Title of the document - EcoLife...EcoLife communication project aims to impact on climate change by limiting greenhouse gas emissions of each individual citizens. Its effectiveness

LIFE12 INF/IT/000465 ECOLIFE Ecological Lifestyles for CO2 Reduction Stili di vita ecologici per la riduzione di CO2 www.ecolifestyles.eu

Coordinatore beneficiario Beneficiari associati

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EcoLife– Ecological Lifestyles for CO2 Reduction LIFE12 INF/IT/000465

DC6.1 – EcoLife Communication Package:

Guidelines for environmental communication

LIFE12 INF/IT/000465 ECOLIFE

Ecological Lifestyles for CO2 Reduction Stili di vita ecologici per la riduzione di CO2 www.ecolifestyles.eu

Coordinator Beneficiary Associated Beneficiaries

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EcoLife: Guidelines for the communication

Document information

Project Title Ecological Lifestyles for CO2 Reduction

Project Number LIFE12 INF/IT/000465

Project Manager Legambiente Onlus

Deliverable Name EcoLife Communication Package: Linee guida per un’efficace comunicazione ambientale

Deliverable ID Del DC6.1

Edition 00.02

Task contributors

AzzeroCO2 (coordinator), Deep Blue, Legambiente.

Abstract

This document describes the methodology developed by the project EcoLife (LIFE12 INF/IT/000465) to prepare and implement an environmental communication campaign.

EcoLife task is to inform citizens on anthropogenic climate changes and to involve them in concrete actions in order to reduce their green gas emissions; this document aims to give communicators useful advices on how to develop an effective communication campaign on any environmental topic. Hints are supported by examples and results from the project.




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Authoring & Approval

Prepared By - Authors of the document.

Name & Company Position & Title Date

Enrico Facci / AzzeroCO2 Coordinator 20/02/2016

Giorgio Sestili / Deep Blue Technical expert 20/02/2016

Enrico Facci / AzzeroCO2 Coordinator 21/03/2016

Giorgio Sestili / Deep Blue Technical expert 21/03/2016

Francesco Ruscito / Legambiente Communication coordinator 21/03/2016

Reviewed By - Reviewers internal to the project.


Nicola Corona / Legambiente Project manager 29/03/2016

Sandro Scollato / AzzeroCO2 Communication expert 29/03/2016

Alessandra Tedeschi / Deep Blue Communication expert 29/03/2016

Approved for submission to the EU By - Representatives of the company involved in the project.


Nicola Corona / Legambiente Project manager 30/03/2016

Document History

Edition Date Status Author Justification

00.01 20/02/2016 Draft E. Facci First version of the report

00.02 21/03/2016 Final E.Facci Report ready for delivery

00.03 30/03/2016 Final N.Corona Final report




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Table of Contents

EXECUTIVE SUMMARY .................................................................................................................................... 5

1 INTRODUCTION .......................................................................................................................................... 6

2 ANALYSIS OF THE EXISTING COMMUNICATION ............................................................................. 8

2.1 EXAMPLES OF PAST EXPERIENCES (INITIATIVES, CAMPAIGNS) ............................................................ 8 2.2 EXAMPLES OF EUROPEAN PROJECTS (LIFE +) ................................................................................. 11 2.3 OTHER EXAMPLES OF COMMUNICATION ............................................................................................. 11

3 PROPOSED METHODOLOGY ............................................................................................................... 12

3.1 WHAT WE WANT TO COMMUNICATE .................................................................................................... 12 3.2 WHICH ARE THE USERS TO REACH (TARGET) ..................................................................................... 12 3.3 THE INSTRUMENTS .............................................................................................................................. 13 3.4 THE COMMUNICATION ON THE TERRITORY ......................................................................................... 14 3.5 MONITORING AND RESULTS REPORTING ............................................................................................ 15

4 APPLICATION OF THE METHODOLOGY AND RESULTS ACHIEVED ........................................ 16

4.1 TOPICS COVERED ................................................................................................................................ 16 4.2 CHARACTERIZATION OF TARGET ......................................................................................................... 16 4.3 SELECTION OF THE PARTNERSHIP ...................................................................................................... 17 4.4 IDENTIFICATION OF THE STYLE OF COMMUNICATION .......................................................................... 17 4.5 SCIENTIFIC ACCURACY ....................................................................................................................... 19

4.5.1 Accuracy of the language ........................................................................................................... 19 4.5.2 Reliability of data .......................................................................................................................... 19 4.5.3 Sustainable Tip: Keep the tyres inflated ................................................................................... 20

4.6 DESCRIPTION OF THE TOOLS .............................................................................................................. 21 4.7 SOCIAL MEDIA ..................................................................................................................................... 23 4.8 DESCRIPTION OF RESULTS ................................................................................................................. 24

4.8.1 Memberships, amounts of CO2 .................................................................................................. 24 4.8.2 EcoLife communication efficacy ................................................................................................. 29 4.8.3 Social Media analysis .................................................................................................................. 30

5 GUIDELINES FOR A GOOD ENVIRONMENTAL COMMUNICATION ............................................ 39

5.1 LIMITS AND STRENGTHS OF THE ECOLIFE COMMUNICATION ............................................................. 39 5.2 FOR AN EFFECTIVE ENVIRONMENTAL COMMUNICATION (LESSONS LEARNED, LEVEL OF SCIENTIFIC

ACCURACY, TIME SCHEDULE) ........................................................................................................................... 41 ANNEX A: EXAMPLE FROM PAST EXPERIENCES (INITIATIVES, CAMPAIGNS) .................................................... 43 ANNEX B: EXAMPLES OF EUROPEAN PROJECTS (LIFE+) .............................................................................. 52 ANNEX C: OTHER EXAMPLES OF COMMUNICATION ......................................................................................... 68




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Executive summary

The purpose of this document is to provide a scenario on the state of public environmental communication focusing on the value of widespread communication and, starting from the experience of EcoLife, to provide useful information for the realization of more effective communication campaigns.

After the introduction on the relevance of these activities, the second chapter focuses on the analysis of existing communications subdividing it among Life projects, generic campaigns and communication to companies. For each of these, the main characteristics have been identified, as the topics covered, the structure and the data used, paying attention to the strengths and weaknesses; the analysis try also to identify the relationship between the kind of target with the type of messages (emotional / rational). The full analysis is provided in the Annex.

Chapter three focusses on the methodology used during the project, pointing out that in the early stages of a campaign process is important to establish: a) specific topics for the information materials; b) target or users to reach; c) the coordinated image and communication tools functional to the themes and suitable for the target; d) procedures for users involvement; e) procedures to quantify the efficacy of the campaign. For each of these points the solutions adopted by EcoLife are also described.

The fourth chapter deals with the choices made and the results achieved by the project, demonstrating the effectiveness of the approach followed. In addition to the choice of themes, target, partnership and tools, it focuses on the communication style adopted and on the quality of the scientific data. At the end of the chapter, the analysis of the results of the campaign is accomplished with a description of the number of involved people, avoided greenhouse gas emissions, cost savings as well as participants satisfaction and loyalty and increased environmental awareness. It also shows that, from the greenhouse gas emissions point of view, the investment in a well-structured communication campaign are competitive with initiatives such as reforestation or forms of funding such as the Energy Efficiency Certificates.

Finally, the fifth chapter highlights the strengths and weaknesses of EcoLife and gives some helpful tips (lessons learned) from the experience gained during the course of the project.




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1 Introduction

According to a report released by the NOAA (US National Oceanic and Atmospheric Administration), the year 2015 was the warmest across the globe in 136 years of records of weather observations, with an average increase of global temperature of 0,16 degrees Celsius. Looking back to last year’s newspapers, the 2014 was already declared the warmest, with peaks of 4 degrees Celsius above the standard temperatures.

However, already in January of this year (2016) NASA announced new record temperatures with an increase of 1.13 degrees Celsius over the average recorded between 1951 and 1980.

From 1880 to date, average global surface temperature has increased by 0.8 degrees Celsius and, according to the scientific community, the cause of this increase it is our lifestyles and our productions.

Productivity started in the second half of the eighteenth century and since then has continued to grow relentlessly. At that time, the unstoppable technical and scientific development were expected to be able to ensure the gradual improvement of the material conditions of life for all the people on the earth. Since then, the global population has soared. One billion in 1815, two billion in 1930, more than seven billion today; and with it also consumption increased.

The turning point of the industrial revolution was the use of fossil fuels. We discovered huge reserves of energy in the form of coal first and later oil. These two energy sources have allowed the development of industrial society and played a decisive role in the evolution of human society. However, burning coal and oil produces greenhouse gases and pollutes the air we breathe with toxic gases. We were not aware of it at the beginning, in the eighteenth century, but it would be stupid to ignore it today: we have destroyed our planet, polluted air and water, deforested vast areas of the Earth, contributing to the continuous melting of glaciers and desertification of areas once green and lush. The average global temperature is increasing and we are not able to stop it.

"It’s too late to be pessimistic" it is a slogan that the French filmmaker and environmentalist Yann Arthus-Bertrand often repeats and the same thought has also moved the intent of EcoLife project. It is not the time to cry on but to roll up our sleeves and take action against the flow. If the capitalism pushes us towards increasing production and consumption, if the policy is not able to do his duty and to think ahead, then citizens only can reverse our planet’s fate.

It all starts with us, with our lifestyles, how we behave at home, how we go to work and the transport we use, with the products we choose when we go shopping. It’s hard to believe, but these small daily actions, if made by a large part of the world population, can really limit the global temperature increase and thus to save the planet.

EcoLife communication project aims to impact on climate change by limiting greenhouse gas emissions of each individual citizens. Its effectiveness is therefore linked to the involvement of people, the more the better, and to the constant adoption of the new lifestyles.

In order to obtain meaningful effects, the project actions and the good practices put in place by people, have to be replicated even outside of the project and after its conclusion.

Inn particular this document will describe, the principles used to choose the communication targets, the scientific assumptions adopted and the methodology implemented for the actual




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communication campaign. The communication tools developed will also be described with a brief overview of the results obtained.

The aim is to describe a methodology to structure a communication campaign on environmental issues aimed at a non-technical audience, using the example of the practical case developed during the project




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2 Analysis of the existing communication

2.1 Examples of past experiences (initiatives, campaigns)

A general analysis of environmental communication allowed to identify some critical aspects:

1) The difficulty to highlight the connection between the individual and the environmental consequences of his actions;

2) The irregularity of climate change and our poor perception, probably because of its slowness;

3) The feeling of helplessness due to the global scale of the system and the lack of concrete solutions to be taken to tackle the problem;

4) The lack of information regarding the effectiveness of the "correct" individual and collective actions.

In the early stages of the project some past experiences of environmental communication have been studied in detail with regard to the issue of climate change (initiatives and campaigns promoted both by companies and by various entities)

The analysis, for each experience, was carried out through:

- The identification of the topics of the communication;

- The identification of the communication targets;

- The assessment of the used tools and, in particular, the web site (structure, content, usability, impact, etc.);

- The evaluation of data used (type, source, reliability, etc.);

- The development of a communication paradigm, as the substrate on which the communication is based and also its interpretation;

- The evaluation of the relationship with the critical aspects mentioned above (numbers 1-4);

- The identification of strengths and weaknesses;

- The identification of useful elements for EcoLife

Table 1 shows the result of the analysis carried out for the project "Vivi con stile" of Legambiente (LAM), which aim was to give advice on sustainable lifestyles and bring people together using a blog and social media.

Website http://www.viviconstile.org/

1) topic The website offers advice on lifestyles, on the purchase of products, books and materials. It also aims to build a community with a blog and several social media.

2) structure Well-structured and graphically detailed. Updated content. Inconspicuous sections, probably because of the amount of contents.

3) data used Several areas involved. The parameter normally consists of crossing the difficulty and the convenience of the practice.

http://www.viviconstile.org/




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4) communicative paradigm

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LAM as the mean (A); individuals are protagonist of sustainability. It is addressed to who is already interested in a sustainable way of life. Informative and connective approach (network node), accountability (each must contribute), anthropocentric (save environment, Nature vs. Culture), paternalistic (It teaches how to do it).

4a) relationship with the 4th critical factors identified by the project

Affected by 2). Work on 1), 3) e 4).

5) strength Using videos, icons, charts and models. A lot of information and ability to involve several aspects and fields.

6) weaknesses Too long information that make the use not intuitive, dense, time-consuming.

7) how it may be useful

The basic idea is similar: to inform of the cost (in terms of CO2 emissions) and propose new lifestyles, in all areas (Energy, Mobility, Leisure Time, Public services, Shopping, Life in the house).

8) link Many links on associations and ecology. Table 1 Elements for the analysis of communication "Vivi con Stile" initiative of Legambiente

The complete analysis carried out is described in Annex A.

In general, the activity enabled us to confirm and expand the reflection on those aspects that may compromise the effectiveness of communication on environmental issues and to identify possible solutions to improve the communication style.

Other critical aspects that emerged, in addition to the fourth identified by EcoLife, are:

The inability to communicate a value or set of values related to the environment in more comprehensible way for to the target audience, so that the required change of lifestyle can be felt as an urgent need. In fact, the information expressed in kilograms of CO2 emitted is likely to be poorly translated into other reference systems than the technical-scientific one;

The lack of a form of communication set to narration. The storytelling, if used instead of a simple series of listed information, makes the addressee an active agent of a logical path. In order to change daily practices, the addressee may take part in a sort of narration identifying with figures and characters.

All the experiences analysed are shown in a graph Nature - Target communication (Figure 1)

The positioning of each case has been settled by assigning a score from -3 to +3, depending on the target and the degree of rationality level of specificity; the scale of values used are shown in Table 2.

For the evaluation of the degree of rationality of communication, in particular, two aspects have been considered: the type and quality of the data and the approach.

1 The communication paradigm provides a narrative pattern, characterized by some key elements of the

narrative, which are: the Subject (S), the Antagonist (-S), the Helper (A), the Sender (D.nte) the Opponent (O), the Value Object (OV).




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Figure 1 Nature and target of the analysed existing communications

Communication target scores Style of communication scores

All citizens -3

different and very simple data; alarmist approach

-3

All potential customers of the company (or those aspiring to join an association)

-2 Useful and contextualized data; alarmist approach

-2

All customers of the company (or members of a group)

-1 Useful and contextualized data; without responsibility and not very informative

-1

All persons interested in the topic 0 Data from reliable and well known sources; informative approach

0

All people involved 2 Data from reliable and well known sources; informative and practical approach

2

Specific categories of people 3 Many data from reliable and well known sources; informative, practical and institutional approach

3

Table 1 Criteria for the characterization of the level of specificity of the target and the degree of communication rationality

General public

Emotional Nature

Rational Nature

Specific Target

Nature and target of the analysed existing communication projects




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From the figure, most of the experience is placed in the quadrant Emotional Nature - Generalist Public with scattered distribution. "Vivi con Stile", for example, is placed instead in the opposite quadrant, both because it addresses to a target of people already interested in a sustainable lifestyle (points awarded: 0.5), and because it shows an informative approach (points awarded: 0.5).

Interesting is the "Ecodieta position", website service of Enel, which proves to turn to a more specific target than others (for example those who are already involved in eco-settings) and institutional sites (EPA, Canada's Action on Climate Change, etc.) that are characterized by a high degree of rational communication (it provides a variety of data on greenhouse gas emissions, waste production and pollution, maintaining an informative, functionalist and pedagogical approach).

2.2 Examples of European projects (LIFE +)

Again as part of the existing communication in the environmental field, some projects funded under the European program LIFE + have been analysed. The results of this activity are reported in Annex B.

The analysis focused on the objectives, targets and methods of communication, expected and achieved results. This is useful to create synergies and to learn from previous experiences.

2.3 Other examples of communication

Furthermore, three other examples of communication has been analysed, mainly tailored to the companies with the aim to impact on market trends. The common underlying theme is that climate change and the associated risks can be also considered as an opportunity for profit for companies that want to jump into the "green" market, offering more sustainable products or with a design that can influence and change the behaviour of consumers conscious of environmental issues. In details, those are two documents published on the web and a graphic design project. More information can be found in Annex C.




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3 Proposed methodology

The basic steps to develop a communication campaign on complex issues such as environmental are shown below.

3.1 What we want to communicate

Environmental issues affect various aspects of human life such as health, spending capacity, social cohesion and the management of time.

They are very complex and interact with each other. The greenhouse gas emissions and air pollution, for example, have many contact points with land management and pollution of aquifers.

To make an effective communication campaign is important to establish what is the subject matter first and to plan the material and communication tools accordingly.

Between the topics covered by EcoLife campaign, it was decided that the first thing to address is the information and education of the citizens against the impact of climate and environment caused by consumptions and lifestyle of each of us. The following step is to spread among people the knowledge that small actions taken by a multitude can really change the dramatic trend of the average global temperature rise.

The final step is to provide credible and easily workable solutions, that different kind of people can put into practice every day without worsening their lifestyle. There is a key aspect to consider for each type of endorsed change, not only in the environmental field: in order to persuade people to engage and to change their lifestyle it is necessary to convince them that these changes will bring benefits to individuals and to society in general, and then to the general improvement of the living conditions of all. It is necessary that a communication campaign is always expressed in positive and optimistic (but realistic) terms and especially it is looking ahead and not back. Messages aiming at a return to the past would certainly be disastrous and counterproductive, as those would convey a sense of deprivation and reduction of health reached (real or fake). A positive impact on climate change does not mean opposing the natural scientific and technological progress of human society. We cannot go back to the Stone Age. Work to improve the climate and the environment means using the scientific and technological knowledge gained to find the right solutions capable of reconciling human activities with the natural cycle of the Earth.

3.2 Which are the users to reach (target)

Typically, the effects of the actions of any individual citizen are limited and for this reason the campaigns should try to involve large segments of the population. In the case of greenhouse gas emissions, for example, a real turnaround that limits the increase in average global temperature is only possible if several people decide to undertake a more sustainable way of life.

People differ by age, interests, social background; level of education etc. economic capacity and it is very complex to find a communicative key that fits for all. For that reason, it is important to identify the type of people (target) being addressed and characterize it carefully. By doing so, it is possible to identify the required level of details for each topic, the language




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and the most appropriate communication style and the most appropriate instruments to involve and sensitize the target.

Regarding EcoLife the selected targets are: I) the young couples or young single; ii) the neo-retirees or people close to retirement; iii) household employees, nannies or housekeepers. In the early stages of the project, the selected groups have been analysed in order to highlight their characteristics, interests and ability to acknowledge the messages.

For a detailed characterization of selected targets, see paragraph 4.2 below.

It is evident that such a wide spectrum of categories of people - different by age, employment status and culture - has imposed a complex and diverse selection of tools with which EcoLife intended to work.

3.3 The instruments

For a heterogeneous audience it is necessary to plan a wide-ranging communication, organized on several levels.

The range of instruments and communication channels of EcoLife should try to meet the different needs of the project, inform, involve and propose solutions to several citizens. The Ecolife instruments are:

- The exhibition, the comic, the scenario simulator and the simulation game were able to inform the public on the ongoing process concerning climate change and the impact of their lifestyle on the environment, with a simple and fast approach. The traveling exhibition has been exposed from north to south throughout the national territory and was addressed, as well as the comic, to the public, both adults and children. The simulator scenario and the simulation game, distributed via the Internet, were mostly geared to younger audience, present on Internet and on social networks.

- The proposals and the advice on new lifestyles aimed to provide simple, credible and immediate solutions that citizens can implement immediately in their daily lives. The actions were diversified, in order to be able to be undertaken by all types of targets. It was also important to quantify the CO2 savings (not emitted) for every single action: this allowed to reveal the real effectiveness of those actions to all citizens.

- The website, the newsletter and the two social networks used (Facebook and Twitter) have played a key role in the communication of EcoLife project. Within the website, every citizen could find all the information on the project, on sustainable lifestyles and on the consequences of individual and social actions; eventually it was possible to find the actual sharing of positive practices. Moreover, the questionnaires to join the sustainable actions proposed by EcoLife were available on the website, and later the survey to monitor the actions taken was filled out through the site.

Social networks have radically changed the communication style. The progressive expansion of virtual squares such as Facebook, Twitter, Instagram or Pinterest has added, to the traditional channels, several communication devices different for use and potentiality. The role of social networks is clearly different from the one covered by the mainstream channels. While television channels, radio and press are (with rare exceptions) into the hands of large companies and giants of the communication, the World Wide Web has brought to all citizens the opportunity to build their own media. "Don't hate the media, become the media!" It is the slogan of one of the many information networks born in the era




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of the Internet and globalization. The network has thus given everybody the chance to become active players in communication and not just passive users of information.

The amount of information exchanged through social networks is incredible. In the world, every day, 58 million tweets are posted on Twitter. Every twenty minutes on Facebook 3 million messages are exchanged between users and on Instagram, 55 million new photos, with descriptions and associated comments, arrive every day.

The change, however, does not only involve the source of information but the way of communicating. Internet and social networks are included into the concept of liquid modernity expressed by the Polish philosopher and sociologist Zigmunt Bauman. The liquid communication is extremely concise and fast. There is no time for long readings, novels, essays or newspapers; no either further complex analysis. It all boils down to the essentials, such as the Twitter’s 140 characters. And often the words are entirely replaced by photos, images or even music, as alternative way to communicate and express thoughts or mood over the network.

The communication today is extremely fast and concise, however, is far from easy. It becomes fundamental the choice of every word and image. With very few characters, it is possible reach thousands of people.

The EcoLife project immediately made online communications the principal mean to reach citizens, being it essential: EcoLife’s primary objective is to provide information and raise awareness in order to encourage changes in lifestyle in a sustainable perspective. The first newsletter of the project was sent in February 2015 and since then it has been sent every two months. The newsletter is primarily functional to spread sustainable tips for citizens; to promote initiatives organized by EcoLife; to distribute membership questionnaires and monitoring surveys (the online version specifically prepared in addition to the paper version); to disseminate the various tools created by the project; to give information on climate change and the impact on the progress of the project in terms of CO2 emission savings. A detailed analysis of communication tools used by EcoLife is given in paragraph 4.e of this deliverable.

3.4 The Communication on the territory

The online communication is essential but it cannot be the only channel used by a project with such ambitious objectives.. For many reasons. The first is that a real presence in the territories is important in order to reach a particular part of the population; take for instance pensioners or in-home nurses (privileged interlocutors for EcoLife), which certainly have much less familiarity with the network compared to young people (and in some cases have no access to the Web). To get to this part of citizens the local communities all over the Italian territory have been fundamental for EcoLife.

The second reason instead concerns all kinds of citizens: a good virtual presence and initiatives undertaken through the internet only work if supported by a strong presence in the cities, in neighbourhoods and in all territories. People now more than ever need physical locations where they can meet, discuss, socialize. If the society is more and more individualistic, then it's up to us and to projects like EcoLife to create contact places for people; local communities made the difference in this.




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3.5 Monitoring and results reporting

As already mentioned, it is difficult to express how every single citizen can really make a positive impact on climate change. To do this, citizens need to be able to touch, measure and quantify the result of what they are doing, they need to be accompanied by the hand in this approach and they need to be rewarded for what they are doing.

For these reasons the EcoLife project has made a good communication and transparency two essential elements. After the first membership questionnaire, a second questionnaire has been issued to monitor the actions undertaken, asking people how they were living their new lifestyle, what difficulties they encountered and where instead their lives have actually improved. This was required to stay in close contact with the entire community aggregated around the project, but also to avoid that the citizens would feel abandoned after an initial adhesion. EcoLife has continually communicated - either through the website or through the periodical newsletter - the data on kilograms of CO2 emission savings and the same amount in euro terms. This allowed to give the sense that what is done collectively is not insignificant and, on the contrary, together it is possible change the present state of things.




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4 Application of the methodology and results achieved

The project focuses on a communication campaign concerning the adoption of more sustainable lifestyles; EcoLife seeks to introduce simple everyday actions that can help to save money and, at the same time, to reduce climate-changing emissions.

4.1 Topics covered

The campaign is about the relationship between everyday behaviour and emissions of greenhouse gases, giving suggestions to reduce our input on climate change. The field is very wide and covers practically every aspect of life and most of the human activities. Six main themes, that characterize the 'lifestyle', have been identified:

a) mobility;

b) energy;

c) shopping and nutrition;

d) public transports;

e) free time;

f) domestic and public life.

4.2 Characterization of target

In the early stages of the EcoLife project the selection of the target and their characterization has been very important as it has influenced the style of communication, the choice of language to be used, the development of the instruments and, in part, the choice of the most suitable partners. The specific target are:

a) the young couples or young single; b) the neo-retirees or people close to retirement; c) the household employees, nannies or housekeepers.

The three categories can seem very distant one to the other, but those are put together because of their importance, the number of choices they make and the influence on greenhouse gas emissions.

Young couples, leaving the original family, need to build up a new identity. This is the moment when they face major investments (for example, house and vehicle) and they create new habits and indeed of new lifestyles are built together with the partner. Once assimilated, those behaviours are meant to last over time and can have very significant consequences on climate-changing emissions.

Even the neo-retired suddenly find themselves in a new socio-economic condition. On one hand their income and, consequently, their spending capacity is greatly reduced, and on the other hand they have more free time to manage.

In the planning stage of the communication campaign it was considered that those targets, facing great changes, are more receptive if properly stimulated.




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Finally, household employees and nannies are included because, in addition to managing the logistics at home, very often they are the decision makers of daily purchases made by the families they work for.

The choice of these targets has shaped a communication tailored to their actual needs trying to go deeper into the issues addressed and to propose messages that have a lasting effect on people's behaviour.

In a second development phase of the campaign to better tailor the content to the target requirements the operators of the local communities of Legambiente, MDC and ACLI were interviewed; they indicated the frequency and the reasons for which they come in contact with these categories of people.

4.3 Selection of the partnership

During the early stages of the project special attention was paid to the building of the partnership, which is:

Legambiente (promoter of the project): it is the main Italian environmental organization; the communication of environmental issues and the dissemination of lifestyles that reduce the human impact on the climate change are part of its institutional activities. Legambiente also has a network of very popular local clubs that, in addition to promoting the circulation of information, served as the basis for the activity of local communities. The pool of people who normally attends the clubs is very varied culturally and economically usually young people.

ACLI: it is an association of workers. Among its aims, the support to social relationships and encouragement of members to take an active civil society participation. ACLI has a widespread network of regional offices with the participation, among others, of several foreign workers, many as domestic workers and carers.

AzzeroCO2: it is an energy service company (ESCO). it is active on the national territory proposing energy efficiency, use of renewable sources, proper waste management and compensation of greenhouse gas emissions. Within the project it has contributed to the realization of communication tools and the technical quality of the information given.

DeepBlue: it is a consulting firm specialized in security, human factors, training and scientific information. It operates mainly on prevention and risk perception for users and operators.

The selection of partnership is linked to the topics covered by communication, the target and the intention to carry out a campaign through local communities. The team formed ensured the proper experience on environmental campaigns, scientific knowledge and techniques in order to perceive the right level of risk as well as the tools to achieve the targets set.

4.4 Identification of the style of communication

In the early stages of the project, in parallel with the collection of scientific data, the corporate image and communication styles have been defined.

Corporate image: the project lasts three years, it targets several different groups, using many tools (website, social media like Facebook, twitter, traveling exhibition, game, scenario simulation, etc.), and aims to have an ongoing relationship with users through local




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communities and the continuous publication of new sustainable advice. For that reason, it was important to create a 'brand' that allows to easily identify all the materials produced as part of a single project. The corporate image provided the format for the documents the logo, the fonts and colours to be used. The final logo, chosen from six different solutions, is the following:

The selected colours bring to mind the environment and have been used both in graphics and in the materials produced.

communication style: the messages are clear and understandable by the majority of potential users. The targets of communication are varied and differ in age, economic, social and cultural rights, as already mentioned; so several advices are suitable for some people and not others; at the beginning of the project, in partnership with the leaders of local communities, for each action, the level of interest of each target have been identified in order to facilitate the operators while communicating to individuals.

The communication of EcoLife has tried to give positive messages (emphasizing that adopting new behaviours reduces greenhouse emissions and improves quality of life) avoiding to blame people for their habits. To combat the general sense of helplessness it was stressed out that each individual behaviour is relevant to stop global lengthy phenomena such as global warming.

Another distinguishing feature of the EcoLife communication is that, as far as possible, any proposed action will address not only the effects in terms of CO2 emissions but also other advantages such as time management, the social and the economic savings. These are all aspects that have a direct positive impact on the daily lives and can therefore be the parameters that guide people's decisions. The social effects are difficult to quantify and are therefore always treated as qualitative information while we tried to quantify the cost savings actions. This is proved to be a key factor to engage people as expected by the analysis of targets, as noted by the operators of local communities.

Where possible, alongside the immediate impact basic message, more detailed information have been added to stimulate the curiosity of some users by making them more active. During the project execution, also several advices on actions that reduce greenhouse gas emissions have been supplemented with information on various environmental activities: it guarantees more visibility to the project and follows the principle that increasing the level of general awareness of participants will also amplify their own efforts on the campaign theme.




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As already said, all the messages are focused on overcoming the concept of impotence that people have in front of large global environmental problems such as climate change. The historical campaigns of environmental groups have been leading the way for the study of environmental communication. The feedbacks received from thousands of citizens have expressed precisely this dilemma: “What is the power of the individual in front of the upheavals of nature?” From this dilemma, all of EcoLife communication tried to cross over the wall of distrust with clear and friendly messages (such as "unity is strength").

4.5 Scientific Accuracy

Topics covered by the campaign are technical especially when discussing issues such as energy, but since the kind of target, it was decided to not include large scientific study in order to avoid discouragement of those who approached the project. However, it should consider that EcoLife is a communication campaign aimed at raising awareness and thus also to increase their level of expertise on the issues. For this reason, two aspects were seen as crucial:

a) the accuracy of the language

b) the reliability of data

4.5.1 Accuracy of the language

Often, talking about technical topics, it happens to come across popular texts in which energy and power are confused and power is measured in kWh! (kilowatt-hours: energy, kilowatts: power). In EcoLife we tried to pay attention to this aspect; in this way those who have a limited specific preparation on the subject don’t receive inconsistent messages and eventually can acquire the required level of knowledge.

The correctness of the language is also crucial with users with an advanced scientific education. These in fact in front of gross errors such as those above mentioned tend to consider not reliable any other information communicated and, consequently, to ignore the whole campaign.

4.5.2 Reliability of data

For each proposed action we tried to give to the users data accurate and reliable as much as possible, regarding greenhouse gas emissions and the economic advantages; the operators of the local communities were also provided of guidelines on the related social benefits.

Emissions Rating: for their quantification these principles were followed:

use of the Life Cycle Inventory of Ecoinvent (the most important source of life cycle inventories in Europe, it has, as its main feature, the transparency of all the information provided) for processes with uniquely identifiable characteristics and in its database

the emissions of all greenhouse chemical species, not just the CO2, have been taken into account using GWP data (Global Worming Potential) expressed in terms of CO2eq. These values are treated over a period of 100 years (GWP100) not to overstate any transitional effects;

for actions / interventions that cannot be traced to cases inventoried by Ecoinvent, we tried to support the assessments and calculations with data from official statistical bodies, such as Eurostat or Istat, the internationally recognized organizations such




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as the IEA (International Energy Agency) public agencies such as the Italian ENEA or the European JRC;

for actions involving the choice of numerous variables reasonable assumptions have been formulated and the highest possible saving of emissions was identified; for individual data required for the calculation of these complex actions the principles explained in the previous points were followed.

Assessment of cost savings: similar criteria as abovementioned; regarding cost of fuels, reference was made to the official prices of the Ministry of Economic Development. For actions in which it was not possible to carry out the verification of the calculations, multiple sources were compared evaluating the reliability.

Social advantage: it is a set of non-measurable effects that include cultural growth, development of interests, improvement of environmental sensitivity, social aggregating stimulus, improvement of living conditions and health.

The evaluation of a suggested action is given, below, as an example,. In addition to the benefits quantification,, a vote was also given to each of the three assessment categories; that gave to local communities operators one additional tool to build up the relationship with citizens.

4.5.3 Sustainable Tip: Keep the tyres inflated

Description. Car manufacturers recommend the minimum and maximum pressures to inflate the tyres of every vehicle; a higher pressure, remaining within the range recommended, ensures less deformation of the tire during running and, consequently, less friction on the asphalt and greater smoothness of the car. It is therefore recommended to check tyre pressure regularly.

CO2 savings. Variable dependent on the car, the type of path and the pressure difference. A variation of inflation of 0.5bar below that requirements corresponds to a change of more than 5% of consumption. According to statistics from the European Commission, for cars registered in 2011 the average emissions stated by manufacturer is 137.5 gCO2/km2; according to analyses carried out by the Institute for Energy of the JRC, the actual consumption of those cars is much higher: the average of tests performed on diesel cars and petrol engines produces 189 and 162 gCO2/km3 respectively. Taking into account that in 2011 the vehicles circulating in Italy used around 42% of diesel engine and 58% of petrol engine4, average emissions were of 173gCO2 / km; the average savings would therefore be about 8,5 g/km and considering that every car in Italy an average of 14.000 km runs you get to 119 kgCO2 / year

cost savings. Considering the average cost of fuel in 20135 of 1.75 € / litre for petrol and 1.66 € / litre for diesel and assuming an average consumption of 14.1 km / l (prepared according to the latest Eurostat data available for Italy6) savings 5% corresponds to about 85 € / year.

2 http://ec.europa.eu/clima/policies/transport/vehicles/index_en.htm

3 JRC – EC “Analyzing on-road emissions of light-duty vehicles with Portable Emission Measurement Systems

(PEMS)”, 2011 4 http://epp.eurostat.ec.europa.eu/portal/page/portal/statistics/search_database

5 http://dgerm.sviluppoeconomico.gov.it/dgerm/prezzimedi.asp

6 http://epp.eurostat.ec.europa.eu/portal/page/portal/transport/data/database

http://ec.europa.eu/clima/policies/transport/vehicles/index_en.htm

http://epp.eurostat.ec.europa.eu/portal/page/portal/statistics/search_database

http://dgerm.sviluppoeconomico.gov.it/dgerm/prezzimedi.asp

http://epp.eurostat.ec.europa.eu/portal/page/portal/transport/data/database




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Lower tyre pressures will also have accentuated deformation, increases friction and therefore increased wear; so to maintain good levels of security, their replacement will therefore have to be anticipated.

Environmental advantage:

Economic advantage:

Social advantage:

Figure 2 Evaluation of the action

4.6 Description of the tools

In addition to classical communication tools (posters, leaflets flyers, folders), various instruments have been provided to help the local communities to engage users, to maintain an effective communication and to keep active other communication channels, such as social media.

Game: a puzzle grid of 'candy crush' type with 5 levels for each of the six topics of the project. Completing a level, the reward is a suggestion for sustainable living. It’s available for both Android and IOS.




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Figure 3 Game: a level of the mobility theme

Scenario simulator: designed as simulation of a typical day in which an avatar is built and it must make various choices from early morning until evening; done with the simulation, an indication of its emissions level is received along with suggestions to improve.

Figure 4 Scenario simulator: Welcome screen

Information tool: it is an application for IOS and Android in which the user, by entering the type of target information to which it belongs, receives information suitable to him/ her.

Figure 5 Citizen information Tool: Welcome screen




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Website: where all the information on the activities and on sustainable tips can be found, in addition to suggestions on how to participate and where the tools developed can be downloaded.

Gadgets: a bookmark containing nano-sunflower seeds with the project logo, a brief description and references.

Traveling exhibition: consists of 13 panels with information and advices. During the period of the project it was organized around Italy following of some of Legambiente initiatives such as the 'Green Train' and 'Green Schooner'. A reduced version of the exhibition has been exposed in all of the local communities of the project locations.

Comic: a publication with a funny graphic design that aims above all to show how all categories of people can, without much effort, to adopt sustainable behaviour.

Figure 6 A page from the comic

4.7 Social Media

The project website www.ecolifestyles.eu

The project web site is designed as a dynamic portal from which the EcoLife social media, social media of the project partners, social media of the projects involved in the networking (such as the projects " Coltiviamo la rete – buone pratiche in circolo "and the Life "Life Go Park "), have drawn useful information and links for their communications.

Contrary to what happens to the official sites of LIFE projects, intended only to be an information window (compulsory), the EcoLife team has worked hard to be able to use this

http://www.ecolifestyles.eu/




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multimedia tool as a springboard for all information created, which will be used and updated well beyond the end of the project.

Facebook

The Facebook page EcoLife - Ecological Lifestyles for CO2 Reduction (https://www.facebook.com/EcoLife-Ecological-Lifestyles-for-CO2-Reduction-556966584395447/?ref=hl) was the first social channel opened at the beginning of the project along with to website http://www.ecolifestyles.eu/ has been the main vehicle of information. Through Facebook various project tools have been promoted and disseminated as the game, the scenario simulator and the widget on lifestyles. All the initiatives promoted have also been publicized together with the others where EcoLife participated. Facebook was then used to make a good information on everything related to climate change and what citizens can do to improve sustainability. Disseminated information came both from the website of the project, and from a wide daily press, with news coming from specialized online magazines in climate and environment or from general information sites. Through these articles we have tried not only to inform but also to stimulate a debate with citizens, asking them questions and thoughts. The Facebook EcoLife was thus conceived as a real virtual community of citizens, which has not replaced local communities but supported them, amplifying in this way communication and ubiquity of the project.

Twitter

The Twitter account @EcoLife_12 has been used as a tool for dissemination of the EcoLife project content and also as a point of contact with other projects, sites, magazines and associations working in the field of climate change. Via Twitter it is possible to not only disseminate information but also to find it, and stay connected with other accounts with similar interests. With the use of #clima and #climatechange hashtag you have daily aggregated news on everything that happened or was published in the world on climate change. EcoLife was able to be a channel for amplification of contents relevant to the project and deemed important and interesting. Followers of EcoLife Twitter account were able to be constantly updated on the news about the weather, to read scientific studies, to be informed about all the initiatives put in place to safeguard the planet and to participate in specific campaigns or protests over the network.

One example is called # 2gradiesto initiative, launched by associations and groups of citizens during the COP21 climate meeting in Paris: a way to give voice to anyone who wanted to send a message to governments around the world gathered to reach an agreement to reduce greenhouse gas emissions and thus to limit the increase in the Earth's average temperature expected for the coming years. EcoLife has actively participated in this campaign via Twitter with its own messages and spreading those of citizens, follower of the project.

4.8 Description of results

4.8.1 Memberships, amounts of CO2

To people who have approached to EcoLife through local communities, the website and social media, were asked to complete questionnaires containing both generic personal data




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(name, age, occupation, email), and a series of sustainable actions / activities to endorse freely and voluntarily. In this way it was possible to gather information on the progress of the information campaign in each of the regional offices (Local community), its effectiveness, its ability to reach different targets and what actions have been most successful.

Until March 2016, considering the 15 communities active since September 2014, the 15 that started their activities in July 2015, and the subscriptions received through the portal, 4,563 citizens have joined EcoLife. The shares subscribed lead to a reduction of greenhouse gas emissions by over 18,000 tons / year of CO2 equivalent. Thanks to their new lifestyles and to virtuous behaviour, committed people were collectively able to save more than € 6,630,000.

- 1,211 Components of young couples;

- 971 Retired;

- 311 Housemaid / Nannies;

- 2,070 Other (citizens of various categories).

Figure 7 Contribution of individual local communities in one year (September 2014 - September 2015)

The project application forms were registered and allowed to monitor the capacity of local communities to attract and to involve new people. In the data for the first 12 months of operations are plotted, it is evident that in all cases the adhesions continued regularly; the feedback received from the various communities have made possible to adapt the communication and to carry out certain activities aimed at the target or the territories (meetings with the leaders, training courses, additional explanatory material etc.) and the effects are seen clearly on the increased slope of some of the bends.

Overall the effect on CO2 emissions (Figure 7) demonstrates the effectiveness of a structured communication campaign under the principles of EcoLife: the local structures not




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only are able to involve new people over time, but even a slight increase in enrolment can be noticed (more than linear trend of the curve). The approach in fact, on the one hand has allowed small modifications required by the needs of the area and the targets, on the other hand allowed operators, who worked with the local community, to become more familiar with the topics and techniques of communication.

Figure 8 Cumulative performance of avoided emissions (kg / year)

A small group of participants (target users) of EcoLife was monitored with repeated questionnaires to assess their level of awareness and to verify the effectiveness of the campaign in reaching the expected results and if the effects are durable.

The first step was to evaluate the sensitivity to environmental issues of respondents and to compare it with the findings from the analysis that the European Commission carries out regularly on all states. As can be seen in Figure 9 the project has had a great effect on the participants' awareness: as many as 42% believe that climate change is the most serious problem that the world needs to address, compared with 14% of Italian citizens and 16% of the EU average (according to the latest dated 2013) detection. The second theme dealt during the monitoring was to assess how the project has really been able to change the habits of the participants. As can be seen (Figure 10) only 11.1% of monitored people said they did not succeed in keeping their commitments while 64.2% have adopted new lifestyles and almost always managed to achieve the subscribed actions; the remaining 24.7% of people, even if followed the advice EcoLife, have not completely abandoned their old habits. Overall it can be concluded that the proposed activities are actually carried out by the citizens due to the success of the communication and that the data on the avoided emissions, calculated through the membership surveys, provide realistic data on EcoLife effects.




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Figure 9 Environmental sensitivity of EcoLife users

Figure 10 Ability to keep commitments



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Figure 11 Type of difficulties encountered by users

Figure 12 Satisfaction level reached

Figure 11 shows the difficulties that citizens have encountered implementing the actions. As it can be seen only 2.5% perceived a worsening of their living conditions linked to new habits while nearly 50% of the sample has understandably had some organizational difficulties. A limited number of cases (9.9%) still does not adequately perceive the environmental performance of some actions although the EcoLife communication campaign.

Overall (Figure 12) only 6.2% of people surveyed said they felt rarely satisfied by participation in EcoLife while the 76.5 is always or almost satisfied by the new lifestyle.

Figure 13 Most appreciated results

Figure 14 Engagement of citizens evolution



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As it can be seen from the graph in Figure 13 the most appreciated effects are the improving of the quality of life and the economic savings but also the feeling of participating in the mitigation of climate change has been well received. In conclusion, more than 75% of the respondents it said that not only will continue its sustainable lifestyle but intends to engage in new actions to limit greenhouse gas emissions. 4.8.2 EcoLife communication efficacy

The total budget of the project is € 1,112,016 of which € 558,508 financed by the European Commission. Confining ourselves to the results already achieved, and thus understating the actual effects of the campaign, it can be concluded that every Euro of public funding has allowed to avoid the emission of nearly 27 kg of CO2 equivalent (Table 2).

Specific cost

Total costs cofinancing

(€) CO2 avoided

(kg/year) total cost €/tonCO2

cofinan. €/tonCO2

1.112.016

558.508

15.000.000 74,13 37,23

Table 2 EcoLife campaign efficiency

The result is particularly positive if compared with the cost of White Certificates (or Energy Efficiency Certificates) which represent one of the major incentives for energy efficiency. The incentive mechanism provides that for every ton of oil equivalent (TOE) avoided is assigned a variable number of TEE from 1.87 to 3.36. Whereas the combustion of a tonne of oil emits about 3.12 tons of CO2 and assuming for the TEE a mean value of 105 €, it can be stated that for each Euro of incentive between 9 and 16 kg of CO2 are avoided, depending on the action made (Table 3) The incentive is then paid for 5 years.

Specific cost

TEE value (€/TEE)

Tau min (TEE/TOE)

Tau max (TEE/TOE)

Emiss. Coeff. (tonCO2/TOE)

min (€/tonCO2)

max (€/tonCO2)

Incentive duration

(year)

105 1,87 3,36 3,1152 63,03 113,25 5 Table 3 Incentives effectiveness through White Certificates

Another efficient way to limit the amount of CO2 in the air is the reforestation. There are no public incentives for those who implements it and in Table 5 we reported the costs that a private would incur for the planting and forest management.

CO2 avoided Specific cost

tonCO2/(ha*year)

min (€/tonCO2)

max (€/tonCO2)

7 1200 2500 Table 4 Forestation efficiency




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Through reforestation actions, to absorb the same amount of CO2 avoided each year by EcoLife, 2,500 hectares of forest should planted.

EcoLife communication (without funding)

White certificates (average value)

forestation (average value)

€ 74,13

€ 440,70

€ 1.950,00

Table 5 Cost comparison to reduce 1 ton / have CO2 emissions

By the comparison with the forestation costs and TEE incentives it can be seen (Table 5 and Figure 15) that a structured communication campaign on EcoLife model guarantees a positive relationship between costs and results in addition to a significant in terms of saved CO2. It appears about 6 times cheaper than TEE and 20 times cheaper than forestry (both relating to units of saved CO2).

Figure 15 Comparison between specific costs

4.8.3 Social Media analysis

Website

Via the Google Analytics platform, the most widely used instrument in the world for analysis on the scope and visibility of each website, we have obtained the following information (the time frame considered is from 1 January 2016 to 31 March 2016):




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Table 7: Website statistics www.ecolifestyles.eu, from January 1, 2014 to march 31, 2016.

Table 8: Website statistics of www.ecolifestyles.eu, provenance visits, from January 1, 2014 to March 31, 2016.

From the processed data, almost 10,000 users have visited the site, with about 38,000 views of the page contents. On average, each month 350 new users become aware of the contents of EcoLife project.

Facebook

The Facebook page of EcoLife project in February 2016 counted over 690 "likes."






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Figure 16 Subdivision by gender and age of the people who like the EcoLife Facebook page

As it can be seen in Figure 16, 59% are women and 40% men (obviously 1% of users did not declare their gender).

EcoLife fans on Facebook are mostly young. in fact 22% of them are aged between 25-34 years, 19% between 35-44 years, 8% between 45-54 years and 6% between 18-24 years. This confirms what has been said before: mainly young and intermediate-age population use the internet and social networks. Proper use of social platforms is therefore an essential factor to get in touch with to this part of citizens. At the same time, the internet cannot be the only channel for interaction. Only the 3% of EcoLife fans on Facebook is over 55 years. Taking into account that retired people were chosen to be one of the project main stakeholders, it is clear that traditional communication channels are required, along with the new ones.

The number of EcoLife fans on Facebook continuously has growth since the beginning of the project.

Figure 17 Trends of “Like” versus time

The graph shows a steady growth of "like" and often some kind of "jumps", ie higher growth rates. These increases of fans number are almost never random, on the contrary often they depend on initiatives or proposals from EcoLife or the participation to other project’s campaigns.




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Figure 18 Detailed analysis of the "like" between February and April 2015

For example, Figure 18 clearly shows two significant increases in the number of "likes" on EcoLife Facebook page between 8 and 15 February 2015 and at the beginning of April 2015. These increases coincide with the initiative promoted by Legambiente and called "Green Train". From February 18 to April 10 the train travelled from north to south Italy, stopping in 15 Italian cities; in one of its coach, the Ecolife project operators distributed the dissemination material and the cartoon and set up the itinerant exhibition. The estimated number of people intercepted with the "Green Train" initiative is about 4500 people. This figure, relative to real encounters between citizens and the project, has definitely had a positive impact also on EcoLife virtual channels, increasing the number of fans on Facebook and Twitter.

Figure 19 Detailed analysis of the "like" between September and October 2015

The “jumps” are even more obvious in Figure 19 on the number of "like" recorded between early September and late October 2015, with a particular increase between 13 and 15 October 2015. The EcoLife photo contest, called "How do you save the planet with a stroke of genius" was launched in this period. The competition took place entirely via internet and in particular via the Facebook platform. Users had to send a photo of themselves while performing a sustainable action from those proposed by EcoLife. After collected, the photos




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were voted with a "like". The closing date of the competition was the 15 October 2015 and it explains the considerable increase in the number of fans of the page.

The photo contest had a great success in terms of coverage (the number of persons to whom the post was shown) and interaction (the number of users who have commented, shared, or clicked "like" on a post).

Figure 20 Post of the EcoLife Facebook page with more visualizations

The remarkable success of the EcoLife photographic competition can be measured in the graph above. The three posts with more views and interactions published by EcoLife are all related to its photo contest. In particular, the photo that won the competition had more than 5,300 views, with over 1000 people who clicked on the post and 440 interactions (like, comments, shares). The runner-up photo follows with 3400 views, 762 clicks and 241 interactions. The post with the proclamation of the three winners of the contest registered 2400 views, 241 clicks and 125 interactions. These are higher numbers than usual for the posts daily published on EcoLife page, that oscillates between 50 and 500 of visualisations, between 15 and 150 of clicks, and between 5 and 70 of interactions. This underlines that occasionally it is necessary to propose new initiatives and topics that can attract and involve citizens, and that everyday use of social networks is not enough to spread information.

Using the Facebook "Data Insight" tool (used for the social network statistics), the page gave the following results (from October 2014 to March 2016):

- 725 posts (including sustainable tips, project news and Local community initiatives);

- 87,120 post views (both by followers of the project, and by Facebook users);

- 3,211 "likes" on the posts;

- 2,993 shares of the posts;

- 2,145 on posts interactions (comments etc.).

Twitter

The Twitter profile @EcoLife_12 in February 2016 has about 200 followers.




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Figure 21 Subdivision by gender of followers of Ecolife Twitter accounts

56% of them are men and 44% women, the other way around than Facebook, where mostly women followed the EcoLife page.

Figure 22 Kinds of interests of followers of EcoLife

The chart above shows the main interests of the EcoLife followers based on the type of content red more frequently. Among the top places "Technology News " and "Scientific News" actually reflect much of the content that are daily broadcast by EcoLife. To name a




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few: the sustainable tips, which often rely on the adoption of new technologies to reduce consumption and waste, the news on climate change, with strong scientific contributions.

Figure 23 Tweet EcoLife with more popularity

Since the beginning of the project to date, the most popular EcoLife tweet is the one shown above, which dates back to 13 October,2014, with 1920 views and 79 interactions (like retweets +). The tweet is one of the several sustainable tips that EcoLife addressed to citizens. This one concerns the choice of light bulbs for domestic dwellings, a guide to orient the purchases and the savings per year in terms of both electricity (environmental savings) and charge in the bill (economic savings). The success of this tweet shows that people who follow the project seek useful and practical information for their daily lives above all, better if the tips can also facilitate cost savings, always very hot topic in this period of crisis.

Figure 24 Second and third EcoLife tweet with greater popularity

Two tweets about the EcoLife photo contest are positioned in second and third place already mentioned., The two tweets shown above, dated the 22 and the 14 July 2015, had respectively 1728 and 1591 views, 12 and 22 interactions. Again, the comments made previously about the success of the photographic competition are applicable in this context: any initiative to stimulate the active participation of citizens is always a great success in social networks because people feel more involved and protagonist of the change..




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Newsletter

The EcoLife newsletter in February 2016 has a mailing list of about 850 citizens. These addresses were collected through questionnaire subscription; the authorization to send the project newsletter was asked to those who filled in the form.

Figure 25 Trend in the number of subscribers to the newsletter EcoLife versus time

The trend in the number of subscribers to the EcoLife newsletter over time is shown in the graph above. It is evident a rapid initial growth it is followed by a flat period. This can be explained with the fact that some users choose to stop receiving the newsletter of the project, possibly because they were not interested anymore, while new citizens enrolled after having endorsed the sustainable actions of the project.

Figure 26 Framework of statistics on the EcoLife newsletter

The average percentage (of the total number of recipients) of the opened mail containing the newsletter is 17.6%, while the average percentage of clicks on an internal link is 2.8%. On average for every newsletters sent-out, 3 users chose to discontinue, for a total of 15 citizens who ended the subscription to the newsletter until now. 170 addresses were instead eliminated automatically by the software because incorrect or no longer used (for example mailbox full or off).




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Figure 27 Opening percentage of the newsletter in function of the time (azure line), percentage of clicks (blue line) and the average percentage of opening of the newsletter for similar subjects to EcoLife (red line)

The graph above shows, as a function of time, the trend of the opening percentage of the mail containing the newsletter by citizens (azure line), the percentage of clicks (blue line) and the average percentage of opening of the email newsletter containing subjects similar to EcoLife project (red line).

As it can be seen from the graph, the most read and clicked newsletter was the first one, sent in February 2015, that perhaps enjoyed the novelty and therefore gained more interest than others. In subsequent newsletter the opening percentage decreased and stabilized between 16% and 24%. However these data are positive, especially if compared with the average percentage of other similar newsletters, around 17%. As is clearly seen from the graph, except on one occasion, the blue curve (EcoLife) is always above the red one (similar newsletter).




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5 Guidelines for a good environmental communication

This document focuses on the methodology developed by the project EcoLife in the complex world of environmental communication.

The environmental field communication is often evoked as a strategic tool to make actions effective on the territory and to establish related environmental policies. In recent years much progress has been made to optimize the interventions, however, the strategies adopted so far were the subject for the discussion, on the changing context and the opportunities offered by new tools.

The purpose of this document is to propose an analysis of the state of the environmental public communication, focusing on the value of the diffused communication, to try to get more and more satisfactory results.

5.1 Limits and strengths of the EcoLife communication

Ecological disasters, renewable energy and climate change are some of the environmental topics that have turned on public discussions, increasing importance over the years. Among many difficulties journalists and communicators seek simple ways to raise awareness of complex issues, particularly among the least sensitive citizens on the topic or among complex targets, such as those examined by EcoLife project (domestic / carers, young couples and retirees / neo-retirees).

Analysing the 28 months of EcoLife project actions, it’s possible to have an overview on the project's strengths and weaknesses:

Strengths

Depending on the different relational and organizational opportunities and the various stakeholders, the objectives of the Green / Environmental Communication of EcoLife project were divided according to different functions:

• Inform and update, acting on the knowledge of selected targets to spread news and information on the opportunities for environmental protection, socio-economic benefits and personnel health, resulting from the proposed actions and activities;

• Convince and persuade, acting on stakeholders (especially the project target and intercepted citizens) about their possible personal contribution, as part of the broader goal of climate change fight, thus creating trust and credibility in the project;

• Engage and motivate, acting mainly on behaviours of internal and external stakeholders of the project;

• Describe and report, giving quantitative and structured information, on actions, activities and results achieved over time;

The strengths and the positivity that the participants have identified in the project are drawn from the responses received by the monitoring questionnaire 2.1.

The 2.1 EcoLife questionnaire was divided into three parts: the first part refers to the perception of risk regarding the ongoing climate change and the consequences; the second part covers the monitoring of the sustainable actions and the willingness to undertake new




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ones; the third part is on the evaluation of EcoLife tools, that can be judge, giving suggestions on the website, the newsletter, the local communities and all communication media used by EcoLife.

The following section introduces some of the questions asked and the answers given by more than 400 users, about perception of the project:

1) How do you rate EcoLife website in general? 93% of users answered "Great";

2) Looking at the structure of the site you find it intuitive and with well-organized and easily accessible information? The 89% of people answered "Yes, it is well structured";

3) How do you rate its content? The 91% answered "interesting and useful";

4) How often do you visit EcoLife website? 78% answered "At least once a week";

5) How do you subscribe to the newsletter? 96% answered "Through a Local Community";

6) You find the information in the newsletter are ... 88% responded "Useful and interesting";

7) If you have already seen the EcoLife exhibition, how do you rate it? 91% answered "Useful and interesting";

8) Why have you turned to to a local community of EcoLife or would you do it? 79% answered "To receive sustainable tips";

9) How do you rate the EcoLife project as a whole? 92% responded "Excellent".

The multi-channel communication method used by of staff EcoLife involved a very large audience, beyond the expectations, reaching a quantity of CO2 saved greater than expected, reaching more than 15 million kg (up to March 2016).

The decision to spread activities and best practices of the project through online media channels (website and social media), events and campaigns (Green Schooner, Green Train etc.) and using dynamic information desks (30 Local communities), led excellent results in terms of awareness raising and participation of involved users; similar outcomes are expected for the future.

The last point to consider is the, ethical choice of approaching the communication in an environmental sustainable way, following policies to minimize environmental impact. As for the means, for example, the choice fell on ecological materials, print media and processes, natural, recycled and recyclable raw materials, FSC certified wood, bioplastics as Mater-Bi. Also the communication channels are important: today the web and social media are the major allies for who puts the sustainability at the centre of its activities. Finally all the stands and the gazebo for the exhibition are designed to be removable and 100% reusable for future events.




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The weaknesses

The weaknesses, although minimal, mainly was related to the difficulty to intercept some of the target that were diffident and resistant to apply the objectives of the project: domestic workers and carers were a target difficult to reach, given both to the difficulty of understanding the messages (even if in Italian and English), and the lack of confidence in heading towards new sustainable lifestyles.

The decision to turn to so specific targets resulted in a long and difficult stretches, but it did not leave only weaknesses but important insights to design new, more targeted and effective campaigns.

5.2 For an effective environmental communication (lessons learned, level of scientific accuracy, time schedule)

The environmental communication must be complete and comprehensive and must give to the addressee the tools to deepen it, in order to demonstrate transparency and openness. The user should be free to choose whether or not to inform himself about the reliability of the provided data, knowing the tools and having the potential to do so.

Inspired by the theories of green marketing and following the research "Nielsen global survey of social responsibility and sustainability" a startling statistic was revealed: if a message contains references to ecological efforts, the percentage of credibility increases from 12% to 29%.

Studying the existing communications patterns, we learned to calibrate the messages in order to present difficult issues, such as climate change, with a different perspective: instead of communicating a message such as "If we continue at this rate, the world will end," we focused on achieving the same goal with positive sentences, as "Do you know that with a little effort you can make this world a great place both for you and for your children?".

The strong level of scientific accuracy that we dealt with the two technical partners, AzzeroCO2 and Deep blue, gave authenticity and strength to the developed messages. The partnership with ASI - Italian Space Agency-, has provided a very interesting physical interpretation (pictures of climate change from satellites).

The communication scheduling has made effective the message programming, following a careful and punctual evolution. The users were enticed by the discovery of completely new information by increasing the interaction and the interest in project activities.

Below the poster "Notes for a good environmental communication" scheduled for May 19, 2016, at 11:00 am, at the Assaggi Library of Rome.




42 42 42

Figure 28 Poster "Notes for a good environmental communication"




43 43 43

Annexes

Annex A: Example from past experiences (initiatives, campaigns)

Website http://servizi.enel.it/ecodieta/ita/index.htm

1) topic

Advices addressed to citizens on simple everyday actions to protect the environment

by reducing CO2 emissions. The website also presents an interactive tool (in the

form of an walked-about house) with different information and advices. It is aimed at

all citizens and their civic sense

2) structure The website is well structured and usable, even if the interactive part is slow and a

bit 'heavy

3) utilized data The calculator uses data from AzzeroCO2; advices are focused on reducing kg of

CO2 emitted in one year

4)

communicativ

e paradigm

Save the environment (OV, external), Enel is the protagonist (S) and citizens give

their contribution (helpers vs. opponents); the enemy (-S) is obviously the pollution.

It is aimed at those involved in eco-contexts, providing one more tool.

Anthropocentric approach (save environment, Nature vs. Culture), paternalistic

(teaches how to do it), autopoietic (it is assumed that one should do it), negative

(whatever is done, it is not enough), self-referenced (gives the concept of kg CO2 for

granted), advertising (praises)

4a)

relationship

with the 4

critical factors

identified by

the project

Is affected by 1)

Takes into account 2)

Relies heavily on trying to pass 3) and 4)

5) strengths Well structured, it gives a lot of information and eco-tips, it is interactive, it does not

require registration

6)

weaknesses

At least half of the website is full of advertisement for Enel; the interactive part is

very pretty but suffers of functionality;

7) useful

elements for

EcoLife

Strongly in line with EcoLife requirements: give weight to today's lifestyles (in terms

of CO2 emissions) and provide advice to lighten the impact.

There is a tool and there are good advices on how to reduce CO2 emissions in four

of the six areas of the project (Mobility, Energy, Shopping and nutrition; Life in the

house)

8) links energy production companies

Website http://www.30percento.it/consigli/24/index.htm

1) topic

Eni provides 24 tips for a more sustainable life style. There is a downloadable

document and an animation that explains the 24 recommendations.

Protecting the environment through energy saving which equates to cost savings. It

will appeal to all citizens and to their portfolios.

2) structure The website is unattractive, the graphics are too haphazard, advices are redundant.

3) utilized data The data are focused on the average annual savings in euro in respect of daily

http://servizi.enel.it/ecodieta/ita/index.htm

http://www.30percento.it/consigli/24/index.htm




44 44 44

practices, as well as on the percentage of the energy bill

4)

communicativ

e paradigm

Save money through small acts that have a great value for the environment (external

OV). Eni is helping citizens (S) against the enemy which is both economic and

environmental cost.

It is aimed at all citizens.

4a)

relationship

with the 4

critical factors

identified by

the project

Is affected by 1), 3) and 4)

Work on 2)

5) strengths The tips are simple, practical and fast; concern the direct economic benefit of those

who surf on the website and have a very wide scope;

6) weakness

Approximate and careless graphics; the latest updates date back to June 2012

7) useful

elements for

EcoLife

Does not talk about CO2; tips on saving money can be a good idea (not based on

citizenship but on the utility); advices are focused mainly on three areas: Mobility,

Energy, Life in house

8) links European and Italian institutions and observatories, Legambiente e WWF.

Website http://www.barillacfn.com/

1) topic Barilla research center on nutrition and ecological impact of food; calculation of

ecological impact of diet, proposal of models with tips, information, alerts, links

2) structure

good website with a diversified topics and methodology, from text and educational

content to interactive pages to calculate the ecological impact of food and nutritional

styles

3) utilized data

Data provided by the Barilla Research center, the FAO, by transnational

organizations (EU, etc.) designed to provide information on the ecological impact (in

terms of quantity planet need: trees, etc.) of food consumption patterns, providing

solutions and references like the pyramids

4)

communicativ

e paradigme

Improve the environment starting from a different approach to food.

The world (OV) changes due to pollution (-S) putting everything and everyone in

danger (Dnte), science (S, Barilla has the research center) can show us the

solutions, and all consumers should do the right choices (helpers).

It caters to Barilla clients and also to people interested in that topic.

Approach alarmed / alarmist (we are in a critical situation), responsibility (each must

contribute), advertising (praises), proactive (what to do)

4a)

relationship

with the 4

critical factors

identified by

the project

Affected by 2) and 4)

Work on 1) and 3)

5) strengths Very well done, updated, full of useful info and great graphics

6) weakness Very attached to the corporate brand and for this reason hardly credible

http://www.barillacfn.com/




45 45 45

(greenwashing)

7) useful

elements for

EcoLife

It does not speak about CO2; particularly interested in one of the areas (Shopping &

nutrition); proactive approach, simple, authoritative

8) links Connected to social media, refer to the book Eatingplanet readable online

Website http://glass-compass.com/?lang=IT

1) topic

A glass producers company, Saint Gobain, has an app / website in order to calculate

the savings that can be achieved by installing better windows, starting from the

geographical positioning and exposure direction

2) structure Corporate site with technical and professional graphics, well-functioning, intuitive

3) utilized data National geographic data on average annual temperatures and average heat loss

coefficient of the windows. Saving is indicated in Euros

4)

communicativ

e paradigm

Advertising of a product (the app) that allows to figure out which is the best glass to

maximize the savings.

It is addressed to all potential customers.

informative approach, interactive, utilitarian, advertising

5) strengths User friendly, well done

6) weakness Closely linked to the product and not very useful in essence

7) useful

elements for

EcoLife

Interesting for two sectors (Energy, Life in the house), the instrument is calibrated

with geographical data and gives realistic values

8) links Apps for iPhone and Samsung

website http://ecopassenger.hafas.de/bin/query.exe/in?L=vs_tsf&

1) topic

service provided by Trenitalia in collaboration with UIC. Inserting a route, a computer

provides data on gas emission (CO2, etc.) compared three means of transport: train,

car, plane

2) structure Very simple, easy and immediate reading and comprehension

3) utilized data

The source is IFEU, and the data involved are smog, ozone, carbon dioxide and

other issued during the whole trip. The website also provides methodological data on

demand

4)

communicativ

e paradigm

The citizen makes his choice, and it is clear that the train is the least polluting. At

stake is not only the CO2, but pollution in general. Trenitalia positions itself as the

means (A) of the citizen (S) that can choose whether or not to protect the

environment (OV).

It caters to all passengers

Functionalist approach, informative, advertising

4a)

relationship

with the 4

critical factors

identified by

the project

Affected by1), 2) e 3)

Work on 4)

http://glass-compass.com/?lang=IT

http://ecopassenger.hafas.de/bin/query.exe/in?L=vs_tsf&




46 46 46

5) strengths Simple and fast

6) weakness It provides little information beyond the fact that the train is environmentally friendly

7) useful

elements for

EcoLife

The use of simplified schemes makes much better idea of the text.

It can be useful in two of the areas (Mobility and Public Services)

8) links http://www.uic.org/?article552

Non-profit organizations

website http://www.stopthefever.org/home

1) topic

The site aims to become a citizen of a virtual city, STFCity, characterized by good

ecological practices and reduced CO2 emissions

2) structure

Structure not very logical and difficult to read; also it requires a long login procedure.

Once become citizen, the annual CO2 production can be calculated and the profile

be constantly updated

3) utilized

data

The CO2 calculator uses data given by AzzeroCO2; the tips are mainly focussed on

reduction of the kg/year of CO2 emission from a range of sources.

4)communicat

ive paradigm

The enemy (-S) is the greenhouse effect and global warming. The citizen may be

opposition or hero, and LAM stands as aide.

It appeals to people who want to be ecocittadini

Approach alarmed / alarmist (we are in a critical situation), empowering (each must

contribute), anthropocentric (save environment, Nature vs. Culture), paternalistic

(teaches how to do it), autopoietic (it is assumed that it should be done), negative

(though one does is not enough), self-referenced (gives the concept of kg CO2 for

granted).

4a)

relationship

with the 4

critical factors

identified by

the project

Affected by 2)

Works on 1), 3) e 4)

5) strengths The calculator is easy to use and is related to many areas

6) weakness It refers only to of kilograms of CO2 as if that was enough to fight climate change;

long login procedure, difficult readability and not clear objectives

7) useful

elements for

EcoLife

The basic idea is similar: to inform of the cost (in terms of CO2 emissions) and

propose new lifestyles, in all our areas (Energy, Mobility, Leisure Time, Public

services, Shopping, Life in the house). We can use the data and avoid errors due to

low readability. Also shows the importance of clarifying the meaning of CO2

production, otherwise it remains a data given for granted.

8) links AzzeroCO2 and LAM

website http://www.viviconstile.org/

1) topic The website offers advice on lifestyles, buying products, books and materials. It also

aims to build up a community with a blog and a number of social media

http://www.uic.org/?article552

http://www.stopthefever.org/home

http://www.viviconstile.org/




47 47 47

2) structure Well-structured and detailed graphic. Updated content. Sections slightly obvious,

probably because of the large amount of content

3) utilized

data

Many are the areas involved. The parameter normally consists in crossing the

difficulty and cost of the practice.

4)

communicativ

e paradigm

LAM as a means (A) of a citizen who is the protagonist of sustainability.

It therefore appeals to those who are already interested in a sustainable way of life.

informative and connective approach (network node), accountability (each must

contribute), anthropocentric (save environment, Nature vs. Culture), paternalistic

(teaches how to do it)

4a)

relationship

with the 4

critical factors

identified by

the project

Affected by 2)

Works on 1), 3) e 4)

5) strengths Using video, icons, charts and templates. A lot of information and ability to involve

many aspects and fields

6) weakness Too long information that make the fruition not intuitive, dense, long

7) useful

elements for

EcoLife

The basic idea is similar: to inform of the cost (in terms of CO2 emissions) and

propose new lifestyles, in all areas (Energy, Mobility, Leisure Time, Public services,

Shopping, Life in the house)

8) links Many links on associations and ecology

website http://www.wwf.it/tu_puoi/vivere_green/

1) topic The WWF website contains a section, Vivere green, which is quite user-friendly and

gives different advices on many life spheres

2) structure The website is very nice, instructive and well stocked with photos. It’ easy to surf in a

intuitive way. The information goes smoothly

3) utilized

data

The main figure is the waste of energy connected to lifestyles, and what it entails in

economic and ecological terms. Mostly data and functional energy efficiency of

products and practices are provided.

4)

communicativ

e paradigm

WWF highlights the beauty of nature (OV and D.nte) which is an asset to be

protected. It also highlights the continuing threat (-S) derived from pollution. WWF (S)

wants to save the threatened nature, and often succeeds. But it needs the help of the

citizen (A)

It is addressed to all already or future members of WWF.

Approach increases accountability (each must contribute), anthropocentric (save

environment, Nature vs. Culture), paternalistic (teaches how to do it), alarmed /

alarmist, autopoietic, negative.

4a)

relationship

with the 4

critical factors

identified by

the project

Work on everybody

http://www.wwf.it/tu_puoi/vivere_green/




48 48 48

5) strengths beautiful website, pleasant to navigate, easy, intuitive

6) weakness The information are poorly completed and deepened

7) useful

elements for

Ecolife

WWF informs very well those who are interested to change their lifestyle, and does

so not only in all areas of our project, but in many others. Also it uses a graphical and

very usable, synoptic, easy ideas. It can be a good source of data and

communication models

8) links

The link http://www.eurotopten.it/, gives a ranking of everyday / household products

from their ecological footprint point of view. Similarly, the link for car passengers,

sponsored by the Australian Government,

www.greenvehicleguide.gov.au/GVGPublicUI/home.aspx

website www.greenpeace.org.uk/files/pdfs/climate/howtosavetheclimatepers.pdf

1) topic

GP gives advice on the most sustainable products, usually making rankings among

large companies that are stimulated to respond to the expressed opinion, able to

influence the appeal. Also publishes a magazine, Energy [R] evolution, which also

deals with climate change.

The issues paper, how to save the climate, aims to give information and advice on

sustainable lifestyles.

2) structure The document is a text accompanied by highly didactic drawings. Very usable, fast,

intuitive, enjoyable, rewarding logical steps

3) utilized

data The used data are on climate change and the ones on daily practices.

4)

communicativ

e paradigm

The document path is that we can stop the global warming. We pollute, but doing

these things we can reverse the trend.

GP is the collective hero who sets out how to save a planet / nature (OV) and its

beauty, its fragility from the a part of humans that does not care about the beauty and

does not protect the weak (the bloodthirsty polar bear seems always a teddy bear),

such as certain multinational companies, governments, groups (-S). There is a

hierarchy that places the citizen within GP, moving from opponent / ignorant of the

seriousness of the situation to supporter, then volunteer (A), then activist (S).

It is aimed at those who have already embraced the GP saving mission and therefore

has become A + S

Empowering approach (you support GP if you want to save this world that suffers

and that is shown), anthropocentric (save environment, Nature vs. Culture),

paternalistic (teaches how to do it), alarmed / alarmist, autopoietic, negative,

narrative (there always a story to read). Story of St. George and the Dragon.

4a)

relationship

with the 4

critical factors

identified by

the project

Work on all

5) strengths

Simplicity, clarity and synthesis, ability to use the GP authority to change lifestyles,

linearity of the story and with explication of the logical steps, so that while reading,

one commits to GP perspective without even noticing

http://www.eurotopten.it/

http://www.greenvehicleguide.gov.au/GVGPublicUI/home.aspx

http://www.greenpeace.org.uk/files/pdfs/climate/howtosavetheclimatepers.pdf




49 49 49

6) weakness Superficial in terms of accountability and little information

7) useful

elements for

EcoLife

The document, as well as GP in general, takes into account the areas of EcoLife. In

general can be useful for: the success generated from the authority of the message

rather than its contents; the ability to place all in a coherent, simple and classic

narrative.

8) links On the GP.it website can be found “green-life” advices:

http://www.greenpeace.org/italy/it/Cosa-puoi-fare-tu/vivi-verde/

website http://www.retelilliput.org/, particularly the document 5 "actions to change the

climate"

1) topic

The "cambiodiclima" document is produced by RL and LAM. RL is a network of

associations that deals with the social in general (environmental justice). The

document proposes five simple actions to change the climate (proposes to sign the

Kyoto Protocol), and invites to write to CambioClima saying what actions were

chosen in order to calculate the savings in terms of CO2 emitted

2) structure Two simplified text pages with pictures and colourful graphics. it is well presented

and easy to read; the part concerning personal (to be sent) is well structured

3) utilized

data

Mainly the document correlates daily practices to in economic cost and to kilograms

of CO2 emitted; It provides then (in a second private moment) the kg of CO2 saved

4)

communicativ

e paradigm

The document (A) proposes the reader to merge (such as A) in an effort to make the

Kyoto Protocol (S) active because each of us (O) is responsible for CO2 emissions (-

S).

It is aimed at all those who wish to get involved.

Gregarious approach (we have to follow Kyoto Protocol), alarmed, paternalistic

(simple actions), utilitarian, for activism (up to each one of us, let us unite)

4a)

relationship

with the 4

critical factors

identified by

the project

Affected 1) and 2)

Try to overcome 3) e 4)

5) strengths

Simple, clear, incisive. It is based on five simple actions, to be chosen during

everyday life. It offers a reward and a recognition of the effort. Crosses CO2 reduction

to economic savings

6) weakness Limited to few actions. It assumed that communicating the CO2 saved is rewarding.

7) useful

elements for

EcoLife

The document coincides with three areas of EcoLife (Mobility, Life in the house,

Energy). The incisive, easy to read and clear document can be an example. It can

also stimulate a consideration on the reward / recognition, that can be different from

kg of CO2

8) links

http://www.acquistiverdi.it/ indicates and classifies products according to their eco-

sustainability, so the other websites http://www.verdenatura.net/category/temi/eco-

consigli/e http://www.altroconsumo.it/casa-energia

websites Ecological Footprint calculators.

http://www.greenpeace.org/italy/it/Cosa-puoi-fare-tu/vivi-verde/

http://www.retelilliput.org/

http://www.acquistiverdi.it/

http://www.verdenatura.net/category/temi/eco-consigli/

http://www.verdenatura.net/category/temi/eco-consigli/

http://www.altroconsumo.it/casa-energia




50 50 50

environmental cost of the grocery shopping, in terms of CO2 and H2O

http://www.improntawwf.it/carrello/index.php

environmental cost in terms of number of planet earth necessary with this life style

http://footprint.wwf.org.uk/

http://www.epa.vic.gov.au/EcologicalFootprint/calculators/default.asp

http://www.footprintnetwork.org/it/

http://www.earthday.org/footprint-calculator

http://sustainableorganizations.org/the-social-footprint.html

1) topic

These websites provide interactive tools to calculate the ecological footprint (how

many equal to our planets are required if everyone had this life style). Entering data

on the habits gives the result

2) structure Accessing to a more or less interactive questionnaire, more or less playful, more or

less complex

3) utilized

data

The used data take into account the network of actions and related expenses for the

production of food resources, appliances, and items of daily use

http://www.lcafood.dk/

http://www.bestfootforward.com/resources/ecological-footprint/

4)

communicativ

e paradigm

The sites offer a test to become aware of what is unsustainable on everybody’s

lifestyle. Through calculators, the citizen moves from opponent (unaware of

environment influence) to aide (conscious of environment influence) so he can take

the decision for a lifestyle less harmful and more directly to sustainability (OV).

It is aimed at all those who are curious about their environmental burden.

Anthropocentric approach, alarmed / alarmist, paternalistic, negative, evangelist

(make people aware), indirectly pessimistic

4a)

relationship

with the 4

critical factors

identified by

the project

Affected by 3)

Works on 1) e 2) e 4)

5) strengths

Based only on the calculation, they are very clear, useful, synthetic. They give an

accurate environmental impact dimension, putting the citizen in a position to see the

long-term consequences of his actions

6) weakness Need inclination and time to dedicate to calculation, high attention to the problem.

7) useful

elements for

EcoLife

The idea of an interactive calculation to have the long-term consequences due to

lifestyle can be useful. The various sites deal with all of EcoLife scopes and even

more. In general, this method shows what is normally invisible

8) links

Interesting the website

www.lifegate.it/it/eco/profit/impatto_zero/persone/calcolatore/calcola_il_tuo_impatto/p

agina_142.html

It has also a radio channel in Rome

website

institutional website like

http://www.epa.gov/climatechange/wycd/

http://climatechange.gc.ca/default.asp?lang=En&n=D27052CE-1

http://www.improntawwf.it/carrello/index.php

http://footprint.wwf.org.uk/

http://www.epa.vic.gov.au/EcologicalFootprint/calculators/default.asp

http://www.footprintnetwork.org/it/

http://www.earthday.org/footprint-calculator

http://sustainableorganizations.org/the-social-footprint.html

http://www.lcafood.dk/

http://www.bestfootforward.com/resources/ecological-footprint/

http://www.lifegate.it/it/eco/profit/impatto_zero/persone/calcolatore/calcola_il_tuo_impatto/pagina_142.html

http://www.lifegate.it/it/eco/profit/impatto_zero/persone/calcolatore/calcola_il_tuo_impatto/pagina_142.html

http://www.epa.gov/climatechange/wycd/

http://climatechange.gc.ca/default.asp?lang=En&n=D27052CE-1




51 51 51

1) topic Within a wider action of information to citizens, there are sections devoted to

ecological advice and calculation of the various imprints

2) structure institutional sites with sections devoted to ecological advice (10 actions, etc.)

3) utilized

data Greenhouse gas emissions, waste generation, pollution.

4)

communicativ

e paradigm

It is aimed at all citizens.

informative approach, functionalist, educational, institutional

5) strengths -

6) weakness -

7) useful

elements for

EcoLife

-

8) links

http://www.betterhealth.vic.gov.au/bhcv2/bhcarticles.nsf/pages/Climate_change_wha

t_can_you_do#;

http://www.return-it.ca/electronics/

Interesting the contribution of the Municipality of Pesaro

http://www.informagiovani.comune.pesaro.pu.it/index.php?id=10384

website http://www.beppegrillo.it/ (BG)

1) topic

The famous BG blog collects speeches, advertisements, videos, and member’s

comments. The contents vary over the time, but are usually oriented on a critical

view of the present socio-economic level; alternatives are proposed, often with an

ecological component

2) structure The website is structured on actions of BG, which are then discussed and circulated

3) utilized

data

Data of various kinds, but often there are texts, videos, interviews and oral

interventions of experts, BG, other experts.

4)

communicativ

e paradigm

It is a revy complex website which has been able to mobilize people especially

outside the virtual space giving information in a particular way. The blog aims to

criticize the criminal inefficiencies of governments and entrepreneurs, highlight good

practices and everything in defence of the citizen. Fundamental is the charismatic

role of BG, that processes content, propagates them and is followed by millions of

people.

The citizen becomes helper of this project of purification that can only take place in

an apocalyptic way.

It appeals all those who can not stand the state of things anymore, or those enrolled

in the blog.

Religious approach, millenarian, evangelizer, anthropocentric, ethnocentric,

paternalistic, pedagogical, negative, not-empowering approach, partisan, populist.

4a)

relationship

with the 4

critical factors

identified by

the project

Works on all

http://www.betterhealth.vic.gov.au/bhcv2/bhcarticles.nsf/pages/Climate_change_what_can_you_do

http://www.betterhealth.vic.gov.au/bhcv2/bhcarticles.nsf/pages/Climate_change_what_can_you_do

http://www.return-it.ca/electronics/

http://www.informagiovani.comune.pesaro.pu.it/index.php?id=10384

http://www.beppegrillo.it/




52 52 52

5) strengths The ability to arouse and manage emotions is the main feature. Also the capacity of

synthesis and effect of objectivity are important to give the sense of true reality.

6) weakness Does not bring to an interior / collective change on solid foundations

7) Useful data

for EcoLife

It is important the ability to stimulate and manage emotions and reactions in order to

think about actual practices and change the way of things. The more effectively

stimulated emotions are fear (usually towards somebody else), anger (usually

towards who lives at my expense), empathy (for some victim ostentatiously).

8) links www.nanodiagnostic.com

Annex B: Examples of European Projects (LIFE+)

Title LIFE KNOW WASTE – Awareness raising campaign for the promotion of waste

Reduction, Re-use and Recycling in Cyprus (LIFE13 INF/CY/000919)

website www.rethink.com.cy

Duration June 2014- April 2017

Objectives

evaluate the awareness of the citizens of Cyprus on RRR practice (Reduce, Reuse,

Recycle) in waste management; develop and implement a communication strategy for

the dissemination of RRR practices in Cyprus

Characteristi

cs

The project aims to increase the reduction, reuse and recycle ratio through awareness

campaign. The project identifies some recipient (such as children, educators, young

couples, industries, local authorities, mass media, etc.) to develop the communication

tools. The means for the campaign are:

• Television: the project will produce 3 documentaries of one hour, 5 advertisements,

10 spots of three minutes, several weekly programs and 100 reports.

• Radio: 5 spots, 200 weekly programs and 200 news.

• Press and social media

• Conferences and events

• Printed material (brochures, posters and a children's story)

• Awareness raising activities for teachers, journalists, government agencies, etc.

Results

obtained:

the project is ongoing

Learning

points

a great media visibility is foreseen in order to reach all targets and wide part of the

mass media.

Title

INFOCYCLE – Development of a Communication and Training campaign for the

recycling of Waste Electrical & Electronic Equipment (WEEE) (LIFE13

INF/GR/001342);

Website http://en.infocycle.gr/

http://www.nanodiagnostic.com/

http://www.rethink.com.cy/

http://en.infocycle.gr/




53 53 53

Duration July 2014 – June 2016

Objectives

The project aims to address the limited available quantity of WEEE in Epirus and

Thessaly regions. The actions are aimed at increasing the quality of the processes of

the existing collective recycling system, thus minimizing the environmental impact.

Multiple actions are planned to increase environmental awareness and local culture

with regard to the risks linked to the dispersion of WEEE.

Characterist

ics

the project has provided significant communication activities, as numerous campaigns

in the local press and internet, organizing street performances and a series of training

activities for both recycling system operators and local authorities.

Results

obtained:

10% increase in awareness of the recovery cycle WEEE;

3000 visitors to the website;

increase of 20% of WEEE collected in one year, after the start of the communication

campaign in areas of interest;

Learning

points

The website is not updated, so it's hard to figure out which methods of communication

have actually been implemented with related results. This limits both the replication of

the project in other places not covered by the project is the penetration among the

target groups. The website should be the main communication point for Life-INF

projects. It is important to have a website easy to find, easy to consult, which gives the

ability to quickly identify the problem, the cause that generates it, the solutions

proposed and implemented by the project and the consequences arising from these

actions, so that the words become tangible facts and encourage others to take the

same path following good examples.

In addition, the website has to intrigue the browser to stimulate and inspire towards

new lifestyle and actually increase the knowledge

Title

LIFE_ADAPTCITY PL - Preparation of a strategy for adaptation to climate change of

the city of Warsaw with the use of city climate mapping and public participation

(LIFE13 INF / PL / 000039)

Website http://adaptcity.pl

Duration July 2014 – December, 2018

Objectives

The overall objective of the project is to reduce the negative impact of climate change

on the ecosystem of the city of Warsaw and to encourage adaptation measures in

other cities in Poland, through:

- Support of the Warsaw authorities in developing a strategy for adaptation to climate

change, with an ecosystem approach, as good practices and benchmark for other

cities;

- Encouraging the authorities and municipal service providers in metropolises to act for

climate change adaptation on the basis of Warsaw’s experience

- Promoting the use of climate prediction maps in the building climate change

adaptation strategies for cities

- Raising awareness of the local authorities on climate change by encouraging them to

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54 54 54

participate in EU initiatives.

Characterist

ics

The project is mainly addressed to the authorities:

- To contribute in raising awareness of climate change, including the need to adapt to

climate change, including the authorities of Polish cities;

- To mobilize the people of Warsaw to be involved in initiatives focusing on adapting

the city to climate change;

- To contribute to the adoption and implementation of the strategy for adaptation to

climate change by the Warsaw authorities.

Results

obtained:

The project estimates that, following the implementation of this strategy:

- The mortality rate during heat waves will drop to 15%

- The area of green space in the city will rise to more than 8% of the surface

- The maximum heat island difference between the city and its suburbs will be reduced

by 1° C.

Learning

points The website is static and it is not clear what action has been taken and results.

Title Life EWWR+ - European Week for Waste Reduction (LIFE12 INF/BE/000459)

Website http://www.ewwr.eu

Duration July 2013 a June 2017

Objectives

The European Week for Waste Reduction (EWWR +) is an initiative that aims to

promote the implementation of awareness-raising actions on sustainable management

of waste resources in the course of a single week.

Encouraging a wide range of public (government agencies, private companies, civil

society and the citizens) to be involved, the project aims to:

- Raise awareness on waste reduction, product reuse and recycling of materials

strategies and related policies of EU and Member States,

- Mobilize and encourage Europeans to focus on the issues;

- Strengthen the capacity of stakeholders by providing targeted communication tools

and training;

- Assess the impact of communication actions on changing actual behaviour regarding

consumption and waste management.

Characterist

ics

The project starts with the results from previous project EWWR (2009-2011), by

addressing the identified gaps and focusing on strengthening the message about

prevention of waste by reusing and recycling and expanding the scope.

The EWWR + project coordinates every year many awareness campaigns lasting a

week.

Expected

results The project aims to achieve the following results:

http://www.ewwr.eu/




55 55 55

- Development of guidelines on best practices and toolkits to address key target

audiences in seven languages;

- Implementation guidelines SERR + best pilot project in 400 offices in at least four

countries;

- Four events involving about 500,000 participants and reaching 4 million people with

key messages;

- Four thematic days on the following topics - 're-use' (2013), 'no food waste' (2014),

'dematerialization' (2015) and 'hazardous waste prevention' (2016) to be held over the

four events;

- Three days cleaning every year to raise awareness among a critical mass of citizens

(about 40,000 participants) and to collect an estimated amount of 3,000 tons of waste;

- An increase of 10% reuse and recycling and a decrease of 5% of waste in specific

pilot areas in three years through the implementation of the project methodology.

Learning

points

Wide visibility on all media; translation into 7 languages of the various press;

involvement at all levels of NGOs and organizations operating in the sector.

Title LIFE – AMMOS – Integrated information campaign for the reduction of smoking related

litter on beaches (LIFE12 INF/GR/000985)

Website http://www.life-ammos.gr/

Duration July 2013 - March 2015

Objectives The project aims to implement an integrated information campaign for the prevention

and reduction of waste related to smoking in the coastal areas of Greece.

Characterist

ics

The goal of the project is to promote a change in behaviour by the combined use of

technologies and practices awareness in order to prevent coastal pollution from

cigarette butts, thus protecting the marine and coastal environment, protect public

health and contributing to the creation of a EU legislation.

Expected

results

- Greater public awareness of environmental problems and on the importance of

coastal and marine environment protection;

- 20% reduction in cigarette butts on the beaches;

- At least 3,000 visitors to the website of the project;

- Greater penetration of the key messages of the project among young people (target:

15-45 years) through social marketing;

- More than 1,000 views of the video project on YouTube;

- More than 1,000 Twitter followers;

- More than 1,000 "like" the Facebook group of the project;

- Transmission of at least 30 television commercials and at least 100 radio spots on

national and local networks;

- Training of about 3,000 students.

http://www.life-ammos.gr/




56 56 56

Learning

points

The Project is completed, then the site should give details on the achieved results; but

it is down for maintenance.

The Facebook page is mainly Greek, limiting dissemination

Title

LIFE/3 x Environment – Three campaigns that integrate the SME sector businesses

and their surroundings in the efforts to protect the environment (LIFE12

INF/PL/000009)

Website http://www.3xsrodowisko.pl/

Duration October 2013 – April 2016

Objectives

The main objective of the project is to convince business managers and employees to

protect the environment through more efficient use of natural resources. Six areas are

targeted, both in production - construction, wood (carpentry), auto mechanics, printing,

food (bakeries, confectioneries) - and personal services (hairdressers, beauticians).

The specific objectives are:

• A 10% reduction in the consumption of resources selected in at least 30% of the

participating companies;

• Saving resources advising 1,000 employees in 500 companies on how to reduce

waste;

• Increase awareness of a maximum of 3000 entrepreneurs on the economic and

environmental benefits of resource savings;

• Strengthen public acceptance that individuals have a role to play in reducing the

consumption of resources by collecting and sharing best practices;

• Increasing public awareness of the need for action to support the effective use of

resources to involve the social partners and research unit parts.

Characterist

ics

The actions will focus on three campaigns:

• Training of 500 managers of companies with the aim of achieving concrete

improvement actions;

• The dissemination of good examples and information tailored to 3000 companies in

order to promote environmentally friendly practices;

• Dissemination of results to 10000 groups (general public, commercial institutions,

public administration, media) in order to create a positive image of companies that deal

with natural resources and the environment and to promote their activities.

Expected

results

The project aims to achieve the following results:

• Reducing the level of consumption of selected resources by 10% in minimum 100

companies, due to the implementation of a monitoring system as well as the

implementation of necessary organizational and technical changes.

• Preparing 500 companies to be able to indicate examples of wastage in their

companies as well as to propose the ideas of savings in the process of managing

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57 57 57

resources.

• Increasing awareness among 3000 companies from the SMEs sector of economic

and environmental benefits of sustainable resources management.

• Increasing the society awareness (10000 firms and individuals) of each personal

impact on reducing the consumption of resources, while collecting and presenting

examples of good practices.

• Increasing the level of public awareness of the need to take actions for efficient use of

resources through the cooperation with social partners and research organizations.

Learning

points

The site seems not updated and it is unclear what tools have been developed and

what the results achieved.

The Facebook page is in Polish

Webpage should be always updated and available in local language and English!

Title SMAPUDE_LIFE – Strategic manage and planning use of domestic energy (LIFE12

INF/SK/000165).

Website http://biomasa.sk/index.php/projekty/smapudelife

Duration September 2013 –August 2016

Objectives

The main objective of the project is to promote the use of biomass and solar energy to

heat water and buildings in Slovakia. Specific objectives are:

• Increase the effective use of renewable energies in 300 buildings;

• Improve the awareness and confidence of Slovak citizens in the use of these

energies, with the aim of reaching an annual increase of 5% of the use of biomass

energy and solar and a decrease in CO2 emissions;

• Create a functional 'Eco-cluster' involving the organizations working in the field of

biomass and solar energy, to carry out training courses on the subject;

• Organize a major awareness campaign, involving the representatives of local

government and the private sector, with activities for students (such as training events,

competitions, excursions);

• Disseminate information about the project through international exhibitions and

scholarships for students from other EU countries.

• To organize traveling exhibitions "GREEN ENERGY VEHICLE ON THE ROAD" with

horses and other ecological means.

Characterist

ics

The project activities are purely informational and awareness raising with promotional

activities.

The project target groups are the general public, students and teachers,

representatives of governments and private sector.

Expected

result The project aims to achieve the following results:

http://biomasa.sk/index.php/projekty/smapudelife




58 58 58

• 30% increase in the use of biomass and solar energy in Slovakia;

• replacement of the heating systems based on fossil fuels in 300 buildings;

• creation of an 'Eco-cluster';

• 50% increase in awareness, between the students, of renewable energy from

biomass and solar.

The project organized 20 traveling exhibitions

Learning

points

The project site is confusing: it is actually a page of one of the project partners, and it is

unclear whether some activities relate to this partner, that specific project or other

projects. From the site it’s difficult to connect the actions carried out by the project with

the results.

Webpage should be always updated and easy to browse

Title EKO-LIFE – Experimenting and communicating sustainable lifestyles to promote

Energy Autonomy (LIFE12 INF/AT/000369

Website

http://www.energieinstitut.at/forschung/eko-life-ein-forschungsprojekt-zum-thema-

lebensstile-im-rahmen-der-energieautonomie-vorarlberg/

http://www.probieramol.at/

Duration July 2013 – June 2016

Objectives

The main objective of the project is to reduce greenhouse gas emissions caused by

humans and contribute to the creation of a European environmental policy to combat

climate change. The project will encourage the citizens of Vorarlberg to change the

way they conduct their everyday lives, particularly with regard to the choices on

mobility, food, consumption and home.

characteristi

cs

The key messages will be designed around a 'push-pull' strategy: the desire for change

will be activated on an emotional level and on a rational level; the possibilities of

change will be demonstrated by following good practices and positive experiences.

The target groups will be divided by specific consumer areas. Each day scenarios will

be developed to allow citizens to seek alternative behaviours. In order to increase

awareness and encourage replication, these persons will act as Ambassadors for

change, sharing their experiences within their social networks.

Expected

results - Detailed description and understanding of targeted regional groups, their social

environment and lifestyles;

- Creation of an active network of partners for training and communication;

- Participatory training tailored to the daily reality of the target groups (8 experimental

sessions initial training, with 10-50 participants, after which an additional 16 sessions)

- Creation of a novel as effective communication and awareness raising strategy to

disseminate daily experiences.

- 8 newspaper articles, 2 radio spots, 1 television commercials, 2000 brochures, 40

posters, 20 social media postings and 3 public events with the achievement of at least

30% of the inhabitants of Vorarlberg;

http://www.energieinstitut.at/forschung/eko-life-ein-forschungsprojekt-zum-thema-lebensstile-im-rahmen-der-energieautonomie-vorarlberg/

http://www.energieinstitut.at/forschung/eko-life-ein-forschungsprojekt-zum-thema-lebensstile-im-rahmen-der-energieautonomie-vorarlberg/

http://www.probieramol.at/




59 59 59

- Creation of an institutional framework to support for the replication of changes in

everyday practices.

Learning

points

The website in the institutional Life sheet

(ec.europa.eu/environment/life/project/Projects/index.cfm?fuseaction=search.dspPage

&n_proj_id=4505) indicate a page in German which refers to a page partially translated

into English, but makes no reference to the project (www.justtryit.life/).


Title COLLECT+ - Collection of used batteries, accumulators and WEEE through public

awareness campaigns on better waste management (LIFE11 INF/FR/000730)

Website http://www.recyclonsplus.eu

Duration June 2012 – December 2013

Objectives

the project created advertising campaigns on waste management (WEEE and batteries

and accumulators) addressed to customers of the Casino supermarkets, where bins

were placed. Consumers of the 400 stores that participated in the project were

informed about the impact of their behaviour for both the environment and their health.

Specific objectives:

• promote better waste management for more efficient use of resources;

• increase consumer awareness of waste management;

• change the behaviour of consumers, encouraging the systematic collection of waste

in the bins provided;

characteristi

cs

The project developed simple and universal message to share information and good

practice for consumers on:

• The potential effects on the environment and human health of the substances used in

batteries, accumulators and WEEE;

• The benefits of separate collection of this type of waste, and facilitate treatment and

recycling;

• The collection and recycling systems available;

• Their role in contributing to the recycling of spent batteries, accumulators and WEEE;

• The relationship between waste and resource efficiency.

In addition, the project team developed:

• E-learning module for the management of the collection in stores;

• specific courses to raise awareness of all employees;

• competitions in 4 shops (2 supermarkets and 2 hypermarkets) with customer

involvement (subsidies, in-house, trophy)

Expected

results

Implemented in 400 stores (Géant Casino and Casino Supermarket), the project

encouraged consumers to deposit their used products in the containers made available

in stores.

http://www.justtryit.life/

http://www.recyclonsplus.eu/




60 60 60

During the two campaigns, more than 1,000 consumers were surveyed outside of

shops to assess the project's impact on consumer perceptions:

• The idea of collecting used products in supermarkets was the favourite and

considered as a positive incentive to recycle by 90% of respondents;

• The repetition of the demonstrations improved consumer awareness:

• The increased use of collection bins in supermarkets.

Learning

points

Employee involvement was the key factor in the success of the project.

The bins in stores are perceived as an additional service, visible, practical and simple,

for everyday use;

The repetition of messages and cartoons were important incentives to change

behaviour, in particular, to reinforce consumer knowledge on the different types of

products that can be recycled;

However, the management of containers and the removal of the products is a complex

process that requires:

- Standardization of processes by different agencies;

- Additional maintenance in stores for the use of containers for recycling;

- Organization of similar communication campaigns for all product categories.

Title BaltInfoHaz – Baltic Info Campaign on Hazardous Substances (LIFE10

INF/EE/000108)

Website http://www.thinkbefore.eu/en/life-project/

Duration October 2011 –September 2015

Objectives

The overall objective of the project is to strengthen consumer demand for products free

of hazardous substances in the three Baltic States. Changing consumption patterns

between the stakeholder groups, the project aims to reduce the health impact of

hazardous substances. It also intends to communicate its environmental message for

policy makers at national and international level.

The specific objectives of the project are:

• inform people about the substances that are considered dangerous at European and

national level;

• raise awareness among consumers about the products they use, with the general

objective of changing consumption patterns;

• create and publish information easy to understand targeted at specific groups, to

warn against the potential impacts associated with hazardous substances on health

and environment;

• develop more attractive and interactive media (interactive games, Web contests, etc.)

and verify their use during the project.

• explain the simple practical steps that can be taken to reduce exposure to hazardous

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61 61 61

substances;

• inform and influence educators on Hazardous Materials.

Characterist

ics

in order to get people to read the ingredients of the products used every day, so that

they choose safer alternatives, the project team has developed various information

materials and some attractive and interactive tools, which are free for download from

the site for not commercial purposes.

Expected

results

- Behavioural change (10-15% reduction of demand for products containing hazardous

substances);

- Information increase in citizenship (with specific targets: 50,000 women / families;

4600 pupils, 50 hairdressers, 50 garages; 200,000 retail outlets);

- 18 retail outlets replace harmful products with less harmful ones

Learning

points

the website has so many well-organized sections in English and some documents that

can be downloaded.

A blood test campaign was organized to engage more and more citizens.

In the website the results achieved are not described, but in the end the project has

just finished.

Title Investing in Water – Achieving Reduction in Water Consumption by Business in Malta

(LIFE10 INF/MT/000091)

Website http://www.investinginwater.org/

Duration October 2011 - March 2014

Objectives

The project aimed to raise awareness on issues related to water scarcity in Malta and

the importance of water conservation.

The main objective of the project was to achieve behavioural change for the adoption

of best practices for water conservation among target economic sectors.

These areas could serve as an example to other sectors to take similar measures thus

helping to reduce the pressure on groundwater resources, contributing to the

obligations imposed by European directives (WFD).

The project has created an awareness campaign focusing on:

• Malta's obligations under the Water Framework Directive;

• Water scarcity;

• The economic and environmental costs of desalination plants;

• The potential impact of climate change scenarios provided on groundwater of Malta;

• Best practices to reduce water consumption, especially for process water consumed

by companies.

Characterist

ics

The awareness campaign is designed mainly using business-to-business

communication tools. This serves to disseminate key messages of the project and

information on the solutions, sensitizing the main users of water, such as business

owners, executives, employees and tourists.

Expected

results Through a series of information and audit campaigns, the project has demonstrated

that the target groups can help to reduce the consumption of water and energy in

http://www.investinginwater.org/




62 62 62

Malta.

To get a further boost to the water savings from the industry, some project information

were included in corporate communications; a contact employee within the company

was identified, and relevant information were provided regularly to him/her without

forcing communication.

This approach can be applied to other projects in order to increase its effectiveness

and scope.

One of the major results of the project was the identification of various best-practice

solutions for saving water, already available on the local market, through a series of

audits. The various solutions were evaluated in terms of the necessary investment,

economic return, transferability, efficiency and operational feasibility.

These best practices have been widely disseminated through newspapers and other

information media. A total of 14 of the 136 companies and hotels that have completed

the audit, has also applied the best practices for water saving. This led to a reduction in

the estimated water consumption of 96197 m3 per year, representing 14% of

consumption of the controlled companies. Two other companies have adopted the

recommendations of their own initiative, leading to a total savings of 145,047 m3 per

year. Finally, the project was able to develop policy recommendations. As industry

representatives, the project partners are trusted between companies, so it was

possible for them to collect data on water consumption, that was not previously

available at the national level; the project presented a series of recommendations to

the Maltese Government on the National Action Plan on water and on economics

strategies, and the European Commission on the Water Framework Directive.

Learning

points

The project strategy is based on direct contact with businesses as an information-

gathering tool, to identify opportunities for water conservation and encourage their

adoption.

The project website provides details of the available solutions for saving water and

includes an on-line self-assessment tool that companies can use to identify best

practice opportunities for saving water. The recommendations made by the project are

also available on the website.

Title AQUAVIVA – Live Water – from Biodiversity to the Tap (LIFE10 INF/SI/000135);

Website http://aquaviva.si/

Duration September 2011 –August 2014

Objectives

The main project objective was to improve public awareness in Slovenia about the

importance of the protection and conservation of freshwater ecosystems. Using the

European otter as an "ambassador" for freshwater habitats and biodiversity, the project

has helped the implementation of Community policies on wildlife and water. The

project aimed to develop an effective tool for the communication activities in support of

the "Countdown 2010" targets and beyond (to stop the loss of biodiversity by 2020); it

also aimed to apply the objectiveof the International Commission for the Protection of

the Danube (ICPDR), which aims to improve the quality of the waters of the Danube

and its tributaries.

http://aquaviva.si/




63 63 63

Characterist

ics

Innovative approaches of communication were effectively applied to sensitize the

general public and especially youngers. In addition to the exhibitions, to the sculptures

made of waste, to the large photographs of microorganisms and to the coverage of

buses, a well-known knitwear designer was inspired by the project exposure 'Diatoms

in Ljubljana' and called his collection "Diatom"; the designer will continue producing

collections with the theme nature conservation in his Slovenian shoe factory.

Expected

/reached

results

The project has improved the public awareness on freshwater ecosystems in Slovenia.

An intensive publicity campaign has highlighted the problem of biodiversity loss; many

different media have been used, ranging from engaging external bus covers, LCD

display inside the bus and shopping centres, exhibitions, products such as "Retap"

bottles and a novel.

Two large outdoor exhibits were prepared in Ljubljana. Three more exhibitions are

made permanent. Three sculptures produced with junk found in the rivers were erected

permanently; a designer has produced collections on the theme.

30 workshops of communication and 59 days of training were performed.

A public opinion poll showed that awareness on biodiversity and its loss has been

increased by 34% from 2007 to 2014. In addition, 71% of respondents agreed with the

statement that "the loss of biodiversity is a serious problem ".

At European level, the project has helped to develop a series of policies.

Learning

points

Innovative approaches such as the involvement of a designer, the publication of a

novel, the use of highly visible bus shell has reached a wide audience and has proven

to be a particularly convenient method with a high demonstration value.

Title SEPARATE COLLECTION – Communication about the environmental benefits of

separate collection and recycling of municipal waste (LIFE10 INF/SI/000136);

website http://www.locevanjeodpadkov.si/

Duration September 2011 – August 2014

Objectives

overall project objective is to increase the recovery and recycling of household waste,

in line with European and Slovenian legislation. This will be achieved through

information campaigns, demonstration activities, competitions and debates to raise

awareness of how and why the waste has to be collected separately.

The project will work to raise awareness about the fact that the separation of municipal

waste generates environmental benefits. It will also seek to promote the market for

recycled products and to create new products from recycled waste, highlighting the

quality of recycled products to the public. To address some of the main practical

obstacles for waste recycling, the project will disseminate information about the

infrastructure available for the collection of municipal waste. This will focus on raising

awareness about the types of items that are suitable for recycling, the location of

collection centers, the schedule of collection and the fact that the separated waste can

be given free of charge.

Expected

results

- Over 70% of the inhabitants use infrastructure for separate collection of municipal

waste;

- 50% of the inhabitants separated biodegradable waste;

- 10% increase in the collection of household packaging;

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64 64 64

- 25% increase in the separate collection of electrical and electronic waste;

- 10% increase of collection of domestic medicines.

Learning

points

The website and the Facebook page are in Polish. So it’s difficult to understand if

results were achieved


Title

BIOCxLIFE – Promoting responsible food consumer choices that foster biodiversity in

the Network of Natura 2000 and natural protected areas in Spain (LIFE09

INF/ES/000542);

Website http://www.consumanaturalidad.com

Duration January 2011 - March 2015

Objectives

The main objectives of the project are:

1. Develop new information and communication campaigns to improve awareness and

knowledge of the importance of biodiversity conservation,

2. Highlight the important links between rural development and nature conservation;

3. To promote patterns of consumption and more green leisure which in turn contribute

to biodiversity conservation;

Characterist

ics

The project has developed a label “ConSuma Naturalidad+” that aims to promote

products bearing the logo giving consumers more information on biodiversity, in order

to facilitate responsible choices. The label guarantees that the raw materials are fresh

products of local origin, related to the maintenance of biodiversity and the traditions

and culture in the Spanish panorama. The label brand was lodged with the Spanish

Patent and Trademark Office.

Expected

results

- Reaching a potential audience of 15 million people (north, center and south of Spain).

This figure will be increased by the involvement of other Spanish and European

sectors under the rural tourism;

- Stopping or slowing the rate of genetic erosion by promoting responsible

consumption and production that promote biodiversity.

Learning

points

The website and Facebook page are mostly in Spanish; in English the description of a

part of the project which has developed a label “ConSuma Naturalidad+”. The label is

subject to charges.

Title FISH SCALE – Food Information and Safeguard of Habitat a Sustainable Consumption

Approach in Local Environment (LIFE09 INF/IT/000076);

Website http://www.fishscale.eu/

Duration October 2010 – October 2013

Objectives

the project "Fish Recovered" by Fish Scale aims to:

- Increase consumption of local fish species which are usually neglected or little known

("Recovered"), increasing the amount available for small and large retail and catering,

and thus reducing waste, over-exploitation of the most consumed species today and

http://www.consumanaturalidad.com/

http://www.fishscale.eu/




65 65 65

protect biodiversity marine.

- Increasing demand and the commercial value of the species "Recovered" by making

profitable their catch for fishermen and their marketing for the industry.

- Guide consumers through information and communication campaigns at local and

national level to eat these species, thereby activating a virtuous cycle which foster their

market distribution.

- Raise awareness among local and national distributors for the promotion and

consumption of neglected species through the realization of events, seminars and

workshops for professional audience.

- Create a network bringing together industry players, local institutions, consumers,

small and large retailers and tour operators to promote and extend this kind of

approach at national level.

- To promote the change in consumers' habits on the "long run", through information

and education campaigns also reaching young people

Characterist

ics

- The processing of the contents of the communication and the identification of

species to be promoted took place thanks to the support of scientific data;

- The environmental issue has been addressed with a positive approach;

- All industry operators were involved in order to create a network on a national level to

help to attain the objectives.

Expected

results

27% of the increase in awareness (as knowledge of the problem and its causes)

produced in the public information campaign implemented during the project

70% increase in the number of "Fish Recovered" marketed;

37% increase in the amount of "Fish Recovered" marketed 99 events realized

600,000 people reached by the communication campaign

more than 140 articles published in national and local media

more than 80 restaurants participating in the project in 13 regions throughout Italy.

Learning

points

The website is only in Italian and has not been updated since the end of the project;

The Layman report can be downloaded (also in English) with results.

Involvement (project partners) of some Coop supermarkets where the "Weeks of

sustainable fish were organized" with the aim to encourage the public to a responsible

consumption, giving them the possibility to easily find neglected species for sale in

their big distribution points, along with information on their use and preparation.

Title BIO+SINTRA – Carbon Footprint Reduction, a contribution to enhance biodiversity in

Sintra (LIFE09 INF/PT/000048);

Website http://biomaissintra.parquesdesintra.pt

Duration September 2010 – August-2014

Objectives The overall objective of the project is to develop a pilot project for the Cultural

http://biomaissintra.parquesdesintra.pt/




66 66 66

Landscape of Sintra (transferable to other positions) to amend people's attitudes to

achieve a reduction in carbon dioxide emissions, mitigating climate change, protecting

the habitats and native species and reduce biodiversity loss.

In particular, the project aims to:

- Increase awareness of the values of the cultural landscape of Sintra;

- To Improve understanding of the key issues of biodiversity;

- Demonstrate that simple individual actions can collectively make a difference and

motivate towards a more sustainable behavior;

Characterist

ics

digital communication was privileged, with use of social networks, Facebook page

created during the project, and videos made available on YouTube for a total of 20,678

visits and 2,881 "like".

- 3 preparatory actions for the characterization of target audiences

- Several workshops and field visits (358 pupils; 34 enterprises, 64 general);

- Production of communication materials (flyers 5, 1 brochure);

- Heritage Tours (25,000 hits);

- 2 carbon footprint calculators (5000 uses);

-10 Electronic kiosks located at strategic points of the areas;

- 3 trails made available;

- Production of documentaries for all target audiences; 2 documentaries and 20 small

clips (600,000 viewers)

- Photo competitions and exhibitions (9 photo contests with 296 participants; 9

exhibitions including one in a subway station in the center of Lisbon, with about 62000

visitors);

Expected

/achieved

results

- 40% increase in the levels of awareness and understanding of "biodiversity" and its

main threats;

- Creation of 25 working groups in the local and / or regional schools (approximately

500 students);

- Creation of 5 groups of volunteers from local associations and participation of at least

100 citizens, to carry out actions that demonstrate best practices that contribute to

reducing carbon emissions;

- Involvement of 25 local businesses and / or regional action to offset carbon emissions

and loss of biodiversity;

Accomplished results:

- 259 articles on the internet, 74 articles in newspapers and magazines, 32 TV / Radio

passages;

- A 6% increase of awareness on environmental issues addressed by the project

Learning The project has developed a calculator to measure their environmental impact is in the




67 67 67

points web site.

From the site one can access a game whose aim is to achieve the highest number of

visitors with the minimum environmental impact of the areas and to maintain high

levels of biodiversity.

The project has developed an application available from the App Store on "Multimedia

Tour in Sintra" The platform offers visitors the opportunity to enjoy an interactive

experience in some project areas providing video, photographs, sound and text; with

radio frequency identifiers and QR codes, previously designed tours are offered for

visitors to stimulate curiosity in relation with the environment.

Title

ECO-COMPATÍVEL – Communicating for the sustainability of socio economic

activities, human use and biodiversity in Natura 2000 network sites in Madeira

Archipelago (LIFE09 INF/PT/000045);

Website http://www.lifeecocompativel.com

Duration October 2010 – September 2015

Objectives

The overall objective of the project is to strengthen, through educational and

awareness-raising activities, the compatibility of regional and territorial development in

the archipelago of Madeira (ie socio-economic activities such as tourism, fishing and

agriculture), with policy of conservation of biodiversity of the European Union.

The project aims to achieve a reduction in conflicts between biodiversity conservation

and development of economic activities in sensitive areas and traditional

Characterist

ics

The actions of the project targeted different groups: those that deal with ecotourism;

residents or visitors of protected areas; coastal and rural populations involved in socio-

economic activities with potential negative impacts of protected areas and biodiversity.

The project aims to raise awareness and change the behavior of tourist promoters,

visitors; fishermen and people living in coastal areas; farmers and those living in rural

areas.

Expected

results

Expected results: An increase in biodiversity to contribute to the development of

sustainable socio-economic activities; Increased knowledge on the behavior that

negatively effects on the conservation of habitats and causes the loss of biodiversity; A

change in policies and behaviour among those directly or indirectly involved in eco-

tourism activities, fishing and agriculture in sensitive areas; and development of tools

for participants to support the implementation of good practices.

Various documents have been prepared as a promotional and informational materials

used in the communication campaigns carried out under this project:

- 3 good practices published (for tourism in nature; for agriculture for fishing)

- 20 items of various thematic areas

Learning

points Game for children from the project site on thematic areas

http://www.lifeecocompativel.com/




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Annex C: Other examples of communication

Name ECO-BOUNTY

Main theme Climate change and the resulting risks, economic and environmental

unsustainability of the development model based on production and frenzied

consumption, not only pose serious questions and important problems to be solved

but also open up major opportunities for profit for those companies who

decide launching into "green" market.

Actors To explain clearly in a paper published in March 2009, then, during one of the

greatest times of economic and financial crisis, is the trendwatching.com brand,

a company that can rely on a global network of 8000 people who observe and

study the market trends and provide advice to businesses in more than 120

countries worldwide.

Instruments The document is titled "ECO-BOUNTY. From ECO-FRUGAL to ECO-METERING,

future profits will be green "and refers to the many existing opportunities, both

short and long term, for brands wishing to participate in the development of

a sustainable society.

content Follows a review of 12 categories of products branded under the name ECO,

which range from small inexpensive items and thus accessible to everyone right up

to large luxury yachts. And the ECO-FRUGAL category is the first mentioned,

because in times of recession to count on ECO brand products means considering

them no longer "useful but expensive" but "cheap and useful."

But not only commercial products are involved. Over the years having an

ecological conscience has become a real status symbol for consumers. 'Important,

then also for companies to define their own ECO-STATUS, from an ECO-ICONIC

(the creation of a "green" and reliable brand).

"Information is power, power means money and so on." That's why the show

continues with ECO-INTEL or have an eye on the myriad of services that may

assist consumers in understanding the eco-consequences of the choices of certain

companies and their behavior.

The exhibition continues with ECO-STURDY, namely the development of resistant

products that last a longer (at least 10 years); ECO-FEEDERS, services aimed at

so-called ECO-players; ECO-generosity, products and services that meet the

spread of the culture of generosity as opposed to the more individualistic one;

ECO-SUPERIOR, products and services derived from a type of research and top-

level innovation; ECO-EMBEDDED, which adds the concept of regulation to the

three golden rules (reduce, reuse, recycle) that citizens with a sustainable lifestyle

must comply; ECO-EDU, namely schools and places of education to reflect the

ecological culture; ECO-TRANSIENT, or for transport services and for those

traveling eco-friendly; ECO-VERTISING, trademarks and advertisements that use

"green" scenarios; and finally ECO-EXPECTATIONS, namely the creation of

expectation for all "green" products of the future.

The document ends with an explicit invitation to all those who want to plunge into

the world of green market: "What about ECO-BARTER, ECO-SEX, ECO-CLOUT,

ECO-TOYS, ECO-ECCENTRIC, ECO-CHIC and so on?". Probably we are just at

the beginning of an new business, which exploits the flaws of the current model of

development and, therefore, the need to convert the economy in ecological




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perspective while enjoying the profit paradigm.

Link http://trendwatching.com/trends/ecobounty/

Name Design for Sustainability (D4S)

Main themes

“Design for Sustainability (D4S) - A practical approach for developing economies" is a project implemented by UNEP (United Nations Environment Programme, Division of Technology, industry and economics) and the Delft University of Technology, which aims to promote a "green" economy, assuming that current levels of production and consumption on a global scale are not absolutely sustainable anymore but also by the fact that the acceleration of globalization and the advancement of new technologies open up new scenarios and new opportunities for the private sector in each country.

Target

D4S is aimed at small and medium-sized enterprises, particularly at those that look to emerging markets and developing countries, and provides tips and solutions to improve productivity and product quality, expand market opportunities and at the same time improve the environmental performance of companies.

Instruments

To promote their services, D4S has developed a graphic design based on the concept of sustainability, which revolves around three key elements: people, profits and the planet. Graphic design therefore includes these three elements, each identified by its own colour: yellow, blue and grey. Within the graphic design, people are illustrated through the faces and expressions of citizens from different countries and cultures. The planet is represented by the different natural elements that compose it, like water, rocks, trees, sand and plants. Finally, profits are illustrated by photographs of buildings and structures arising in the highly developed world areas.

Link http://www.d4s-de.org/

Name The Design with Intent Toolkit

Main theme

"Design with Intent" wants to help the designer with a series of short tips ranging through all fields that relate to design (communication, products, architecture). The intent is to offer a number of models grouped under different "lenses", each of them offering a different vision of the world on the design and behavioural point of view, and thus suggesting solutions to the creators of the products.

Target

Intent Toolkit is aimed at those who have products, services or companies where consumer behaviours are an important factor and hence to be addressed in some way. The first question, therefore, should be "How can I change the design of my products, or my own commercial brand, to influence or change consumer behaviour?"

Contents

Each different models have a reference brand in order to trigger behavior change. Make possible and desirable the change in behaviour means making it easier for consumers than alternative behaviours. But the changes also need strong motivation: that’s why it is important to educate consumers so be aware and prepared on the proposals. The six points of view offered by "Design with Intent" are: Error-proofing, Persuasive, Visual, Cognitive, Security and Architectural. Within these broad areas are part of the advice on how to influence the behaviour of people relying on its six aspects just mentioned.

Link http://designwithintent.co.uk/

Documents

Title of the document - EcoLife...EcoLife communication project aims to impact on climate change by limiting greenhouse gas emissions of each individual citizens. Its effectiveness