The University of California is not currently on target to meet the CNI’s 2025 carbon-neutrality goal with just UC-initiated on-campus measures. Plans to accelerate progress to meet the 2025 commitment will depend on physical measures on the campuses, incentives for emissions reductions, off-campus investments, and purchasing of offsets or other substitutes for fossil-fuel-based energy that campuses will continue to use after 2025.
To garner support for the necessary actions that will lead to UC achieving its carbon neutrality goals, the UC-TomKat Carbon Neutrality Strategic Communication working group will conduct research to inform a strategic communication plan for the University of California (UC).
The primary goal of this working group is to develop an inclusive, effective, cost-efficient plan for strategic communications to help UC achieve carbon neutrality in its campus operations and purchased energy (Scope 1 and Scope 2 emissions) by 2025. The group specifically aims to develop a clearer understanding of UC audiences, identify potential barriers to implementation of actions proposed under the UC Carbon Neutrality Initiative (CNI), and develop communication-related strategies to help overcome those barriers.
The working group has identified six task areas to advance: (1) synthesis and student engagement, (2) systems mapping and administrative analysis, (3) faculty audience analysis, (4) message and strategy testing, (5) barrier analysis, and (6) theory of change.