I was told an inspiring story by a colleague from a conservation organisation involved in the Common Cause for Nature project recently and thought that was worth sharing.
He said to me that for as long as he had been in the press team he had often regretted not doing a more practical degree so that he could have done proper “on the ground” conservation. However, since his involvement in the Common Cause for Nature project, his increased understanding of psychology meant he could see that his work was conservation – he now understood that communication is conservation.
The Common Cause for Nature report shows that both experiences and communications are important in influencing people’s motivation and therefore key to achieving a future better for wildlife. In other words, communication is an important component in delivering wider public support for conservation.
In the report we recommend the following with regard to communications:
- Talk more about how amazing nature is and use inspiring pictures to reinforce this
- Talk about caring for other people
- Give members and supporters active roles – encourage them do their own thing and be creative
- Be clear about both what the problems are and what solutions are needed
- Make solutions proportionate to the problem, if the ask is something small show how it relates to the bigger change needed.
- Overemphasize threat – threat is important in raising awareness but over using it can make people feel helpless
- Ignore the problems or the solutions – both are needed to make it clear why action is important
- Appeal to the desire for power and money
- Don’t appeal to conflicting values at the same time – avoid using intrinsic and extrinsic values together
- Portray your organisation as a lone superhero – we cannot succeed on our own, messages should emphasize how members and supporters are part of the solution.
Although incredibly important, communication is only one thread. We need to bring an understanding of values into all areas of conservation work. The report outlines recommendations for other work areas as well as ways in which organisations themselves can adopt working practices to strengthen their own values.
Read the full report here to find out more.
Examining The State of Nature report from a values perspective.
The State of Nature Report certainly hit the headlines and managed get a large amount of coverage.
However, the extent of coverage is only one way to measure the impact of this report. A more important question to answer is what impact the report and its associated coverage have are likely to have on the motivation on the people who saw the coverage. In the following case study we attempt to assess these likely impacts.
To get the most out of the following analysis we suggest that you read the CCFN practitioners guide first or read this first.
For ease of understanding we have split up the report and associated coverage into the following sections:
- The Launch Video
- The Main Report
- The Executive Summary
- The letter to Cameron
- Social media coverage
- General press coverage
- Iolo Williams talk at the launch Read more
In October the Smart CSOs Lab hosted a conference in Germany attended by over 80 activists and researchers from 14 different countries. This video was produced at the conference and shows voices of activists from different parts of the world and different sectors of civil society talking about their frustrations, motivations and inspirations to join the growing movement for systemic change.
Smart CSOs is an initiative inspiring people to start searching for new civil society stories to overcome the frustrations many of us are feeling by working in our issue silos and by fighting the symptoms while knowing that we need to tackle the root causes of the multiple crises of our times.
Go check them out: Smart CSOs
The Common Cause for Nature report highlights the importance of the conservation sector engaging with other actors with a firm understanding of the values implications of that engagement. In this guest post, Rob Cunningham head of Water Policy at the RSPB discusses these issues in regard to the water industry.
When I mentioned the work of Common Cause at a recent water industry conference I felt a momentary pang of guilt – should I really be pointing these servants of mammon to such valuable insights into our motivations and psyche? What if they use it against us?
And there are reasons to be worried. Recent reports and headlines have shed light on dubious tax arrangements, huge payouts and opaque foreign ownership. Such behaviour draws uncomfortable comparison with Google, Amazon and Starbucks.
But there is one fundamental difference. Read more
What have values and frames ever done for you? Got under your skin much? Made you rethink some fundamental ideas?
Well, four years after I first started looking into all this with Tom Crompton and Andrew Darnton, I can say with confidence that they have had a pretty radical effect on my life. Radical being the operative word because the lessons I have learnt by studying these endlessly fascinating ideas and evidence have led to a radicalisation of my politics, made me quit a very comfortable job and hop across the Atlantic to try something a lot less secure and comfortable, and even led me into deeply spiritual territory.
This essay is an attempt to capture and make sense of some of that personal journey; you might say the human side of what we usually only talk about only in professional terms. What goes on inside the privacy of our minds and hearts is, pretty much by definition, confusing, shocking and difficult to interpret. It’s also, ultimately, everything we have. This is an attempt to bring order to a bit of mine. Read more
Last week’s publication of the first instalment of the new IPCC report is a vital moment to be seized upon. It presents a fresh chance to put the issue of climate change back where it should be as one of the most fundamental modern global challenges: at the top of the political and social agenda. As has happened before, it will provoke a round of inquiry into why nothing (or at least nothing commensurate with the scale of the problem) has been done, and why we continue to run still further off the edge of a very high cliff.
In the recent past, the primary revision to the strategy of environmentalists has been to say we need to change the story. We have talked too much doom and gloom, and we need to paint a positive vision to motivate Consumers to change the world.
This change of story has moved things on a little (as per my previous post on Martin Luther King), but we now need to take the next step. The story is better; we have improved WHAT is said. Now we need to change the audience; WHO we are talking to.
We have to face the fact that Consumers will never solve climate change. Only Citizens can do it.
Here are the four big reasons: Read more
I hover my mouse over the two photos; should I go for the Qualcast or the Flymo? I click on the Qualcast and add it to my basket. The Flymo was called an ‘easi-glide’ and I refuse to promote illiteracy through my purchasing decisions. At least Qualcast have had the decency to add a U when using the letter Q.
I have just bought a lawn mower from Argos and donated 50 quid to Cancer Research all in one click of a button; isn’t the modern world amazing?!
Okay, I haven’t: that was just artistic licence. I don’t need a mower; I have guinea pigs. But I could have, if I was signed up to ‘Give as you Live’.
Give as you Live: Help your favourite cause just by shopping online.
The scheme allows people to contribute to charities whenever they buy things online. On the surface it seems like a great idea. I’m going to spend the money anyway, so why not give to charity while I do so? What could the harm be? Read more