distanceo Safety at intersections and cross‐walkso The number and location of additional unitso The design of units ‐ aestheticso Public safety features (e.g., sidewalks, street

lighting, park safety, etc.)Davis, Hibbitts & Midghall, Inc.

Consideration No. 4 (continued)

4) (For Land Use) Need to specify, quantify, and qualify the nature of the development (pre‐empt objections)

Issues:o Consequences for public school classroom sizeso Noise impacto Parkingo Parkingo Community gardenso Farmers marketso Farmers markets


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Climate change communications_best_practices_presentation_6-10-11