THE CLIMATE PROJECTFrom the Grassroots Up: Lessons Learned and Behavioral Impacts of The Climate Project

ACEEE Behavior, Energy and Climate ChangeNovember 18th, 2008

“I am involved in a campaign.  It’s a campaign to change the minds of the American people about this climate crisis.”‐Al Gore, NBC Today Show, 2006

The Climate Project Journey

AIT released in USA

MarchOctAprilMarchJanuaryDecNovJune Sept Sept

Projected

> 2-5 more training

sessionsNashville Session 2

Nashville Sessions

3, 4, 5Melbourne Session 2

Seville Spain

Delhi India

1st Session Nashville

TCP begins

Nashville Session 6

Sydney Session 1

Cambridge Session 1, 2

50 150 350 950 1150 1400 1600 1800 2000

Trained “Messengers”

April

Quebec Canada

October

Faith Session 1 Nashville

2500+

2006 2007 2008

2200

2005: Worst Hurricane Season on Record4th IPCC Report Released

Nobel Peace Prize: Mr. Gore & IPCC

The Climate Project

MissionTo increase public awareness of the climate crisis at a grassroots level in the 

United States and abroad

Background

Target: Train 1,000 individuals in the U.S. – a.k.a. “The Cavalry” ‐ to deliver Mr. Gore’s slide showApplication process ~10,000 applicantsCompletely volunteerOriginal commitment = 10 presentations in 12 months

What Makes It Different:Knighting of 1,000 presenters GrassrootsFace to face – peer to peer, neighbor to neighborSocial Network

Study Overview

Objectives:To learn what has been the impact of US‐based TCP trainees: attitudes, awareness, behaviorTo identify opportunities for TCP: existing program and new programs

Methodology:Secondary data reviewPresenter Feedback:

On‐line Survey (extensive peer researcher input)Telephone Interviews 

Presentation Attendee Feedback:On‐line Survey – in the field December/January

What We’ve Learned

Review of Findings

Profile of Respondents

50% response rate

Highly educated, older, employed37% in a climate‐related career

Strong environmentalists

Well informedAccess multiple information sourcesOpinionated on opportunities and policies

Highly active & engaged presenter groupAvg. 23 presentations givenMore presentations planned

Pre‐TCP

Already engaged in environmental behaviors, activism and/or related career

Already concerned about climate change and its impacthighly concerned about climate change in general (67%) and its impact on future generations (71%)moderate sense of hopefulness for the future (58%) and concern about impact to them personally (44%)

“After I saw An Inconvenient Truth I was on fire.”

‐Mary Beth

TCP Impact – Attitudes/Awareness

Presenters were given emotional and practical toolsIncreased concern, empowerment, connectedness, fulfillment and hope

Increased ability to talk with others

TCP provided knowledge

To make an impact

To convey the scientific basis of climate change

To convey solutions

To get involved

TCP Impact ‐ Presenter Behavior

Small scale behavior changes generally came before TCP; deeper & larger scale changes were more frequent after the training.

Using less energy (50%), implementing easy things to do

Changing eating habitsEliminating meat, buying organic food, buying locally produced food (55%)

Minimizing/changing travel habitsTaking public transportation (25%), driving less (30%), flying less (39%)

Becoming more vocal about the importance of climate changeCommunicate with elected officials (increase = 59%, total = 90%)Vote based on climate change platform (increase = 50%, total = 95%)

Career changes

Making investment decisions based on environmental position (32%)

Low Risk

High Risk

Presenters’ CO2 reduction

Total Direct Reduction: 

2,813 tonsAverage reduction/respondent = 5.8 tons/year

=30% reduction(based on 20 ton average US footprint)

Indirect:Make investment decisions based on environmental position (32%)

Consider the carbon footprint of products they purchase (71%)

Purchase carbon‐offsets (36%)

Total effect on other individuals…Priceless

Presenters intend to do more…

Home remodel/upgrades (insulation, appliances, windows, hot water blanket)

Install solar energy system (35% ‐ 151 presenters!)

Buy more green power

Buy a hybrid car or greater than 30 mpg (33% ‐ 141 presenters!)

Carbon Footprint – they can do more, but 

cost is a big barrier

Impacts on Others –Presenter Perspective

Circle of Influence:Directly influenced attitudes and awareness within their personal and professional networks

Behaviors changes have occurred but attribution is less determined

“The president of our company (after learning of my efforts with TCP)

purchased "An Inconvenient Truth" for all 150+ employees -- after reading it himself and being totally convinced of Al Gore's

message.”-Michael, Session 2

Friends… colleagues… governments…

My son and wife sold one of their cars and now bike or take public transportation. 

I organized 12 friends to purchase PV systems. 

I helped the NH Auto Dealers Association develop a sustainability plan for 750 members.

My mom has completely changed her way of life to be greener.

I helped get Governor Rendell involved with global warming policy.

My friends now tell me of little things they are doing to lower their carbon footprint.

I got our town to pass a local anti‐idling law.

I helped to introduce Energy Star guidelines to our town building code. 

I played a role in getting at least 6 municipalities into ICLEI

I have convinced my family to recycle and not purchase bottled water.

Impacts on Others –Presenter Perspective

Presentation Attendees:Broad spectrum of audiences: Schools, Churches, Workplace, Business Leaders, Community Leaders, Environmental Activists

For the most part, presenters are reaching “the choir.”

After attending a presentation, attendees are:More aware of climate change

More concerned about climate change

“It’s OK to reach the choir.  They still need to be 

motivated.”

Impacts on Others–Attendee Perspective

Attendees strongly agree that “Based on today’s presentation, I think it is important to confront global warming immediately.”

Attendees intend to:Examine their carbon footprint: 44%

Purchase energy‐efficient products for their home: 21%

Curb use of fossil fuels for transportation: 39%

Get involved in The Climate Project or local organization: 59%

More To Come…

Knock‐Off Effects

Two‐Way Communication

Lessons Learned

TCP: What Works

Highly motivated, committed, smart volunteersBeing selected and blessed by Al Gore, gave them courage, credibility, and support

Presenters bring passion, commitment, diversity:  audiences listen

Ongoing participation in a group effort keeps them going

Presenters want to stay involved73% want to recommit to giving presentations

70% want to contribute more‐beyond presentations

“I would like to set up a Center for Excellence for coaching within the presenter community. I would do

anything needed for that.”-Kent, Session 5

“You really can’t control social movements. But are there

strategic ways that The Climate Project can seed this social

movement?”-Diane, Session 3

TCP: Program Opportunities

Highly motivated, committed, smart volunteersConstant flow of ideas and initiatives

High expectations of central organization

Constantly evolving discussion requires constant support Keep pace with audience needs

Integrate measurement and evaluation

Maintain TCP brand integrity and value 

Partnership developmentMany efforts exist

How to leverage TCP resource and vice versa?

Learn More

1,200 trained TCP presenters in the US

Free resource

www.theclimateproject.org