Contribution to sustainable development and people’s quality of life:

Positively influence attitudes towards climate change – raising awareness of the issue, empowering people to feel they can make a difference. Encourage individuals to take actions to reduce their carbon footprint, with a focus on home energy efficiency

Organisation: Nottinghamshire and Derbyshire Local Authorities’ Energy Partnership

Sector: Public sector partnership

Location: Across Nottinghamshire and Derbyshire, including Nottingham and Derby 

Start Date: April 2007 [launch day was 29th March 07]

Duration: Ongoing

Summary: In the first phase of the campaign, to February 08, we have been focused on reaching relatively unaware ‘fuel rich’ individuals, through our touring campaign vehicle, programme of activities with community groups and schools, radio promotions, campaign website and local authority publications.  In total, over 10,000 individuals made a ‘pledge’ to take action. The new phase of the campaign from May 08 will be continuing many of the same activities but with a greater focus on communities and behaviour change.

Background: Most people now accept that climate change is caused by human activities but are much less aware of solutions or convinced about the effectiveness of individual action . The first phase of the project, funded through DEFRA’s Climate Challenge Fund,  aimed to educate and positively influence attitudes towards climate change in the two counties.  The campaign was designed to be upbeat, inclusive and engaging, making climate change something that ordinary people could feel comfortable talking about, and emphasised the individual things we can do that add up to making a big difference.

Project results: Over 10,000 pledges have been collected to date, and many more individuals have encountered the campaign. A recently survey shows that local people are more aware of the issue and its causes than prior to the campaign and a higher than average belief that local communities can effectively tackling the issue.Engaging face to face with individuals has been the most successful approach, resulting in high quality although time-intensive interactions. We have not been entirely successful in reaching our target audience, but there is value in encouraging people who are already active, as well as converting newcomers.
 

Keywords: Climate change, Everybody’s Talking, Derbyshire, Nottinghamshire, pledge, campaign vehicle.

Contact Details:

Jessie Marcham,

Everybody’s Talking
Property Services,

Derbyshire County Council,

Chatsworth Hall,

Chesterfield Road,

Matlock,

DE4 3FW

Tel: 01629 580000 x7440

E-mail:jessie.marcham@derbyshire.gov.uk

Web:www.everybodys-talking.org

Updated: 18 April 2008