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Hearts, Minds & Lungs The Communications Challenge on Air Quality
How can communications help?
Inform and embolden urban design decisions;
Achieve behaviour change amongst those contributing to air pollution;
Increase awareness of health professionals, esp. GPs;
Alert people to areas and times of peak pollution;
Underpin new programmes such as diesel scrappage; and
Raise awareness and as a result, provide a mandate for taking action.
Key issues or barriers
The most threatening pollutants are invisible;
Most people think the problem is ‘owned’ by someone else, or the government;
Those at greatest risk often have the lowest understanding of the science behind air quality (and are least likely to be contributors);
Behaviour change is a significant challenge; and
Personal liberty vs. the common good is a classic challenge!
Other factors to consider
Impact on city brand and attractiveness;
How to frame the ecological justice issue;
The voices of the private sector and NGOs;
How to sustain a sense of empowerment for the public (no fear with agency!) ; and
Learnings from TIF/Congestion Charge.
PLACE 43rd
PRE-REQUISITES 20th
PEOPLE 29th
PULSE 39th
POTENTIAL 24th
PRESENCE 28th
GLOBAL CBI 2013
GLOBAL CBI 2013
MANCHESTER AMSTERDAM STOCKHOLM
Climate 47 17 40
Cleanliness 33 10 4
Physical attractiveness
46 8 19
Affordability 9 3 27
Audience snapshot
Local authorities and elected members - political will and action
Community groups and networks - mobilising support, local mitigation
Transport companies - emissions reduction
Large employers - behaviour change
Professionals - e.g. GPs
+
Communities at risk - health alerts?
Car drivers - behaviour change, diesel switch
Creative campaigns
Iconic actions
This sculptural facade also doubles as an air-cleaning cladding. The tiles are produced by Elegant Embellishments (called the Prosolve 370e). They are lightweight, thermoformed plastic tiles coated in powdered, photocatalytic titanium dioxide (TiO2) which scrubs pollution from the air. #facade #material #pollution
What we’ve learnt from fags
PRECONTEMPLATION
CONTEMPLATION
PREPARATION
ACTION
MAINTENANCE
TERMINATION
People are not intending to take action in the foreseeable future.
People are intending to change in the next 6 months.
People have made specific overt modifications in their life styles.
People are intending to take action in the immediate future.
People are working to prevent relapse.
Individuals are sure they will not return to their old unhealthy habit as a way of coping.
!Aw
aren
ess /
Buy
-in
Campaign duration
Hmmm... interesting
So what’s the deal?
Okay, I’m on board!
Let’s tell the world!
And finally
“BOREDOM IS ALWAYS COUNTER REVOLUTIONARY. ALWAYS.” Guy de Bord
Next steps?