Adapt communications according to the key concerns of the people you want to influence

Summary

The Beyond Coal campaign engages on the basis of information first and uses campaigning activities only if necessary. The campaign teams adapt their messages and materials according to the key concerns of the people they want to influence. For example, in some geographies they persuade people by talking about the market share that coal is taking from new energy solutions, in other areas they talk about clean air and in others about compliance violations.

Part of Solution

  • The Sierra Club's Beyond Coal Campaign