Deliverable 5.1 Report Knowledge uptake analysis among the target audience : Exploring effective approaches, discovering best practices, and overcoming barriers

Samenvatting

This report emphasises the importance of enhancing knowledge acquisition and uptake in climate science communication, particularly for underserved, overlooked, and hard-to-reach audiences. The goal is to build climate resilience across all segments of society by understanding barriers to knowledge acquisition and promoting effective communication strategies.The report presents findings from two MAGICA activities: an online workshop with science communicators within European research projects, and interviews with European citizens and groups affected by climate change. Unlike existing studies that focus on effective communication methods, this research also explores the motivations, information needs, and search strategies of the audiences themselves, aiming to better engage underserved groups.Science communicators are encouraged to view communication from the receivers' perspective to learn from the obstacles and strategies used by audiences. Understanding the diverse characteristics and preferences of target audiences and subgroups is essential for communication success. Personal relationships, social media, as well as traditional media play vital roles in reaching citizens effectively.Intermediary organisations, policymakers, and NGOs are vital knowledge brokers in science communication. Citizens also play a significant role in sharing climate information within their communities, acting as influential ambassadors.Underserved groups face barriers such as limited time, language, and remote location, which require tailored approaches. The report recommends engaging with intermediary organisations and co-creating content with the target groups to build trust and relevance. Leveraging social media and visual mediums can effectively reach specific audience segments.Communication efforts require expertise, time, and budget. Scientists should hire skilled communicators, allocate adequate time and budget for communication activities, and share insights through networks.Monitoring and adapting communication strategies based on audience effectiveness is recommended.The MAGICA project can contribute by providing guidance, skill development opportunities, and fostering exchanges on best practices. Incorporating co-creation, building trust, and maintaining long-term contact empower audiences, ensuring meaningful and impactful science communication. Through these efforts, MAGICA aims to bridge the gap between scientific knowledge and effective implementation, promoting inclusive science communication for climate resilience.