1. Sustainabilitycommunications:the known universeIAP2 PI Network EventMarch 7, 2012

2. communications and public involvement Whats the difference? Working together forchange 3. uncertain terrain ahead 4. history of sustainability/climate messaging 1970s: Earth Day, local pollution 1980s: Greenpeace introduces climate 1990s: Rio Earth Summit, sustainability& sustainable development 2000s: Inconvenient Truth, scientistsspeak out 2007: IPCC report 2009: ClimateGate 2011: Climate and sustainability fall inpriority for public 5. 2006: a pivotal year 6. trust in public institutions 7. behavior: the say-do gap Structural constraints Single-action bias Threats to values and self-interests The free rider effect Emotional response 8. Tim Kasser: a crisis of values 9. The measure of intelligence is the ability to change. Albert Einstein 10. awareness v. behavior They arent exactly the same Moving towards a greater relianceon CBSM Integration of the grassroots andthe digital 11. best practices Do your research Make solutions local and relevantand urgent Connect environment with theeconomy Focus on quality of peoples lives 12. best practices, continued Align messaging with supportivestructural change Tap into peoples identities Communicate throughtrusted, local sources and reachpeople through their existingnetworks Celebrate local successes 13. go beyond the media buy Move beyond traditional mediacampaigns Leverage peer-to-peer influence Reach people when theyre in theright frame of mind Make invisible behavior visible 14. values-based messaging Well-crafted messages are thosethat invoke common ground inyour audience Finding the right values means youneed research Find the most effectivespokespeople (hint: maybe notgovernment) 15. examples of local value- based messagingvalue: clean air& waterOregonians want toprotect our clean airand clean water, andlivable communitiesgive us a way to buildgreat neighborhoodswhile reducingpollution. 16. examples of local value-based messagingvalue: communityLivable communities allow us to live close to where wework, go to school and shop, making our lives simpler.We will have more time to spend with family andfriendsand less time spent alone in our cars. 17. examples of local value- based messagingvalue: healthLivable communitiesprovide more ways forpeople to walk, bikeand take transit asthey go about theirdaily lives, helping usget more exercise andimproving our kidshealth. 18. examples of local value- based messagingvalue: economic growthOur community drives less and spends less ongas, cars and car repairs. Our money stays inthe local community helping local businessesand creating local jobs, instead of leaving thestate. 19. iterative communications 20. blend old and new 21. data gaps Better ways to measure quality oflife rather than quantity of stuff(rethink GDP) More research into the willingnessof people to buy less and do more From Green Dividend toNeighborhood Dividend 22. summary Avoid large, uniform communicationscampaigns Communicate at the most local level possible Test your messaging Invoke the values of your community Evaluate Pilot tests before take to scale Test your results and refine your campaign as you go Integrate communications with programdesign Leverage success 23. terra incognita?