Comunicando el cambio climático: Una guía para profesionales

The document outlines a framework for effective climate communication in developing countries, emphasizing the need to link scientific data with local lived experiences. It provides guidance on audience segmentation, the use of 'demonstration effects' for adaptation solutions, and framing mitigation as an economic opportunity. The guide includes numerous case studies from regions such as India, Kenya, Peru, and Bangladesh, illustrating the use of creative tools like participatory theater, citizen mapping, and role-playing games to engage policymakers and marginalized groups.

• Effective climate communication in developing countries should focus on 'giving sense' to observed changes by connecting scientific knowledge with local experience, rather than trying to convince audiences that climate change is occurring.
• A successful communication campaign requires identifying specific actor groups, segmenting audiences to adapt messages to their needs, and selecting the most trusted 'messengers' to drive action.
• For government and policy audiences, communication should emphasize that investing in early adaptation is significantly more cost-effective than paying for relief and reconstruction after a disaster.
• Climate mitigation should be framed for businesses and governments not as a trade-off with economic growth, but as a foundation for strong economies, green job creation, and the avoidance of 'stranded assets'.
• The 'demonstration effect' is a powerful tool for adaptation; showing tangible, site-specific successful interventions helps audiences imagine and adopt similar solutions in their own contexts.
• Citizen science and crowdsourcing, such as mobile apps for mapping flood risks in the Amazon Delta or Jamaica, empower local communities to identify risks and provide a data basis for government policy.
• Innovative engagement methods, such as participatory theater (Theatre of the Oppressed) and role-playing games, can challenge power structures and help policymakers experience the trade-offs of climate decision-making.
• To make high-level science 'viral' and usable, complex reports like those from the IPCC should be repackaged into short, regional, and visually engaging formats tailored for non-experts.

APA

Dupar, M. (2019). Comunicando el cambio climático: Una guía para profesionales. Climate and Development Knowledge Network. https://cdkn.org/sites/default/files/files/Communication-Manual-2019-Spanish_Web_final.pdf

Chicago

Dupar, Mairi. Comunicando el cambio climático: Una guía para profesionales. Climate and Development Knowledge Network, 2019. https://cdkn.org/sites/default/files/files/Communication-Manual-2019-Spanish_Web_final.pdf.

Wikipedia

{{cite report |last1=Dupar |first1=Mairi |title=Comunicando el cambio climático: Una guía para profesionales |publisher=Climate and Development Knowledge Network |date=2019 |url=https://cdkn.org/sites/default/files/files/Communication-Manual-2019-Spanish_Web_final.pdf |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{dupar2019comunicando, author = {Dupar, Mairi}, title = {{Comunicando el cambio climático: Una guía para profesionales}}, institution = {Climate and Development Knowledge Network}, year = {2019}, url = {https://cdkn.org/sites/default/files/files/Communication-Manual-2019-Spanish_Web_final.pdf}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }