04. The Syllabus: E. Sport and Climate Communication
Fields Of Change: A Sustainability Handbook
Activity: Sustainability Messaging Development For each of the below scenarios, develop a climate or sustainability communication campaign for different sport stakeholders. Think about: • Who is the primary audience? • What is the core message? • What is the campaign objective? • What communication channels will you use? • What partnerships will you aim to utilise to amplify your campaign? • Will there be a specific call to action? • What will success look like? How will you measure it?
Of course, climate communication can be difficult, and not everyone always feels comfortable - you might feel like you don’t know enough of the facts. Here are some tips for climate communication:
• You don’t need to be a climate expert - Or know all of the facts (but it’s good to listen to/acknowledge experts). • Be yourself - Authenticity is key. Acknowledge the fact that you are not an expert or perfect. • Make it relatable - Who is your audience, what do they care about? Engage their identity (influences, specific places, etc).
• Have a can-do Attitude - Empower people. • Consider education/awareness and attitudes - We need people to have more positive attitudes towards sustainability, as well as just being more educated and aware.
Professional Football Club: Arsenal FC :
Sport Apparel Brand: adidas
Major Sporting Event: Summer Olympics 2024, Paris
Community Sports Club: Sao Paulo Running Club
Athlete: Novak Djokovic
Notes:
Initiatives: Sustainable venue construction. Renewable energy sources. Zero-waste initiatives during the event. Challenges: Balancing environmental impact with the scale of the event. Goals: Set a new standard for sustainable mega-events. Audience: Global audience, participating nations.
Initiatives: Extensive recycling programs at the stadium. Carbon offsetting for team travel. Use of renewable energy sources in the stadium. Challenges: Previous criticism for environmental impact. Goals: Enhance the club's image through sustainable practices. Audience: Local community, fans, sponsors.
Initiatives: Sustainable materials in product lines. Reducing carbon footprint in manufacturing. Public commit- ments to eco-friendly practices. Challenges: Balancing mass production with sustainability. Goals: Lead the industry in sustainable sportswear. Audience: Global consumers, athletes.
Initiatives: Successfully campaigned to eliminate single-use plastic from the Sao Paulo marathon. Run environmental education for junior members. Challenges: Limited resources. Goals: Set an example for athletes in Sao Paulo. Audience: Local community, club members.
Initiatives: Promoting eco-friendly sports gear. Support for reforestation projects. Challenges: Balancing sports performance with eco-friendly gear. Goals: Inspire athletes and fans to adopt sustainable lifestyles. Audience: Global fans, fellow athletes.
To take this further, think about a real example of climate or sustainability communication in sport in your national or regional context. Was it good or bad? With the knowledge you now have, how would you improve it?
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