Program - Concurrent Workshops
DAY 3: Friday May 6, 2005: 2:00 – 5:00 PM
From Science to Action
Clive Callaway1and Sarah Kipp
1The Living by Water Project
The workshop will introduce you to Conservation Action Marketing, drawing from community-based social marketing, modern ethical business marketing, and environmental education techniques. It will help you develop skills to raise awareness and build relationships within your target audience, leading to sustained behavioural change.
Developing professional "marketing competence" is a key feature of capacity in NGOs and agencies, to help achieve goals regarding awareness raising, education, training and communications. Communication strategies must engage both social science and marketing perspectives, and recognize that because audiences are overloaded with information and demands on their time, an integrated approach is essential.
Science is often challenged to provide the motivational techniques and styles of communication that marketers - and stewardship educators - need to employ. Stewardship education contains many elements of "art"; engaging the performing and visual arts can also help with messaging.
In this interactive workshop we will look at examples from conservation marketing of how our communication styles can either engage or alienate our audiences.
This workshop draws on the tools and techniques of The Living by Water Project. Closing the "user needs gap" is a key challenge in achieving effective communication between organizations and their target audiences. A client-centred approach means that key science messages must be matched to the information that the target audience wants, with words and images chosen carefully, and the benefits or reasons for behaviour change highlighted in terms that are relevant to the audience.
In these times of limited funding, strengthening capacity within our own organization to communicate effectively, as well as helping others engaged in climate change related work, are critical to our effectiveness, and our ability to "do more with less".
A Conservation Action Marketing approach benefits both government and non-government organizations.
Profile of Presenter
Clive Callaway, M.E.Des. co-founded the Living by Water Project in 1997. He is co-recipient of several major awards, including the 2002 gold medallion in the "Clean Water" category of Canada's Environment Awards Program. Clive has helped develop many useful tools and techniques for translating science for the lay person. These include a highly successful handbook (10,000 copies sold), and many other publications, presentations, and workshops. Using a variety of innovative conservation marketing tools and techniques, Clive has helped build capacity in NGOs, and successfully reached out to "mainstream" audiences involved in land management, such as realtors and elected officials. These tools and techniques can be applied equally to climate adaptation programs.
Contact Information: Clive Callaway
PO Box 7, Salmon Arm, BC V1E 4N2
Vox 250 832 7405; Fax 250 832 6874
email: clivec@jetstream.net
www.livingbywater.ca
2005-04-11 |
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