Climate change: Your guidei

to inspiring actioni
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.

Photo: Flooding in
Boscastle, Cornwall, 2004
An indication of the type
of event that scientists
say will become more
frequent in the future.
Given the enormity of the problem of
climate change and its consequences
– heatwaves, flooding, more frequent
storms – people may find it hard to
believe that they can do anything to help.
But the fact is, man-made greenhouse
gases contribute significantly 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 efficient, we will reduceithe impact that we, i
as individuals, have on the environment. i
Sir David King, UK Government’s Chief Scientific 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
01
 What is climate change?i

Our planet is surrounded by a blanket ‘the greenhouse effect’, so called because

of gases. This blanket keeps the surface it works in much the same way as a
of the Earth warm and enables it to garden greenhouse – by trapping heat
sustain life. This process is known as from the sun. Here’s what happens:

The greenhouse effect

1. Energy from the sun enters

1
our atmosphere, passing
through the blanket of gases
that surround the Earth.
3
2. As it reaches the Earth’s
surface, much of the
sun’s energy is absorbed 2
by our planet’s land, water
and biosphere.

3. Some of this energy is

radiated back into space. 4

4. The rest of the energy is

trapped in our atmosphere
– and this is known as
‘the greenhouse effect’.

Climate change timeline Home, work and travel

What are the major historical developments 1801

Richard Trevithick
that have contributed to the climate change invents first steam-
story? We’ve tracked a few powered locomotive

key dates and events under three

separate headings:
Home, work and travel
Industry and technology
1492
Geo-political Da Vinci theorises
about flying machines
 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 (CO2) 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 CO2.
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.
1879
Invention of the
electric lightbulb
e
1885 1894
Karl Benz British firm
builds world’s Crompton & Co.
first practical features electric
automobile kettles in its catalogue
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 CO2 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 CO2. More
than 40% of CO2 emissions are the direct
result of actions taken by individuals. Every
time we use non-renewable electricity,
drive a car or take a flight, we’re producing
CO2, 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.
Photo: Traffic, UK
Road transport now accounts
for a fifth of the UK’s entire
national carbon emissions.
1903
Wright brothers
make their first flight
1908
Henry Ford improves
the assembly line for
automobile production 02/03
On the groundi North East

Climate change is big news. Increasing

media coverage has helped raise
awareness of local and global issues
and has sparked action around Project: The Experiential Climate Dome
the country. Organisation: Carbon Neutral North East
Using a ‘climate dome’ at a variety of locations
Individuals, schools, community across the North East, this project is aimed at
groups, NGOs, businesses and highlighting the immediate impact of climate
change. The dome includes interactive
the government are now all involved screens, games and communications materials
in projects to tackle the causes that are easily adapted to the needs of
different audiences.
of climate change.

In 2006, 83 Climate Change Fund West Midlands

(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 find out more about projects in
your region.
Project: Marches Cinema Short Film
Organisation: The Rural Media Company
Costa del Marches, a short film 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.

1931 1952
Surveys of potential First regular jet
commercial air routes from airline service
the US to the Orient via
Canada, Alaska and Russia

1913
Invention of the
electric refrigerator
1939 1958
First trans-Atlantic More than 1million passengers
passenger service 1951 fly across the Atlantic,
flown by Pan American 1.5 million surpassing steamship
Airways TV sets in US passengers for the first time
 Yorkshire and The Humber

East of England

Project: Climate Change – Together

we can beat it!
Organisation: 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 Project: On target for carbon
issue and to take simple steps to help.
neutral football
Organisation: 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 first carbon neutral
football match.

All England
Project: Asian Voice newspaper
Organisation: 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.

Other regional CCF projects. There are another

22 projects that cover the whole of England.

1971 2006
Boeing 747 makes its UK Government announces
first commercial flight from ambition to make all new
New York to London homes ‘zero-carbon’ by 2016

2004
1974 1997 Carbon emissions from
First domestic food EU deregulation of the housing account for 27%
processor introduced air industry in Europe; of all the UK’s carbon
in the UK low-cost air travel begins dioxide emissions 04/05
 Getting thei
point acrossi

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

find nine Climate Change Champions
aged 10 to 18 from across England.
The Champions have been busy
tackling climate change and will be
in office until autumn 2007.

The Champions are making a big

difference. Find out more about what
Aazim, Carri, David, Jordan, Lucy, Sarah,
Sofia, Stephanie and Zoheb are doing
at www.climatechallenge.gov.uk.
You can see short films and read their Photo: Gurschen Glacier,
blogs and news articles about how they are Switzerland
spreading the word about climate change. The Champions saw first 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

1821 1882
First electric motor The Electric Lighting Act
allows setting up of
supply systems by
persons, companies or
local authorities

1879
c. 1800 1806 Karl Benz granted a
Beginning of Invention of the internal patent for his internal
04/05industrial revolution combustion engine two-stroke gas engine
 We are the
Champions!

Aazim Ihsan
London

Carri Swann Sarah Crudgington

East Midlands East of England

David Saddington Stephanie Lynch

North East North West

Jordan Stephens Sofia Selska

South East West Midlands

Lucy Stansfield Zoheb Khalil

South West Yorkshire and The Humber

1884 1896
Invention of the Svante Arrhenius proposes
steam turbine a link between fossil fuels,
carbon dioxide and global
warming

1892 1924
Rudolf Diesel develops Based on 1920 coal use,
the Carnot heat engine, prediction made that industrial
a motor burning activity will double atmospheric
powdered coal dust carbon dioxide in 500 years 06/07
 Your carboni
footprinti
Carbon dioxide (CO2) emissions are
caused in part as a direct result of
our everyday activities. The following
all result in CO2 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.
1938
UK National Grid
04/05
becomes integrated
The total amount of CO2 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 CO2 to the
atmosphere indirectly through
the manufacture, distribution and
disposal of the products we
consume, including food.
1951
Britain’s first commercial
computer, the Lyons
Electronic Office, is built
1950s 1969
Aerospace industry Astronauts first walk
develops on the moon
 40%
of the average household’s
The CO2 produced as a result of the
actions of an individual, a household or
an organisation is sometimes referred
carbon footprint comes
from personal transport, to as a ‘carbon footprint’.
i.e. cars, motorbikes
and flights.*
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
significantly reduced. In this way, we can
all contribute to tackling climate change.

60%
of the average household’s The CO2
carbon footprint comes emissions from the
from home heating, home come from:
lighting and
appliance use.* 75%
water and space heating,
and lighting

25%
use of appliances.

* These are approximate values based

on the underlying data used in the
Act on CO2 calculator, see page 10.

1980s 2001
Rapid industrial development Nearly two-thirds of
begins in China – pace set for people in the UK
next 20 years unprecedented (33 million people)
in human history now use the internet

1991
World Wide Web
released to the public 08/09
 Calculating youriii Close your curtains at night
It stops heat escaping through
carbonifootprinti your windows.

You can now work out how big your Turn your heating
thermostat down by 1ºC
carbon footprint is by using the It could save you 10% in
Government’s Act On CO2 calculator heating bills. Generally, a
comfortable living room
at www.direct.gov.uk/ActOnCO2. temperature is around 21ºC,
while the bedroom should
be comfortable at 16–18ºC.
The calculator focuses on the three
most significant areas where our actions
lead directly to CO2 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 Once you’ve
action plan to help you reduce your calculated your
carbon footprint, which you can then save own carbon dioxide
and return to later. footprint, you can
work out ways to
reduce it. It’s easier Turn gadget
Don’t leave g
than you think. Here mobile phone
are some ideas to and games co
when not in u
get you started.

Geo-political

1950s
Dramatic increase
in carbon dioxide
emissions

1827
Jean Baptiste Fourier proposes
the existence of an earth-
warming atmospheric effect. 1900
The term ‘greenhouse effect’ World population
04/05is first used stands at 1.6 billion
 Wash laundry at 30ºC
Only fill the kettle with Selecting the 30ºC cycle cuts
the water you need electricity use by up to 40%,
You waste energy if you boil compared with washing clothes
more water than necessary. at higher temperatures.

Buy energy-efficient
appliances
Look for fridges, freezers
and washing machines
with the Energy Saving
Recommended logo and
save money and energy.

Insulate your loft Install Energy Saving

You can typically save 0.4 Recommended lightbulbs
tonnes of CO2 a year, and They last between 8 and 15 times
nearly 10% on your heating bill. longer than traditional bulbs.

If you can, try alternatives to

the car for short journeys
Walking, cycling or using public
transport will help reduce your
carbon footprint.

adgets off
eave gadgets – such as TVs,
phone chargers, computers
mes consoles – on standby
ot in use.

1975 1984
World population The Alliance of Small Island
reaches 4 billion States (many of whom fear
they will disappear as sea
levels rise) demand a 20%
emissions cut by 2005

1957
Start of long-term carbon 1979
dioxide monitoring by US World Climate Conference
scientist David Keeling; recognises the importance
year-on-year rise seen of climate change 10/11
 Figuring outi
climate changei
of young people
When you are making a communication believe that the world’s
plan, one of the first steps is to climate is changing.
understand what people think about
climate change now.

Defra has been tracking public of adults

awareness and understanding of
think that the Government can
climate change. To find out more, go to
influence climate change.
www.climatechallenge.gov.uk and
look at ‘What do people think?’ in the
‘Communicate climate change’ section.

Here are some of the latest statistics:

of adults said that
they are already
taking some action.

Almost
of young people
study climate change at school, and
of young people feel that of adults think that
they should spend more climate change is
time learning about it. caused by human
behaviour.

1987 1990
Discovery of link between IPCC’s first report states
atmospheric carbon dioxide that the average world
levels and temperature, going back temperature has increased
more than 100,000 years by 0.5°C since the beginning
of the 20th century

1988
1985 Intergovernmental Panel
First major international on Climate Change
conference on the (IPCC) is set up by the
greenhouse effect is World Meteorological
04/05
held in Austria Organization
 of adults have
heard of
climate change.

young people say of adults think that

that they could use recent warmer weather is
less energy at home. part of climate change.
Just
of adults say that they could
help by driving less or not
driving at all.
thought so in
of adults
March 2006.
and

of young people think

that they can personally
have a big influence on
climate change.
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.

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 figures 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.

1997
Kyoto Protocol agrees to
binding cuts in emissions
for industrialised nations
to be met between 2008
and 2012

1992
Climate Change Convention
1990 signed in Rio de Janeiro, Brazil,
World population by 154 nations, sets initial
reaches 5.26 billion emissions reduction targets 12/13
Communicatingi
climate changei

Let’s talk about it Messages Create some simple

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. 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.

1998 2003
Hottest year on record Temperature in the UK exceeds
in the hottest decade 37.8°C (100°F) for the first time.
on record 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
04/05 made with climate change
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.
2005
Kyoto Protocol
comes into force
2005
G8 Gleneagles Summit;
climate change one
of two main issues
addressed
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
2005
Hurricane Katrina devastates New Orleans;
researchers link record US hurricane season
and melting sea ice and Siberian permafrost
to climate change 14/15
 Do you know whoi
you’re talking to?i

If you are going to communicate some of If you’d like to find out more about
the issues surrounding climate change what people in the UK think about
and encourage people to adapt some of climate change, to help you understand
their behaviours, you need to find out: how to target them, go to the
‘Communicating climate change’ section
• who they are (socio-demographics) at www.climatechallenge.gov.uk.
• what they do (current behaviours)
Here are some examples of how different
• how they think and feel (their attitudes). people might feel about being more
environmentally friendly:
By thinking about your audience in this
way, you will often find 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 Waste not, want not –i
most effective messages and it’s important to live lifei
communication channels. thinking about whati
you’re doing and using.i
For example, Defra is undertaking research
to develop an environmental segmentation
model informed by people’s attitudes,
values and current environmental
behaviours.

2006 2007
The Stern Review is published. It’s the IPCC confirms that there is a
first report of its kind into the economic greater than 90% chance that
impact of the climate change. global warming over the last
The costs of inaction far outweigh the 50 years is due to man
costs of action now

2006
Al Gore, former US Vice President,
wins an Oscar for the film
An Inconvenient Truth, which issues
04/05 a warning about climate change
 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

I think it’s importantii

that I doieverythingi
I know I should do more, but at thei
I can to helpi
moment I can’t…and I don’t do muchi
the environment.i
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 To be honest, I don’ti
do much.i really thinkiaboutii
the environment.i

2007
IPCC reports that the
planet has warmed 0.74°C
since the beginning of the
20th century

2007 2007
For the first time, half of Draft Climate Change
the world’s population Bill published by the
lives in cities UK Government 16/17
Other climate changei
resourcesi

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:
• Scientific 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.
• 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.
18/19
At www.direct.gov.uk/greenerliving,
you can find 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
20/21
You can find 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.metoffice.gov.uk/research/
hadleycentre
www.ipcc.ch
 Use this checklist as a quick
Next stepsi 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

Define 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 CO2

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

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