29/11/2011

Please Behave Nicely

Caroline Fiennes

The standard approach to climate communications is

to take people ‘through’ the problem to the solution

The problem

Action Start Assumes that they will:

•understand the problem

•care

•figure out what to do

A better approach is to ‘sell’ the action

The problem

Action Start

• Promote the action – make it attractive in terms that are attractive to the audience: eg, visible symbols of success

• All commercial marketing works this way

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29/11/2011

We use a segmentation based on values

‘Sustenance driven’: Safety, security Tradition, family - Energy security = driver on CC

‘Outer Directed’: Esteem of others, visible symbols of success Fashion, brands, intense, flashy - Looking cool might drive behaviour on CC

‘Inner Directed’: Morals, ethics, doing the right thing Justice, charities, the Earth - Environment, less developed countries = drivers on CC

Global Cool’s target audience: Now People

We campaign in four areas, each time ‘selling’

the behaviour to this audience

Parties: free clothes & fun

Hook: Fashion (London Fashion Week)

Recycling

Flight-Free Holidays Home Energy Use

Public Transport

Fun, adventure, quirky experiences

Hook: music (music festivals, bands’ stories)

Look great, save money, have better skin!

Fashion (fashion models, ASOS)

Fun, adventure, relaxing, i-net, phone, better bars!

Entertainment (celebrities, travel shows)

29/11/2011

Thank you

Twitter @carolinefiennes

Web www.carolinefiennes.com

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