Communicating Sustainable Development 23 February 2006

Today’s Agenda Introductions, check-in, warm up SD issues & how to run a campaign Audiences Messages Channels Management & Measures The Pitch Summing up, thanks and close

The Landscape

Where are we now on communicating sustainable development?

Sun Microsystems WE ARE ALL RESPONSIBLE!

The Big Clean Up WE ARE ALL RESPONSIBLE!

M&S WE ARE ALL RESPONSIBLE!

Christian Aid WE ARE ALL RESPONSIBLE!

No Early Spray WE ARE ALL RESPONSIBLE!

Shell WE ARE ALL RESPONSIBLE!

thinksustainable WE ARE ALL RESPONSIBLE!

1.Big picture

2.Technically correct

1.Big picture 2.Technically correct 3.Be cool

1.Big picture 2.Technically correct 3.Be cool 4.Belong

1.Big picture 2.Technically correct 3.Be cool 4.Belong 5.Only stories work

1.Big picture 2.Technically correct 3.Be cool 4.Belong 5.Only stories work 6.Optimism

1.Big picture 2.Technically correct 3.Be cool 4.Belong 5.Only stories work 6.Optimism 7.Glory button

1.Big picture 2.Technically correct 3.Be cool 4.Belong 5.Only stories work 6.Optimism 7.Glory button 8.Change is for all

1.Big picture 2.Technically correct 3.Be cool 4.Belong 5.Only stories work 6.Optimism 7.Glory button 8.Change is for all 9.We need more heroes

1.Big picture 2.Technically correct 3.Be cool 4.Belong 5.Only stories work 6.Optimism 7.Glory button 8.Change is for all 9.We need more heroes 10.Personal circle

Do we need to understand? =

Developments UN decade of Education for SD Sustainable Consumption Round Table Securing the Future communications Compass Network

Conclusions Don’t need to communicate the term SD Confusion over information v. motivation NGOs and corporates still leading the way Lots of Potential!!!

How to develop a communications Plan 1. Understand the situation Context Use existing research Define objectives What’s the timeframe?

2. Audience Research Who is/are the target(s)? What motivates them? What do they read, watch, listen to? Who do they listen to or are influenced by?

3. Setting specific objectives Are your objectives realistic? Have you defined what attitudes/behaviours will need to change?

4. Strategic Considerations Define approach Pilot Stakeholder involvement

5. Message development Central message Tailoring Engage emotions

6. Channels Preferred choice of your target audience Creativity Partners?

7. Management Who? Rapid response? Phases? Resources?

8. Measurement Process Outcome Impact Feedback

Audiences

Understanding of SD 34%... Age as a factor Deliberately incomprehensible?

Values Modes: Who are we 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

Promoting Photovoltaics… Settlers Prospectors Pioneers ACTION Someone else SOLUTION I’d rather not change INCENTIVE Queen, council, neighbour = ‘normal’ We should organise I’ll do it myself If fashionable Good for planet Ethical imperative Let’s do it! Network of interesting people doing it for a good cause Add value, latest thing/trend

“The Brief”

Market Research Who is/are the target(s)? What motivates them? What do they read, watch, listen to? Who do they listen to or are influenced by?

MESSAGES

Message Rules Set a central message Tailor the message to different audiences Engage your audience’s emotions 10 WORDS OR LESS

No Early Spray WE ARE ALL RESPONSIBLE!

The Big Clean Up WE ARE ALL RESPONSIBLE!

Quick Comfort Break

Channels

$200 million on advertising = Next to nothing

channels 1.Direct marketing - direct mail/ /cold calling 2.New technology - SMS etc 3.Education channels (schools, higher and further education) 4.Sponsorships 5.Advertising –Radio –TV –Press –Online –Media –Editorial –Press releases –Specialist and mainstream 9.Viral ( s etc) 10.Exhibitions 11. Celebrity endorsements 12.Online (web and web-log) 13.PR Stunts 14.Business communications 15.Networks/forums/conferen ces 16.Entertainment media (product placement) 17.Road shows 18.Cultural events 19.Speeches 20.Consultations/ dialogue 21.Competitions 22.Anniversaries 23.TV programmes 24.Loyalty/coupons - some type of offer 25.Reports, brochures, newsletters etc 26.Awards

News, Features and Listings (print, radio, electronic) Broadcast Lifestyle Local, community and regional media outlets Free Channels Paid Channels Branding Collateral Advertising – magazines, commercial TV, radio, local print Sponsorships

Energy Bike

channels 1.Direct marketing - direct mail/ /cold calling 2.New technology - SMS etc 3.Education channels (schools, higher and further education) 4.Sponsorships 5.Advertising –Radio –TV –Press –Online –Media –Editorial –Press releases –Specialist and mainstream 9.Viral ( s etc) 10.Exhibitions 11. Celebrity endorsements 12.Online (web and web-log) 13.PR Stunts 14.Business communications 15.Networks/forums/conferen ces 16.Entertainment media (product placement) 17.Road shows 18.Cultural events 19.Speeches 20.Consultations/ dialogue 21.Competitions 22.Anniversaries 23.TV programmes 24.Loyalty/coupons - some type of offer 25.Reports, brochures, newsletters etc 26.Awards

Management and measurement

Management and Measurement Rules Can’t manage comms by committee Try it! EVERY LITTLE HELPS Share learning

The communications must be sustained over time

Qualitative research (focus groups) Quantitative analysis (surveys, stats and press clipping) Impact and influence (the objective!) Interest and follow-up (questions) Measurement

The Pitch

If you remember three things… Be positive Be targeted Be creative Be confident