“Branding” climate change initiatives

It’s interesting to read the strategy (exec summary) and recommendations made to DEFRA (Department of Environment Food and Rural Affairs) by its agency, made public in these pdfs.

I’m coming at these documents cold but I notice how apprehensive I feel. Here’s why.

The opening paragraph of Exec Summary says:

This strategy includes a series of recommendations to change attitudes towards climate change in the UK. It is an evidence-based strategy drawing upon the extensive research, consultation and experience of the specialist communications consultants FUTERRA.

I think it’s always a bad sign when an agency insists on spelling its name in capitals everywhere. Smacks of rampant egotism to me. And what’s with this awkward jargon of “evidence-based”; are they afraid we’ll think they made it up in the bath last night? Why do they have to labour the concept of “extensive”?

Then it says

2 thoughts on ““Branding” climate change initiatives

  1. Chris Lawer

    Having read the document too, it struck me just how “off the shelf” this strategy is. It doesnt seem to offer much inspirational thinking other than the standard public sector partnershipapproach of providing local stakeholders with communications toolkits to carry the message into the field. These are then supported by National Roadshows and an overarching brand statement to act as foundations for the core messages.

    Given that Climate Change is in everyone’s interest, how about developing communication approaches that create local engagement, conversaton and a variety of responses and initiatives? Communications approaches that encourage a diversity of actions, that stimulate community champions and leaders (Climate Change Communities of Practice for example) and that reward proactive businesses may achieve better outcomes. I fear that the limited ambition of “attitude change” may not deliver the best value-for-money for Defra’s


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