This working paper is highlighting the importance of effective communication strategies to increase the public awareness on climate change issues. The study was focused basically on the climate change campaign strategies at developed countries, in particularly Japanese “Team Minus 6%” campaign. Successful climate change campaign is attributed to its communication strategies and attractive content. The lesson learned from successful campaign can help to duplicate the experience at other part of the world. This paper will be useful for government, private corporation, NGO/ NPOs etc. at both developed and developing countries to implement effective climate change communication strategies.

Introduction

Since the end of 2006, climate change has gradually become a hot topic. However, high awareness level aside, there is a gap between the percentage of people with an awareness and those taking action to solve the problem. The lack of priority and urgency in solving climate change problems is partly due to certain characteristics of climate change that lead to uncertainty and skepticism. Besides, the dichotomy of high awareness and low priority is also related to ineffectiveness of climate change communications.

Some conventional awareness raising strategies—such as fear creation, the moral approach, and information provision, etc.—are insufficient in drawing positive behavior changes from the public on climate change issues. Alternative approaches therefore need to be explored and tested in order to find the best communication strategies that are able to close the awareness/action gap.

This climate change communication study focuses on investigating the factors that motivate people to take steps, at a personal level, to reduce Green House Gases (GHG) (mitigation). The study of successful campaigns, particularly Team Minus 6% of Japan, has found some key factors that have been capable of driving behavior change.

Success Factors of Climate Change Communication

Majority of successful of climate change communication have been attributed to innovative communications strategies and interesting contents. Some of the success factors are summarized as follow:

• Making global warming “local”
• Making it understandable – See it, feel it
• Leading by example
• Addressing collective power
• The leverage approach
• Making it easy, cool and desirable
• Incorporating culture and social values

For the full paper, please kindly click on the following link “Innovative Climate Change Communication – Team Minus 6%”, GEIC Working Paper 2008-001

Related Links
http://geic.hq.unu.edu/ENV/Files/2008/WP2008_001.pdf
http://www.team-6.jp/english/index.html
http://en.wikipedia.org/wiki/Cool_Biz_campaign

This publication is linked to the project Global Risk

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