Climate and Energy Truths:Our Common Future
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METHODOlOgy
th sch cnsisd h hss nd k lc Fb ail2009: 1) cs gs; 2) n nlin ninwid dil sv; nd 3) ninwidhn sv. Iniil ssgs w dvld cn cli slins d-vcs nd cbn-bsd ng dvc blic cnicins s wll s i sch.
Phase 1: Focus groups
W cndcd w cs gs in Clbs, ohi nFb 19, 2009. th gs w sd b gnd nd icins wscnd b swing vs n hs isss. th gs incldd ix gs(bwn 25 nd 65), lvls dcin, ccins, nd il nd nlss, s wll s ix liicl inins, wih sng isns xcldd.picins w scnd b wk nvinnliss nd incldd hs whcnsid glbl wing b swh bl lil bl.
Phase 2: Onine Dia Surve
mssgs dvld nd sd in h iniil csg hs w h nd nd sd in h nlin dil ss cndcdmch 5-11, 2009. this sv chd l 1,000 gisd vs nin-wid. th sl ws dwn n nlin nl nd sndns w scnd b gisd vs. th sl ws wighd b gnd, g, idnic- in, dcin, c, nd gin fc h cl lin gisd v-s. th gin h sv is +/-3.1%.
Phase 3: Teephone Surve
mssgs w sbjcd nh nd n-n b h nl ssgs w sd gins sng, wll-bndd cbn-ng dvc ssging lnivs in h hn sv. th hn sv ws cndcd ail 4 - 9, 2009, nd chd l 1,000 gisd vsninwid.tlhn nbs h sv w dwn nd digi dil sl(rDD). D w wighd slighl b gnd, gin, idnicin, g, ndc fc h ibs h cl lin gisd vs. thgin h sv is +/-3.1%.this sch is d in cn nscinc nd in bh scinic ndclinicl ndsnding h ncnscis nwks ssciins—h incn-ncd ss hghs, lings, igs, hs, nd ins—h civin h bins nill sdbl dincs s h d, wch, lisn inin b ng lnivs nd cli chng.
Eective communica-tion on these issues requires an understandin o the mutipe, oten conictinneura networks active when peope process messaes about aternative enersoutions and cimate chane
(.g. nwbl ng, ninl sci, nd c-nic si; cbn issins nd h s llin).
MAKINg THENECESSARyCONNECTIONS
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Success in these orums wi dependon the strenth o pubic support or new ener and cimate soutions
pgs-siv dvcs nd d h sngs ssibl hs nd ssging n hcn hs isss.
The coa and oi obb has been ver successu in communicatin a seeminmoderate and comprehensive approach to our ener probems,
sggsing h h s lniv ng nd “ll h bv.” thi vls-bsd ssg-ing hs sld in signicn shi in blic snin ving wd bcing dsic dilling il, bh n nd sh, nd cl nd ncl ng. oinin sch hs ls cnsisnl shwn h whil gwing nbs aicns bliv cli chng is l nd h, h slinc his iss islw nd h db is n lizing.
Too oten, cimate soutions advocates work the base (eites) whie inorinmainstream Americans And when we do tak to swin voters or encourae ourbase to reach out, tpica we ack eective, emotiona compein anuaeon these issues
mnwhil, nns cbn-bsd ls hv sd ck cli chng slin licis, lik c nd d, s x h will ll ncnss. Wih civ cnviling cnicins, hs ciiqs cldsink n h ssing lgislin h cbs cli chng.
ecoAmerica
cndcd h
“Cimate and Ener Truths: Our Common Future”
sch jc ddss his chllng. o gl ws dvl k-sdlngg h w cld vid cli slins dvcs nd lcd cilss h h hv h ls v blic inin nd s. W ls wnd vid shd lxicn sbsi h cchn h ins wih civ“bnding.”
The messaes we deveoped are desined to capture attention, raise concerns,oer soutions, and inspire hope and enthusiasm or immediate soutions toour cimate and ener probems
W sgh idni civ nd incivhss c cli chng nd nw ng in ws h s-n wih aicns c-vl lvl nd nliz h siin’s ing h isss.
“Cimate and Ener Truths” advocates and provides a more discipined approachto communications
mn h cncs h s ili, b in cic,s s l n diinl lic gns h sn wll wih diinlnvinnliss b nl cn-dciv wih swing vs.
Man o the conceptshere ma seem amiiar,but in practice, mostadvocates re ontraditiona poicaruments that resonatewe with traditionaenvironmentaists butare neutra to counter-productive with swinvoters
ecoAmerica ocus groups, male swing voters, Columbus OH, February 2009
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