Shelley Hazen
Introduction • Savanta Inc. Climate Change Specialist • AECOM Climate Adaptation and Resiliency Specialist
• Ontario Climate Consortium (TRCA) Research Analyst, Climate Adaptation Division • Research Associate University of Guelph, Climate Change in Canada’s Arctic
Past & Current Climate Change Projects Metrolinx Climate Vulnerability Study
Climate Resiliency of TTC Infrastructure
Government of Nunavut Communications Review & Framework
NRCan - PIEVC Program Evaluation
History of Renewables in Nunavut
Durham Region Water Pollution Control Plant Climate Vulnerability Study
Climate Change and EAs in Nunavut
Climate Resilience in Peel
Review of Metrolinx Sustainability Policy on Procurement
Government of Nunavut Program Evaluations
AAFC- Extreme Weather Indicators for Agriculture and Rural Resilience
Engaging Nunavut Youth in Climate Change
Government of Nunavut Climate Change Secretariat (GN CCS) Jurisdictional Review and Community Engagement Strategy for the Government of Nunavut Climate Change Secretariat
Climate Change Communication Project, Government of Nunavut What Did We Do? • Worked with the GN CCS to develop a Climate Change Communication Framework Why? • To drive uptake and participation in climate change adaptation and mitigation programming How? • Situational and Environmental Analysis, “Look Internally” • Jurisdictional/Literature Review, “Think Externally”
SWOT Analysis-Looking Internally • • • •
Strengths Funding for adaptation Strong external relationships with organizations Previous engagement and outreach activities were successful Team is multilingual
Opportunities • Research institutes have interest in the Arctic and in climate change • Youth demographic makes up a high percentage of the population (social media opportunities) • Leverage existing community campaigns
• • • •
Weaknesses High staff turnover Communications activities can be low priority Low and inconsistent funding for mitigation Poor communication between departments
Threats • Political will is reactive • Prevalent social issues take precedent • Access to climate facts and figures is unavailable
Jurisdictional/Literature Review Purpose: • Understand best practices, lessons learned and recommendations for effective communication • From organizations with a similar mandate and environment as the GN Approach: • Interviews with chosen groups & organizations • Started to record: “what works”; and “what doesn’t” as best practices
Know Your Audience Thinking Externally Ask these 4 questions: 1. 2. 3. 4.
“What is the outcome we want?” “What are we trying to communicate?” “Why would the audience be interested?” “What information do they need?” (format)
*Realizing the various groups within your community will likely have different answers to the questions
Best Practices Face-to-Face is Best
Reputation & Relationships
• Community members • Establish trust want to feel involved and • Communication must be want their voice to matter planned, fostered and long• Avoid the “telephone lasting game” • Troubleshoot questions and concerns on the spot • Doesn’t have to be 1 on 1
Best Practices Connecting to Current Social Issues • Many other important issues in communities; can you connect with them? • i.e., a CC mitigation plan that promotes energy efficient appliances and lightbulbs and saves the homeowner money
Community Champions & 3rd Party Endorsement • Formal and informal leaders • In most cases, these people already exist in your community; you just have to find them
Best Practices Partner With Established Groups & Organizations • Can you piggy back on existing organizations? • Are there upcoming community events you can attend to promote your work?
Use Social Media & Technology Tools • These platforms can reach a wide audience, not only for advertising, but also to get the community involved • Create online forums & Contests • Showcase winners and showcase sustainability champions • Make it fun!
Simple and Direct Language Produce a variety of communication materials Technical document
Summary for Policy Makers
2 Page Summary
“1 Pager” lots of graphics
Lessons Learned… What didn’t work so well? • • • • •
CC lingo: being a “scientist” Technical reports Blanket statement approach No follow-up Not providing materials/outreach in multiple languages and formats (know your audience) • Not knowing your audience
Media & Communication Platform Scan • Reviewed: social media, websites, radio stations and programs, television networks and programs, newspapers, magazines and internal channels
Why? • Wanted to know where to focus our efforts into developing messages • What existing communication platforms could we use to share our programs; i.e., most popular in our community
- Need everyone to participate to achieve mission - Don’t use climate lingo - Efficient energy = $$ savings! Climate Change Denying Neighbour
The Mayor
CC Mitigation Program
My Informal champion Grandma - Avoid scientific and complicated lingo - Keep it simple - High energy bill (retired)
Formal champion New mission - the greenest city by 2020
The Principal
Target audience - Want all schools to participate - CC is intergenerational - Chain: Principal, teachers, students, parents
Summary • • • •
Look Internally - understand your SWOT Think Externally - know your target audience Take the time to understand your audience Factors to consider: - Age
- Income - Occupation - Existing Community Programs of Interest - Community values, etc.
Summary (Cont’d) Ask the 4 questions: 1. 2. 3. 4.
“What is the outcome we want?” “What are we trying to communicate?” “Why would the audience be interested?” “What information do they need?”
**tailor your messages to suit your audience’s interests and values
Thank You Contact Information: Shelley Hazen Climate Change Specialist
[email protected] 647-638-4042 Savanta Inc. www.Savanta.ca
