Presentation from Caroline Fiennes at the CIM Good Marketing Conference, ARU Chelmsford on 30 November 2012

1. Please Behave Nicely
Caroline Fiennes
29/11/2011

4. The standard approach to climate communications is
to take people ‘through’ the problem to the solution
The problem
Assumes that they will:
Start Action
•understand the problem
•care
•figure out what to do

5. A better approach is to ‘sell’ the action
The problem
Start Action
• Promote the action – make it attractive in
terms that are attractive to the audience: eg,
visible symbols of success
• All commercial marketing works this way

7. 29/11/2011

9. 29/11/2011

13. We use a segmentation based on values
‘Inner Directed’:
Morals, ethics, doing the right thing
Justice, charities, the Earth
- Environment, less developed countries =
drivers on CC
‘Outer Directed’:
Esteem of others, visible symbols of success
Fashion, brands, intense, flashy
- Looking cool might drive behaviour on CC
‘Sustenance driven’:
Safety, security
Tradition, family
- Energy security = driver on CC

14. Global Cool’s target audience: Now People

15. We campaign in four areas, each time ‘selling’
the behaviour to this audience
Recycling Public Transport
Parties: free clothes & Fun, adventure,
fun quirky experiences
Hook: Fashion Hook: music (music
(London Fashion festivals, bands’
Week) stories)
Home Energy Use Flight-Free Holidays
Look great, save Fun, adventure,
money, have better relaxing, i-net, phone,
skin! better bars!
Entertainment
Fashion (fashion (celebrities, travel
models, ASOS) shows)

17. 29/11/2011

18. Thank you 
Twitter @carolinefiennes
Web www.carolinefiennes.com
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