Innovative Climate Communication Strategies: What Sticks?

A unique aspect of our work at the Union of Concerned Scientists (UCS) is the melding of scientific research and a robust communications initiative to bring salient information to decision makers and the public. Over the years, we have tried many different strategies to convey complex scientific information in an effective and appealing way, from movie stars to hope psychology, from dire warnings to academic appeals. But now that we are seeing climate impacts locally and climate change is no longer a future reality, what new vision do we need to support ongoing education? In this session we will present some of the techniques we have used to convey climate science concepts including our use of metaphors, data visualization, photography, blogs, social media, video, and public outreach events. Realizing that messages that stick are those that contain powerful narrative and speak to the emotional centers of our brains, we use innovative infographics as well as personal stories to encourage people to care about creating a healthier, cleaner planet. Reaching new audiences using unexpected messengers is a key focus. Some of the questions we will explore are: What metrics can we use to determine the efficacy of these tools? What are the best ways to convey urgency without a sense of hopelessness? How can we improve our communication at a time when action on climate is a necessity? Research shows infographics convey concepts much more easily and quickly than text alone, as our brains are wired to process visual scenes.

Making complex scientific information accessible to the non-specialist public involves creativity and excellent data visualization.