Getting Your Message Across

How do we communicate sustainable development challenges and opportunities? What words and images work best with different audiences? How do we turn people on so that they turn their heating off? Although there is no silver bullet for tackling sustainability challenges), the ability to create compelling messages that change attitudes and behaviour is an essential leadership skill.

The complexity of sustainability and climate change challenges, the scale of the problems and the number of stakeholders involved mean that different messages are needed for different audiences. “Getting the message across” means not only raising awareness, but also changing behaviour. Today, there is a growing consensus that positive messages are more likely to change attitudes and behaviour than negative ones. There is also considerable interest at government level in “Nudge” theory: how to help people choose more healthy and sustainable options around eating, exercising and consumption in general. The core content of this module includes examples practical tools and techniques to help create compelling messages for different audiences.

“Increasing awareness and understanding of climate change is important is ultimately we are going to be able to change behaviours to tackle the problem”

Department for Environment, Food and Rural Affairs, UK

PUTTING OURSELVES IN OTHER PEOPLE’S SHOES

One of the main aims of this module is to encourage participants to put themselves in the shoes of the people they want to act differently. Developing an understanding of what might motivate people to change is the key to creating compelling messages. Opportunities for participants to share knowledge and experience with each other are built into the schedule. A constantly updated range of on-line learning resources including selected articles, podcasts, books and film, supports face to face learning.