The Oxford Guide to Preventing Climate Change

 

Actor(s)

The beauty of this idea is that everyone who can contribute most likely would, free of charge! Scientists would provide the most conclusive/persuasive evidence of climate change, as well as how individuals can optimally reduce their individual impact. Behavioural experts alongside marketers/digital media creators would present this information in the most compelling, attractive way possible. An official Instagram account (with a link to the guide in the bio) would post weekly infographics. There would be a plethora of influential individuals willing to promote the account via their social media.

 

Trigger (intervention)

The Oxford Guide to Preventing Climate Change would be a University of Oxford-endorsed digital handbook designed to change consumer behaviour via three interacting channels: giving the people already trying to change their behaviour the information to do so optimally, persuading inactive/apathetic consumers to change, and convincing people who are still sceptical. This short, aesthetic guide would contain easy-to-understand evidence of climate change and its impacts, followed by things that individuals can do to reduce their impact e.g. if you switch to a plant-based diet, you can reduce emissions by X as well as other information such as how to recycle properly. This intervention aims to influence consumer behaviour such that governments/businesses become more receptive to post-carbon transition policy.

 

Criticality

People want to change their behaviour but lack the knowledge/motivation to do so optimally: information is currently dispersed across different sources of varying credibility. A concise, Oxford-endorsed resource would unlock this potential for behaviour change by making it easy to access consolidated, trusted information.

 

Feedback Dynamics

The network effects are huge, reaching audiences previously isolated from Oxford academics. Think of how internationally well-respected/well-known the University of Oxford is as a brand!

 

Timescale and scaleability

The guide could be produced swiftly, impacting an enormous number of individuals for a low cost.

 

Resistance

 

Author

Ferdinand Otter-Sharp

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