1. Maryland’s Six Climate Audiences – Communication Suggestions Consortium Webinar Wednesday, July 30, 2014 3-4 p.m.

2. Ed Maibach, PhD, MPH Ed Maibach is director of the Center for Climate Change Communication at George Mason University and advises a wide range of organizations on how to improve their climate change communication, education and outreach. He currently serves on the National Climate Assessment Development and Advisory Committee, and is Principal Investigator on several climate change education grants funded by the National Science Foundation, NASA, Robert Wood Johnson Foundation, Grantham Foundation for the Protection of the Environment, and Town Creek Foundation.

3. The rational mind Provide information; engage cognitively The emotional mind Engage emotionally The environment Make it easy, make it convenient Strategic Framework

4. available at climatemaryland.org

5. Proportions of adult Marylanders in the six climate audiences, spring 2013

6. Alarmed *Grey bars are state averages; colored bars represent data from each audience

7. Direct their “Riders” Enhance their sense of “collective efficacy” (i.e., boost their belief that “Yes we can”) Encourage them to engage in political activism Cultivate their opinion leadership by encouraging them to talk to others in their social networks (about the actions that matter most) Point them to a clear “destination” (2016 renewal of Maryland’s GGRA?) Script the “critical moves” (i.e., the actions that matter most – TBD) Alarmed communication opportunities

8. Concerned

9. Cautious

10. Engage their “Elephants” Scientific consensus about human-caused cc “Find the feeling” by showing local impacts AND local opportunities (See-Feel-Change) “Shrink the change” by: (a) showing where progress has already occurred; (b) suggesting easy next steps & small visible goals “Grow our people” by: (a) invoking pride in Maryland – our identity; (b) encouraging a growth mindset – including expectations for experiences setbacks Concerned & Cautious communication opportunities

11. Disengaged

12. Clear “the path” Encourage civic engagement, including participation in community organizations Raise awareness of potential human climate harms and who is at most risk Provide assistance to increase participation in emergency preparedness, and household energy efficiency measures. Disengaged communication opportunities

13. Doubtful

14. Dismissive

15. Focus on energy rather than climate Rider: – Destination: Increased energy independence, self- reliance, preparedness, reduced waste – Script the critical moves: weatherization; energy efficiency purchases; energy micro-generation Elephant: – Use communication designed to appeal to those with masculine and individualistic values – Invoke pride in Maryland – our identity; Path: – Tax-free days, rebates Doubtful & Dismissive communication opportunities

16. Other resources Maibach, E. W., Leiserowitz, A., Roser-Renouf, C., & Mertz, C. K. (2011). Identifying like-minded audiences for climate change public engagement campaigns: An audience segmentation analysis and tool development. PLoS ONE. 6(3): e17571. Available here. here Maibach, E., Roser-Renouf, C., & Leiserowitz, A. (2009). Global warming’s Six Americas 2009: an audience segmentation analysis. Yale University and George Mason University. Yale Project on Climate Change Communication, New Haven, CT. Available here.here Roser-Renouf, C., Stenhouse, N., Rolfe-Redding, J., Maibach, E. W., & Leiserowitz, A. (in press). Engaging diverse audiences with climate change: Message strategies for Global Warming’s Six Americas. In A. Hanson & R. Cox (Eds.), Routledge Handbook of Environment and Communication. Pre-press chapter available here. here