1、GUIDE TOCOMMUNICATING CARBON PRICINGDECEMBER 2018outreachC L I M A T ELouise Comeauiris communications 2018 International Bank for Reconstruction and Development / The World Bank1818 H Street NW, Washington DC 20433Telephone: 202-473-1000; Internet: www.worldbank.orgThis work is a product of the sta
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6、3.0/igo. Under the Creative Commons Attribution license, you are free to copy, distribute, transmit, and adapt this work, including for commercial purposes, under the following conditions:AttributionPlease cite the work as follows: Partnership for Market Readiness (PMR), Carbon Pricing Leadership Co
7、alition (CPLC), 2018. Guide to Communicating Carbon Pricing.World Bank, Washington, DC. License: Creative Commons Attribution CC BY 3.0 IGO.TranslationsIf you create a translation of this work, please add the following disclaimer along with the attribution: This translation was not created by The Wo
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10、ork. The World Bank therefore does not warrant that the use of any third-party-owned individual component or part contained in the work will not infringe on the rights of those third parties. The risk of claims resulting from such infringement rests solely with you. If you wish to re-use a component
11、 of the work, it is your responsibility to determine whether permission is needed for that re-use and to obtain permission from the copyright owner. Examples of components can include, but are not limited to, tables, figures, or images.All queries on rights and licenses should be addressed to the Pu
12、blishing and Knowledge Division, The World Bank, 1818 H Street NW, Washington, DC 20433, USA; fax: 202-522-2625; e-mail: pubrightsworldbank.org.Cover photo: Adapted from the original photo by David Hsu (CC BY-NC-ND 2.0)Icons for the 8 steps: Illustrations by Oliver CowanThe Guide to Communicating Ca
13、rbon Pricing was prepared for the Partnership for Market Readiness (PMR) and Carbon Pricing Leadership Coalition (CPLC) by a team of consultants led by Climate Outreach with support from Climate Focus, Dr. Louise Comeau and Fenton Communications. Daniel Besley and Isabel Saldarriaga (World Bank) pro
14、vided substantive input and managed the project.The lead authors of the Guide to Communicating Carbon Pricing are George Marshall (Climate Outreach) and Darragh Conway (Climate Focus). Robin Webster (Climate Outreach) led the preparation of the executive briefs and the executive summary was co-draft
15、ed by Lieke t Gilde (Climate Focus). Dr. Louise Comeau delivered a comprehensive analysis of carbon pricing communications in Canada. Ben Wyskida (Fenton Communications) and Julia Peek (Fenton Communications) provided professional insights for developing a communications campaign.In addition, the fo
16、llowing persons provided valuable editing and other kinds of support in the preparation of the Guide to Communicating Carbon Pricing: Jamie Clarke (Climate Outreach), Adriaan Korthuis (Climate Focus), Tara Clarke (Climate Outreach) and Lane de Laigue (Climate Outreach).We sincerely thank those exper
17、ts who shared their practical insights and knowledge relating to carbon pricing communications through interviews and review of the Guide. These include (in alphabetical order): Susanne Akerfeldt, Senior Legal Advisor, Swedish Ministry of Finance; Jennifer Andreassen, Communications Specialist, Envi
18、ronmental Defense Fund; John Connor, Chief Executive Officer of the Climate Institute of Australia; Eric Denhoff, Deputy Minister, Alberta Climate Change Office; Femke de Jong, Policy Director, Carbon Market Watch; Estiven Gonzalez, Analyst of Energy Policy and International Relations, PMR Costa Ric
19、a; Sharlin Hemraj, Director: Environmental and Fuel Taxes at National Treasury, South Africa; David Hone, Environment lead, Shell; Thomas Kerr, Principal Climate Policy Officer, World Bank Group; Katie Kouchakji, Managing Director, The International Emissions Trading Association (IETA); John Moffet,
20、 Acting Associate Assistant Deputy Minister, Environment Ted Nordhaus, Director of Research, The Breakthrough Institute; Chris Ragan, Chair of the Canadian Ecofiscal Commission; Juan Pedro Searle, Head of Climate Change Unit Sustainable Development Division, Ministry of Energy, PMR Chile; Tom Skladz
21、ien, National Economic and Industry Advisor to the Australian Manufacturers Workers Union; Jerry Taylor, President, Niskanen Center; Paulette Van Ommen, Global Climate Lead, Royal DSM; Nicols Westenenk, Project Manager, PMR Chile; Elizabeth Willmott, Environmental Sustainability Program Manager, Mic
22、rosoft; Ceren Solak Yilmaz, Sustainability Supervisor: Project Finance Department, Garanti; Stanley Young, Communications Director, California Air Resources Board; Zhao Xiaolu, Project Manager: China Climate Initiative.We also wish to acknowledge input and peer review provided by a range of other ex
23、perts: Erik van Andel (Dutch Emissions Authority), Jennifer Andreassen Burke (Environmental Defense Fund), and Claude Ct (Ministry of Sustainable Development, Environment and the Fight Against Climate Change, Quebec).Finally, we thank colleagues at the World Bank Group who also reviewed the report a
24、nd provided useful input and feedback: Dominik Englert, Celine Ramstein, Elisabeth Mealey, Sarah Moyer, Alan Lee, Ayesha Malik (IFC) and Thomas Erb.The Guide (and executive briefs) was designed by Elise de Laigue (Explore Communications).AcknowledgmentsContentsExecutive summary . 9Introduction. 13Wh
25、o is this Guide for? . 13Why is the term “carbon pricing” used in this Guide? . 13Where does the evidence come from? . 13Why is effective communication important and how does it relate to policy? . 14 What does this Guide not cover?. 14How to use this Guide. 158 steps to developing a carbon pricing
26、communications campaign. 1510 principles for carbon pricing communications . 16Step 1: Preparing for communications design . 18Incorporate communications advice from the outset of the policy design .20 Ask: what objectives do communications seek to achieve? .20 Define specific objectives.20Integrate
27、 and prioritize objectives .23Identify the national circumstances relevant to communicating carbon pricing .24Step 2: Identifying audiences . 28The three main categories of audiences .29Segmenting audiences by attitudes and values.30Strategic focus on different audiences.31Strategies for communicati
28、ng with opponents.32Step 3: Research . 36What research can achieve .37Communications research methods .37Applying research to the design and testing of pricing communications .38Step 4: Designing the messages. 42How people receive information and form attitudes .43 Communicating about climate change
29、 in carbon pricing narratives .44 Designing trial narratives for testing .45Language that has worked for communicating carbon pricing .46 Labeling a carbon tax.50Language and narratives that may not work for communicating carbon pricing . 51Step 5: Explaining how carbon pricing works. 55Simple termi
30、nology .56Simple explanations.57Step 6: Choosing communicators . 59The importance of trust .60The role of communicators.60Recruiting trusted communicators . 61Use of celebrities .62Step 7: Integrating communications with policy. 63Integrating communications, policymaking, and stakeholder engagement
31、.65 The building blocks of communicable policy .69Integrating carbon pricing with other policies .70 Showing results .71Step 8: Designing a communications campaign. 73What is a campaign?. 74Defining the campaign. 74Creating a campaign matrix.76What is the overarching campaign concept? .77Engaging target audiences .77Choosing media and tactics .78Briefing an agency.81What can go wrong? .81Appendices . 83Appendix A: The social science of message design .84Appendix B: Explaining research methodologies .87Appendix C: Explaining
