Communicating Sustainability EAUC Conference 31 03 08 Futerra

Communicating Sustainability EAUC Conference 31. 03. 08

Futerra www. futerra. co. uk

University of Derby

Agenda • • • The Case Study Climate Change Audiences Messaging Channels The pitch

The Case Study

Introduction • Corporate Climate Change Communications Can Create Clever Solutions. • A partnership involving 7 of the largest employers in Derby • 33, 000 employees • 101 k funding from DEFRA • A measurable and quantifiable outcome. www. derby. ac. uk

Research & Brief • The first survey was intended to inform the partnership of staff attitudes to climate change. • This also provided a valuable audit of current communication channels. • The brief was to measure the extent to which a change in attitudes towards climate change is observable after the implementation of a communications strategy. www. derby. ac. uk

Survey Process Survey One Survey Two • Jan ‘ 07 Communications • 820 responses Strategy • 38% response rate • Oct ‘ 07 • 599 responses • 27% response rate www. derby. ac. uk

Key Findings… • 67% of staff agreed they had seen or received communications about climate change from their employer in the last 6 months • 61% of staff agreed that the university’s attitude to climate change had become more positive • 5% of staff agreed that climate change issues had encouraged them to consider how they travel to work • Attitude change can be closely linked to change in actions – 39% report greater willingness to take personal action www. derby. ac. uk

Survey Analysis: “personal action” Are you more likely or less likely to take personal action to tackle climate change now, than you were in January? www. derby. ac. uk

Climate Change

Carbon dioxide levels over the last 60, 000 years

The Climate Skeptics • “Turn off the lights in Las Vegas. ” • “Why should I do anything when China, India and America aren’t? ” • “I don’t know what I can do and my friends say it isn’t happening anyway” • “It needs to be sorted out by the government” www. derby. ac. uk

Positive proof of global warming?

www. derby. ac. uk

Audiences

Who are you 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 Source: Framework Institute, adapted for UK by Pat Rose and Chris Dade

Be Specific • Target specific groups • Understand their motivations … audience research is key

A New Way of Thinking… Link climate change mitigation to positive desires/aspirations

Messages

Jargon Busting Methane clathrates Inter-generational Equity Climate Change Levy Direct Action Carbon Tax Vostok Ice Cores Carbon Disclosure Project Eco-efficiency Emissions Trading Global Warming Precautionary Principle Key Performance Indicator Kyoto Protocol Mitigation and Adaptation Albedo Effect Triple Bottom Line Factor 4 Hydrogen Fuel Cell

Remember… Change groups

Remember… Keep it personal

The right message… Feedback is crucial

Over to you…

Channels

Channels • • • • Direct marketing - direct mail/e-mail/cold calling New technology - SMS etc Education channels (schools, higher and further education) Sponsorships Advertising Radio TV Press Online Editorial / Press releases Specialist and mainstream Viral (e-mails etc) Exhibitions Celebrity endorsements Online (web and web-log) • • • • PR Stunts Business communications Networks/forums/conferences Entertainment media (product placement) Road shows Cultural events Speeches Consultations/ dialogue Competitions Anniversaries TV programmes Loyalty/coupons - some type of offer Reports, brochures, newsletters etc Awards

Existing communications channels • Physical - • Virtual - Staff team meetings Environmental champions Staff magazine Exhibition space Intranet All staff emails UDo Forum www. derby. ac. uk

How we used & expanded those channels • • • Environmental Champions Staff Magazine Exhibition Space at 4 sites Environmental Web Pages UDo Forum www. derby. ac. uk

What worked well • Environmental champions - Personal touch by known staff - Enthusiasm by many • Wall Planner - Quirky, informative, personal • Staff Magazine - Everyone gets a copy www. derby. ac. uk

What worked really well • Road shows - We visited every site - Staff got to know the Environment Team - We recruited more Environmental Champions • Collateral - Bags and thermometers along with the workplace guidance documents on temperature www. derby. ac. uk

What didn’t work well • Prize quiz • Intranet • UDo forum - Response rate quite poor even though excellent prizes - No hit counter but not much feedback - Not much participation www. derby. ac. uk