Transcript Slide 1

Climate change
Background:
USA is responsible for about 60% of the emission of green house
gases, however it is reluctant to collaborate on the global climate
change issues.
The objective:
To convince the government of the United States to ratify the Kyoto
protocol. The time frame for tangible effects is 1 year
Core
objective
Audience
Needs
Comm.
objectives
Climate change communication plan:
Influencing behaviour in North America and willingness to suffer the ramifications of government decisions
.org
.com
,gov
.us
Security
Status quo
Risk reduction
Opportunities
Superpower status
Security
Reelection
Supply of services
Cheap energy
Mobility
Freedom
Security
Community
Responsibility
Mediation
Capitalize on opportunities
Achieving energy efficiency
Lobby government
Demonstrating goodwill
Climate-friendly policy
Changing behaviour
Empowerment
Role models
Alliance with finance
and insurance
Public opinion
through media
Guerilla
Endorsement
Climate change is a local challenge
Reduce risk, increase
opportunities
Global leadership, global
Goodwill and responsibility
Improve your quality of life NOW!
Lectures
Information material
Auditing companies
Personal persuasion
Presentations, public lectures
NYT, WSJ, FT
Media
Mobilizing voters and dotcoms
TV, sitcom, art, editorial, Oprah
WalMart, Hollywood
(Evaluation)
(Evaluation)
(Evaluation)
(Evaluation)
Strategies
Facts, information
Messages
Tactics