Source: Leiserowitz & Smith (2011) Training slides developed by Susanne C. Moser, Ph.D., all rights reserved

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2 Training slides developed by Susanne C. Moser, Ph.D., all rights reserved Predictable differences in convictions Knowledge is uneven across the groups, and gaps/misperceptions cut across segments; factual knowledge is generally low and shaky Fewer than 1/10 of the Cautious, Disengaged and Doubtful say they are very well informed about CC; 75% say they need more information to make up their minds Alarmed and Dismissive feel better informed, but only the Alarmed want to learn more Source: Leiserowitz & Smith (2011)

3 Training slides developed by Susanne C. Moser, Ph.D., all rights reserved THE BIG FIVE (GATEWAY BELIEFS): Climate change is real. It is caused by humans. Scientists agree on climate change. The impacts of climate change are serious now and in the future. Climate change can be solved and there is hope for the future. Source: Leiserowitz et al. (2010)

4 When he came home

5 When it sank in Photo: Joel Sternfield

6 Grief

7 Defiance

8 Psychological resilience Anger

9 Trauma

10 Despair

11 Determination

12 Anger Creativity

13 Anger Anger Anger Anger Anger Anger espairdespairdespairdespairdespairdespairdespairdespairdespairdespairdespairdespa Overwhelm Overwhelm Overwhelm Overwhelm Overwhelm Overwhelm Guilt Guilt Guilt Guilt Guilt Guilt Fear Fear Fear Fear Fear Fear Fear Fear Fear Worry Worry Worry Worry Grief Grief Sadness Disdain Commitment Guilt Surprise Silence Numbness Irritation Determination Hope Disillusionment Confusion Confusion Confusion Surprise Frustration Frustration Numbness Numbness Compassion Compassion Compassion Defiance Persistence Courage Acceptance Generosity

14 Training slides developed by Susanne C. Moser, Ph.D., all rights reserved The affective side The rational side Understanding, memory, evaluation, decisions are better when both sides are involved

15 Training slides developed by Susanne C. Moser, Ph.D., all rights reserved Impacts über alles!? Very limited understanding of solutions Problems of denial and numbing vis-à-vis overwhelming problems Doom & gloom is what we offer, a sustaining vision is what is needed And: realistic hope

16 Training slides developed by Susanne C. Moser, Ph.D., all rights reserved Validate your audience Affirm their sense of self Appreciate past accomplishments Speak to what they care about, treasure, value, aspire to, who they are (identity, sense of place) Sympathize with their struggles, concerns, or worries Connect climate action to something they already do or can do Tap into their curiosity/interests Don t leave without giving people hope, sense of can-do-(together)

17 Training slides developed by Susanne C. Moser, Ph.D., all rights reserved What gives you hope? What might give your audiences hope?

18 Training slides developed by Susanne C. Moser, Ph.D., all rights reserved

19 Training slides developed by Susanne C. Moser, Ph.D., all rights reserved When his ship first came to Australia, Cook wrote, the natives continued fishing, without looking up. Unable, it seems, to fear what was too large to be comprehended. Jane Hirshfield After (2006)

20 Training slides developed by Susanne C. Moser, Ph.D., all rights reserved Definition: The act, process, structure or style of presenting something To arrange for a purpose, give shape or support a particular effect Providing an interpretive lens through which an issue is viewed Elements that create the frame include: Language, metaphors, story Messenger Tone of voice, music, noises Imagery, icons, coloring Gestures Your message here

21 Training slides developed by Susanne C. Moser, Ph.D., all rights reserved Mental Model Definition: a kind of internal symbol or representation of external reality The image of the world around us, which we carry in our head A mental short-cut to quickly make sense of new information Has explanatory power of how something works (causes, impacts, solutions) Predisposes us to certain behaviors, solutions To explain something difficult, complex or abstract, we give simplifying metaphors or examples or images

22 Training slides developed by Susanne C. Moser, Ph.D., all rights reserved Source: TRIG (2012)

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24 What is motivating differs among people Greater understanding, knowledge Deeply held beliefs, concerns, values Social norms, social influence Aspirations, identity Bottom line, risk of financial loss Political gain Legal mandates Direct impacts of climate change A vision of a worthwhile future

25 Training slides developed by Susanne C. Moser, Ph.D., all rights reserved Identify frames What themes would resonate with your audience? What language fits with that frame? What language should be avoided? Get specific! Develop preliminary messages Specifically, what would you want them to take away, know, do? Develop no more than 3 key messages

26 Training slides developed by Susanne C. Moser, Ph.D., all rights reserved Global warming as a public health threat Global warming as a threat to outdoors activities we love

27 ID Elements of Place Identity What do people love about the place (social, cultural, environmental)? What s unique? Beautiful? How do people use the environment? Source of pride, self-esteem? Sense of self-efficacy? What makes people feel safe there? What makes them belong? What do insiders know? What makes them want to stay? What s worth keeping? How can you work that into your communication strategy? Available from:

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