A Youth Strategy for Public Outreach on Climate Change

Based on our research, we believe that personal behaviour change alone on the issue of climate change is insufficient to lead to significant greenhouse gas reductions. Therefore communications and social marketing strategies, which tend to be designed for people at risk (smoking, drinking and driving, get fit programs) are not sufficient for our purposes. We have therefore looked carefully at a model of engagement: how do we turn knowledge into action, can small, individual actions be aggregated for greater benefit, and how do we ensure that the actions will have longer term benefits for the community, the country and the planet?