integrating sustainability themes into media - Collaborating Centre ...
integrating sustainability themes into media - Collaborating Centre ...
integrating sustainability themes into media - Collaborating Centre ...
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Tools/activities to communicate<br />
<strong>sustainability</strong><br />
Design/language/presentation of<br />
content<br />
it a “cool” image (e.g. by presenting stars as “green” role models)<br />
• To show that climate change/protection does not only concern politics<br />
or factories/companies but everyone<br />
• To give advice on how to take action on climate change in school, at<br />
home or with friends<br />
Tools in magazine:<br />
• At least a double page of “BRAVO goes green” in each issue. While the<br />
focus currently lies on reporting, there are plans to shift toward practical<br />
advice over the course of the campaign<br />
• Removable 12-page supplement<br />
Cross-<strong>media</strong> tools:<br />
• Posters & gimmicks (e.g. T-Shirt “I am a climate saver”) (planned)<br />
• Climate-camp: 5-10 readers win a trip to Greenland (planned for<br />
August 2009) where the effects of climate change are already visible.<br />
• www.bravo.de : chat with experts (planned)<br />
• www.bravo.de : video clip-competition (planned)<br />
• energy saving competition for schools (planned)<br />
design: typical Bravo-style: colourful, many pictures, many headlines, little<br />
text<br />
language: easily understandable, every-day-language, youth language,<br />
emotional (slogan: Join our climate-team. Join the battle. Our earth needs<br />
you!” / “Komm in unser Klima-Team. Kämpf mit. Unsere Erde braucht Dich!“)<br />
Organisation of project • initiated and overseen by the editor in chief<br />
• content created by team of 3 journalists<br />
• information on climate change is provided by external experts<br />
Short description of <strong>media</strong><br />
system/legislation<br />
Stakeholders involved<br />
Political stakeholder n.a.<br />
See example “Utopia” for information on the German <strong>media</strong> legislation and<br />
print <strong>media</strong> landscape<br />
Media stakeholder There are plans to cooperate with a TV broadcaster to cover the “Climate-<br />
Camp”<br />
Research stakeholder n.a.<br />
Stakeholder from private sector Barmer (health insurance company): sponsor<br />
Lightcycle (association of light bulb producers, organise recycling of energysaving<br />
bulbs): sponsor, advisor (connections with experts)<br />
Non-governmental stakeholder n.a.<br />
Target group<br />
General description Youngsters<br />
Media users reached Sold copies (IVW 4/2008): 454.131<br />
coverage 1.42 Million readers<br />
User/reader behaviour on<br />
platform/in campaign<br />
Not applicable yet.<br />
Age structure 12-19 year olds
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