This document outlines the agenda for a workshop on promoting sustainable consumption and production (SCP) in the media. The workshop included presentations on how to promote SCP topics in the media and on a film called "The Invoice". It also involved an interactive media café discussion where participants discussed examples of SCP in mainstream media, differences between civil society organizations and media perspectives on SCP, and how to facilitate effective collaboration between these groups to reach mainstream consumers. The goal of the workshop was to explore how to more effectively promote SCP in the mainstream media.

1. Sustainable Consumption and Production in
the media - Reaching the Mainstream
Workshop at the conference “Making an Impact - Collective Actions towards SCP”
Presented by:
Dr. Nadine Pratt
UNEP / Wuppertal Institute Collaborating
Centre on Sustainable Consumption and Production

2. SCP in the Media - Reaching the Mainstream
Agenda, 8. December 2009
Welcome and Impulses for Discussion
11:30 Welcome
11:35 How to promote SCP in the media - Sarah Lubjuhn, University Duisburg-Essen & WI
11:55 The Invoice - Lorenz Weber, Eco-Film
Discussion: Media -Café
12:15 Introduction to the Café
12:25 World Café
12:55 Wrap-Up
Lunch
13:00 Buffet in NRW
Reporting back from the workshops (Plenary)
14:30 Presentation of workshop results
Looking at the future
15:00 Looking at the future
16:00 Conference Closing
Dr. Nadine Pratt Making an Impact - Collective Actions towards SCP, Brussels, 08.12.2009 2

3. SCP in the Media - Reaching the Mainstream
Impulse 1:
How to promote SCP topics in the media?
Sarah Lubjuhn, University Duisburg-Essen & Wuppertal Institute
Dr. Nadine Pratt Making an Impact - Collective Actions towards SCP, Brussels, 08.12.2009 3

4. SCP in the Media - Reaching the Mainstream
Impulse 2:
The Invoice
Lorenz Weber, eco-film
Dr. Nadine Pratt Making an Impact - Collective Actions towards SCP, Brussels, 08.12.2009 4

5. SCP in the Media - Reaching the Mainstream
Media Café
Interactive Discussion
Dr. Nadine Pratt Making an Impact - Collective Actions towards SCP, Brussels, 08.12.2009 5

6. SCP in the Media - Reaching the Mainstream
Media Café
Round 1: Which good practice examples of SCP in mainstream media do you
know?
Round 2: Which differences are there between CSO and media in looking at SCP
topics? Which might be barriers for effective collaborations between CSO
and media?
Round 3: What is needed for effective CSO and media collaborations that focus on
mainstream consumers?
Dr. Nadine Pratt Making an Impact - Collective Actions towards SCP, Brussels, 08.12.2009 6

7. SCP in the Media - Reaching the Mainstream
Media Café
Etiquette
• Sit together with people you do not know
• Focus on what is important
• Get involved and listen in order to understand
• Write and draw on your table cloth
• Table host summarises and brings together ideas
Dr. Nadine Pratt Making an Impact - Collective Actions towards SCP, Brussels, 08.12.2009 7

8. SCP in the Media - Reaching the Mainstream
Thank you for your active participation!
Dr. Nadine Pratt, nadine.pratt@scp-centre.org
Dr. Nadine Pratt Making an Impact - Collective Actions towards SCP, Brussels, 08.12.2009 8