integrating sustainability themes into media - Collaborating Centre ...

energy/resource efficiency.
• Healthier living: healthy lifestyles or organic food.
Strategy to promote sustainability • Hosting discussions between sustainability experts and
entertainment TV producers within a mutual framework
(integration of sustainability in media content)
• Undertaking evaluation research on sustainability issues in the
media (investigating the influence of sustainability messages)
• Initiating dialogue with the project target group (“the
unmanageable, unsustainable consumers”).
• Producing research publications and presentations on the
topic
Tools/activities to communicate
sustainability
1) TV-episodes
The sustainability experts in partnership with Welt der Wunder designed
and implemented six sustainability themed episodes.
2) WDwipTV
Welt der Wunder also offers WDwipTV, an online TV program dealing
with sustainability issues, which offers online content and interactive
discussion forums for viewers to discuss the topics and experiences
with the Welt der Wunder host and with other users.
3) Website
Welt der Wunder provides background information on sustainability
issues and an “everyday support” webpage.
4) Print magazines
Welt der Wunder also provides information on print magazines available
in retail shops across Germany (see weltderwunder.de.msn.com)
5) B-con platform
The Balance (f) research project developed an online platform to
engage media and sustainability stakeholders (government and
research institutions). Media stakeholders gain information and contacts
for relevant experts in different sustainability fields. B.CON is a
specialized sustainability search engine that offers highly reliable
information sources by excluding any non-expert individuals or
organisations from the platform.
6) Media partnership workshops
As a component of the Balance (f) project a number of workshops were
held with sustainability researchers and media stakeholders. A training
program was developed for media professionals in collaboration with the
Adolf-Grimme-Institut. The training combined a mixture of research
concepts and practical elements for media professionals to enhance
understanding of leading research issues.
7) Research
Marketing research: Research on the Ecotainment concept which tries
to reach people using emotionally based sustainability information and
the role of these methods in changing behaviour and lifestyles.
Media research: Research on emotional media based concepts and
barriers to consumer acceptance of sustainable products and services.
In this context, an Ecotainment Index was developed, to investigate the