How to communicate climate action
Our approach
To help put Manchester residents at the heart of climate action, we’ve applied our learnings and insights from working with local community groups and residents, to build a city-wide communications campaign.
We’ve used social media, resources and themed campaigns to help build a wider movement of climate action to help residents learn new skills, save money, and take action on climate change.
Here are clear and practical steps and tips that we’ve learnt over the years to help you inspire climate action, whether that’s through your community project, a campaign, or building the movement by speaking to your friends and family.
Our top tips for getting it right
Many people want to take action on climate change, but don’t know how or where to start, and a bit part of that comes from how it’s communicated. Our aim is to make climate action something everyone wants to be a part of. Here’s our top tips to make communicating climate action easy, welcoming, and positive for everyone.
Use everyday language that’s clear and simple. We’ve learnt jargon and long sentences can put people off, so avoid them if possible. If in doubt, think, would I use this phrase or language when chatting to a friend or family member? It’s all about being conversational and human.
Consider these positive switches
Reduce food waste → Freeze your leftovers to make your food go further
Don’t drive → Check out the free bus in Manchester
Green space can improve our mental health → spending time in nature makes us happier
We need you to respond to the climate emergency → Together we can make our community a happier, healthier place to live
Stay positive and lead with the benefits. Despite us knowing people want to help the environment, people are largely motivated by what’s in for them. We’ve learnt that for many, saving money, mental wellbeing, and spending time with family and friends are their top priorities. Highlighting these positive benefits for us as individuals, our families and our communities is a great way to draw people into a topic. Check out The In Our Nature resource hub for examples of how we’ve shared everyday climate action tips.
Give people choice. When it comes to climate action, decisions such as what you eat and buy, and how you travel, can be very linked to your own identity. If people feel like their own choice or decision is being taken away, it can impact their trust and make people disconnect. Instead, focus on the incremental steps and actions to help people understand what they can do today to make a difference, and how these everyday choices can fit in their lives.
For example, when speaking about eating better for the planet, instead of focusing on reducing meat consumption, share new tasty recipes you can try and how you can get more veggies in their meals.
Focus on clear and practical action. We live busy lives and because we are bombarded with ads and messages all day, it can be difficult to focus on something when there’s too many messages being thrown at you. We’ve learnt that people are more likely to resonate or engage with something with one clear message (or ‘call to action’). For example, we ran a campaign in the winter with the aim to support residents with their energy bills. Instead of focusing on vague messaging like “use less energy” or providing too many tips for how they could save money, we focused on sharing how residents could save £65 a year by reducing your boiler flow temperature.
Share authentic stories people want to be a part of. Across the In Our Nature programme, we’ve learnt that campaigns and posts that feature personal stories perform the best. These stories don’t have to be from experts or leaders, but everyday people who are on their climate action journey. Sharing authentic stories from trusted voices, role models and peers is key to help spread the word about the achievable everyday actions that residents can take and help make people feel part of a larger movement. Check out In Our Nature’s Stories we love, for inspirational stories from people across Manchester.
Ensure your campaign reflects your community. Our campaigns and projects have been shaped by insights we’ve gathered by listening and collaborating with residents and grassroots groups. It’s important that any materials are built for the audience you have in mind. Where possible, take time to learn more about who you want to reach by speaking to them directly, provide translated materials and use photography that reflect the demographics of your community. Speak to the council and Neighbourhood team to support you with translations, and if you’re looking for resources, check out our translated materials here.
