Climate Communications Product Analysis: Vermont Land Trust
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About This Sample
The accredited Vermont Land Trust created this annual report article, which uses some best practices in climate communications. Here's how this product showcases these recommendations for communicating about climate change.
This product demonstrates an effective way of engaging with an audience that may be skeptical of climate change, or perceive it as a distant problem, by telling a story that subtly connects the dots between climate and traditional conservation messages.
This product was created by Bridget Macdonald and the Mass ECAN Climate Communications Expert Work Group, with input from Meaghan Guckian and Environmental decision-making lab at UMass for The Land Trust Alliance.
© 2018 Land Trust Alliance, Inc. All rights reserved.
The accredited Vermont Land Trust created this annual report article that demonstrates an effective way of engaging with an audience that may be skeptical of climate change, or perceive it as a distant problem, by telling a story that subtly connects the dots between climate and traditional conservation messages.
The annotated example below highlights some best practices in climate communications. Here's how this product showcases these recommendations for communicating about climate change:
1. Leading with politically neutral messages about conserving resources people already care about.
The story opens with a type of charismatic megafauna that most people are naturally curious about — a black bear — describing its unique behaviors and habitat needs in engaging detail to illustrate why it’s important to protect connected networks of natural areas.
2. Finding trusted spokespeople to deliver your messages.
There are two spokespeople introduced in the narrative, in strategic order. First, we meet a member of the target audience who has relevant expertise: Nancy Patch, a private landowner who is also a county forester, and whose husband is a logger. She is able to speak credibly about the value of intact, healthy forests because her livelihood depends upon it and gives her specialized knowledge about threats on the ground. With her local expertise, she can articulate that climate change is affecting a resource that people in Vermont depend upon for timber, maple syrup, and defining natural character. What makes the “Green Mountains” green?
Next, we meet a conservation biologist Liz Thompson, who explains how climate change “raises the stakes” for protecting large blocks of intact forest to support people whose livelihoods depend upon it, like Patch, and wildlife who need to move through it, like the bear. Thompson’s statements are stronger because they build on the foundation of Patch’s testimony, and reinforce the key role private landowners can play.
3. Focusing on local climate change impacts and responses, rather than on the causes.
The story identifies fragmentation as “the greatest problem” facing the Northern Forest and the human and natural communities that depend upon the resources it provides. Climate change is then presented as a supporting argument for protecting and connecting forests because it will exacerbate the impacts from existing threats. We then learn that private landowners can play a key role in addressing threats through examples of individuals who have donated or conserved their land.
4. Avoiding technical jargon, instead using language that can be understood by anyone.
Thompson, the conservation biologist, explains that by protecting forest we keep carbon “on the ground” rather than “in the atmosphere”, giving nature a chance to “adapt to rapid changes”. The statements are understandable, and convey a clear, visual message about carbon sequestration without digging into technical details.
5. Selecting photos that bring your messages to life.
Faces: The photo of landowners who have conserved or donated their land sitting on a pile of logged trees shows faces of relatable people in a relevant setting, and communicates that conservation and personal liberties don’t have to be at odds.
What could be improved?
A photo of a black bear would have been a nice complement to the opening narrative.
Communications case study in context
Nadine Berrini, director of communications for the Vermont Land Trust, tells the story behind this product.
Context for the product
When we choose articles for the annual report, we try to represent the depth and breadth of our work: there is a farm message, a forest message, we try to get a little bit of everything in there. We think of the annual report as a way of saying: This is what we are doing with your support, here are the results we’re seeing, and here are all of the people who are involved. So we wanted to include a story that demonstrated something we are doing in response to climate change.
Understanding the audience
The annual report goes to our membership, which is about 3500 people and includes people who have conserved their land. We also send it to the state legislature, media, and people who have been members in the recent past. We share it with new members throughout the year and at events and meetings.. The total distribution is about 6,500 people, both in Vermont and out of state.
Framing the issue
This particular story is trying to get out a message about forest fragmentation, and to tie that to bigger picture concerns. This is a big issue in Vermont; the state was largely deforested as a result of sheep farming back in the mid-1800s, and gradually reforested over the last century.
In recent years, that forest cover has started to decline for the first time in 100 years, and that’s something that needs attention: breaking up the forest hurts animals, it hurts the climate, and importantly, it’s not good for the land-based economy.
We wanted to get the concept of climate change in there, but we didn’t want to weigh the story down with a scientific explanation. So we thought: Let’s open with the bear, because people love bears. What is the bear’s experience of forest fragmentation? Then let’s make it personal. What does this issue look like to people?
We brought biologist Liz Thompson into the story to talk about climate change, which isn’t the main focus of the piece, but it’s an important part of it. It’s all connected — the Northern forest is an incredible place where carbon is stored, and if the forest goes away, that’s not good for the climate.
Climate-communication takeaways
We tend to share a lot of bite-sized chunks about climate change. It’s the idea in communications about repeating the message. Repeat the message about forest, repeat the message about climate, repeat the message about working landscapes that are compatible with protecting natural resources.
We try to focus on things that are uplifting. We know there is this issue. What can we do about it? In some ways, that’s an easier message to get across: Let’s figure out what we can do.
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