The Global Environment Information Centre (GEIC), a joint initiative between the UNU and the Japanese Environment Ministry, has studied the Japanese government’s successful public awareness raising campaign called “Team Minus 6%”.
This study has been published as a GEIC working paper that highlights the importance of effective communication strategies to increase the public awareness on climate change issues. The study examined climate change campaign strategies of developed countries, in particular Japan’s “Team Minus 6%” campaign.
Lessons learned from these successful campaigns can be used in other parts of the world and this paper will be useful for governments, corporations, NGOs and other organizations in developed and developing countries seeking to implement effective climate change communication strategies.
UN Communications Group, UNEP
Outputs for COP: Innovative Climate Change Communication — Team Minus 6%. GEIC Working Paper 2008-001, October 2008, UNU, Tokyo.
The IPCC has identified local knowledge as an important missing element in its previous assessments and a focus for its next assessment process. The UNU-IAS Traditional Knowledge Initiative looks at this important area.