Special report, a synthesis of PICS-funded social mobilization research : Synthesis of PICS-funded social mobilization research : what works, and what doesn't, for engaging people on climate change

The areas of focus in the PICS Social Mobilization research program (resolving social barriers to clean energy solutions, new digital media/tools to engage the ‘silent majority’, the impact of digital media on social mobilization, and evaluating social mobilization effectiveness) represent a subset of issues within the social mobilization field applied to climate change. [...] Project Outcomes and Findings Documentary research: •. A green life is a good life: As the research process unfolded, the project’s focus shifted to some extent from a more technical emphasis—looking at the participant household’s emission sources and barriers—to a focus on quality of life, and the ethical and emotional aspects of decision-making and behaviours. [...] Project Outcome and Findings Nearly all of the Island’s residents were involved with the program, and the residents were able to increase energy efficiency and reduce GHG emissions in 26 homes (84% of the neighbourhood). [...] The entire community was able to engage in the sustainability planning processes and energy initiatives, allowing effective outreach from community leaders and energy experts on the importance of energy conservation, and enabling empowerment, input, and a sense of ownership in the program. [...] Taking the ambitious first step of generating renewable energy and building solar arrays, rather than going for the traditional ‘low hanging fruit’ of energy conservation to reduce demand, “grasped the attention of the community and promoted engagement and the motivation necessary to (reduce) energy demand” (Newell and King, 2013).