ࡱ> _a^ @ f/bjbjqq (Hf'nnnnnnn <2 $b*nb )))))))$+R".*n*nn*nn))(nn)V pT R()2*0b*(/4/()D,nnnn/n),?|**   The Three Parts (and Several Steps) of Spreading the Word about Cool Capital Challenge Part One Get Comfortable with the Message To deliver a message effectively, you need to understand that message. Spend some time familiarizing yourself with the basic elements of the story: climate change, energy efficiency, and the Cool Capital Challenge. Climate Change No ones asking you to be a scientist, but you should understand the underlying problem, and you should develop an effective story for describing it. Some studies suggest that the most effective image is a heat trap: Through our use of fossil fuels, humans are wrapping the planet in an ever-thickening blanket that traps heat; our Earth is already showing signs of heat stress. Energy Efficiency Increasing energy efficiency means producing the same results with less; it is not the same as conserving energy (although it may produce that result), which connotes ascetic sacrifices. Know the difference. This is not the time to do your Jimmy Carter impersonation. Cool Capital Challenge Cool Capitals innovations are to provide (1) an open space for many different groups and organizations to address climate change together and (2) a mechanism for keeping track of the results. Familiarize yourself with the website. Know how it works. Understand that your final check on whether your message has been received is a pounds-of-CO2 pledge at Cool Capital.org. Two Cautions: Focus on the challenge not on the science. (See Oreskes strong defense of the scientific consensus.) Never debate a climate skeptic; just tell them where to find more information. (See back of this page for useful websites.) Part Two Rethink the Message for Each Audience An effective message about a matter as complex as climate change must do five different things: Explain the problem in a way that is immediately intelligible and compelling but not overwhelming. Make the problem directly relevant to the lives of your listeners. Provide your listeners with an immediate and effective response to the problem. Demonstrate to your listeners that this action can be taken at a reasonable cost in time, energy, and/or funds (i.e. they can afford to take action). Connect your listeners response to a larger, societal response to the problem (i.e. make the listener feel that they are part of a larger effort to address the problem). Some of these tasks clearly require a better understanding of ones listeners than others. General claims might work for the first (the heat trap), fourth (energy efficiency), and fifth (by inviting your listeners to take the Cool Capital Challenge you are bringing them into the larger response to the problem of climate change) points. But to make a problem directly relevant, or to identify immediate steps that can be taken, one must know some specific things about the lives of ones listeners. (Where in the region do they live? Do they rent or own? If they own, do they own a condo, a coop, or a home?) Politics may be relevant as well. Not everyone is an environmentalist; try to identify the concerns (energy security, social justice) that matter most to them. Heres a sample message that incorporates all five elements. (Note that points one and two have been reversed.) Did you see the report last week that predicted more violent storms and yet an increased likelihood of drought for the mid-Atlantic region? And these are just the effects predicted for manageable climate change. 2) The CO2 emissions from the fossil fuels we burnfor driving, for the electricity we use in our homesare contributing to the heat trap that is producing these climate effects. We need to change course now. 3) The solution is to use energy more efficiently. When we use less energy to achieve the same resultfor lighting, for heating and cooling, for transport, etc.we reduce the amount of CO2 we contribute to the heat trap. Here are several quick steps you can take to become more energy efficient: . . . 4) Many of these steps will save moneysome almost immediately, others within 2-3 years. Striving for energy efficiency also spurs technological innovation and economic development. Being energy efficient also has health and lifestyle benefits. When we buy locally grown and organic foods, for example, we reduce food miles and support local farmers. (Note: When speaking to a business audience, you would highlight commercial benefits.) 5) Cool Capital Challenge is a community effort to reduce the capital regions CO2 emissions by a billion pounds by April 22, 2008. There are many ways you can contribute to this effort, but the best way for you to get started is by taking the energy challenge at  HYPERLINK "http://www.coolcapital.org" www.coolcapital.org. Part Three Use Your Networks to Find New Audiences for the Message Here are two basic approaches: (1) Reach out through your friends and colleagues. (2) Canvas your neighborhood or local community. Resources for Communicating Climate Change Online Resources Campus Consortium for Environmental Excellence Climate Change Communication: Tuning the Message  HYPERLINK "http://www.c2e2.org/climatechange.htm" http://www.c2e2.org/climatechange.htm Communicate Climate Change Initiative  HYPERLINK "http://www.climatechallenge.gov.uk/communicate.html" http://www.climatechallenge.gov.uk/communicate.html URL for downloading Climate Change: Your Guide for Inspiring Action  HYPERLINK "http://www.climatechallenge.gov.uk/multimedia/guide.html" http://www.climatechallenge.gov.uk/multimedia/guide.html The Frameworks Institute Global Warming Project  HYPERLINK "http://www.frameworksinstitute.org/clients/climatemessage.shtml" http://www.frameworksinstitute.org/clients/climatemessage.shtml The Frameworks Institutes Comprehensive Toolkit  HYPERLINK "http://www.frameworksinstitute.org/strategicanalysis/FramingPublicIssuesfinal.pdf" http://www.frameworksinstitute.org/strategicanalysis/FramingPublicIssuesfinal.pdf Institute for Public Policy Research Two Relevant Reports - Positive Energy: Harnessing People Power to Prevent Climate Change: Exec. Summary - Warm Words: How Are We Telling the Climate Story and Can We Tell It Better?  HYPERLINK "http://www.ippr.org/publicationsandreports/publications.asp?title=&author=&pubdate=&policyarea=9&search=search" http://www.ippr.org/publicationsandreports/publications.asp?title=&author=&pubdate=&policyarea=9&search=search Open Democracy Miller, Jon Selling Climate Change (05.22.05)  HYPERLINK "http://www.opendemocracy.net/globalization-climate_change_debate/sellingclimatechange_2533.jsp" http://www.opendemocracy.net/globalization-climate_change_debate/sellingclimatechange_2533.jsp Retallack, Simon Ankeloh & Beyond: Communicating Climate Change (05.17.06)  HYPERLINK "http://www.opendemocracy.net/globalization-climate_change_debate/ankelohe_3550.jsp" http://www.opendemocracy.net/globalization-climate_change_debate/ankelohe_3550.jsp Washington Post Shankar Vedantams Department of Human Behavior (see in particular Persistence of Myths . . .)  HYPERLINK "http://www.washingtonpost.com/wp-dyn/content/article/2007/09/03/AR2007090300933.html" http://www.washingtonpost.com/wp-dyn/content/article/2007/09/03/AR2007090300933.html The Threat of Climate Change (in DC Region) Look for articles under the From Metro box on this page.  HYPERLINK "http://www.washingtonpost.com/wp-dyn/content/linkset/2006/05/03/LI2006050300853.html" http://www.washingtonpost.com/wp-dyn/content/linkset/2006/05/03/LI2006050300853.html Books De Rothschild, David. The Live Earth Global Warming Survival Handbook: 77 Essential Skills to Stop Climate Change. Emmaus, PA: Rodale Books, 2007 Isham, Jonathan & Sissel Waage. Ignition: What You Can Do to Fight Global Warming and Spark a Movement. Washington, DC: Island Press, 2007. Moser, Susan & Lisa Dilling. Creating a Climate for Change: Communicating Climate Change and Facilitating Social Change. New York: Cambridge University Press, 2007. Sources for the Science Intergovernmental Panel on Climate Change Fourth Assessment Report:  HYPERLINK "http://www.ipcc.ch" http://www.ipcc.ch The EPAs Climate Change Directory:  HYPERLINK "http://www.epa.gov/climatechange/index.html" http://www.epa.gov/climatechange/index.html Union of Concerned Scientists Science of Global Warming:  HYPERLINK "http://www.ucsusa.org/global_warming/science/science-of-global-warming.html" http://www.ucsusa.org/global_warming/science/science-of-global-warming.html World Health Organization on Global Environmental Change:  HYPERLINK "http://www.who.int/globalchange/en/" http://www.who.int/globalchange/en/ The Scientific Consensus on Climate Change: How Do We Know Were Not Wrong Naomi Oreskes Article:  HYPERLINK "http://www.ametsoc.org/atmospolicy/documents/Chapter4.pdf" http://www.ametsoc.org/atmospolicy/documents/Chapter4.pdf PowerPointPresent:  HYPERLINK "http://www.ametsoc.org/atmospolicy/Presentations/Oreskes%20Presentation%20for%20Web.pdf" http://www.ametsoc.org/atmospolicy/Presentations/Oreskes%20Presentation%20for%20Web.pdf All of these links can also be found on the Cool Capital website:  HYPERLINK "http://www.coolcapital.org" http://www.coolcapital.org Tools for Dealing with Climate Skeptics Grists How to Talk to a Climate Skeptic:  HYPERLINK "http://gristmill.grist.org/skeptics" http://gristmill.grist.org/skeptics RealClimates Responses to Common Contrarian Arguments:  HYPERLINK "http://www.realclimate.org/index.php/archives/2004/12/index/" http://www.realclimate.org/index.php/archives/2004/12/index/ Royal Society of Londons Simple Guide to Climate Change Controversies:  HYPERLINK "http://www.royalsoc.ac.uk/page.asp?id=6229" http://www.royalsoc.ac.uk/page.asp?id=6229  HYPERLINK "http://www.royalsoc.ac.uk/downloaddoc.asp?id=4085" http://www.royalsoc.ac.uk/downloaddoc.asp?id=4085 (pdf file) 9:WXZ [ \ j " G\^u$;N Yûܻܻܱܔܔܔzzzzzzvzvzhg hghhg56]hgh56] hg\hgh6\]hgh56\]hghg>*\hgh5hghg\ h\hgh5CJaJhgh\hghg5>*CJ aJ hgh5>*CJ aJ *:WX[ \ T$$$$$$| $ $| $$$Ճ$Ճ$$$$$$$$ & Fgdgd & FL]LgdgL]Lgdg & FL]LgdL]Lgd $L]La$gdgf/TUXYrsZ[;kl$ $$$$$$$$$$$$$$$$$$$$$$$`gdggdgh^hgdg & FgdggdYqsY[bc  3PlmBCDijl̵穤q̵jhghUhgh5\hgh5>*\hg5>*\hgh\ hg\hgh5CJaJhgh0JjhghUjhghUhghghg6h hghhgh6hgh56,l   NOPSTU'()z{~\ ] ܺ红纏纁纰s纏jhghUjhghUhgh5\hgh0Jj'hghUhgh6] hghhgh0JmH sH jhghUhghmH sH jhghUhgh5\mH sH ( O}~ \ K!L![!!]""c#d#t#$$%%%Y&$$$$$$$$$$$$$$$$$$$$$$$$$$$0<<^`0gdgd I!J!L![!!!!!!Z"[""" ###a#b#d#t###8$9$:$$$$$\%]%^%%%%%%8&y&&'\''''־ְ֢֔ևևևhg5>*\hgh56\]j^hghUj hghUj hghUj hghUhgh5\ hghhgh0JjhghUjhghU/Y&&'''"(()%*-,,,,d-(.f/$$$$Ճ$H$Ճ$Ճ$| $Ճ$$$H$Ճ$ & Fgd & Fgdgd0<<^`0gd''''' ( ( (( (&()(F(G((((((((((C)D)E)))))))))*#*$*u****+++L+M+l+m++jhghUjhghUjhghUjhghUhgh0Jj'hghUjhghU hghhgh5\hgh5>*\0++++,,,Y,e,o,p,,,,,,,,, - 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