Communicating Climate Change in the Greater Manchester Region: A Whole Systems Approach to Change

Abstract

This chapter aims to discuss how communicating about climate change, might be achieved at a Regional level. It is argued that it is impossible to separate climate change communication from communication about an alternative economic model—a Viable Economy and that the behaviour change needed is primarily a design issue. The challenge of climate change communication is considered in the light of social norms that fail to consider the urgency of adaptation and mitigation, even in the face of knowledge about climate change. Hard, costly, time consuming lessons learned in public health are relevant to communicating about climate. Ecological public health is offered as a framework within which to explore climate change communication. The task is a complex and long term process as it will involve altering accepted reality and common sense, changing culture not just behaviour. The multi-faceted communication approach of Steady State Manchester is outlined and three specific examples are given of different approaches to communicating climate change, drawing out features in common with an ecological public health imagination.