George marshall presentation at manchester workshop 05.03.09
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Transcript of George marshall presentation at manchester workshop 05.03.09
Behaviour Changefor Climate Change
Changing Behaviour: What do you know? Bridgewater Hall, Manchester
Thursday, 5th March 2009George Marshall,
Climate Outreach Information Network
Oxford UK
BEHAVIOUR
VALUES- WORLD VIEW
LIFE EXPERIENCE
BELIEF - ATTITUDES
SELF-IMAGE
CHANGE
REINFORCE
SELECT
TREATS
RETURN
Problem strategies
One size fits allTop down communications
Ignoring cultural context
Problem messages
We’re all going to fry‘Save the planet’
Change!Easy steps
Environmental Defense -Runaway Train
AudienceMessage
MessengerMediumAction
General publicIt’s urgentGreen NGO, ad agencyTV Ad- youtube Take action? Share this ad?
Problem messages
We’re all going to fry‘Save the planet’
Change!Easy steps
Problem messages
We’re all going to fry‘Save the planet’
Change!Easy steps
Act on CO2- UK Government
AudienceMessage
MessengerMediumAction
Public (middlerange non-green)Save energy, reduce emissionsAd agencyTV and print ads. WebsitesSimple actions. Calculate emissions
Typical ‘tips’ with their actual annual savings
Never use a new plastic bag
Change one standard lightbulb to a low-energy lightbulb
Never leave your TV on standby
Turn down heating in average house by one degree
Commute to work by bus
Become a vegetarian
Make one fewer flight
Kg Co2
5
17
25
230
400
500
500–12,000
% Average person’s annual emissions
0.04%
0.14%
0.2%
1.8%
3%
4%
4-96% (depending on the flight)
Recent focus group findings
Exeter University research: cited The Guardian 24th September 2008
"I recycle 100% of what I can, there's not one piece of paper goes in my bin, so that
makes me feel less guilty about flying as much as I
do.“
Quote of participant
The longest and the most frequent flights were taken by those who were most aware of environmental issues
Winning strategies
World viewPeer to Peer
Make action possible..…and FUN!
Case Study: Don’t Mess with Texas
The audience was general public but especially young working class men
The action was to stop them littering on the roads
The campaign has been running for 12 years. It includes bumper stickers, t-shirts, and encourages people to report other litterers.
George
AudienceMessage
MessengerMediumAction
Middle Americans not greensGas guzzlers support terroristsNGO, ad agencyAdvertsBuy a fuel efficient car
Winning strategies
World viewPeer to Peer
Make action possible..…and FUN!
COIN Open House Programme
AudienceMessage
MessengerMediumAction
Peer GroupsDesigned by householder Ordinary peopleOpen housesEco-renovate houses
Over 1,500 people visited 8 houses
during one weekend
COIN Speaker Training Programme
AudienceMessage
MessengerMediumAction
Peer GroupsDesigned by speaker Ordinary peopleIndividual presentationsGive talks. Promote belief and lifestyle change
Over 900 people trained by COIN at one day speaker training events
Winning strategies
World viewPeer to Peer
Make action possible..…and FUN!
Group support
Winning messagesRewards
People like youTell a story
Resonant Metaphors
RewardsMoneyTime
ValidationPrideStatus
Acting out your principles
Winning messagesRewards
People like youTell a story
Resonant Metaphors
What happened when people saw this message in the Arizona Petrified
Forest National Park?
Your heritage is being vandalized every day by theft. losses of petrifiedwood of 14 tons a year,
mostly a small piece at a time
Winning messagesRewards
People like youTell a story
Resonant Metaphors
Story one
A terrifying future is coming. Whatever we do, it will be a disaster. We must immediately change our way of life and give things up to prevent it being even worse. And even then it may be too late.
We need to be ready for the big changes that are coming. Because we are smart we can work together to adapt and protect ourselves. And the changes we are making will lead to a healthier and happier life.
Story two
Winning messagesRewards
People like youTell a story
Resonant Metaphors
DiversityLand of
OpportunityProgressChange
New Vision
I am the son of a black man from Kenya and a white woman from Kansas.. I am married to a
black American who carries within her the blood of slaves and slaveowners. I have family of every race and every hue, scattered across three continents, and for as long as I live, I will never forget that in
no other country on Earth is my story even possible.
Resonant themes
ResiliencePrideIndependenceSelf Reliance
Welsh Rugby Union
Solidarity JobsNegotiating PowerSocial Progress
Trades Unions
Questions
Is the change worthwhile?Is it voluntary or enforced?Can people take ‘ownership’?Can it multiply beyond target group?