Working Together to Deliver a Positive Environmental Message

Working Together to Deliver a Positive Environmental Message

Abstract This report provides an overview of effective delivery and communication methods within the environment sector, learning from past experience to work more effectively and consider the barriers that need to be challenged. The findings of this report are based on focus group discussions that were held as part of the Building Change Trust programme to investigate attitudes from within and outside the environment sector. Building on the discussion, participants suggested ways to move forward and develop an outline plan for delivering and promoting environmental messages through cooperation amongst engos, government and key stakeholders.

Building on Past Experience A lot can be gained from a reflective analysis of past approaches and successful projects within the environment sector. Likewise, it is important to critically evaluate less notable campaigns and methods in terms of positively identifying areas of improvement. As part of the project engos, government representatives and politicians were brought together to share knowledge and perceptions of environmental messaging, communication methods, areas of improvement and barriers to effective communication. A key message to resonate from each of the discussions was the importance of normalising sustainable behaviour. There is an urgent need to reshape perception of environmental issues and how people can adapt to change. The message must become appropriate at community level and fit with daily lives. A further barrier to change was the lack of supporting infrastructure, particularly for marginalised communities. It was noted that waste reduction programmes were not successful in the first instance because the support was not available to facilitate behaviour change. When given practical, tangible solutions there has been remarkable success as demonstrated by recent reductions in household waste every year. The waste campaign has also been noted for its endorsement of a simple, consistent message that the public can understand and have become familiar with. Communication of the message to young people has been a successful approach that has been used in many initiatives. Education at school has helped children gain an appreciation of good practice, which they can share with their parents and change household behaviour. The Green Teacher award has also been a valuable incentive to promote the inclusion of eco issues within primary school education and recognise environmental leadership and responsibility. The visitor experience has also been used successfully to educate and promote environment as a secondary message to recreational value. This has become an effective way to engage with people of all ages and allow them to understand nature s value as a fun activity. Connecting the environment to a wider social, health or recreational theme has been reinforced as a key consideration for future practice.

Political messaging is often considered the most challenging as individuals can support key environmental objectives, however there is a difficulty in achieving full party support and ultimately incorporating the message in relevant policy and implementation of objectives. Political representatives have expressed the need for a more cohesive message and noted the effectiveness of the anti-fracking campaign as a coordinated exercise that brought people together with a very clear consensus. It was also agreed that MLAs are more likely to listen to their constituents. This emphasises the importance of building links with communities and engaging with people to help them communicate with politicians. Age NI have successfully used social media to mobilise older people to contact their MPs on issues that are important to a growing sector of the community. Cross-sectoral discussion has highlighted the need to develop this inclusive, multidisciplinary approach as core to promoting a wider environmental message and shaping an integrated process to remove the silos within governance. Interestingly, there was agreement across sectors in terms of successful delivery of messages and ways to move forward to create a more cohesive environmental sector. A partnership based approach is key and there must be involvement at all levels, with community at the core and widespread support from the business sector. Reflection on the past has provided a positive outlook on ways to move the sector forward and promote further integrated, collaborative opportunities.

Proposed Framework for Change The simultaneous discussions between members, government representatives and key stakeholders brought about a number of key themes and areas of improvement, which interestingly appeared to be relatively consistent across sectors. In bringing these key messages together, it was proposed that an outline plan of targeted action could structure the medium - long term agenda within the environment sector. The diagram below aims to capture the overall framework of the proposed development model. Education Cross-Sector Approach Form Cohesive Working Group Partnerships Community Champions Lifestyle Change Strategic Framework Health, Wealth & Social Benefit Positive Solutions Pool Resources/ Showcase Pilots Re-brand Environment Incentivised Message Media Relations Although the model suggests there is a stage by stage progression, this was developed from the top priorities agreed by the group which followed a rational progressive structure. It was noted and strongly agreed that for delivery of collaborative working and to promote an effective environmental message, there was need for a dedicated working group (that would possibly require some level of funding) to carry out focused objectives. There is also support for the development

of a strategic framework to outline roles, responsibilities, techniques and a proposed outline for action with deliverable targets and measurable outcomes. An adopted strategy will set out measures to help facilitate areas of collaboration and sharing resources within a recognised framework. The working group can also begin the process of re-branding which will need extensive involvement and agreement across the sector. Furthermore, opportunities should be developed to foster links outside the sector to help include environment as a secondary message of health, recreation and other related promotions. This will also support the idea of creating a more positive image of social benefit and well-being aspects of the environment as part of lifestyle change rather than pushing scare tactics or communicating a negative message of control or constraining behaviour. The environmental message must be about people and show individuals how they can play a part whilst they recognise the benefits to be gained from adopting sustainable lifestyle changes. Building on a new image for the environment sector will require buy-in from the media and therefore the stories need to reach out to provide headline stories. This could be supported by community champions to demonstrate what they have been doing in their local areas, or perhaps a celebrity champion that can relate to the general public and bring about greater appeal. The sector also needs to engage more with the media and begin to understand how stories can be shaped and visualised to attract media attention. Nothing succeeds like success; therefore it is important to endorse projects or campaigns that can help generate broadening success. Within a strategic guidance framework, there is potential to showcase examples and perhaps develop a pilot project that can act as a model to other areas and organisations. The transition town model is a useful example of a fully cohesive project that involves community and promotes the ethos of lifestyle change through participation and ownership from individuals on the ground. It is necessary to promote the model with the benefits that can be sought from such ventures as people will be more willing to get involved with the right incentives.

On further examination of the issues, it has been agreed that many different approaches have been tried by organisations in different contexts, however there is need for a more tangible structure as a basis for sectoral cooperation and growth. This project has explored opportunities for collaborative working and reflected upon previous efforts and common barriers that organisations have had in the past. There is strong consensus that commitment to a more cohesive sector should be driven by a tasked working group that can help develop promote a delivery framework, similar to the outdoor recreation action plan which brought together a consortium of organisations to work together on this successful campaign. Vital to the success will be participation from organisations across sectors, businesses, government departments, politicians and relevant media and communication experts. In order to stimulate the different elements of integrated working and effective messaging (as it has been shown that these efforts, generally, do not work in isolation) there is need for coordination within the sector and the adoption of an action plan can help provide the necessary endorsement. Each organisation can take these principles forward individually and then collectively, can build a more cohesive and effective sector.

Exploring Change for an Effective Environment Sector Key Points of Reference Real commitment to partnership working - inclusive of government, business community and across sectors Environmental messaging must focus on normal lifestyle patterns for real change to remain Promote simple, positive solutions to issues and move away from overwhelming negativity of problems, patronising messages and disparity Recognise individual achievements with relevant promotion and rewards Understand the audience and common barriers to behavioural change Education must be key to allow people to take ownership of solutions Ensure supporting infrastructure to allow effective action Maximize the potential of social media Engage with the media and learn appropriate techniques to shape the message to a suitable medium engos should review their communication strategies - consider achievements within the sector and relate to their own organisation Build strong long-term links across sectors such as Health and include environment as a secondary message alongside recreation and social well-being. Ensure the message (to politicians in particular) can provide consistent, measurable and deliverable outcomes Promote links between environment and social justice Incentivise sustainability for SMEs and improve engagement with this sector Share experience between organisations and from good practice elsewhere