ScienceToGo.org: Using 'Ozzie the Ostrich' to Build Local Partnerships around Climate Change Learning

Abstract:

How can an informal science learning project about climate change facilitate alliances among unlikely parties? We found a sweet spot of collaboration among private, public, and the non-profit sectors  by borrowing strength and leveraging common interests. Using mass transit and out of home media, we created a diverse community around a learning campaign that starred an ostrich named “Ozzie.”

In 2013-14, ScienceToGo.org ran a series of 12 engaging posters and placards staring ‘Ozzie the Ostrich’ on the Massachusetts Bay Transit Authority’s Red and Orange subway lines targeting a daily audience of 400,000+ riders. The curriculum was divided into three phases: reality, relevance, and hope. Phase I established the reality of climate change (3 months). Phase II helped T-riders appreciate the relevancy of climate change to the local environment of Boston (4 months). Phase III engaged Bostonians with an array of hopeful examples of how people, companies, and organizations are effectively creating a more sustainable future (5 months). The focus of this presentation will be on the relationships that emerged from the work that went into Phase III.

Engaging urban populations with climate change science is a difficult challenge since cities seem so removed from the ‘natural environment.’ However, mass transit provides an inherent means of communicating environmental messages with a cross section of the urban population. Our team felt that any messaging curriculum for an urban subway system must complement the scary reality of a changing climate with hopeful solutions that exist for dealing with it effectively. Urban areas such as Boston must develop adaptation and mitigation strategies that will help them not only survive, but thrive in a changing environment. Making our audience aware of the amazing efforts in this area was the goal of Phase III.

There were three parts to our efforts: the signage on the subway, above ground ostriches, and social events. During the presentation, we will describe ScienceToGo.org and explore the various theories that help explain why Phase III was successful at building alliances among more than three dozen diverse urban partners. Finally, we will conclude with some recommendations for how this work could improve and inform other urban informal science learning initiatives.