Transcript Challenges and opportunities for Natura 2000 Optimising

Education, Training & Public
Awareness on Climate Change
Spanish Presidency Workshop
Valsain, 5 – 7 May 2002
Frits Hesselink
Scope of article 6 Climate Convention
• Promote and encourage understanding of
climate change, public access to information,
public participation and training
• Cooperate in international exchange on
materials and development of capacity building
programs
The importance of article 6
• Climate change does not work as a separate
agenda: other sectors have to develop their own
climate change agenda
• Where the convention calls for change of behavior
and practices, ‘command & control’ will not work,
one also needs ‘dialogue & cooperation’
• Climate change is not only a technical issue but
also a perception and involvement issue: article 13
positions the instrument for this involvement
Article 6: CEPA
• Communication, education, training & public
awareness: a policy tool
• ‘CEPA is the oil that makes the technical
mechanisms of the Convention work’
• Mix of social instruments (e.g. information,
exchange, dialogue, education, training,
marketing)
Terra
Viva
Interactive features
PBS
Web site
TIME
magazine
Earth Day
PBS 2 hour
Report Card on
the Environment
Dataportal
Museum
collaboration
World
Resources
2000-2001
CD-rom
database
Executive
Summary
Pilot Analysis of
Global
Ecosystems
Education
outreach
Millennium
Ecosystem
Assessment
U.N. Secretary General / U.N. 21st Century
carrier wave campaign
Stages of
Policy process
general public
target groups
identifying the
problem
Group discussions
‘diner pensant’
formulating policy
thematic campaigns
target specific problems
implementing
solutions
action campaigns
target specific
information
management & control feedback
feedback
Using Partnerships to
Promote Awareness of
WRI
Example: Partnering with
the Olympics 2002
Goals
Educate thousands of
visitors about climate
change
Gain visibility for WRI and
its climate-related programs
Forge new communications
partnerships
WRI at the Olympics:
Climate Change
Education Efforts
Climate Change Exhibit
Press Conferences
Virtual Exhibit
CD Rom for reporters with
basic data on global warming
Online calculators allow
individuals and business to
estimate & track their
“carbon footprint.”
http://www.safeclimate.net
The dream that never comes true
• Many experts dream of ‘educating’ the general
public, making everyone an expert
• Often CEPA is only thought of as an end of
pipe tool (lecture, publication, poster)
• Scientific information alone is not enough;
convincing people does not work
• CEPA deals with processes not with just
transfer of information
Added value of CEPA
• Reducing greenhouse gas concentrations can
only be realized through participation of a
variety stakeholders
• Convention calls for long term investments
towards change in economic, social and
consumer practices
• CEPA deals with the processes that motivate
and mobilize individual and institutional
support and action
CEPA as much needed instrument
• Tool to involve other ministries and sectors
• Tool to change current perceptions,
attitudes, practices and behavior of various
stakeholders and the general public
CEC is a global Network
of experts in Education
and Communication
to support IUCN
in its Mission:
Influence, encourage
and assist societies
to conserve the
integrity and
diversity of nature
and ensure any
use of natural resources
is equitable and
ecologically sustainable
CEC needs analysis NBSAP coordinators
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Realistic priorities, easy to communicate
Developing networks
Developing solutions for conflicting interests
Acquiring support from DMU in other
ministries or regional authorities
• Developing strategies, methods and media to
market and communicate to different target
groups and the general public
O
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O
O
O
O
O
Government
O
O
O
Intermediairies
Specialists
O
Target groups/public
Life cycle ‘issues’
1. pre problem stage
2. alarmed discovery and euphoric enthusiasm
3. realizing the cost of significant progress
4. gradual decline of public interest
5. post problem stage
Mechanisms for change
• Socialisation > internalisation: for innovators,
early adaptors, long term benefits
• Exchange > identification for early and late
majority, middle long term benefits
• Power > obedience: for laggards behind, short
term benefits
Behavior change strategies
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Provide other or new behavior patterns
Legal regulation and enforcement
Financial-economic stimulation
Information, education en communication
Social models and support
Organisation change
Changes in n orms and values (morality)
Gap between government and people
• Policy makers underestimate environmental
awareness general public
• Policy makers more cynical than general public
with regard to environmental responsibility
• Public perceives big gap between agenda policy
makers and their own environment agenda
• dialogue, debates en joint mission necessary for
involvement in integration environment in
other agendas
Social dilemma for change
• Scale of problem of climate change
• Duration in time to see improvements or
deterioration
• Uncertainty about the scale of problem
• Separation of causes and effects of
unfriendly behavior
How easy is behavior change?
• Time again and again it becomes painfully clear
that there is a big difference between what one
knows and what one does (e.g. with respect to
environment, the car, smoking, safe sex)
• Changing behavior is very difficult and costs
time
• Environmental friendly behavior is one of the
most difficult
Phases in problem solving
1. Awareness of the problem/issue
2. Idea about solutions
3. Recognizing your own role in solution
4. Taking responsibility for solution
Perceptions towards behavior change
• Perceive own benefits more important than
collective disadvantages & put trust on the
cooperation of others
• Has no confidence in the cooperation of others
(“after you” effect)
• Has no confidence in the effect of his own
behavior (drop in the ocean)
• Can not go back anymore (society is like that)
Stimuli in people’s environment
• Credibility sender (if he says so…)
• Attraction sender (nice people are
perceived to have often the correct
opinions)
• Number of people that agree (if everyone
beliefs it, it must be true)
• Number of arguments in message
Target groups: people of flesh & blood
• Segmentation in lifestyles
– post-materialist, new life builder, hedonist, upward
mobile, down-shifter, traditional, cosmopolitan,
personal developer, secular, non-western
• Moments of intervention
– Moving house, just married, just finished school,
student, driving licence, starting career, pensioner
• Roles to appeal to
– Employee, colleague, holiday maker, consumer,
parent, traffic participant, inhabitant
Moments of change
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Moving your house
Marriage/living together
Birth
Kids to school
Kids leave home
Study
Driving licence
First job
Quit working (pension, sick leave, disablement)
Phases in modern life
• Identity builders:
• Career builders:
young people almost adults
• Family builders:
• New life builders:
people with children
people on the labour marker,
without kids, young and old
elderly people with good
incomes, lot of time, kids have left home (empty
nesters)
Lifestyles of today
• Traditional bougeoisie (23%)(below average/average income)
– Stable patterns, family, economic, work/private separated,
‘calvinistic”little going out, much TV, socially involved, elderly,
religious
• Modern bourgeoiseie (27%)(average income)
– higher ambitions, balance luxe/economic, moderate open to
new trends, wait and see, family, work/private separated, going
out moderately, TV
• Convenience oriented (16%)(average)
– Careless living, work unimportant/little ambitions, anticalvinistic, not socially involved, fun (actione), work/private
separated, much TV/compu-games, young, not religious
Lifestyles continued
• Upward mobiles (8%)(average/above average)
– ambitious, carreer, money, busy, in haste, irregular, status,
appearances, brand conscious, luxury/expensive holidays,
going out, young
• Cosmopolitans (10%)(above average)
– ambitious, self realisation, broad cultural interest, donates,
open mind, irregular, luxury, going out, little TV, agnostic
• Personal developers (7%)(all incomes)
– ambitious, self realisation, individualistic/independent, change,
money no aim, own style, much culture, little TV
• Postmaterialists (9%)(all incomes)
– Critical, strong social involvement, no haste, responsible life
style, old values, immaterial, spiritual
Conclusions & Recommendations
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Not what we think but what we do, matters
Behavior change only after ….
Use term CEPA; link to other conventions
Use existing networks: Green Spider, CEC etc.
Treat CEPA as discipline as important as
Science to implement the Convention
• Assess needs before outlining work program