244
V. Odell et al.
Message framing is difficult given the complexities across communication theory.
However, drawing on the theories has allowed for some best practices for creating
visual display to be developed to raise awareness of the SDGs. The most important
learning from our displays is the inclusion of students, using their creative potential
for the development of the displays allowed insight to the targeted audience, making
the behaviour change campaign more effective. Collaboration with other teams is
another significant learning as this allows the campaign to get more of an outreach
by jumping off already established groups and events to gain maximum impact,
such teams at NTU included: Sustainable Development Team, Global Team, and
the Green Art Students Group. Face to face contact has been highlighted as crucial
for communication campaigns, having an enthusiastic opinion leader to develop and
exhibit displays can help make the campaign impactful.
The content of the visual display has been most impactful when the message
was short, clear and consistent, whilst avoiding overwhelming the audience with
too much information and not using fear framing. Another observation is that using
campaign ideas based around what is topical in media such as Ocean Plastic helps
engagement along with using artistic messaging. It is hoped that the best practice
developed during the three visual displays will inform engagement activities in other
educational settings using mixed approaches to embed the SDGs.
References
Adomßent M, Godemann J (2011) Sustainability communication: an integrative approach. In: Godemann J, Michelsen G (eds) Sustainability communication: interdisciplinary perspectives and theoretical foundations. Springer, Dordrecht, pp 39–52
Ballantyne A (2016) Climate change communication: what can we learn from communication
theory? Wiley Interdisc Rev: Clim Change 7(3):329–344
Chapman D, Corner A, Webster R, Markowitz E (2016) Climate visuals: a mixed methods investigation of public perceptions of climate images in three countries. Glob Environ Change 41:172–182
Curtis D (2011) Using the arts to raise awareness and communicate environmental information in
the extension context. J Agric Educ Extension 17(2):181–194
Dharmasamita A, Puntha H, Molthan-Hill P (2016) Practical challenges and digital learning: getting
the balance right for future-thinking. On Horiz 25(1):33–44
Djordjevic A, Cotton D (2011) Communicating the sustainability message in higher education
institutions. Int J Sustain Higher Educ 12(4):381–394
Erlandsson L, Molthan-Hill P, Smith A, Arntsen A (2017) Combating global warming through
the estate and curriculum—a whole-institution commitment at Nottingham Trent University.
In: Azeiteiro U, Leal Filho W, Davim J (eds) Higher education institutions in a global warming
world—the transition of higher education institutions to a low carbon economy. River Publishing,
Denmark
Fahmy S, Bock M, Wanta W (2014) Visual communication theory and research: a mass communication perspective. Palgrave Macmillan, US
Fashion Revolution (2018) Fashion revolution. Retrieved from https://www.fashionrevolution.org/.
Accessed on 3 Apr 2018
Godemann J, Michelsen G (2011) Sustainability communication: interdisciplinary perspectives and
theoretical foundations. Springer, Dordrech
V. Odell et al.
Message framing is difficult given the complexities across communication theory.
However, drawing on the theories has allowed for some best practices for creating
visual display to be developed to raise awareness of the SDGs. The most important
learning from our displays is the inclusion of students, using their creative potential
for the development of the displays allowed insight to the targeted audience, making
the behaviour change campaign more effective. Collaboration with other teams is
another significant learning as this allows the campaign to get more of an outreach
by jumping off already established groups and events to gain maximum impact,
such teams at NTU included: Sustainable Development Team, Global Team, and
the Green Art Students Group. Face to face contact has been highlighted as crucial
for communication campaigns, having an enthusiastic opinion leader to develop and
exhibit displays can help make the campaign impactful.
The content of the visual display has been most impactful when the message
was short, clear and consistent, whilst avoiding overwhelming the audience with
too much information and not using fear framing. Another observation is that using
campaign ideas based around what is topical in media such as Ocean Plastic helps
engagement along with using artistic messaging. It is hoped that the best practice
developed during the three visual displays will inform engagement activities in other
educational settings using mixed approaches to embed the SDGs.
References
Adomßent M, Godemann J (2011) Sustainability communication: an integrative approach. In: Godemann J, Michelsen G (eds) Sustainability communication: interdisciplinary perspectives and theoretical foundations. Springer, Dordrecht, pp 39–52
Ballantyne A (2016) Climate change communication: what can we learn from communication
theory? Wiley Interdisc Rev: Clim Change 7(3):329–344
Chapman D, Corner A, Webster R, Markowitz E (2016) Climate visuals: a mixed methods investigation of public perceptions of climate images in three countries. Glob Environ Change 41:172–182
Curtis D (2011) Using the arts to raise awareness and communicate environmental information in
the extension context. J Agric Educ Extension 17(2):181–194
Dharmasamita A, Puntha H, Molthan-Hill P (2016) Practical challenges and digital learning: getting
the balance right for future-thinking. On Horiz 25(1):33–44
Djordjevic A, Cotton D (2011) Communicating the sustainability message in higher education
institutions. Int J Sustain Higher Educ 12(4):381–394
Erlandsson L, Molthan-Hill P, Smith A, Arntsen A (2017) Combating global warming through
the estate and curriculum—a whole-institution commitment at Nottingham Trent University.
In: Azeiteiro U, Leal Filho W, Davim J (eds) Higher education institutions in a global warming
world—the transition of higher education institutions to a low carbon economy. River Publishing,
Denmark
Fahmy S, Bock M, Wanta W (2014) Visual communication theory and research: a mass communication perspective. Palgrave Macmillan, US
Fashion Revolution (2018) Fashion revolution. Retrieved from https://www.fashionrevolution.org/.
Accessed on 3 Apr 2018
Godemann J, Michelsen G (2011) Sustainability communication: interdisciplinary perspectives and
theoretical foundations. Springer, Dordrech