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How meaningful messaging can help reach your audience

Communicating Climate Action in Cumbria

Creating climate change messaging that resonates with a wide range of values and day-to-day challenges is essential for the long-term goal of deepening public engagement – and keeping it there.

This free event, for communications professionals in the public and private sectors, charities and volunteers will:

  • Outline the concept of segmentation,
  • Cover the seven segments from Britain Talks Climate
  • Show how segmentation and mapping can be used to engage people on climate action,
  • Introduce the Cumbria maps and data.

This introductory webinar will introduce the Britain Talks Climate toolkit to help you adapt your messaging around climate action.

Using the rigorous research carried out by YouGov and More In Common, which identifies the British population into seven segments by gauging their opinions on a wide range of social and political topics, Climate Outreach have applied the data to indicate how communications around climate change and climate action can be improved by finding common ground and use empathetic and engaging messaging to reach your target audience.

Zero Carbon Cumbria have further commissioned Climate Outreach and the Centre for Sustainable Energy to show how this research can be applied to the Cumbrian population, so you can adapt your messaging right down to a local level. This webinar will touch on that local data and provide examples of how it could be used. 

This is a pre-cursor to a workshop later in the year where delegates will focus on the Cumbria mapping and data sets and look at real-life communications challenges.

Organised and introduced by CAfS for Zero Carbon Cumbria, the webinar will include speakers from the Centre for Sustainable Energy and Climate Outreach, and will allow for interactive Q&A sessions.

These events are aimed at those working in communications in the public and private sectors, charities and volunteers with environmental or sustainability charities.


  • Cost - This event is free to attend.
  • Venue - This event will be held via Zoom. Once you register, you'll receive a link to join the event. 
  • Recording - We may record the event to share online afterwards. By taking part in this event, you accept that your name/image/voice may appear in the recording. You can opt not to activate your webcam and microphone, and you can change how your name is displayed in the list of participants. Attendees' video feeds won't necessarily be on screen at any point during the webinar.
  • Help with joining this event  - If you're not sure how to use Zoom but would like to attend our event, we'd be happy to help you in advance. Please contact us as soon as possible. You can phone us on 01768 210 276 during normal office hours or email [email protected]. As we're sure you understand, unfortunately, we aren't able to offer technical support at the time of the event.
  • Donations - If you can afford to support us through a donation when you book, this would be hugely appreciated. As a charity, our scope and reach is dependent on the generosity of those who believe in our cause. Thank you for your support.



June 18th, 2024 2:00 PM
Via Zoom
United Kingdom
Standard ticket £0.00