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Please Behave Nicely

               Caroline Fiennes



29/11/2011
The standard approach to climate communications is
 to take people ‘through’ the problem to the solution


                        The problem


                     Assumes that they will:
      Start                                    Action
                     •understand the problem
                     •care
                     •figure out what to do
A better approach is to ‘sell’ the action

                             The problem



      Start                                                      Action

              • Promote the action – make it attractive in
                terms that are attractive to the audience: eg,
                visible symbols of success
              • All commercial marketing works this way
29/11/2011
29/11/2011
We use a segmentation based on values

                      ‘Inner Directed’:
                      Morals, ethics, doing the right thing
                      Justice, charities, the Earth
                      - Environment, less developed countries =
                      drivers on CC



                      ‘Outer Directed’:
                      Esteem of others, visible symbols of success
                      Fashion, brands, intense, flashy
                      - Looking cool might drive behaviour on CC



                      ‘Sustenance driven’:
                      Safety, security
                      Tradition, family
                      - Energy security = driver on CC
Global Cool’s target audience: Now People
We campaign in four areas, each time ‘selling’
the behaviour to this audience
           Recycling                   Public Transport
            Parties: free clothes &         Fun, adventure,
            fun                             quirky experiences

             Hook: Fashion                   Hook: music (music
             (London Fashion                 festivals, bands’
             Week)                           stories)



        Home Energy Use               Flight-Free Holidays
            Look great, save                Fun, adventure,
            money, have better              relaxing, i-net, phone,
            skin!                           better bars!
                                            Entertainment
            Fashion (fashion                (celebrities, travel
            models, ASOS)                   shows)
29/11/2011
Thank you 

Twitter   @carolinefiennes



Web       www.carolinefiennes.com
TED       www.carolinefiennes.com/about

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Behave nicely caroline fiennes

  • 1. Please Behave Nicely Caroline Fiennes 29/11/2011
  • 2.
  • 3.
  • 4. The standard approach to climate communications is to take people ‘through’ the problem to the solution The problem Assumes that they will: Start Action •understand the problem •care •figure out what to do
  • 5. A better approach is to ‘sell’ the action The problem Start Action • Promote the action – make it attractive in terms that are attractive to the audience: eg, visible symbols of success • All commercial marketing works this way
  • 6.
  • 8.
  • 10.
  • 11.
  • 12.
  • 13. We use a segmentation based on values ‘Inner Directed’: Morals, ethics, doing the right thing Justice, charities, the Earth - Environment, less developed countries = drivers on CC ‘Outer Directed’: Esteem of others, visible symbols of success Fashion, brands, intense, flashy - Looking cool might drive behaviour on CC ‘Sustenance driven’: Safety, security Tradition, family - Energy security = driver on CC
  • 14. Global Cool’s target audience: Now People
  • 15. We campaign in four areas, each time ‘selling’ the behaviour to this audience Recycling Public Transport Parties: free clothes & Fun, adventure, fun quirky experiences Hook: Fashion Hook: music (music (London Fashion festivals, bands’ Week) stories) Home Energy Use Flight-Free Holidays Look great, save Fun, adventure, money, have better relaxing, i-net, phone, skin! better bars! Entertainment Fashion (fashion (celebrities, travel models, ASOS) shows)
  • 16.
  • 18. Thank you  Twitter @carolinefiennes Web www.carolinefiennes.com TED www.carolinefiennes.com/about