Many people are familiar with the image of a polar bear on a melting ice floe. But it's worn out its welcome. What kind of visual language can be used for effective climate communication? Students found an answer to this question as part of the Sustainability Challenge 2021/22.
An interdisciplinary team of six students, working in cooperation with the climate protection initiative "klimaaktiv" of the Federal Ministry for Climate Protection, focused on Vienna's Margareten district for this task.
In the first step, all regional projects and movements dealing with climate protection and the energy transition were identified, clustered, and their communication materials analysed. This was followed by guided interviews with five businesses from the district.
How visible are measures in Vienna's Margareten district relating to climate change and sustainability?
- A walk through the area revealed that the district of Margareten doesn't initially come across as particularly sustainable, and the measures being taken to address climate change are not yet clearly visible: few green spaces, few cycle paths, sustainability projects and initiatives are not very prominent, heavy traffic and lots of concrete, high use of recreational areas, and some new planting.
- Those surveyed shared a similar view. It also became clear that awareness of climate change is present.
- The interviews revealed that the businesses are already contributing a fair amount to climate protection and place an above-average importance on sustainability.
- The City of Vienna should lead the way as a role model.
- Every individual can take action themselves — every plant counts.
What does effective climate visual language look like — key findings:
- The polar bear image cannot be replaced by a single alternative image.
- What's needed are images that move people, that make climate change tangible and establish a regional connection
- Those who are committed to sustainability should also make that visible / be made visible
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