V-LED Africa Regional Workshop. LOCALISING CLIMATE FINANCE AND ACTION. 23 â 25 April, 2018 â Irene, South Africa. 25
V-LED Africa Regional Workshop LOCALISING CLIMATE FINANCE AND ACTION 23 – 25 April, 2018 – Irene, South Africa
25 April, 2018 | open session on communication
The central role of climate communication We need good climate communication to: 1. … to gain support for climate action
2. …to drive personal behaviour change (mitigation and adaptation) 3. … to mobilise to push for more ambitious climate action by government and businesses
… challenges to climate communication Climate change involves huge and complex issues and raises questions about behavioural and structural issues of our societies It engages individuals to tackle a problem that can only be solved through collective action
Changing minds – and action To have a real impact, climate communication campaigns need to go beyond informing to mobilizing citizens and drive large-scale behaviour change. So how do you motivate people to act?
Fear vs. hope • Fear is a powerful motivator…
Fear vs. hope … Yet, fear can also be stronly demotivating ... “If the problem is so big.. What can I do?” • Messages of catastrophic climate change make people feel helpless, vulnerable or guilty.
Fear vs. hope • 3 key factors trigger climate action: – I unterstand the risk – I belief in the solution – I can do this
... This means: information about risks need to be combined with solutions...
Source: Jill Pelto
Key messages • • • • •
Know your audience Set clear, realistic goals Do not try to scare people into action Earn and maintain trust Recognize the importance of values and social norms • Learn from failures and keep trying
