Date: April 11, 2015

Prepared for: Pacific Institute for Climate Solutions

Authors: D. Mathew Iype, S. Sheppard, S. Cote and J. Salter Pacific Institute for Climate Solutions Collaborative for Advanced Landscape Planning UVic, UBC, SFU and UNBC University of British Columbia

SYNTHESIS OF SOCIAL MOBILIZATION RESEARCH:

PRELIMINARY REPORT

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EXECUTIVE SUMMARY SocialMobilizationwasoneoffivemajorresearchthemesidentifiedbythePacificInstituteforClimateSolutions(PICS)initsfirstroundoffundedresearch.ItsprincipalfocuswastofindandevaluatewaystomobilizeBritishColumbiansinthinkingaboutandactingonclimatesolutionsintheircommunities.TheSpecialReportpreparesauniqueandsubstantivesynthesisofthePICS‐funded SocialMobilization research, and attempts to inform the reader of “whatworks” and“whatdoesn’twork”indevelopingeffectivesocialmobilizationsolutionsonclimatechange.The report includes a brief summary of the BC context for socialmobilization, aswell as keyfindingsfromtheliteratureonpsychologyofbehaviourchange,socialmovements,sociallearningandplace‐basedapproaches.BChasagreenhousegas(GHG)emissionreductiontargetof80%byyear 2050 andmunicipalities are seeking to implement Community Energy and Energy Plans(CEEPs)toassistinmeetingthisoveralltarget.Yet,manycommunitiescontinuetostruggleintheimplementationofactionsandstrategiesdesignedtohelpmeettheirlocalGHGemissionreductiontargets.ResearchshowsthatBCresidentsarelargelyunawareofthesetargetsandthatclimatechangeisstillnot“ontheradar”asapriorityformostcitizens.The8researchprojectsdescribedinsomedepthinthispaperwereintendedtoinformBC’sfuturecourseonclimateaction.Theyhaveexploredmultipleways&innovativetoolstoengageandmobilizethepublicaroundissuesrelatedtoclimatechange,withafocusoncommunities,thepublicplanninginterfaceandenergyanddigitalmedia.Thisreportreviewseachstudy,thenanalyzesthepatternsofemergingresultsacrossmethods,goals,andcontextsforsocialmobilization.Itfocusesonbothtop‐downmunicipalprocesses, and the less well‐documented grass roots and innovative 3rd party processes thatattempttoreachandmobilizethesilentmajority.In general, the PICS research findings support those currently emphasized in the socialmobilizationliterature,butgobeyondotherfindingsinseveralnewareas,basedonevaluationofreal‐world engagement processes, innovative digital and visual media, and processes formobilization on community energy issues. The key findings show that social mobilization onclimate change canbe fostered successfully atmultiple levels, fromcatalyzingdialoguewithincommunities, to changing awareness over the space of a few hours, and actually achievingsignificantenergysavingsandcarbonemissionreductionsforcollectivegroupsofpeopleoverthecourseofafewmonthsto2years.Variousresearchprojectsdiddocumentthesuccessofsocialmobilizationintermsofrichsocialengagement,increasedunderstandingoflocalimplicationsofclimatechange,and insomecases,multipleco‐benefitsofclimateaction. Theyalsodocumentsome illuminatingconstraintsand failures inattempting to initiatesocialmobilizationon localenergysolutions.Recommendations on achieving effective social mobilization on climate change are providedwhich reflect these findings, including: (a) the importanceofmultiplepathways for socialengagementforanyparticularstakeholderorcommunitygroup;(b)thekeyroleofdigitalmediainbuildingmomentumandinterestincommunityengagementexercises,includingstructureduseofsocialmediaandcarefulapplicationofpowerfulvisualmediathatarerelated to the community in question; (c) the benefits of collective problem solving atneighbourhoodscalewith“grassroots”groups;(d)theneedforcoordinatedandmutuallyreinforcingprocessesconductedbymultiplepartners, inboth top‐downandbottom‐uproles; and e) the important role that 3rd party intervenors (such as NGOs, appliedresearchers, and scientific bodies such as PICS) can play in introducing new tools andstimulatingcommunityandgovernmentengagement.

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SOCIAL MOBILIZATION RESEARCH PICShasdefinedSocialMobilizationintermsofclimatechangeas—engagementandmotivationofthepublicandmultiplestakeholderstoimplementclimatesolutions,throughsociallearning,socialmovements,behaviourchange,communityaction,andpolicychange(adaptedfromPICS2010).Assuch,socialmobilizationemergesfromarangeofactors,includingcitizens,theprivateandpublic(government)sectors,andavarietyoforganizations(includingresearchbodies).ThesynthesisReportcollatesandhighlightsthesuccessstories,lessonslearnedandimplicationsidentified through thevarioussocialmobilization researchprojects, individuallyandseenasawhole.Theseprojectscomprise:

1. TheGoodLife,TheGreenLife–ledbyShannonDaub,JonathanTaggartandTinaBarisky– Canadian Centre for Policy Alternatives (CCPA‐BC). Documentary film and publicengagementaboutwhatitmeanstoliveagood,greenlifeattheclimatecrossroads.

2. FromCommunitiesofInteresttoCommunitiesofPractice:DigitalMediaasCatalystsforClimateActioncampaigns–ledbyDr.MagedSenbelandVictorNgo–UBCSchoolofCommunityandRegionalPlanning(SCARP).Mobilizationandevaluationthroughthe‘DoItintheDark’energychallenge.

3. MeetingtheClimateChangeChallenge(MC3)–ledbyDr.AnnDaleandDr.LeslieKing–Royal Roads University (RRU). Evaluating innovative municipal and community‐ledresponsesandsociallearningprocessesonclimatechange.

a. EagleIslandNeighbourhoodRetrofitProgramb. T’Sou‐keNationSolarCommunityProgram

4. GreenestCityConversations–ledbyDr.JohnRobinson–UniversityofBritishColumbia.

EngagementofVancouvercommunitiesthroughsocialmedia,energyworkshopsandotherchannels.

a. SocialMediaChannel‐ExploringVancouver’sTransportationFutureb. NeighbourhoodEnergyWorkshopsinMarpoleandGrandviewWoodlands

5. Measured visualizations as catalysts for mobilization: A prototype for public

engagementinmunicipalplanningforclimatechange–ledbyDr.RonaldKellettandDr.CynthiaGirling–UBCSchoolofArchitectureandLandscapeArchitectureandDr.MagedSenbel – UBC School of Community and Regional Planning. Revelstoke communityengagementandevaluationonurbanformandenergy.

6. Understanding the public uptake and acceptance of a municipal green energyincentive program – led by Dr. Christopher Ling, Dr. Charles Krusekopf and IngridMitchell–RoyalRoadsUniversity.EvaluationoftheSolarColwoodinitiative.

7. Illustrated Community Energy Guide/Community Energy Explorer – led by Dr.StephenSheppard,RoryTookeandSaraBarron–CALP,UniversityofBritishColumbia.Developingasociallearningtooloncommunityenergyfornon‐experts.

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PROJECTS AND THEIR RESULTS AT-A-GLANCE

OUTCOMES & CONTRIBUTING FACTORS

PROJECTSGood Life

Green Life

Do it in

the Dark

Meeting the Climate Change Challenge (MC3)

Greenest City Conversations (GCCP)

Revel-stoke Urban Form Workshop

Solar Colwood

Community Energy

Explorer Eagle Island Retrofit

T’Sou-ke Solar Community

Transport Facebook

Energy Workshops

MEA

SURA

BLE

RESU

LTS

Actual GHG reduction/energy saving ✔✔ ✔✔1 ✔✔ ✔ Progress toward achieving GHG targets ? ? Per capita GHG reductions ? ? ✔✔ ? ?Reduced vulnerability to impacts/ improved resilience ✔ ✔

Co-benefits realized ✔✔ ✔✔ ✔✔ ✔✔ ✔✔

REA

L A

CTIO

NS

TAK

EN

Social behaviour change (positive)/ collective action ✔ ✔✔ ✔✔ ✔✔ ✕

Mitigation actions taken, e.g. facilities built, technology installed ? ✔✔ ✔✔ ✔✕

Adaptation actions implemented

POLI

CIES

EN

ACT

ED

Sustainable development pathway adopted ✔✔ ? ✔Mitigation policies adopted ✔ ? ? Adaptation policies adopted ✔

COM

MU

NIT

Y A

TTIT

UD

ES/C

APA

CITY

IM

PRO

VED

Mitig/Adapt. policy support increase ? ? ? ? ✔ ? ✕ ? ?Broader cultural shift or ripple effect on values/perceptions/ norms

✔ ? ? ✕

Increased community capacity ✔✔ ✔✔ ✔ ✔ ? ?Increased motivation/concern/ caring about climate change/energy ✔ ✔✔ ✔✔ ✔ ? ? ? ? ?

Shifted/increased awareness/ understanding of climate change etc. ✔ ✔✔ ✔✔ ✔ ? ✔✔ ✔ ✔ ?

Increased/improved community dialogue on climate change/energy ✔ ✔✔ ✔✔ ✔✔ ✔✔ ✔ ✔✔ ✔ ?

PRO

CESS

EFF

ECTI

VEN

ESS/

A

CHIE

VEM

ENTS

Integrated decision making or design development ? ? ✔

Community-led planning ✔ ✔✔ Social movement ongoing/ripple effect ✔ ? ✔✔ ✔✔ ? Effective community engagement - reaching beyond the usual suspects ✔✔ ✔✔ ✔✔ ✔✔ ✔✔ ✔ ✔✔ ✔✕ ?

Effective community engagement - engaging/rewarding experience ✔✔ ✔✔ ✔✔ ? ✔✔ ✔✔ ✔✔ ? ?

Effective partnering ✔ ✔✔ ✔ ✔Peer-to-peer learning (among practitioners)2 ✔Neighbour to neighbour interaction ✔✔ ✔✔ ✔✔ ✔ ✔✔Action campaign event(s) ✔✔ Preparatory social learning ✔ ✔ ✔ ✔ ✔ ✕ ?

CON

TRIB

UTI

NG

/ EN

ABL

ING

FA

CTO

RS Financial incentives applied/ available to users Yes Yes Yes

Government support of intervenor Yes Yes Yes YesCompelling visual media used Yes Yes Yes ? Yes Yes YesActive social media used Yes Yes Yes ? Yes ? TBDFun activities Yes Yes Yes ? Yes Yes TBDEmergent dialogue/co-creation Yes Yes Yes Yes Yes Yes YesSpiritual values engaged Yes Yes

Key:

Intended outcome ✔✔ Strong positive result overall ✔ Weak positive result overall✕ No positive result overall (for intended outcome) ? Outcome unknown or uncertain (lack of available data)

Table1‐KeyfindingsofPICSresearch&outcomesofselectedSocialMobilizationinterventions

1ActualGHGreductionshavenotyetbeenquantified,butarebasedonestimatesprovidedbymembersofCoolNeighbourhoods.2PeertopeerlearningamongpractitionerswasamajorgoalandsuccessfuloutcomeofthebroaderMC3project.

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DRAFT RECOMMENDATIONS A summary of general recommendations (draft format) for effective social mobilization isprovidedinthePICSSpecialReport.ThereportalsooffersmorespecificrecommendedsolutionstailoredtotheresponsibilitiesandpotentialsofvariousintervenorsinBC:upperlevelandlocalgovernment;climatescientists;andcommunity–based/citizengroups.TheserecommendationsstemfromthefindingsfromPICSprojectsreportedaboveand/orpreviouslypublishedresearchand guidance on social mobilization. In most cases, the PICS research findings andrecommendationssupportthosecurrentlyemphasizedinthesocialmobilizationliterature,yetgobeyond them in new areas, based on the evaluation of real‐world engagement processes,innovativedigitalandvisualmedia,andprocessesformobilizationoncommunityenergyissues.Whilepreparedwith theBCcontext inmind,manyof theproposedsolutionsmayapplymorewidely.

Fig1‐WorkshopparticipantsdiscussfuturevisionsfortheCityofNorthVancouver(Source:IllustratedGuideto

CommunityEnergyhttp://web.forestry.ubc.ca/calp/CALP_CommunityEnergyGuide_highRes.pdf)

GENERALRECOMMENDATIONSFORSOCIALMOBILIZATION(DRAFT)

General recommendations for effective social mobilization by diverse actors and intervenorsincludeprinciplesthataddressboththeplanningofinitiativesandthefocusandframingofcontentandinnovativeapproachesforcarryingoutsocialmobilizationactivities:PlanningofSocialMobilization:

1. Beclearabouttheintendedoutcomesofsocialmobilizationinterventions:forexample,doestheactivitywishtoachievemorepublicdiscourseorwidespreadbehaviourchange?Isitearlyorlateinaformalprocess?Istherealreadyaconsensusjustifyingapersuasiveapproachoristherecontentionthatcallsforanemergentdialogue?

2. Planforthelong‐term:short‐termprojectsorprograms,evenifwell‐funded,areoftennotvery effective in achieving long‐term impacts/solutions (Ling, et al., 2014). They canstimulatesubstantialdialogueandsomeactivity,butneedtobefollowedupandactivelymaintained/builtupon,iftobesuccessfulinthefuture.

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3. Preparetheground:allowleadtimetofosterinitialsociallearningbeforetheprojectisformallyintroducedtothecommunity(e.g.tobuildawareness,explaintheprocess,exploretheirvaluesandconcerns,gettheirsuggestions,getthemcomfortablewiththeidea,etc.).Good initiatives are unlikely to be successful if introduced to a community that is notparticularlyinterestedintheissueanddoesnotseesolutionsthataddresstheirconcerns(Ling,etal.,2014).

4. Buildandmaintaintrust:thisisparticularlyimportantforgovernmentandbusinesses,andoftenrequirescollaboratingwithorleadershipbyrepresentativesofthecitizengroupsorstakeholdersinvolved.Peoplerespondbesttopeopletheytrustandfeelcomfortablewith, and the most persuasive source in trying to develop new social norms “are notexperts,academics,advocatesoractivists,buteveryday,‘ordinary’....peoplewhosewords,ideasandexperiencescanserveascompellingevidence”(Gunster,2011).

5. Coordinate with partners: work with other bodies and groups from government,business,civilsocietyandstakeholderorganizationsinamulti‐facettedapproach,asintheEagle Island retrofit project, to provide resources and local knowledge, and buildcommunityappreciationofactionsthatarewidelysupported.

6. Within the identified audience, engage with groups, not just individuals: mutuallyreinforcingcollectiveaction(aswithAlcoholicsAnonymous)tendstobemoresuccessfulthanreachingouttoindividualsorscatteredhouseholds.Thetopicofclimatechangecanbetoolargeandoverwhelmingtoexpectpeopletotakeonasindividuals.Ifpeoplethinkthatnooneelseistakingaction,theymayfeelisolatedandunabletomakeadifference.Also,existingnetworksareoftenmoreefficientatinvolvingpeoplethannewmechanisms.

7. Providemultiplepathwaysforengagement:campaignsorprojectswithvariouswaysforpeopletobecomeinvolvedarelikelytobemoresuccessfulthanthosethatonlyprovideone channel for engagement. The ‘Do it in the Dark Campaign’ used video, Facebook,different group activities, and competitions to attractparticipants (Senbel et al., 2014).Don’tputallyoureggsinonebasket.

8. Use credible facilitators: the credibility of the organizer, researcher, sponsor, etc. isimportant for recruitment and success of the initiative, in terms of science, socialconnectivity,andpracticality.

FocusandFramingofContentandInnovativeApproaches:

9. Explicitlyaddresspeople’svalues:manypeoplearemorelikelytotakeactionbasedontheirpersonalvaluesthanonatechnologicalargument,financialincentiveorotherformsofengagement,thoughthesecanbeimportantsupportmechanismsonceacommunityisengaged. For example, the hands‐on “name the neighbourhood” exercise in the GCCPenergy workshops clearly identified local values and concerns, and demonstrated toresidents that the intervenors were listening and interested in learning what wasimportanttothecommunity.

10. Emphasizeco‐benefits: it isn’tnecessaryalwaystoleadwithclimatechangeissues,butdon’thide themeither;manycommunitiesmaynotbe readyor fullyopen toa climatechangespecificagenda,butrespondtosharedvaluesorcommonground(Marshall,2014)suchasenergyefficiency,costsavings,orthe‘coolfactor’.Atthesametime,climatechangerealitiescanandshouldbeintroduced,asgreenbenefitsor‘doingtherightthing.’

11. Focusonsolutions:toomuchdoomandgloomonclimatechangeimpactscanturnpeopleoff,whereasmanycangetbehindpositiveactionthathassocialadherence.RecentCCPAworkshops on Climate Justice with members of the public adopted a policy of 75%solutionsto25%problemsinguidingdiscussionofclimatechangeissues.

12. Explorethefuture:mostpeoplehaveneverbeeninvolvedinastructuredlookattheirownfuture:itcanbeanovel,eye‐openingexercise.Usingscenariosorvisioningexercisesonsustainableoralternative futures, “placingpeopleand,more importantly,communityat

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thecentreofavisionofsustainability” (Gunster,2014)canbe transformative(Schroth,2010).

13. Make information local, immediate,and tangible: because climate change science isnormallyconsideredglobalandverylongterm,relatinginformationtoapersonaland/orlocal levelwillmake itmoremeaningful (Scannell et al, 2013;Moser, 2010; Sheppard,2012).

14. Usecompellingvisuallearningtools:makingthingsvisible(e.g.energy,climatechangeimpacts,adaptationsolutions)withsimpleorsophisticatedvisualizationscanbepowerful(Cohen et al., 2012). Images that are based on data but tell memorable “stories” canimprove understanding and engage participants who enjoy visual media and “cool”technology. Processes that gobeyondvisual experiences, as inhands‐on interactiveorcreativeexercisesandphysicalactivitiessuchasfieldwalksortree‐planting,canbeveryeffectiveandrewardingforparticipants.

Fig2‐SolarprojectinT'Sou‐keFirstNation(Source:https://www.aadnc‐aandc.gc.ca)

RECOMMENDATIONSFORGOVERNMENTSANDINSTITUTIONS(DRAFT)

GovernmentsandlargeorganizationssuchasCrownCorporationsorutilitiessuchasBCHydro,may sometimes instigate their own top‐down social mobilization efforts intended to reachimplementedsolutions(asinSolarColwood).Theycanalsoplayacrucialroleinframing,enablingandsupportingsocialmobilizationactivitiesundertakenbymultipleactors.Recommendationstoalllevelsofgovernment(includingprovincial,regionalandlocal)include:

1. Developandenableamulti‐facettedbutcoordinatedandcollaborativeapproachtoany direct social mobilization efforts, coordinating top‐down efforts and incentiveschemes with parallel initiatives by 3rd party and community‐based partners, asproactivelyaspossible.Well‐plannedjointstudiesaddvaluetoeachorganization’swork,relativetoworkinginsilosorreinventingwheels,andnetworkscanbesharedforefficientparticipantinvolvement.

2. Providemoresustainedsupportforgrassrootssocialmobilizationatneighbourhoodscale, without driving or taking control of the initiatives. Such support can includeproviding: stable ongoing funding programs for local volunteer organizations andcommunity‐basedNGOs;mediasupport/disseminationtoreinforcethemessaging;andin‐kind resources (suchasWestVancouverSustainability staff timeallocated to theEagleIslandprojectorpotentiallyaClimateActionAdvisorforstratacouncils).

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3. Take leadership inprovidingorhosting ‘one‐stop shopping’viaonline informationhubs that are easily accessible viaGoogle search, structured in away that allows eachneighbourhoodorsectortofindinformationtailoredforthem,andthatarefun,attractive,andintuitivetouse.Forexample,websitessuchasLiveSmartBC(developedbytheClimateAction Secretariat) provide a valuable source of information and support to all BritishColumbiansandshouldbecontinued.Itisalsopossiblethatregionalgovernmentsmaybea good scale for accessing data and resources to support local climate action, enablingcomparison among communities and sharing of locally relevant contacts and successstories.

4. Maintain andwidely publicize the Provincial and local carbon emission reductiontargets: for such an important and transformative policy of declaring targets of 80%reductionincarbonemissionsby2050tobesolittleknownamongBCcitizens(Rhodesetal.,2014)isextraordinary.Amajorcampaigntobuildawarenessoftheexistence,needfor,andbenefitsofthesetargetstoordinarycitizensislongoverdue.Theconceptofanoverallcarbonbudgetforeveryonecouldhelpshiftthesocialnormsofthepublic(e.g.“thestatusquoisnolongeracceptable,”“doingmybit”etc.),andsupportlocalgovernmentsintheirattainmentofOCPandCEEPtargets,ifwearetomoveawayfromhighcarbonlifestyles.

5. MaintainandwidelypublicizeotherimpressivebutlittleknownachievementsofBC’sgovernmental climate action program, such as: reductions in province‐wide GHGemissionssince2010;theCarbonNeutralprogramforpublicentities;andothermunicipalinnovations such as district energy plants running on renewables, which can produceimportant symbols of local resilience. Higher levels of government should supportmunicipalities in developing demonstration projects that are highly visible in thecommunity(Sheppard,2012)andapplicabletolocalbusinessesorprivatebuildings.

6. Developprogramstoembedinnovativepracticesinreal‐worldplanningprojectsandtrainpractitionersandstaffinsuccessfulnewtechniquesofsocialmobilization.

Inparticular,higherlevelsofgovernmentsuchastheProvinceofBCandutilities,should:

7. Maintainconsistentmessagingtothepublicacrosspoliciesrelatingtoclimatechange(e.g.movingaway fromfossil fuelsand towardscarbon targets,encouragingrenewableenergy, etc.) to avoid confusingwould‐be actors or providing dis‐incentives to parallelclimate action by society at large. (e.g. “if the government doesn’t care about carbonemissions,whyshouldwe?”).

8. Provide stable, long‐term and simple‐to‐understand financial incentives forhouseholders and building owners, for low carbon energy implementation and energyconservation/retrofitting(e.g.eco‐audits,feed‐intariffsforlocalenergy,PayasyouSaveschemes, etc.). Variation, uncertainty, and complexity of incentive schemes aredisincentivestoallbutthemostcommittedhouseholders.Governmentandindustryneedtobeable todemonstratesignificantbenefits tohome‐owners from low‐carbonenergytechnologies for residences that outweigh the upfront costs and inconvenience ofinstallation.

9. Ensurethatindustrialscaleorprivatesectorrenewableenergydevelopments(suchaswindorrunofriver)aredevelopedincooperationwithaffectedcommunities,andthatsuch communities receive a share of the revenues, green jobs, or other benefits, as iscommoninothercountries(Elliott,2003).Thiscouldavoidbarriersofpublicoppositiontogreenenergyprojects.

10. ReintroduceclimatechangetotheHighSchoolcurriculum,withparticularreferencetothe targets and actions in place in BC, and clear linkage to projected conditions andsolutionsthattheyouthoftodaywillseeintheirownlives.Suchinterventions,mediatedbyourchildren,couldhavearippleeffectonparents,possiblyhelpingtore‐shapesocialnormsandvotingbehaviouraboutactiononclimate change. Thecurrentabsenceof a

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requiredclimatechangecurriculuminschoolsismorallyquestionable,contributingtolackofknowledgeandcapacityinouryouthinfacingknownfuturethreats(andsolutions)intheirownlifetime.

Localandregionalgovernmentshavesomeuniqueopportunitiestoimplementtheirownsocialmobilizationmeasuresthroughplanningprocessesandsymbolic/practicalconstructionprojects(e.g.CommunityEnergyandEmissionPlanimplementation).Formalcommunityengagementaspart of planningprocessesprovides anongoing, already‐budgetedopportunitynot only to getpublicinputtodecision‐makingandpolicies,butalsotoinformandencouragecommunityaction.Assuch,local/regionalgovernmentsshould:

11. Prioritizebuildingpublicliteracyonenergyandclimatechangeissues,andthebenefitsandmethodsof reducingcarbonemissions,especiallyat thesmallneighbourhood levelwherepeoplearemorelikelytoknoweachotherandcouldactcollectively.

12. Implementricherandmoreengagingparticipatoryplanningmethods asdevelopedandvalidatedinthePICSstudies;theseshouldusesocialmediaandvisuallearningtoolsinstructuredprocesseswithfuturescenarios,followingproceduresthathavebeenshowntoworkinappliedresearch.Specificrecommendationswithinsuchprocessesinclude: Followbestpracticeinengagingpeoplethroughopen,inclusive,collaborativeand

transparent planning processes (Beierle and Cayford, 2002). For example,participants should comprise a broadly representative sample of the populationaffectedbythepolicydecision,andstakeholdersshouldbeinvolvedasearlyaspossibleintheprocesstomaximizebuy‐in(Haas‐Lyons,2012).

Usealternativemediatedsocialmediaexercises,todrawinusertypesnottypicallyrepresentedinplanningmeetings.

Use tools to augment participants’ abilities to visualize, remember, analyze,measure,compare,andcommunicatewitheachother (GirlingandKellett,2000).Thetoolsusedshouldbeadaptabletoeachsituation,andpresentadequateinformationinwaysthatareclear,credible,engaging,andmeaningfultotheusergroup(GirlingandKellett, 2000; Sheppard, 2012). There are increasing online resources that provideclear and compelling graphics for staff to use, e.g. Community Energy Explorer –www.energyexplorer.ca.

Useinteractiveworkshops:rapidfeedbackfromparticipantsenablesamoreiterativeprocessinwhichscenariosareimprovedwitheachsuccessivecycle.Iterationtypicallyelevatesparticipants’satisfactionandconfidenceintheresults(KwartlerandLongo,2008).

RECOMMENDATIONSTOCLIMATESCIENTISTS,RESEARCHERS&PRACTITIONERSOFVARIOUSDISCIPLINES(DRAFT)

Aspotential3rdpartyintervenors,usuallychargedwithdisseminationofimportantscientificortechnicalinformationtothepublicandinformationusers,scientistsandpractitionerscanplayanimportantroleinbuildingcapacityofcitizensandorganizationstoplanforandactuponclimatechangesolutions. Inorder forscientificmessagestoreachthe intendedaudience, theprimarylessonsfromtheliteratureandPICSsocialmobilizationfindingsare:

1. Gobeyondone‐waycommunicationswithlecturestoinvitedaudiencesof‘theconverted’(theinformationdeficitmodel),bytakingthediscussionstotargetgroupsontheirturf,using their languageandmediachannels,andopeningupan interactive two‐wayemergentdialoguewhichisdriveninpartbytheirconcerns,values,questions,andideas.

2. OrganizationslikePICScouldexpandtheuniqueroleoflocalcoordinatorsatuniversitieswithinregionalcommunities,andpromotehighlyvisibledemonstrationprojectsand

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activeeducationaloutreachwith regionalorganizations,ashasbeendonebyUNBC’sCampus coordinator with demonstrations of electric vehicles, carbon footprintcalculations,etc.

Fig3–ExploringNeighbourhoodEnergyFuturesWorkshopsasapartoftheGreenestCityConversationsproject(Source:

http://gcc.sites.olt.ubc.ca/2012/05/17/exploring‐neighbourhood‐energy‐futures/)

RECOMMENDATIONSTOCOMMUNITYGROUPS(DRAFT)

Organizersorparticipants ingrassrootsclimatechange initiativeshaveconsiderableagency ifthey work together with neighbours at the local level, within stakeholder groups, or withincommunitiesofpractice,asdemonstratedbytheEagleIslandandT’Sou‐keexperiences,aswellassimilar initiatives suchasCoolNeighbourhoods (Northshore),GreenBloc (Vancouver),ProjectNeutral(easternCanada)andTransitionStreets(UK).Keyrecommendationsinclude:

1. Identify and support champions and ‘lieutenants’ who can motivate and organizeothers

2. In place‐based initiatives (e.g. establishing community gardens or local climate changeaction groups), work in small discrete areas with concentrations of interestedneighbours,whereanyactivitiesorchangesarehighvisible.Workshopsoractivitiesshouldtapintopeople’s‘senseofcommunity’,recruitingadiversityofpeoplewhosharetheirinterestinthesameneighbourhood.

3. Seek partners among NGOs and allies in local government who are able to provideresources,information,andadviceontechnicalissues.

4. Investigate grants that may be available to support community initiatives fromfoundations and government, and seek sponsors from local businesses, e.g. providingdiscountsonenergyretrofitsupplies(asintheEagleIslandbuyer’sclub).

5. Experimentwithdo‐it‐yourselfvisualmediatohelpspreadideasandattractattentionofotherparticipants.

6. Explorepossibilitiesforcitizenscienceandengagement(contributinginformationtomunicipalitiesorotherorganizationsonthingslikebirdhabitat,streettreemonitoringandmaintenance,etc.).

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CONTACT US Commentsarewelcomedonthissummaryaswellasthefulldraftreport,whichisavailableonlineathttp://pics.uvic.ca/pics‐special‐report‐social‐mobilization‐draft.Formoreinformation,pleasecontact:DeeptiMathewIypeResearchScientistCollaborativeforAdvancedLandscapePlanning(CALP)CentreforInteractiveResearchonSustainability(CIRS)UniversityofBritishColumbia2321–2260WestMall,VancouverCanadaBCV6T1Z4Phone:+1(604)822‐8912Email:deepti.mathewiype@ubc.ca