Earlier this week, I blogged about the need for more effective communication on climate change and the need for communicators to take the lead in delivering it. At subsequent COP16 sessions this point has resonated more and more as the conflicting messages and different versions of events leave people feeling that no progress has been made and the situation is hopeless.

Despite the negative publicity surrounding much of the conference—a product in part of the lack of an overarching and cohesive communications strategy—it’s important not to forget there are recent precedents where communicators, marketers and advertisers have successfully worked with scientists to change people’s behaviour. Addressing the ozone hole and combatting H1N1 (swine flu) are two well-known examples.

We need to apply the successful principles those campaigns used to motivate people to deal with climate change.

In both cases there were key messages and clearly stated collective goals. Communications focused on simple actions, like regularly washing your hands or not using aerosol deodorants, that people could take to contribute individually, and there was a message of hope for the future. It also helped that the arguments and communications—particularly around the ozone hole—were presented with compelling images.

One other thing that the international responses to the ozone hole and H1N1 virus had in common was clear international frameworks for coordinating and communicating the problems and solutions. Which leads to my next point.

It’s clear that COP16 isn’t going to deliver an international agreement or framework that addresses the scientific and communication issues surrounding climate change.

In the absence of a UNFCC mandate, we as businesses need to take responsibility for working together to deliver a solution.

We need to take two steps:

• Address our industry foot and hand prints—this means reducing our own emissions and those of our supply chain partners.
• Work with our national and international professional organisations to develop a coordinated international strategy for communicating on climate change.

Exercising leadership in our own industries and showing that things can be done at the local and global levels to combat climate change will put us in a better position to drive the changes we need at next year’s conference.