The Climate Communications and Behavior Change Guide is a research collaborative between the Resource Innovation Group and the University of Oregon's Institute for a Sustainable Environment. This 54-page guidebook recognizes that "global warming is a cognitive and behavior change challenge" and that "to address global warming there must be a shift in thinking and behavior that motivates people and organizations to engage in emissions reductions and climate preparedness activities and support new policies."
The guide provides tools and recommendations, based on communications and behavior change research, that can be used in meeting this challenge. It analyzes varying appoaches to messaging and framing the climate change issue, and offers tips and ideas in developing communications.
The guide segments Americans into ten groups based on their perspectives on climate change (Greenest Americans, Idealists, Caretakers, Traditionalists, Driven Independents, Murky Middles, Fatalists, Materialists, Cruel Worlders, and UnGreens) and provides thoughtful tips for how to communicate to each of these groupings about global warming.
Climate Communications and Behavior Change is available for free at https://scholarsbank.uoregon.edu/xmlui/bitstream/handle/1794/10708/ClimC....
Several other publications from the Climate Leadership Initiative related to climate change education and communications can be accessed through the Publications section of the Initiative's web site at https://scholarsbank.uoregon.edu/xmlui/handle/1794/2279.