Climate change messages and strategies by Australian NGOs

Abstract

To date, the Australian Government admits climate change is a concern that needs to be addressed, but has yet to implement policy domestically and internationally that non-government organisations (NGOs) consider to be adequate. Through in-depth interviews, the effectiveness of climate change campaigns by seven environmental NGOs was contrasted with the perceptions of these NGOs' campaigns held by 'external observers' of the climate change debate: community, media, politicians, industry and policy-makers. The findings suggest the general community has received messages about climate change, but there is insignificant agitation or action at this level to be felt by politicians. The NGOs have formed new ‘alliances’ with other interest groups and professionals that have increased their credibility in the eyes of the media, industry and policy-makers. The media are wary of the NGOs ‘sensationalism’ of the issue and, with policy-makers, are seeking a stronger scientific basis to give the campaign messages greater objectivity and legitimacy. Politicians consider NGOs present policy demands ‘unrealistic’, and policy-makers feel that NGOs could gain more ‘mileage’ from their policy submissions. This research suggests NGOs are effective at raising general awareness and ‘agenda creation’, but appear less politically effective at the ‘policy creation’ part of the policy cycle, and this is a campaign area requiring further consideration.