Tài liệu Climate change: Your guidei to inspiring action pptx

Climate change: Your guidei
to inspiring actioni
Photo: Flooding in
Boscastle, Cornwall, 2004
An indication of the type
of event that scientists
say will become more
frequent in the future.
Climate change is one of the
most urgent issues of our time.
It is the greatest environmental
challenge we face today as
a global community.
01
Given the enormity of the problem of
climate change and its consequences
– heatwaves, fl ooding, more frequent
storms – people may fi nd it hard to
believe that they can do anything to help.
But the fact is, man-made greenhouse
gases contribute signifi cantly to climate
change, and action from individuals,
government and businesses is vital if we
are to put the brakes on it. If we all make
some simple changes, our collective
effort will help make a difference.
This booklet is intended to help raise
awareness of climate change and
encourage and inspire local action.
It is also designed to act as a
communications tool, showing you

how to spread the message and
generate discussion on what to do.
You can use this booklet in conjunction
with the accompanying website,
www.climatechallenge.gov.uk,
which contains further information,
ideas and resources.
The weight of evidence for climate change, and the i
link withigreenhouse gas emissions, most notably i
carbon dioxide,iis in my view now unarguable. This is i
a globaliproblem requiring a global solution, but we i
can all help to makeia difference. If we reduce the amount i
of energy we use andimake our energy consumption i
more effi cient, we will reduceithe impact that we, i
as individuals, have on the environment. i
Sir David King, UK Government’s Chief Scientifi c Adviser
Contents
02–03 What is climate change?
04–05 On the ground
06–07 Getting the point across
08–09 Your carbon footprint
10–11 Calculating your carbon footprint
12–13 Figuring out climate change
14–15 Communicating climate change
16–17 Do you know who you’re talking to?
18–19 Other climate change resources
20–21 Next steps
Our planet is surrounded by a blanket
of gases. This blanket keeps the surface
of the Earth warm and enables it to

sustain life. This process is known as
‘the greenhouse effect’, so called because
it works in much the same way as a
garden greenhouse – by trapping heat
from the sun. Here’s what happens:
What is climate change?i
1492
Da Vinci theorises
about fl ying machines
1801
Richard Trevithick
invents fi rst steam-
powered locomotive
Climate change timeline
What are the major historical developments
that have contributed to the climate change
story? We’ve tracked a few
key dates and events under three
separate headings:
Home, work and travel
Industry and technology
Geo-political
Home, work and travel
The greenhouse effect
1. Energy from the sun enters
our atmosphere, passing
through the blanket of gases
that surround the Earth.
2. As it reaches the Earth’s
surface, much of the

sun’s energy is absorbed
by our planet’s land, water
and biosphere.
3. Some of this energy is
radiated back into space.
4. The rest of the energy is
trapped in our atmosphere
– and this is known as
‘the greenhouse effect’.
2
3
1
4
02/03
Photo: Traffi c, UK
Road transport now accounts
for a fi fth of the UK’s entire
national carbon emissions.
1879
Invention of the
electric lightbulb
1885
Karl Benz
builds world’s
fi rst practical
automobile
So what’s the problem?
Over the last hundred years or so,
this blanket has become thicker
because of the release of ‘greenhouse

gases’ into the atmosphere through
the burning of fossil fuels. The thicker
blanket traps more energy causing
the Earth’s temperature to rise.
Carbon dioxide (CO
2
) is the most
important of the six greenhouse gases.
Carbon (in combination with other
elements) makes up the basis of life
on Earth. Forests, soils, oceans and the
atmosphere all absorb and release CO
2
.
The movement of carbon between these
sources is known as ‘the carbon cycle’.
For more information on the carbon cycle,
take a look at The Carbon Cycle
animation included in this pack.
The problem now is that this natural cycle
can’t keep up. Through the burning of
fossil fuels, we’re creating a build-up
of CO
2
in the atmosphere. This build-up
is a major factor in increasing the
greenhouse effect, which is one of the
main causes of climate change.
What’s more, our everyday energy use
is adding to this build-up of CO

2
. More
than 40% of CO
2
emissions are the direct
result of actions taken by individuals. Every
time we use non-renewable electricity,
drive a car or take a fl ight, we’re producing
CO
2
, as all of these actions largely depend
on fossil fuels. And every tonne we emit
commits the world to more warming.

That’s why it’s up to us all to do
something about it. Now.
e
1903
Wright brothers
make their fi rst fl ight
1908
Henry Ford improves
the assembly line for
automobile production
1894
British fi rm
Crompton & Co.
features electric
kettles in its catalogue
1913

Invention of the
electric refrigerator
1931
Surveys of potential
commercial air routes from
the US to the Orient via
Canada, Alaska and Russia
1939
First trans-Atlantic
passenger service
fl own by Pan American
Airways
1952
First regular jet
airline service
1958
More than 1million passengers
fl y across the Atlantic,
surpassing steamship
passengers for the fi rst time
On the groundi

Climate change is big news. Increasing
media coverage has helped raise
awareness of local and global issues
and has sparked action around
the country.
Individuals, schools, community
groups, NGOs, businesses and
the government are now all involved

in projects to tackle the causes
of climate change.
In 2006, 83 Climate Change Fund
(CCF) projects were selected to
receive funding from Defra to help
spread the word on climate change
and encourage others to get involved.
Go to www.climatechallenge.gov.uk
and click on ‘What’s being done’
to fi nd out more about projects in
your region.
North East
The Experiential Climate Dome
Carbon Neutral North East
Using a ‘climate dome’ at a variety of locations
across the North East, this project is aimed at
highlighting the immediate impact of climate
change. The dome includes interactive
screens, games and communications materials
that are easily adapted to the needs of
different audiences.
Project:
Organisation:
West Midlands
Marches Cinema Short Film
The Rural Media Company
Costa del Marches, a short fi lm about climate
change, was created for screening throughout
the rural West Midlands. Working with
partners Marches Energy Agency and Flicks

in the Sticks, the project team is increasing
awareness and discussion of climate change
issues in rural communities.
Project:
Organisation:
1951
1.5 million
TV sets in US
04/05
1971
Boeing 747 makes its
fi rst commercial fl ight from
New York to London
1997
EU deregulation of the
air industry in Europe;
low-cost air travel begins
2004
Carbon emissions from
housing account for 27%
of all the UK’s carbon
dioxide emissions
2006
UK Government announces
ambition to make all new
homes ‘zero-carbon’ by 2016
East of England
On target for carbon
neutral football
Ipswich Borough Council

Targeting Ipswich Town Football Club’s strong
fan base, this project communicates climate
change through press, radio and football
programmes. Fans were encouraged to reduce
their carbon emissions, and the campaign
culminated in the UK’s fi rst carbon neutral
football match.
Project:
Organisation:
1974
First domestic food
processor introduced
in the UK
Other regional CCF projects. There are another
22 projects that cover the whole of England.
Asian Voice newspaper
Cambridge Carbon Footprint
Asian Voice, a widely read and well-trusted
newspaper, agreed to include a regular column
on climate change. Written by a member of
Cambridge Carbon Footprint, the column
helps raise awareness of environmental issues
among the UK’s Asian community.
Project:
Organisation:
All England
Yorkshire and The Humber
Climate Change – Together
we can beat it!
Bradford Metropolitan

District Council
This project aims to inform, educate and
raise awareness of climate change through
a targeted marketing campaign. Press
ads, billboards and events encourage the
community to see climate change as a local
issue and to take simple steps to help.
Project:
Organisation:
Getting thei
point acrossi
04/05
c. 1800
Beginning of
industrial revolution
1806
Invention of the internal
combustion engine
1821
First electric motor
1879
Karl Benz granted a
patent for his internal
two-stroke gas engine
1882
The Electric Lighting Act
allows setting up of
supply systems by
persons, companies or
local authorities

Because everyone needs to take
responsibility for climate change,
everyone needs to know about it.
That’s why it’s important for people
not only to think about it, but to
get involved.
In 2006, Defra ran a competition to
fi nd nine Climate Change Champions
aged 10 to 18 from across England.
The Champions have been busy
tackling climate change and will be
in offi ce until autumn 2007.
The Champions are making a big
difference. Find out more about what
Aazim, Carri, David, Jordan, Lucy, Sarah,
Sofi a, Stephanie and Zoheb are doing
at www.climatechallenge.gov.uk.
You can see short fi lms and read their
blogs and news articles about how they are
spreading the word about climate change.
Photo: Gurschen Glacier,
Switzerland
The Champions saw fi rst hand the
effects of climate change on this
Swiss glacier. They are pictured
here marking the position of
the glacier’s lower limit during
the year they were born.
Industry and technology
06/07

1884
Invention of the
steam turbine
1892
Rudolf Diesel develops
the Carnot heat engine,
a motor burning
powdered coal dust
1896
Svante Arrhenius proposes
a link between fossil fuels,
carbon dioxide and global
warming
1924
Based on 1920 coal use,
prediction made that industrial
activity will double atmospheric
carbon dioxide in 500 years
Aazim Ihsan
London
Carri Swann
East Midlands
David Saddington
North East
Jordan Stephens
South East
Sarah Crudgington
East of England
Stephanie Lynch
North West

Sofi a Selska
West Midlands
Zoheb Khalil
Yorkshire and The Humber
Lucy Stansfi eld
South West
We are the
Champions!
04/05
1938
UK National Grid
becomes integrated
1950s
Aerospace industry
develops
1969
Astronauts fi rst walk
on the moon
1951
Britain’s fi rst commercial
computer, the Lyons
Electronic Offi ce, is built
Carbon dioxide (CO
2
) emissions are
caused in part as a direct result of
our everyday activities. The following
all result in CO
2

being emitted into
the atmosphere:
• burning fuel to heat our homes
• using electricity to power
our lights and appliances
• using fuel to power
our vehicles.
The total amount of CO
2
generated
by these activities is normally
measured in tonnes.
On average, each household in the
UK directly produces about 10 tonnes
of carbon dioxide every year.
We also contribute CO
2

to the
atmosphere indirectly through
the manufacture, distribution and
disposal of the products we
consume, including food.
Your carboni
footprinti
08/09
08/09
1980s
Rapid industrial development
begins in China – pace set for

next 20 years unprecedented
in human history
1991
World Wide Web
released to the public
2001
Nearly two-thirds of
people in the UK
(33 million people)
now use the internet
The CO
2
produced as a result of the
actions of an individual, a household or
an organisation is sometimes referred
to as a ‘carbon footprint’.
Our footprints add up. The UK as a whole
emitted 554 million tonnes of carbon
dioxide in 2005. If we all tread lightly and
minimise our footprints, our collective
impact on the environment will be
signifi cantly reduced. In this way, we can
all contribute to tackling climate change.
* These are approximate values based
on the underlying data used in the
Act on CO
2
calculator, see page 10.
40%
of the average household’s

carbon footprint comes
from personal transport,
i.e. cars, motorbikes
and fl ights.*
60%
of the average household’s
carbon footprint comes
from home heating,
lighting and
appliance use.*
The CO
2

emissions from the
home come from:
75%
water and space heating,
and lighting
25%
use of appliances.
04/05
1827
Jean Baptiste Fourier proposes
the existence of an earth-
warming atmospheric effect.
The term ‘greenhouse effect’
is fi rst used
Calculating youriii
carbonifootprinti
You can now work out how big your

carbon footprint is by using the
Government’s Act On CO
2
calculator
at www.direct.gov.uk/ActOnCO2.
The calculator focuses on the three
most signifi cant areas where our actions
lead directly to CO
2
emissions:
• household heating, hot water
and lighting
• appliances and gadgets
• personal transport.
The calculator will ask you for information
about each of these areas and will then
work out your individual and/or household
footprints. It also gives you a personalised
action plan to help you reduce your
carbon footprint, which you can then save
and return to later.
Turn your heating
thermostat down by 1ºC
It could save you 10% in
heating bills. Generally, a
comfortable living room
temperature is around 21ºC,
while the bedroom should
be comfortable at 16–18ºC.
Turn gadget

Don’t leave g
mobile phon
e
and games co
when not in u
Close your curtains at night
It stops heat escaping through
your windows.
Once you’ve
calculated your
own carbon dioxide
footprint, you can
work out ways to
reduce it. It’s easier
than you think. Here
are some ideas to
get you started.
Geo-political
1900
World population
stands at 1.6 billion
1950s
Dramatic increase
in carbon dioxide
emissions
10/11
1979
World Climate Conference
recognises the importance
of climate change

1984
The Alliance of Small Island
States (many of whom fear
they will disappear as sea
levels rise) demand a 20%
emissions cut by 2005
Only fi ll the kettle with
the water you need
You waste energy if you boil
more water than necessary.
adgets off
eave gadgets – such as TVs,
phone chargers, computers
mes consoles – on standby
ot in use.
Install Energy Saving
Recommended lightbulbs
They last between 8 and 15 times
longer than traditional bulbs.
Insulate your loft
You can typically save 0.4
tonnes of CO
2
a year, and
nearly 10% on your heating bill.
If you can, try alternatives to
the car for short journeys
Walking, cycling or using public
transport will help reduce your
carbon footprint.

Buy energy-effi cient
appliances
Look for fridges, freezers
and washing machines
with the Energy Saving
Recommended logo and
save money and energy.
Wash laundry at 30ºC
Selecting the 30ºC cycle cuts
electricity use by up to 40%,
compared with washing clothes
at higher temperatures.
1975
World population
reaches 4 billion
1957
Start of long-term carbon
dioxide monitoring by US
scientist David Keeling;
year-on-year rise seen
04/05
of adults said that
they are already
taking some action.
of young people
believe that the world’s
climate is changing.
Figuring outi
climate changei
When you are making a communication

plan, one of the fi rst steps is to
understand what people think about
climate change now.
Defra has been tracking public
awareness and understanding of
climate change. To fi nd out more, go to
www.climatechallenge.gov.uk and
look at ‘What do people think?’ in the
‘Communicate climate change’ section.
Here are some of the latest statistics:
study climate change at school, and
Almost
of young people
of young people feel that
they should spend more
time learning about it.
1988
Intergovernmental Panel
on Climate Change
(IPCC) is set up by the
World Meteorological
Organization
1990
IPCC’s fi rst report states
that the average world
temperature has increased
by 0.5°C since the beginning
of the 20th century
1985
First major international

conference on the
greenhouse effect is
held in Austria
1987
Discovery of link between
atmospheric carbon dioxide
levels and temperature, going back
more than 100,000 years
of adults think that
climate change is
caused by human
behaviour.
think that the Government can
infl uence climate change.
of adults
1997
Kyoto Protocol agrees to
binding cuts in emissions
for industrialised nations
to be met between 2008
and 2012
12/13
of adults think that
recent warmer weather is
part of climate change.
Just
young people say
that they could use
less energy at home.
of adults have

heard of
climate change.
of young people think
that they can personally
have a big infl uence on
climate change.
of adults
and
Source: Adult research conducted by ICM for Defra among a representative sample of approximately 3,100 adults
in the UK. Four waves were conducted six-monthly from March 2005. All fi gures are taken from the March 2007
research unless otherwise stated. Research on young people conducted by LVQ among a representative sample of
approximately 750 11–17-year-olds in England in May 2006.
of young people think that the world is affected
by climate change; a third think that it will
become affected in the next two decades.
1992
Climate Change Convention
signed in Rio de Janeiro, Brazil,
by 154 nations, sets initial
emissions reduction targets
1990
World population
reaches 5.26 billion
of adults say that they could
help by driving less or not
driving at all.
thought so in
March 2006.
Communicatingi
climate changei

Let’s talk about it
To encourage people to make a
difference you need to get the
message out.
Think about what your audience
needs to know and how they might
be able to change their actions
in simple ways that will help the
environment. The clearer you can
be about what you want them to do,
the better.
You know your audience best – what
are they most likely to respond to?
Creating a communications
plan Consider the following
ideas when planning your
communications:
Messages Create some simple
messages. Would they work better
in a press release, in a report or
on a website?
Tone of voice If you’re speaking
in public, it helps to use one style of
language; if you’re writing a press
release, it helps to use another.
Partners If you can link your
message to another issue, you might
be able to share resources.
Timing Your message might be
effective, but if your email gets

delivered when everyone’s too busy
with other things, it won’t be read.
04/05
2003
Temperature in the UK exceeds
37.8°C (100°F) for the fi rst time.
Over 2,000 deaths that summer
are attributed to the hot weather
2003
Third hottest year on record globally. Hottest summer
for at least 500 years in Europe, where 35,000
deaths are attributed to the heatwave; direct link
made with climate change
1998
Hottest year on record
in the hottest decade
on record
Budget You’ve got a clear idea
of how much money you’ve got,
and what it will buy. There are
ways of getting information into
newspapers and magazines for free.
For example, you could use a press
release or an article instead of an ad.
Ask the audience what they
think Did it work for them?
Did they understand what you
were trying to say? Did it make a
difference? All of this information is
valuable for your next campaign.

Choosing the right channel There
are thousands of different ways to
communicate your message, but it’s
important to use those that will be
most effective for you.
Here are some examples:
• Traditional media –
newspapers, radio stations,
TV stations, magazines
• Events – speeches,
conferences, forums
• New media – websites,
email, text messages
• Partnership marketing
– promotions, sponsorship,
special offers
• Internal communications
– reports, brochures,
newsletters
• Direct marketing –
direct mail, cold calling
14/15
2005
Kyoto Protocol
comes into force
2005
G8 Gleneagles Summit;
climate change one
of two main issues
addressed

2005
Hurricane Katrina devastates New Orleans;
researchers link record US hurricane season
and melting sea ice and Siberian permafrost
to climate change
04/05
2006
The Stern Review is published. It’s the
fi rst report of its kind into the economic
impact of the climate change.
The costs of inaction far outweigh the
costs of action now
2007
IPCC confi rms that there is a
greater than 90% chance that
global warming over the last
50 years is due to man
2006
Al Gore, former US Vice President,
wins an Oscar for the fi lm
An Inconvenient Truth, which issues
a warning about climate change
Do you know whoi
you’re talking to?i
If you are going to communicate some of
the issues surrounding climate change
and encourage people to adapt some of
their behaviours, you need to fi nd out:
• who they are (socio-demographics)
• what they do (current behaviours)

• how they think and feel (their attitudes).
By thinking about your audience in this
way, you will often fi nd that you have more
information about them than you thought.
It helps you to work out what people
will be prepared to do, as well as the
most effective messages and
communication channels.
For example, Defra is undertaking research
to develop an environmental segmentation
model informed by people’s attitudes,
values and current environmental
behaviours.
If you’d like to fi nd out more about
what people in the UK think about
climate change, to help you understand
how to target them, go to the
‘Communicating climate change’ section
at www.climatechallenge.gov.uk.
Here are some examples of how different
people might feel about being more
environmentally friendly:

Waste not, want not –i
it’s important to live lifei
thinking about whati
you’re doing and using.i
16/17
2007
IPCC reports that the

planet has warmed 0.74°C
since the beginning of the
20th century
2007
Draft Climate Change
Bill published by the
UK Government
2007
For the fi rst time, half of
the world’s population
lives in cities
I think it’s importantii
that I doieverythingi
I can to helpi
the environment.i
You should do everythingi
you caniwithin thei
constraints of modern living.i
I do my bit and that’s enough.i
I don’t see others doingi
much more than me.i
To be honest, I don’ti
really thinkiaboutii
the environment.i
I know I should do more, but at thei
moment I can’t…and I don’t do muchi
to cause damage anyway. I’ll do moreii
when I have more money or time.i
If it saves me money,i
then it’siworth doing buti

otherwiseiI can’tireallyi
do much.i
Partly as a result of unpredictable and
unseasonal weather, the issue of climate
change has become a major focus for
public attention. Other factors involved
in this increased awareness include
the following:
• Scientifi c reports have been
published, based on the work of
some of the world’s top scientists.
These show that the problem is real
and that man is largely responsible.
• Politicians from all of the UK’s main
parties have broadly agreed that
climate change poses a serious
threat and that action needs to be
taken now.
Other climate changei
resourcesi
18/19
• Civil society – including NGOs
(non-governmental organisations)
– have lobbied government and have
delivered clear messages to the public
in order to address climate change.
The media has also played a vital role in
bringing climate change to the forefront
of people’s minds. The issue has gained
such prominence that newspapers are

now running feature articles almost
every day – covering the science,
economics, geo-politics and the impact
on the weather. Major TV news reports
and documentaries have also been aired,
and related programmes (such as home
improvement shows) are also focusing
on environmental issues.
Although these media channels provide
an excellent range of stories about climate
change, it’s the internet that’s providing
the most diverse range of messages.
It’s important to look at a range of sources
when conducting your own research,
and you should make sure that your
information is as up-to-date and reliable
as possible.
Government websites are a good starting
point. For a general overview of climate
change – particularly how to communicate
and how to get involved – visit
www.climatechallenge.gov.uk.
At www.direct.gov.uk/greenerliving,
you can fi nd more practical steps you
can take to tackle climate change.
These fall under:
• Greener living: a quick guide
• Greener home
• Greener garden
• Waste and recycling

• Energy and water saving
• Greener shopping
• Greener travel
• Greener work, school and community
• Greener food and drink
• Greener life events
You can fi nd out more about climate
change and what’s being done
here in the UK and internationally
to tackle the problem at:
www.defra.gov.uk/environment/
climatechange
More information is available from
the Department for Transport at:
www.dft.gov.uk/ActOnCO2
Other useful sites include:
www.bbc.co.uk/climate
www.tyndall.ac.uk
www.energysavingtrust.org.uk
www.metoffi ce.gov.uk/research/
hadleycentre
www.ipcc.ch
20/21
Use this checklist as a quick
reference guide for your
communications and the actions
you want to take.
Plan your communications
Decide who you want your
communications to target

Find out what they currently think about
climate change
Defi ne what it is you want them to do
Decide the voice and channel your
communications will use
Check the timings and budgets you
need for your communications
Take local action
Whether you’re working on
communications or just keen to
make a difference, try to set an
example for others using the
advice on pages 10/11
Find out about climate change
projects and other activities that are
happening near you
Know your CO
2
Find out what your carbon footprint
is at www.direct.gov.uk/ActonCO2
Set yourself a goal to reduce your
carbon footprint over the next six months
Next stepsi
The climate change communications initiative is led by Defra
in partnership with the Energy Saving Trust, the Carbon Trust,
the Department of Trade and Industry, the Environment Agency, the
UK Climate Impacts Programme and the Department for Transport.
This paper is made from 100% post-consumer waste.
©Crown Copyright 2007 Issued June 2007
Acknowledgements:

Angela Hampton/Ecoscene
TopFoto/National
Champions’ photos Allan Staley/Alex Beaton