FIFTH SHARING & LEARNING SEMINAR
Reaching the Masses: Building Critical Mass Awareness of Climate Change Adaptation

Media, advertising and entertainment have an ability to shape lifestyles of mass audiences of consumers. Conversely, these forces possess the ability to affect awareness, positive social action and behaviour change on the factors relating to climate change and sustainable development. The role and responsibility of media companies and the entertainment and creative industries in building a critical mass for adaptation to the challenges of climate change is of increasing importance. As climate change increasingly threatens the global economy and the sustainability of the global society, media companies and the entertainment and creative industries are increasingly aware of their own corporate social responsibility to participate in efforts to reduce the vulnerability of natural and human systems to climate change impacts.

The seminar will explore how partnerships between international development and donor agencies, private sector companies, the advertising industry and media and entertainment sectors can encourage mass audience awareness of climate change adaptation issues. It will examine ways to enhance communication and strengthen the capacity of civil society organizations and mass media on environmental governance in Southeast Asia.

A panel of professionals will demonstrate various tools for advocacy, awareness and behaviour change in accomplishing climate change adaptation and sustainable development, including the use of media relationships, social advertising technologies and educational content. Efforts to engage media, entertainment and creative industries will facilitate the cultivation of public opinion and an enlightened consumer society which can exert direct and indirect pressure on decisionmakers.