Earth Hour is a global event organized by WWF asking households and businesses to turn off their non-essential lights and other electrical appliances for one hour to raise awareness towards the need to take action on climate change.
Check out the video of Earth Hour 2010 held on 27th March from 8:30 p.m. to 9:30 p.m. local time.
Author: Caroline Martinot
2010 has been declared the International Year of Biodiversity (IYB) by the United Nations. It was officially launched on January 10th in Berlin by Angela Merkel and UN Secretary-General Ban Ki-moon. The global campaign is being run by the Convention on Biological Diversity (CBD) which was created after the Rio Earth Summit in 1992 to ensure the conservation and sustainable use of biodiversity.
The campaign is an opportunity to promote the understanding of ecosystems and to raise awareness of the importance of biodiversity, the variety of life around the planet and how human activity is endangering it. And ultimately to slow if not to stop the extinction of many species.
“You are biodiversity. Most of the oxygen you breathe comes from plankton in the oceans of the world and lush forests around the globe. The fruit and vegetables you eat were likely pollinated by bees, and the water you drink is part of a huge global cycle involving you, clouds, rainfall, glaciers, rivers and oceans.”IYB Message (excerpt)
The campaign aims to impact both the world’s decision makers and citizens.
Indeed, 2010 will be punctuated by a series of official events. On January 21st and 22nd in Paris, the UNESCO hold an inaugural event to present what we know about biodiversity and raise awareness of the alarming rate of biodiversity loss among world leaders. During this meeting Ahmed Djoghlaf, Executive Secretary of the CBD highlighted that member states “failed to fulfil the target to reduce the rate of loss of biodiversity by 2010” and warned that biodiversity was being lost at an “unprecedented rate”; stressing thereby the urgency of drastic actions. But as a good communicator and as recommended by the UN Campaign Guidelines, Ahmed Djoghlaf also instilled optimism and excitement to his audience by reminding them of the regional successes. “We need to identify these important successes and build upon them as we prepare the next strategic plan of the CBD.”
Current trends make it hard to share his optimism. Indeed, in 2010, approximately 34,000 plant and 5,200 animal species face extinction (the current global species extinction rate is estimated to be 50 to 1 000 times higher than the natural background extinction rate). Forests are home to much of the known terrestrial biodiversity, however, forest biodiversity is increasingly threatened as a result of deforestation, and about 45 per cent of the Earth’s original forests are gone, mostly during the 20th century. Climate change is also progressively becoming a more significant driver of biodiversity loss.
Anyway, in the UK the IYB is supported by the campaign “Biodiversity is life”. It showcases simple things you can do every day to preserve biodiversity: i.e. “eat organic”, “seek out a rare British food crop or animal, like Scottish Beremeal and support biodiversity by eating it”, “don’t mow your lawn”. There will be also a plethora of events run all over the country for the public. From the dodgy exhibition The Occurrence of Malformation in Amphibians (London 5- 31 March) to the hippie Bristol Festival of Nature (12–13 June).
The UN campaign for biodiversity preservation is well done. The UN have led to a multitude of national and local campaigns. By adopting some clear communication guidelines the UN incites the national actors to apply some basic communications tricks to foster awareness and behaviour change such as targeting audiences, being inspiring and translating the messages into practical actions. It’s tricky to assess the success of such planetary campaigns. The UN seems to be good at mobilising political and it’s a good thing that they delegate the task of communicating to citizen, to local actors. But who remember that 2009 was the International Year of Natural Fibres?
“It is hard to imagine a more important priority than protecting the ecosystem services underpinned by biodiversity. Biodiversity is fundamental to humans having food, fuel, clean water and a habitable climate.” Professor Georgina Mace
It’s a fact: Climate change communication can sometimes be dim and dull. Few communication campaigns succeed in reaching their targets, raising awareness and sparking off a reaction. Add to this that many campaigns are aiming at hitting an unidentified and obscure target known as “the people”. Defining your target, digging into its aspirations, motivations and the channels to reach it, is the preliminary step of any successful communication campaign.
This task can be even harder when you try to reach an audience which defines itself as “not mainstream” and is fighting hard not to be labelled or targeted. But this is exactly the challenge that Greenpeace and the Blacksmoke art collective tackled when they set up a project to communicate climate change issues to the British underground “scenesters”, a young British sub-culture group (“urban middle class adults and older teenagers with interests in non-mainstream fashion and culture” –Wikipedia).
The Danger Global Warming Project is an independent multimedia initiative aimed at raising awareness around climate change issues through the medium of art and digital media. Artists from all over the world were asked to incorporate Greenpeace’s black and yellow warning tape motif into artworks of any forms. As a result, multimedia pieces of art (video, image, installation…) were submitted from all over the world.
The collective has efficiently dug into its audience culture to highlight its motivations (the hunt for exclusive arts) and aspirations. The campaign features sharp music bands like Utah Saints and underground stars such as Bruce LaBruce and Billy Childish; artists few people know, but icons for the British underground scene. Blacksmoke is going against a majority of climate change campaigns that feature global celebrities such as Leonardo Di Caprio, thus aiming at reaching the wide majority of “people”.
Blacksmoke aim at creating a buzz in the British underground scene and on the internet. Visuals and clips are relayed on the web through Facebook, MySpace, and YouTube etc.
One can however question the efficiency of such an unconventional campaign. Indeed the use of alternative artists pushes the target audience to focus more on the communication channel than on the actual message. Just flick through the comments posted underneath the pieces of art on the internet and you will see that the majority of posts are actually more interested in the artistic happening than in the message conveyed.
The campaign manages to reach its target audience (get a foot in the door) but actually fails to transmit the message (pass the door) and therefore inspire action. This observation leads to the question to what extent climate change communication can be tailored to an audience’s motivations and “scene” without dissolving the message in everyday life inspirations.
As an example of the material featured in this campaign, you can watch below the Danger Global Warming tune, remixed by Utah Saints and video clip by Alexandre Athane, “As an allegory for recycling, influential musicians and DJ’s from around the world are remixing the official Danger Global Warming theme tune, featuring lead vocals by Hugh Cornwell and a 35 piece orchestra”.
Caroline Martinot
Global Climate Week 21st – 25th September 2009
As part of the Seal the Deal! Campaign, UNEP are leading the Global Climate Week, which is planned to coincide with the United Nations Secretary-General’s High Level Summit on Climate Change on 22nd September 2009.
This important week and the lead-up weekend will be marked by synchronized activities in more than 100 cities to urge world leaders to seal a fair and effective climate agreement at the UN Conference on Climate Change in Copenhagen this December.
Global Climate Week will unite efforts, whether individual or collective, calling for urgent action to combat climate change – the greatest challenge of our time.
Cities, organizations, groups and individuals are invited to mobilize their networks and join the effort.
The United Nations is also encouraging communities, businesses and individuals to add their voices to the “Seal the Deal!” campaign during Global Climate Week by signing the online Climate Petition, which will be presented to the governments of the world in Copenhagen, she said. The petition is available at http://www.sealthedeal2009.org/the-climate-petition
According to a statement by UN spokesperson, Michele Montas, “the UN Secretary-General, Ban Ki-moon is calling on communities around the world to take advantage of the week to encourage leaders to seal a fair, balanced and effective agreement on climate change.”
Montas stated that events have been planned in more than 120 countries “for this first Global Climate Week, which coincides with the UN Summit on Climate Change convened by the Secretary-General in New York, on 22 September.”
Be part of Global Climate Week
Enter your Global Climate Week pledge at www.sealthedeal2009.org.Afterwards, share your activities with the world by uploading a report, including video and photos.
Mass tree planting activities may actually help save the planet! Beginning on 19 September, each tree pledged or planted during Global Climate Week will carry the Seal the Deal! message – a direct call for political action on climate change. Let us know how many trees you are pledging to plant and where. The planting can be part of your Clean up the World activity.
Make sure tree-planters sign the Climate Petition at: www.sealthedeal2009.org. The tree-planting drive is carried out in cooperation with the UN Billion Tree Campaign.
Organize public events or online activities to encourage as many people as possible in every corner of the world to sign the Climate Petition. We need millions to show their support in favour of a definitive agreement on climate change by signing the Climate Petition, which calls on leaders to sign a definitive and equitable agreement on climate change this December.
Young people around the world will hold peaceful assemblies in support of definitive global action on climate change, under the banner “Seal the Deal!” The Climate Petition will be made available online in a print-friendly format to allow campaigners to hand over a meaningful statement to their national and local authorities, urging governments to reach an agreement in Copenhagen.
Wear SOMETHING GREEN to show support and solidarity for sealing the deal in Copenhagen on the day the UN Secretary-General, Ban Ki-moon, hosts world leaders at a UN High Level Event on Climate Change in New York. Leaders will come face-to-face with the latest support for the Climate Petition.
You can also:
Power down! Go climate neutral for the day in a personal show of support for a definitive agreement on climate change.
Countries, cities, businesses and organizations:
Communities and individuals:
Join the global chorus calling on world leaders to act now to protect people and the planet, and to power green growth. Have your voice heard on climate change and acknowledge the heroes and victims of climate change, as well as the individuals and groups who are taking positive action to combat climate change in their communities.
Nominate your local climate champ at www.sealthedeal2009.org
Record your testimonial of how climate change is affecting you at the Climate Wall
The latest science shows our climate is changing more rapidly than expected. But it is not too late to change our habits and implement solutions so that humans stop harming the climate. From low energy bulbs to fuel-cell cars, solutions for a low carbon future are evolving every day.
Showcase your green technology innovation and share it with the world at www.sealthedeal2009.org
