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Work Package 13 aims to identify possibilities of optimising the communication of the idea of resource efficiency and its achievements. It will develop concepts for communication strategies for specific target groups, seeking innovative, cross-media approaches to get the message across (print, TV, internet and ad campaigns). Additionally, this Work Package aims to use existing channels more effectively and efficiently.
The communication of the idea of resource efficiency and its achievements is to be analysed with the following aims: - To identify target groups important to resource-efficient operation and consumption and specify their communication profiles more precisely;
- To identify important access points to these target groups;
- To define interfaces and synergies in the education system as access points;
- To analyse the criteria of widely-communicated news and indicators and to examine how communication strategies to promote resource efficiency can profit from experience gained in this area;
- In the area of production, to use existing instruments whose effectiveness can be assessed and to identify the communication channels and access points appropriate for different target groups;
- In the consumer sector, to test and - where appropriate - adopt communication strategies aimed at specific groups in society.
On the basis of this, Work Package 13 aims to formulate concepts for the following target groups: - Business - companies, unions, associations,
- Consumers;
- Politics, media, NGOs;
- Other key players in public debate.
A plan for new educational measures will also be developed.
Participators Work Package 13: - SRH Hochschule Calw
- Institut für Verbraucherjournalismus
- GoYa! Die Markenagentur
- MediaCompany Berlin GmbH
- Stiftung Warentest
- Wuppertal Institut für Klima, Umwelt, Energie
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