This weekend the international community is celebrating the world’s 47th Earth Day. US Senator Gaylord Nelson created Earth Day to raise public awareness about environmental protection. The first Earth Day resulted in the creation of the Environmental Protection Agency and the passage of the Clean Air, Clean Water, and Endangered Species Acts. Now, Earth Day is celebrated around the world. It is as important as ever to advocate for environmental protections that are now under attack.
In honor of Earth Day, the FCP staff is sharing some of our best communications tips for environmental clients— as well as the wisdom we’ve gained from working with them.
Dan’s Reflection: Connecting to the Community is Key
Dan working the Press Riser at the 1990 Earth Day celebration in New York’s Central Park
FCP helped an organization in the South Bay called Valley Verde launch their Plant, Eat, Share Campaign, with a goal to plant 20,000 gardens in the Silicon Valley area. The idea was to help Latino community members and families that were struggling financially to build gardens and grow their own vegetables. Not only would it help increase access to fresh fruits and vegetables, but it would teach a new generation about healthy eating and encourage families, across generations, to be outdoors together.
The lesson for us was in how to extrapolate the impact of one single backyard in San Jose to the larger goal of changing an entire community’s relationship with food and nature. We accomplished this with powerful and personal storytelling paired with key statistics that indicated that there was indeed an existing problem and that this initiative was a part of the solution.
Erika’s Insight: Frame Things In a Positive Light
Photo credit to Valley Verde
Facing climate change and environmental issues head on can often pose daunting, intimidating questions. Unsurprisingly, when people feel guilty or overwhelmed, they often disengage. It can be hard to talk about the complex (and often terrifying!) issues of climate change in a simple or encouraging way, but it has worked before. For example, groups working to fix the “hole” in the ozone layer worked to make tangible connections between the problem and our everyday actions, which empowered many to respond and change their behavior. This is a more effective tactic than scaring them with an impossible, unsolvable problem. People want to feel empowered and hopeful, and as seriously as we may take the protection of our climate, we may make bigger change when we appeal to people’s hope, rather than their fear.
Caitlin’s Experience: Use Your Social Media Presence Wisely
Photo Credit to Goodwill of San Francisco
FCP currently works with Goodwill of San Francisco, San Mateo and Marin. Goodwill recycles all textiles, electronics and other waste that cannot be sold in stores. The organization diverts millions of pounds of textiles and other goods from landfills every year. Goodwill of San Francisco leverages their social media accounts to share this information with community residents. Share graphics like the one above offer an effective and efficient means of communicating a strong message.
Erin’s Lesson: Don’t Underestimate the Power of Visual Imagery
Last year, FCP worked with the Campaign for the California Coast to urge President Obama to expand the California Coastal National Monument during the last days of his presidency. FCP helped to elevate the voices of tribal leaders, veterans, Latino organizations, and other public lands lovers up and down the Coast, and Obama designated the six new coastal areas one week before he left office.
Our work on the national monument campaign reminded us of the value of imagery when it comes to storytelling. We were reminded at every turn just how important it is to paint a picture in people’s minds, and how many ways there are to do it. We applied beautiful visuals across all materials, and collected descriptive language from a diverse range of messengers. Their experience of and pride in the Coast’s historic, cultural and natural character surfaced stunning visceral imagery that resonated with audiences nationwide. Editorial boards, reporters, and elected officials responded and closely engaged with the story we were telling. Our success stemmed from our ability to access a shared experience of the California Coast.
Audrey’s Tip: Diversify Your Environmental Messenger
Photo Credit to Valley Verde
After working with climate change organizations, open space authorities, and environmental justice advocates, we’ve learned that diversifying the messenger in your environmental fight is key. Historically, organizations have relied on climate change experts and scientists to discuss the need for clean air and water. A more effective route is to diversify your messengers. Organizations can work to engage school teachers, religious leaders, and people from a diversity of socio-economic and ethnic backgrounds on why environmental justice is important to them. Their voices can be elevated in the form of an op-ed, social media post, or embedded into a press release.