Discussion Facilitators: Lucy Shea, CEO, Futerra Sustainability Communication and Ms Laura Storm, Project Director, Project Green Light, Monday Morning
Location: Danish Architecture Centre. Adress: Strandgade 27b, DK-1401 Copenhagen K.
Time: 9AM – 4PM (kindly arrive 15 mins before the workshop starts)
When disseminating best practice and intelligence on green growth and sustainability one often tend to forget the communication aspect. This aspect is crucial if we want to increase the awareness about the potential in green growth development. We need to develop the new inspiring narrative that encourages change instead creating confusion, distance and uncertainty.
The intense communication of fear and doomsday scenarios simply will not make people change and recently scientists have found out that a key reason for the lack of action is the complexity of the issue. The issue is simply too hard to comprehend and therefore the majority distance themselves from the issue. Imagine if Martin Luther King had given a “I have a nightmare speech” instead of his famous and inspiring “I have a dream speech”.
This workshop will through a mix of case study presentations and facilitated discussion seek to address and answer the following questions:
- What is successful communication on green growth and sustainability?
- What are the common failures?
- What is a successful communication strategy on sustainability?
- Why is communication of climate change/green growth/sustainability issues so difficult?
- What is the role of editors, communications professionals, journalists?
- How do companies sell their positive stories to editors?
- Which communication tools are the most effective?
The workshop will draw on best practice examples of the new way to tell the story including the Project Green Lights “Guidebook to a sustainable future” and a preview of an animation series that will visually exemplify a new approach to communicating about these issues.
Cases: Project Green Light’s “Guidebook to a Sustainable Future”, Yale’s study on Climate Change Communication, Reuter’s Institute for the Study of Journalism: Reporting Climate Change at Copenhagen and beyond, Futerra’s Sell the Sizzle, BIG Architects approach to communicating sustainability (TBD).
The participants at the workshop include representatives from: H&M, Nordic Council of Ministers, IKEA, Engineering Weekly, Embassy of Latvia, Danish Energy Agency, Deloitte, Danish Broadcasting Corporation, KOTRA, EdgeFlow, Codan Forsikring, European Climate Foundation, Aarhus University, DONG Energy, Risø DTU, Philips Lighting, Nordic Council of Ministers Kaliningrad, the VELUX Group, University of Copenhagen, Wemind, Cisco, DNV, Worldwatch Institute, Change Agent, Vestas, Realdania, FORA, Unifeeder and IC Companys