Climate Change Communications training

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Strategic Framing for Climate Change Conversations

June 15, 2016

Based on the framework and techniques developed as part of the National Network for Ocean and Climate Change Intepretation (NNOCCI) project*, participants learned about:

  • Strategic framing – a research-based approach to communications that helps to engage audiences in thinking productively about how they can participate in creating or supporting solutions that address climate change.
  • How strategic framing elements, when put together, tell a story about climate change that can help communicators to engage audiences in positive ways.
  • Framing tools using tone, values, metaphors, and solutions.

This training was co-hosted by the Tijuana River National Estuarine Research Reserve, Sea Life Aquarium, and the Climate Science Alliance- South Coast.




Know Your Swamp



Climate Science Cheat Sheet

Strategic Framing Cheat Sheet

Strategic Framing Journey

Explanatory Metaphors

Strategic Framing ‘Traps’

Swamp Graphic


Navigating the Swamp with Bridging & Pivoting

Framing With Explanatory Chains

Cultural Models

Navigating the Swamp – Using Cultural Models

Framing in Six Steps

Framing Fluency Rubric



Practice with ‘Heat Trapping Blanket” Metaphor

Vetting A Solution Discussion



Street Interviews – Understanding Climate Change and our Oceans

Social Math Webinar – NNOCCI Mini-Training

Interpreting Climate Change – Monarch Butterfly


Websites & Additional Resources

Climate Interpreter

Skeptical Science

Climate Change Communication & Education Resources



*National Network for Ocean and Climate Change Intepretation (NNOCCI): With support from the National Science Foundation’s Climate Change Education Partnership program, NNOCCI’s goal is to establish a national network of professionals who are skilled in communicating climate science to the American public in ways that are engaging and stimulate dialog that is interesting, welcoming and solutions-oriented.

This is a collaborative effort led by the New England Aquarium with the Association for Zoos and Aquariums, FrameWorks Institute, Woods Hole Oceanographic Institution, National Aquarium, Monterey Bay Aquarium, New Knowledge Organization in partnership with Pennsylvania State University and Ohio’s Center for Science and Industry.
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