This bachelor project, titled "Inspire Change: Developing an Effective Climate Communication for Young Adults Using the Medium Film," addresses the central question of how climate change can be effectively communicated to motivate actions against the climate crisis.
Exploring key factors for effective climate communication, the thesis also examines the potential of film as a medium to inspire engagement in climate protection.
The research pursued in the theoretical work serves as the foundation for crafting a conceptual approach aimed at motivating action in climate communication. This approach, constructed upon essential strategic elements, serves as the basis for creating a short film addressing young adults in Germany.
Watch the short film below and scroll down to explore more details of the concept behind the film.
Original German Title: Wandel bewegen – Entwicklung einer handlungsmotivierenden Klimakommunikation für junge Erwachsene anhand des Mediums Film
'Sneek Peak' behind the Concept
The film's concept is based on strategic elements discovered during research, which are important factors when communicating the topic of the climate crisis. The aim was to integrate all elements into the film, forming the framework for its narrative. In developing a climate communication film, the starting point was to identify the target audience. Gaining insight into their knowledge, beliefs, and concerns about climate change was essential to effectively connect with them and also to tailor all further strategic elements accordingly.
Identification of target group
The target audience was defined as young adults aged 20 to 30 in Germany. An online survey with a total of 63 participants was conducted to assess their level of knowledge and attitudes towards climate change. Additionally, five in-depth personal interviews were conducted to gain deeper insights.
Overcoming psychological distance
For many, climate change can feel distant due to its uncertain impacts and events in future or distant locations where individuals may not feel immediately affected. Since the target group resides in Germany, it was important to address impacts already evident in the country to overcome the psychological distance of the audience. Therefore, the film focuses on the phenomenon of dying trees in Germany, highlighting the visible damage caused by climate change.
Object of Care
If one is concerned about climate change, it is primarily due to the potential catastrophic consequences for things we value. This concept, known as the "Object of Care," can help make climate change personally relevant for individuals. Since the survey and in-depth interviews showed the importance of nature within the target audience, selecting the endangered forest as the object of care was logical.
Human-Nature-Connection
Nature shots aim to spark interest in the film and foster a stronger connection with nature, motivating environmentally friendly behavior. Emphasizing both nature and human interaction highlights our integral role and encourages action in preserving it.
Personal Relevance
To personalize the issue of climate change, the film incorporates a personal story about tree loss in Germany to emotionally engage the audience. Using age-appropriate characters and interview excerpts from the target audience aims to make the audience feel more connected. Additionally, the narrator is portrayed as someone who shares the same questions, concerns, and hopes, fostering connection and willingness to act.
Emotions
Decisions and behavioral changes are significantly influenced by emotions. Therefore, to motivate change, it is important to evoke emotions in the viewer. The conducted survey confirms the emotional response of the target audience to landscape shots of dead spruce trees, underscoring the relevance of this theme. Additionally, personal storytelling and the use of sound and music aim to evoke different emotions throughout the film.
Theoretical Thesis
If you wish to delve deeper into the subject of climate communication and gain a detailed insight into the concept as well as the making of the film, you can access the theoretical bachelor thesis with an extensive bibliography here.
