Communicating Sustainability: How to Produce Effective Public Campaigns

Launched at the September 2005 Second International Expert Meeting on the 10-Year Framework of Programmes on Sustainable Consumption and Production (the so-called Marrakech Process) in San Jose, Costa Rica, this 67-page guidebook shows how the power of communication can be harnessed for achieving the goal of promoting more sustainable lifestyles. Produced by the United Nations Environment Programme (UNEP) and Futerra, the resource provides national and local governments with strategies for implementing communications campaigns on environment and development issues.

According to the authors, sustainability communication is often limited to providing information. However, research shows that raising awareness - and even changing attitudes - does not bring sustainable development principles to life. To put society on a truly sustainable track, people must also change their behaviour. The premise of Communicating Sustainability is that national and local authorities can bring this change about through communication that is moving, personal and practical - in part through attractive and effective campaigns that make sustainable lifestyles fashionable and "cool" - combined with good policies and a solid infrastructure that enable people to make the right choices. In short, communication styles have to be positive and tailored to different circumstances and cultural contexts.

Specifically, the guide begins by offering 3 pitfalls to avoid in sustainable development communications:

1. Myth #1: Any communication about sustainable development is good communication - One common mistake is relying on mainstream marketing such as advertising...but alternatives exist, as illustrated by a project in Costa Rica to reduce pesticide use that involved workshops for melon and flower growers on farms, along with: a video showing local farmers explaining the issues, a campaign logo designed by a local painter, and the development of presentations for different meetings and audiences.
2. Myth #2: A big budget is necessary for a successful communications campaign - Honing in on a specific audience with a defined message is often more effective and cheaper than raising awareness on a grand scale through advertising.
3. Myth #3: Human beings are rational - Providing information can raise awareness, but it is unlikely to lead to either attitude or behaviour change. Furthermore, evidence shows that fear-based campaigns relying on negative messages often produce apathy. This is particularly common in situations where the infrastructure (e.g., recycling facilities) is lacking.

Three strategies for sustainable development communications are then presented:

1. The most successful communications campaigns are the ones which tightly define their "target audiences" and carefully define their message (focusing, for example, on a single, concrete issue rather than trying to communicate the entire concept of sustainable development).
2. Sustainable development issues need to be linked very closely to an inspiring aim. - "Think like a modern storyteller; use the drama of the challenges and the excitement of the solutions", which may be linked to issues such as health, wealth or jobs, or to aspirations such as home- or self-improvement.
3. Translate the big vision into messages that are both personal to the audience and practical in terms of inspiring a response. - For example, in Poland, the Eco-Media Forum enabled people to learn through activity by bringing together seminars, film, music (using instruments made from recycled materials), a fashion show and a trade exhibition under one roof.

In order to develop a communications plan that avoids these pitfalls and integrates these strategies, campaign designers are encouraged to:

• Understand the situation before starting - Among the steps detailed here: Perform a SLEPT Analysis - look at the Social, Legal, Environmental, Political and Technical issues that might affect the campaign - and find as much existing research as possible.
• Conduct audience research - Among the steps detailed here: Use focus groups or telephone surveys to find out: What motivates the intended audience? What do they read, watch, listen to?
• Set clear and achievable objectives - Make objectives realistic (e.g. "Cut household energy use by 5%", rather than "Mitigate climate change") and decide whether the intention is to raise awareness, change attitudes, or change behaviour (or all 3).
• Decide on a strategic approach (how to achieve objectives) by developing message(s) and defining channel(s) - Among the tips detailed here: Do not overload an audience with information; instead, focus on keeping a central thread running through the campaign, perhaps by using a consistent logo or branded statement. Then, identify how the particular audience prefers to receive information; think how social networks could be activated so that the message is delivered by real people.
• Plan how the campaign will be managed and implemented as it progresses - Among the suggestions offered here: Develop a timeline that identifies communications milestones. Also consider setting up a steering group, as well as a named campaign coordinator and/or an individual who is "the face of your campaign. He or she doesn't need to be a celebrity, but should be media-friendly and trustworthy, as well as expert, legitimate, rewarding, persuasive and sympathetic."
• Measure and evaluate the communications - Decide how to measure the campaign (process, outcome, impact), choosing the right indicators and then continually seeking audience feedback. Document and report this evaluation through such measures as website traffic, number of attendees at events on sustainable development topics and quality of the exchange, media coverage, public opinion surveys, demand for published information, and/or changes in strategic priorities/objectives in other sectors.
• Ensure best use of this plan by making it readily accessible to team members, updating it as needed and communicating changes, developing "the story of the campaign", and so on.

Even a well-developed and implemented plan may face obstacles such as:

• Changes in administration, which can change priorities for communication - Solution: Link the sustainable development issue to those prioritised by the new administration (e.g., jobs and good health).
• The public can want opposing things at the same time - Solution: Use attitude change campaigns to shift public opinion.
• Different departments may put out conflicting messages - Solution: Develop internal communication campaigns to ensure that staff understand the relevance of sustainable development to their own department. When communicating externally, consider drawing on external experts (one chapter here provides guidance on finding an agency, what skills to look for in staff and how to provide a good communications brief. The Resources section lists helpful organisations.)
• Jargon - Solution: Test messages with one's personal circle.
• Lack of funding - Solution: Even without the funds for full-scale measurement, informal/qualitative feedback can be useful.

Sixteen case studies of public campaigns from around the world - such as a roving "Environment Train" exhibition in Algeria, a radio series on pesticide pollution in Viet Nam, and an ozone layer awareness initiative in Costa Rica - illustrate the advice given, and lists of publications and organisations point the way to further action.

Click here for the full resource in English [PDF].

Click here for the full resource in French [PDF].

Click here for the full resource in Spanish [PDF].

For hard copies of the guide, contact Solange Montillaud-Joyel at solange.montillaud@unep.fr