Conference Celebrates Climate Communications Success
14 February 2008
Professor John Coyne, Jo Hutchinson and Dr Mike Greenwood contribute to a 7Cs working group.
The communications campaign across the University allowed us to identify the most appropriate channels through which to address our staff and encourage them to change attitudes to climate change and the effects of their behaviour at work.
”Jo Hasbury, Environmental and Energy Manager for the University of Derby
A project assessing attitudes to climate change involving up to 33,000 city workers has discovered that persuasion is better than ‘preaching’ about green issues.
Key representatives from seven partner organisations that joined forces for the Derby 7Cs Climate Change Communications project 18 months ago will hear this Thursday what has been achieved in learning how to communicate about climate change and the partnership’s to build on its work.
Derby 7Cs has tested internal communications approaches to see what works best in raising awareness of the complex global issue of human-induced climate change and changing attitudes towards the responsibility everyone has – even at work – for reducing their carbon emissions.
Backed by over £100,000 in funding from the Government’s Department for the Environment, Food and Rural Affairs, the things Derby 7Cs communicators have learned about how to talk to people about collective responsibility for the environment could help ensure members of the public aren’t ‘preached’ to and are supported in understanding how their behaviour can affect the climate.
Communicators throughout the organisations together targeted a potential total audience of up to 33,000 employees last year choosing a variety of ways adapted to suit different organisations and cultures. This was measured and assessed, collecting useful advice on what methods work best.
“One person can reduce their own impact and influence lots more people”, the Derby 7Cs website states, “so just think what 33,000 people can achieve!” That was the size of the potential audience across all partner organisations – Bombardier, Derby City Council, Derby College, the Derbyshire Building Society, Egg, Rolls-Royce and the University of Derby.
Councillor Chris Williamson, Leader of Derby City Council, will Chair this Thursday’s conference at the Rolls-Royce Learning & Career Development Centre on Willmore Road, Derby. Over 90 delegates, including senior representatives from all seven organisations, will learn about the approaches used to communicate climate change to staff and they will look ahead to a second ‘action’ phase designed to influence practical behaviour.
Councillor Ranjit Banwait, Derby City Council Cabinet Member for Planning and Transportation, said: “I hope that the successes and lessons that have come out of this project will inspire other Derby employers to adopt similar, or even better, projects in their workplace to help individuals play their part in reducing the effects of climate change.”
Derby 7Cs communications activities have included Environmental Awareness Road Shows, film showings, electronic and printed communications – including magazine articles and posters, exhibitions, expert talks, competitions, and personal travel plans.
Nigel Marsh, Company Head of Environmental Management at Rolls-Royce, said: “The Derby 7Cs project has provided an added impetus to our ongoing environmental awareness campaigns. In addition, it has helped with the development and launch of a much wider employee engagement on climate change issues; a vital part of our environmental strategy and overall response to climate change.
“It has also provided a useful networking forum with other like-minded companies and sectors on this important issue, as well as the opportunity to take part in wider events such as the ‘Derby De-lights’ initiative. We look forward to being able to work with the other partners to build on the achievements so far.”
Meanwhile, Jo Hasbury, Environmental and Energy Manager for the University of Derby, said: “This project has proved more successful than we could have anticipated. The communications campaign across the University allowed us to identify the most appropriate channels through which to address our staff and encourage them to change attitudes to climate change and the effects of their behaviour at work.
“It was striking how much staff already knew about the issue of climate change as well as their willingness to take action – but a great deal of confusion exists as well as some counterproductive prejudices.
“The ongoing networking with partners has forged relationships that will continue to add value to the city and those involved with this project. What I feel is a great asset is the fact that the Research and Evaluation Services team at the University was able to measure staff attitudes in all partner organisations.
“This gave quantifiable evidence that the project has been a success and in some cases has exceeded expectation. We look forward to the next phase where we begin a behavioural change campaign.”
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For further press information call: Carol Mee, Derby City Council Press and Public Relations Officer, on 01332 255568 / carol.mee@derby.gov.uk or Simon Butt, University of Derby Press and Public Relations Officer, on 01332 591891 / s.butt@derby.ac.uk.
