Engaging All Americans: Innovative Strategies for Reaching the Public with Climate and Environmental Information

Abstract:

From extensive drought and heat waves to floods, tornadoes and Superstorm Sandy, extreme weather and climate events provide teachable moments to help communities prepare for and respond to related environmental, economic and health impacts. The National Environmental Education Foundation (www.neefusa.org) works with the American Meteorological Society, the media and other trusted messengers to provide weather, climate and environmental information to the public in accessible and widely used formats, whether via TV, radio or social media.

NEEF will provide an overview of innovative partnerships and projects that are engaging Americans in understanding and using climate and environmental information to make the best choices in their daily lives and improve the health of their communities, including:

• Assessing knowledge, attitudes and behaviors: NEEF will share results from its national survey research and targeted focus groups on current attitudes and practices relating to our nation’s environment.
• Simplifying and amplifying key messages: NEEF provides a national network of more than 350 meteorologists, radio broadcasters and journalists with the science-based information and resources they need to present climate and environmental topics to their viewers on-air, online and in community outreach.
• Engaging television viewers in citizen science: Eyes on Central PA, a pilot project of NEEF, Project Noah and WTAJ-TV, harnesses Project Noah’s citizen science platform to collect and display photos of wildlife from WTAJ-TV viewers. NEEF and WTAJ provide regular blogs and on-air stories that highlight viewers’ photos and link them to local weather conditions and climate trends.
• Expanding the conversation: NEEF’s multimedia strategy in the Mid-Atlantic U.S. is reaching Spanish-speaking audiences with climate and environmental information through regular radio and television broadcasts. We are also exploring ways to reach other non-traditional audiences, including faith communities and sports fans, with weather, climate and preparedness information.