9/19/2015. Simple clear messages, repeated often, by a variety of trusted voices. My guiding principle for spreading ideas:

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1 My guiding principle for spreading ideas: Communicating Effectively About Change & Health Simple clear messages, repeated often, by a variety of trusted voices. & Health Summit: Creating Health Leaders on Change Sept. 20 th, 2015 Edward Maibach, MPH, PhD George Mason University emaibach@gmu.edu About Simple clear messages, : 1. The less you say, the more you are heard 2. Say the things that have the most value (in achieving your communication objective) 3. Use audience research to determine which messages have most value* What does the audience research tell us? Most Americans: 1. See climate change as a distant problem distant in space (not here), time (not now), and species (not us) 1. See climate change as an environmental problem, and/or a scientific problem, but much less so as a people problem. [Therefore, we have a framing problem.] 1. Are unable top of mind to name a single way that climate change harms our health, or identify which groups of people are most at risk. Change Change 1

2 Change Change Global Warming s Six Americas happening It s It harms people Yale/George Mason, Oct. 2014; N=1,272 happening 63% It s It harms people happening 63% It s 52% It harms people 2

3 happening 63% It s 52% It harms people happening 63% It s 52% It harms people 32% What should health professionals communicate? To shape the Big 5 beliefs, use the Key 3 messages happening 63% It s 52% It harms people 32% 52% change: It s us () Experts agree It s bad (harmful to humans) There s hope (it s solvable) More than 97% of climate scientists are convinced that happening. What should health professionals communicate? To shape the Big 5 beliefs, use the Key 3 messages What should health professionals communicate? To shape the Big 5 beliefs, use the Key 3 messages change: It s us () Experts agree It s bad (harmful to humans) There s hope (it s solvable) Polluted air, polluted water & climate change are hurting our health, badly, and it s going to get much worse if we don t take actions to protect ourselves. change: It s us () Experts agree It s bad (harmful to humans) There s hope (it s solvable) Every American (families, communities, businesses, states, and our nation) can take steps that will protect our health, and our climate: reduce energy waste; use and/or support clean energy. 3

4 What should health professionals communicate? The message box To shape the Big 5 beliefs, use the Key 3 messages change: It s us () Experts agree It s bad (harmful to humans) There s hope (it s solvable) More than 97% of climate scientists are convinced that happening. Polluted air, polluted water & climate change are hurting our health, badly, and it s going to get much worse if we don t take actions to protect ourselves. Every American (families, communities, businesses, states, and our nation) can take steps that will protect our health, and our climate: reduce energy waste; use and/or support clean energy. Problem? So what? Issue Benefits? Solutions? Source: Nancy Barron (2010) Escape from the Ivory Tower: A guide to making science matter. Island Press Problem: Burning dirty fossil fuels is polluting our air and our water, and dangerously destabilizing our climate. Air pollution, water pollution and climate change are harming our health now through asthma, lung and heart disease, heat waves, violent storms, droughts, wildfires, and infectious diseases. It will worsen if we don t take effective steps to protect ourselves. Benefits? The sooner we take steps to protect ourselves, the sooner every U.S. family, community and business will benefit from cleaner air & water, better health, lower health care costs, and stronger communities. A useful way to think about it: What s good for our climate is good for our health, and what s good for our health is good for our climate Issue: change is bad for our health So what? Anyone and everyone s health can be harmed by climate change. But the people whose health is likely to be hurt first, and worst, are our nation s infants and children, older adults, people who already have a chronic health condition, people who work outdoors, and the poorest Americans. More than 97% of climate scientists have concluded that happening, and research has proven that it is already harming the health of many of us. As a health professional, I have a duty to protect people from further harm by taking steps to address climate change. Solutions? The two most important steps we can take are to stop needlessly wasting energy, and to replace dirty fuels especially coal with clean renewable fuels like solar, wind and geothermal. Every American family, community, business, and state can take these steps or at least support them. Protecting ourselves from the health effects of the right thing to do and the smart thing to do. Problem: Burning coal and other dirty fossil fuels is polluting our air and our water, and dangerously destabilizing our climate. Air pollution and climate change are harming our health now through asthma, lung and heart disease, heat waves, violent storms, wildfires, and infectious diseases. It will worsen if we don t take effective steps to protect ourselves. So what? Anyone and everyone s health can be harmed by climate change. But the people whose health is likely to be hurt first, and worst, are our nation s infants and children, older adults, people who already have a chronic health condition, people who work outdoors, and the poorest Americans. Issue: Implementing the Clean Power Plan will protect our health More than 97% of climate scientists have concluded that happening, and research has proven that it is already harming the health of many of us. As a health professional, I have a duty to protect people from further harm by taking steps to address climate change. Benefits? The sooner we take steps to protect ourselves, the sooner every U.S. family, community and business will benefit from cleaner air & water, better health, lower health care costs, and stronger communities. A useful way to think about it: What s good for our climate is good for our health, and what s good for our health is good for our climate. Solutions? We need to fully implement America s Clean Power Plan. Doing so will reduce carbon pollution and help limit climate change. It will also create immediate health benefits for everyone by reducing soot- and smog-causing pollution. [Every/Our] state should be jumping at the opportunity to protect our citizens health by replacing dirty fossil fuels with clean renewable energy and energy efficiency. Protecting ourselves from the health effects of the right thing to do and the smart thing to do. 1. Be the health professional that you are (because you re trusted), but also feel free to express your concerns & hopes as a person (e.g., as a parent). 1. Be the health professional that you are (because you re trusted), but also feel Hope and optimism attract; despair repels. 4

5 4. Emphasize actions that each actor can take to reduce energy waste and move to (or support) clean energy. 4. Emphasize the actions that each actor can do to reduce energy waste and 5. Know how much dirty energy your state is using, and what can be done to Source: Seven in Ten Americans Support Setting Strict Carbon Dioxide Emission Limits on Existing Coal-Fired Power Plants to Reduce Global Warming and Improve Public Health 4. Emphasize the actions that each actor can do to reduce energy waste and 5. Know how much dirty energy your state is using, and what can be done to 6. Be confident in your messages most Americans find value in learning information about climate & health, and they support the same goals you do. Somewhat oppose (1) No answer (1%) Strongly oppose (13%) Strongly support () Somewhat support (45%) How much do you support or oppose the following policy? Set strict carbon dioxide emission limits on existing coal-fired power plants to reduce global warming and improve public health. Power plants would have to reduce their emissions and/or invest in renewable energy and energy efficiency. The cost of electricity to consumers and companies would likely increase. Base: Americans 18+. March,

6 Majorities of Americans Think Developing Clean Energy And Global Warming Should Be Priorities For The President and Congress % 11/2008 (n=2,164) Think developing clean energy sources should be medium/high/very high priority Think global warming should be medium/high/very high priority 8 6 1/2010 (n=1,001) 94% 77% 6/2010 (n=1,024) 91% 9 92% 92% % 5/2011 (n=1,010) 11/2011 (n=1,000) 3/2012 (n=1,008) 77% 9/2012 (n=1,061) 87% 87% 8 71% 4/2013 (n=1,045) 73% 71% 11/2013 (n=830) 10/2014 (n=1,275) 4. Emphasize the actions that each actor can do to reduce energy waste and 5. Know how much dirty energy your state is using, and what can be done to 6. Be confident in your message most Americans support you on this. 7. Come to the Mason 4C website and download our climate communication primer for health professionals. Do you think that global warming should be a low, medium, high, or very high priority for the president and Congress? Do you think that developing sources of clean energy should be a low, medium, high, or very high priority for the president and Congress? Base: Americans 18+. Questions, suggestions, or observations? Download at A Majority of Americans Think Global Warming Is Happening - No change since Spring Think GW is happening Think GW is NOT happening 10 The following slides show the actual data that was summarized in previous slides. 71% 57% 61% 64% 63% % 63% 64% 6 63% 23% % 14% % 11/2008 1/2010 6/2010 5/ /2011 3/2012 9/2012 4/ /2013 4/ /2014 3/2015 (n=2,164) (n=1,001) (n=1,024) (n=1,010) (n=1,000) (n=1,008) (n=1,061) (n=1,045) (n=830) (n=1,013) (n=1,275) (n=1,263) Do you think global warming is happening? Base: Americans 18+. March, Note: Respondents who either said they don t know or who did not answer the question are not included in the chart. Percentages therefore sum to less than 10. 6

7 One in Three Americans Is Extremely or Very Sure Global Warming Is Happening; One in Ten Is Extremely or Very Sure It Is Not Happening 10 Extremely/Very sure GW is Happening Extremely/Very sure GW is NOT happening Half of Americans Think That If Global Warming Is Happening, It Is Mostly Human Caused - Little change since Spring Think GW is mostly caused by human activities Think GW is mostly caused by natural changes in the environment 51% % 35% 34% 35% 35% 37% 37% 3 37% 11% 12% 5% 5% 7% 11/2008 1/2010 6/2010 5/ /2011 3/2012 9/2012 4/ /2013 4/ /2014 3/2015 (n=2,164) (n=1,001) (n=1,024) (n=1,010) (n=1,000) (n=1,008) (n=1,061) (n=1,045) (n=830) (n=1,045) (n=1,275) (n=1,263) How sure are you that global warming is/is not happening? Base: Americans 18+. March, % 54% 47% 52% 51% 52% 47% % 35% 37% 32% 33% 33% 35% 34% 33% 32% 32% 11/2008 1/2010 6/2010 5/ /2011 3/2012 9/2012 4/ /2013 4/ /2014 3/2015 (n=2,164) (n=1,001) (n=1,024) (n=1,010) (n=1,000) (n=1,008) (n=1,061) (n=1,045) (n=830) (n=1,013) (n=1,275) (n=1,263) Assuming global warming is happening, do you think it is Base: Americans 18+. March, One in Three Americans Thinks People in the U.S. Are Being Harmed Right Now by Global Warming - No change since Spring About One in Ten Americans Understands That More Than 9 of Scientists Have Concluded Human-Caused Global Warming Is Happening 3 34% 2 32% % 34% 32% 33% 32% 1% 1% 5% 2% 15% 14% 11/2008 1/2010 6/2010 5/ /2011 3/2012 9/2012 4/ /2013 4/ /2014 3/2015 (n=2,164) (n=1,001) (n=1,024) (n=1,010) (n=1,000) (n=1,008) (n=1,061) (n=1,045) (n=830) (n=1,013) (n=1,275) (n=1,263) -1 11%-2 21%-3 31%-4 41%- 51%-6 61%-7 71%-8 81%-9 91%-10 DK/Ref. When do you think global warming will start to harm people? Base: Americans 18+ (n=1,264). March, To the best of your knowledge, what percentage of climate scientists think that global warming is happening? Please click on the slider bar below to indicate your answer. You can slide the indicator to the position that best describes your opinion. If the slider does not work, you can enter a number in the number box. Base: Americans 18+ (n=1,263). March, Few Americans Are Optimistic Humans Will Reduce Global Warming - Rising number question whether we will do what s necessary - Which of the following statements comes closest to your view? 51% 22% 1 5% 11/08 (n=2,164) Unclear Not willing Can't reduce Not happening Will do successfully 45% 17% 47% 21% 15% 1 13% 1 1 1/2010 (n=1,001) 41% 1 11% 47% 4 15% 1 21% 2 Which of the following statements comes closest to your view? Base: Americans 18+ (n=1,264). March, % 15% 5% 5% 4% 4% 5% 6/2010 (n=1,024) 5/2011 (n=1,010) 11/2011 (n=1,000) 3/2012 (n=1,008) 9/2012 (n=1,061) 45% 24% 1 11% 3% 4/2013 (n=1,045) 4 42% 44% 4 22% % 13% 5% 11/2013 (n=830) 1 1 4/2014 (n=1,013) 7% 10/2014 (n=1,275) 24% 13% 12% 3/2015 (n=1,263) Humans could reduce global warming, but it s unclear at this point whether we will do what s necessary Humans could reduce global warming, but people aren t willing to change their behavior, so we re not going to Global warming isn t happening Humans can t reduce global warming, even if it is happening Humans can reduce global warming and we are going to do so successfully Americans Trust Public Health and Medical Voices As Sources Of Information About Global Warming - % of Americans who strongly or somewhat trust - How much do you trust or distrust the following as a source of information about global warming? Base: Americans 18+. scientists (2012) Friends & family (2008) National Oceanic and Atmospheric Administration (NOAA) (2011) National Park Service (2011) Other kinds of scientists (i.e., not climate scientists) (2012) Centers for Disease Control and Prevention (CDC) (2011) Environmental organizations (2008) Environmental Protection Agency (EPA) (2011) T.V. weather reporters (2012) Your primary care doctor (2011) Barack Obama (2012) Religious leaders (2010) Mainstream news media (2012) Your U.S. Congressperson (2011) goods companies (2012) Car companies (2012) Oil & gas companies (2012) 13% 1 23% 2 37% 42% 53% 51% % 6 64% 73% 71%

8 Americans Are Most Likely to Say Corporations and Industry, as Well as Citizens Themselves, Should be Doing More to Address Global Warming Should be doing much more More Currently doing right amount Less Much less Corporations and industry % Citizens themselves 3 23% 7% The U.S. Congress 2 33% 23% My member of Congress 22% 35% 2 My local government officials My governor 2 35% 2 President Obama 1 24% 2 13% 10 Do you think each of the following should be doing more or less to address global warming? Base: Americans 18+ (n=1,263). March,