Social Capital Project

The Social Capital Project is an initiative aimed at building the base of public support for environmental protection. In September 2009, the Social Capital Project joined the Climate Leadership Initiative at the University of Oregon to focus on climate communications and behavior change. Started by Earthjustice in 2005, Social Capital Project staff have developed an understanding of the dominant social values that shape the public’s understanding of and engagement in environmental issues through the creation of the Ecological Roadmap, a national segmentation study of the American public that organizes people according to their social values and environmental worldviews. The Social Capital Project also produced Climate Crossroads, a research-based framing guide on how to talk to the public about global warming. Hundreds of organizations are using the Ecological Roadmap and Climate Crossroads in strategic planning and in the development of new framing approaches and communications campaigns.

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