Why Science Communication is important to combat Climate Change
Climate change is undeniably one of the most pressing issues of our era. Its implications stretch across continents, affecting ecosystems, economies, and most importantly, our communities. While the scientific community is hard at work researching and understanding the intricacies of this global challenge, there's another equally crucial task at hand: communicating these findings to the public.
We already talked about the need for science communication in more general terms. However, in this article, we’ll take a plunge into the significance of science communication in addressing climate change and some tools you can use in the collective fight against this, existential, threat.
Why WE focus on Sci-Com
Science communication is more than just sharing facts. It's about making science accessible, relatable, and actionable for everyone, regardless of their background. In the realm of climate change, this becomes even more pertinent. Wherever you look, information is at our fingertips, but it's ironic that people talking - with each other - often feels more alien than ever. Part of that problem is the lack of trust in science.
We might partly blame the conspiracy enthusiasts and the weirdos out there. But what's been frightening to me is that I've heard these anti-science talks more and more from all corners of my life.
While many scientists are experts in their fields, most of us aren't trained in proper communication. Media use the wrong sound bites, some journalists seem to be twisting words, and yet still to this day, universities are reluctant to educate their students about science communication.
From masters to PhD’s, they are asking to talk about their research... but academia is going painfully slow.
That's why the Creators For Climate project is pushing back, to get scientists everywhere to invest in science communication. To embrace it as a vital part of their work. Because when science is shared the right way, it has the power to change minds, shape policies, and inspire a new generation to do better. We need our scientists to step out of their labs and into the social spotlight, not for fame, but for an actual future.
So, is there something we learned along the way?
HOW to communicate Climate Science
As you can imagine, this is a topic we can discuss full at length. We might even be able to create a full course about this topic alone! But when you’re starting out, that too might be overwhelming. So here are some things to think about when you really want to get through to your audience when you’re talking about climate change:
Simplicity is Key: While it's essential to be accurate, it's equally crucial to be clear. Avoiding jargon and using simple language can make a world of difference. Always remember, who is my audience and what is their scientific background.
Bring in some visuals: A picture is worth a thousand words. Using infographics, charts, and animations can help explain complex concepts. But only use them to strengthen the story. There is no need for a visual that doesn’t add to your narrative!
Engage Emotionally: Stories resonate. Instead of just presenting facts, weave them into narratives. Share success stories, highlight challenges, and showcase the human side of climate change.
Crafting an emotional connection
I think we can all feel that the news about climate change has been mainly doom and gloom, and while I truly understand this type of communication, it can also have the opposite effect. When you focus only on the negative, the reader can easily feel overwhelmed and disconnect emotionally from the matter at hand. What happens is that they place the topic of climate change at a larger psychological distance, out of their immediate “objects of care”. The question then becomes, how do we harness that emotional connection and instil a sense of emergency?
Three potent tools at our disposal are communicating to shock, inspire, or educate. Utilized alone or in tandem, these strategies can elicit a profound emotional response, driving a deeper engagement with the climate change discourse.
Shock to awaken:
Shocking information or images can serve as a jolt to the apathy that often surrounds climate discussions. By presenting stark realities we can induce a sense of urgency. However, like discussed above, shock value should not venture into the realm of fear-mongering. It's about awakening the audience to the imminent threat that climate change poses, urging them to step out of their comfort zones and confront the crisis. A healthy dose of shock can introduce uneasy feelings, which might actually help inspire action.
Educate to empower:
Education is the bedrock of effective climate action. A well-informed populace can make enlightened choices, advocate for sustainable policies, and contribute to a broader societal shift towards environmental responsibility. Through education, we demystify the complexities of climate change, providing a clear understanding of its causes, consequences, and the solutions at hand. It’s another shackle in the communication trio and provides the tools for motivated and inspired new “climate actionists” (yes, we’re coining that term right here!).
Inspire to act:
Inspiration sparks hope and action. Showcasing positive stories of change, be it individuals, communities, or countries making a difference, can motivate others to follow suit. For instance, narrating how a small community transitioned to renewable energy, or how a teenager's climate advocacy led to policy change, can set a motivating precedent. Inspiration lays the foundation of belief that change is possible and that each effort counts. It can use those feelings of anger or disbelief into bringing these topics to a much closer psychological distance. It’s a great vehicle for shifting an emotional response towards physical action.
How to use these new tools?
The real magic unfolds when shock, inspire, and educate elements intertwine within a single piece of content. Start with a shock to capture attention, followed by education to provide a foundation of understanding, and wrap with inspiration to ignite action.
For example, a blog post could commence with shocking imagery of wildfire devastation, segue into an educational narrative explaining the link between climate change and increased wildfire frequency, and conclude with inspiring stories of communities coming together for reforestation and fire prevention initiatives.
Such a structured communication approach creates a roller-coaster of emotions, leading to a more engaged and responsive audience. The shocking element unveils the gravity of the situation, the educational part provides the necessary knowledge to grasp the issue, and the inspiring segment propels the audience towards action. And as such, you ave also effectively created a story arc in your content piece: hook, setup, conflict, resolution and call to action.
Join the Movement
If you are a scientist who wants to learn more about science communication, where to start and how to apply it to your own research, I might have something for you. In the e-book below I’ve compiled a 30 day challenge which gets you through all the steps of communicating your research. No prior knowledge required. The goal is to get more science content on the web, and we have to start at the start!
Sign up for the waitlist of the Science Communication 101 and be an integral part of our community of change!
Community driven knowledge
We’re testing the workbook with a handful of driven scientists at the moment. Please join the waitlist if you want to be notified when we launch.
