The Problem
Global catastrophes due to climate change are an imminent threat facing every single person on the planet. Fossil fuel emissions are warming the planet at a rate fast enough to make Earth uninhabitable in the current generations’ future. Without dramatic reductions in emissions by 2080, places that supply much of the world’s food such as southern Europe, most of the Middle East, densely populated cities in Australia, Africa and South America, and regions of China, will be in permanent extreme drought. Besides the millions of people that would starve and the food wars that would begin amongst the nations, the warming of the planet will result in ancient diseases released from ice caps, human bodies boiling to death due to extreme heat, unbreathable air, the global economy cut in half, and the oceans too poisonous to maintain life. (Wallace-Wells, 2017)
Although the future looks grim, the worst imaginable can be prevented and slowed if we work together to drastically reduce our fossil fuel emissions on a mass scale. According to an emissions report by Statista in 2016, China and the US make up 43% of the world’s emissions; 28% and 16% respectively, with India the second runner up at only 6.24%. As one of the world’s highest contributors of emissions resulting in climate change, the United States needs to make drastic changes and do their part to save our planet and the seven billion people living here.
In 2016, transportation and electricity each contributed 28% of the total greenhouse gas emissions (GHGE) in the United States (EPA). Although the state of California is eighth in total GHGEs out of all 50 states, it only produces 42,441,000 metric tons a little less than Indiana, which is second highest after Texas (Bill Moyers). In California, a whopping 44% of greenhouse gases were produced by transportation. Therefore, in this project, I will be creating an advocacy
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campaign to reduce transportation emissions amongst people in California that own or drive vehicles.
Target Audience
This advocacy campaign to reduce vehicle emissions will have three primary target audiences, including car buyers, drivers 16-30 years old, and drivers 31-60 years old.
Target Audience 1: Car Buyers
Demographics: In 2015, 62% of cars were purchased by Baby Boomers (BBs), and only 12% of cars were bought by people ages 16 to 34. Caucasians purchase almost 90% of the car buying market. Therefore, this campaign will focus on caucasian men and women ages 35 to 65 years old. (statista)
Psychographics: Due to the recession, BBs’ working years have been extended, and in turn, their car buying years have been extended as well. For BBs, their cars define them. Young people don’t realize that in the 20th century, cars were a new phenomenon, they meant freedom, status, and a visible expression of you and your personality. Cars aren’t as special to young people. (Newsday)
Buying habits: A person aged 65 is four times more likely to buy a car than a 25 year old. People of this demographic are more secure financially and geographically, and therefore are more likely to buy cars. BBs are looking for cars that can help them stay active and young, because that’s the image they want to have of themselves. The main motivational facts for BBs looking to buy cars are price and efficiency. (Newsday)
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Target Audience 2: Drivers Ages 16-30
Demographics: This demographic consists of men and women between the ages of 16 and 30 living in California. In 2016, there were 5,731,894 licensed drivers in California in this age group.
Psychographics: Much of this group is made up of drivers who have been driving for less than ten years. They grew up with one or more of their parents owning cars, and are comfortable relying on cars as their main source of transportation. This group expects instant gratification and is tech savvy (PsychCentral).
Buying Habits: Less than 15% of this age group are buying cars (Newsday).
Target Audience 3: Drivers Ages 31-60
Demographics: This demographic is made up of men and women between the ages of 31 and 60 living in California. There are 14,019,253 licensed drivers in this age group.
Psychographics: Drivers in this age group are generally financially comfortable and are married with families. They lead active lives and are comfortable with technology. (MyBestSegments) Target Audiences 2 & 3 Driving habits1: In 2014, Californians spent a lot of time in their cars. The mean average time it took workers aged 16 and up to get from their home to work is 28 minutes (census.gov). The average California driver spends an average of 2500 hours stuck in traffic. Californians drive above the national average of miles driven each year. Each state driver at minimum driving an average of 13,363, and consuming an average of 681.81 gallons per year. (CA Progress)
1 I could only find information on the driving habits of all Californians, there were not age-specific statistics for this information.
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The 10:10 Campaign
Review of Related Campaigns
The 10:10 Climate Action campaign aimed to enlist every single person in the UK to cut carbon emissions by 10% every year by making a few lifestyle changes, such as turning their lights off and walking more, to save energy and reduce GHGEs. The campaign was founded by Fanny Armstrong, who had directed a recent film which warned of the consequences of climate change. The campaign had the support of leading celebrities which increased the media attention it received. The Energy Minister, who spoke at the Copenhagen climate summit, also publicly supported the campaign. The 10:10 campaign called on not only its own government to do far more, but on all rich countries to make significant cuts in carbon. (Telegraph)
The campaign currently has a website that is a great resource for people looking to reduce their personal emissions. The website has hours and hours of content, including donation pages, simple ways to cut emissions, in depth ways to cut emissions, and latest news. The campaign currently has several different projects going to cut carbon such as LED streetlights, planting trees in flood prone areas, and more. The website is extremely user friendly and really leaves the user with a lot of different ideas on how they can do their part. The goal of 10:10 is to develop a country where every citizen takes “meaningful action on climate change every day.” Their most recent yearly report showed 10:10 efforts resulted in major progress being made to reduce emissions. (https://1010uk.org/about/)
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Solutions
1. Decrease your commute to work by living closer to your job.
• Ex. Scott Wiener’s proposal to allow high-rise buildings around transit stops
2. Take public transportation such as the CalTrain, BART, Amtrak, the bus, and the high speed rail estimated to begin operating in 2022.
3. Buy a more fuel-efficient vehicle, hybrid or EV.
4. Improve operating practices that minimize fuel use. (epa-2)
5. Reduce travel demand through travel efficiency measures such as commuter, biking, and
pedestrian programs. (epa-2)
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Goals:
Goals and Objectives
1. Decrease the number of miles Californians drive on a daily basis.
2. Increase the purchase of new and used electric vehicles.
Objectives:
1. Increase support for California’s fleet average goal of more than 50 mpg by 2025 amongst California residents.
2. Increase awareness of the many ways to reduce car emissions.
3. Increase commuting and travel via public transportation.
4. Increase the sense of urgency to reduce car emissions
Strategies and Tactics
Strategies:
1. Emphasize the ease of taking public transportation
2. Inform Californians of the consequences of not reducing emissions
3. Inform people of how they can save on gas
Tactics:
1. Billboards to be put on major freeways throughout California (I am making an advertisement in photoshop class)
2. Targeted Facebook Ads (a different version of the billboard ad)
3. Each city should have a “how-to” public transportation guide for beginners
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A “how-to” guide to efficient car operating processes (driving slower, changing oil regularly, etc.)… this will probably just be an image with some tips that are easy to implement into normal life
Sirius and radio spot to target people in Southern CA who are driving or waiting in traffic
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Using ecoAmerica 13 steps/guiding principle to communicating on climate change
The script will include the following steps in this order:
1. Define my target audience
2. Connect with my audience on common values
3. Acknowledge ambivalence
4. Talk about what people will understand — which is what they have seen around them
5. Use facts, not science, to talk about climate change and the real changes people are noticing
6. Convey a sense of hope and potential
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