Episode 134: Inside Denver's Local Climate Action Playbook

Molly Wood Voice-Over: Welcome to Everybody In The Pool, the podcast where we dive deep into the innovative solutions and the brilliant minds who are tackling the climate crisis head-on. I'm Molly Wood.

This week, we've talked about climate communications and storytelling a little bit in the past couple of months. I wanna keep doing that and bring in the idea that some of the most impactful climate solutions are happening at the local level.

Cities and states are preparing for climate change, adapting to it, and encouraging their citizens to do what they can to contribute to fighting the increase in global warming, and in some very clever ways, as it happens. Let's take a visit to the Mile High City.

Chelsea Warren: So my name is Chelsea Warren, and I'm the marketing communication manager for Denver's Office of Climate Action, Sustainability, and Resiliency. I know, it's a mouthful. Um, and I, you know, a core part of my function is, like, I'm sending out newsletters, I'm doing PR pitches, but, like, the core of what I'm really doing is, like, how do you make climate action something that people understand and feel motivated to do?

Molly Wood: Wonderful. Okay, we're gonna talk about all the ways that you are doing that pretty shockingly successfully. Um, but before that, I kinda wanna zoom out a bit and talk about the importance of work at a local level, right? You know, at this moment, there's a lot of anxiety about what's happening at the federal level. You... And an increasing focus on what's happening at the state and the city level. So talk about how important it is, and what changes in the climate conversation when you approach it in that local way.

Chelsea Warren: So I've, like, always been really passionate about how local politics is where you interact most with government. Like, it's like who picks up your trash. Um, the policies have much of a more of a, like, day-to-day impact on your life. And so that's always been true, but in a time of such federal disinvestment, and frankly, villainization, it's more important than ever that local and state governments step up. And so we're really proud of the work we're doing here in Denver to really invest in climate action.

Um, and from a communications point of view, we know that talking about, like, your local neighborhood, your local air, is what really resonates with people, right? So I live in Denver, Colorado. I think one of the first things that people think of when they think of climate change is sea level rise, but I don't have an ocean near me, right?

And so people really wanna know what the impact is here locally, and more importantly, what are we doing locally to make their lives better. How are we making Denver a better city, or how are we gonna have Denver thrive when it's gonna get hotter and drier regardless of what we do?

Molly Wood: You said you've always been interested in this, and that gets me to kind of your background. You've been involved in sustainability, it sounds like, since you were in college. Like, how did you come to this work and get, get excited about it?

Chelsea Warren: Yeah, so I would say I really got started with sustainability when I watched An Inconvenient Truth.

Al Gore Clip: If you look at the 10 hottest years ever measured, they've all occurred in the last 14 years, and the hottest of all was 2005.

Chelsea Warren: My parents fell asleep and I was, like, raptured. I was like, "This is my calling." Um, and so I was really involved in my, like, like, ele- like, middle and high school, like, trying to get recycling and doing things like that. But in college is really where I had more of the opportunity to do it.

So I went to the University of Denver, and they were just kind of starting their sustainability programs. Um, but I like started a farmers market while I was there. I worked at the Center for Sustainability. That got stood up my sophomore year. Um, I, I did a lot of, like, Earth Day carnivals and things like that. Like, I was really always passionate about, like, how do I make climate action and sustainability easy to understand?

I don't think at the time I understood that was marketing and communications, but that kind of was always what I was defaulting back to. I was like, "This stuff is really complicated. Like, I wonder if, like, there could be somebody who could help communicate on behalf of the scientists to the general public.”

So I was really highly involved in college and then, you know, frankly, there wasn't a lot of sustainability jobs when I graduated. Agents, like, companies tended to have, like, one person. It tended to be, like, a facilities role, or it needed somebody who had a lot of experience. And so I actually started, because I've always been really passionate about local government, I started in the IT department, actually, as, like, an intern, and I was really lucky to get to kind of join the marketing team.

And I just very naturally was like, "Can I redo your guys' newsletter?" Or, "IT is really confusing. Can I explain what the cloud is to people?" Or, "Can, can we do some different motivators to get people to take their cybersecurity training?" So I was able to really get the skill set at the city about what, what is marketing communications, how do we do that.

Um, and then during the pandemic, I got activated to work on our pandemic response. Like, how do you communicate to people, like, what the rules and regs- what the rules are around this pandemic, right? Um, and then I was really lucky. Denver voters in 2020 created the Climate Protection Fund and created the Office of Climate Action, Sustainability, and Resiliency.

So when I was at the city, originally the sustainability office was two people. The climate office today is 60, so it's a completely different, very robust agency. Um, and that's just happened in the last decade.

Molly Wood: Wow.

Chelsea Warren: And the real big investment was that in 2020.

Molly Wood: That's amazing, and, and, and really as a result- Probably as a result and was already on this way, Denver really is a, a model in a lot of ways for, for that city-level climate leadership.

Talk about, like, just for people who don't know, what is Denver doing around climate and, and what were the motivators? We kinda glanced at that a little bit in terms of snow and fires, but what, what…

Chelsea Warren: Yeah.

Molly Wood: prompted the voters to be like, "Yep, we're on board with this"?

Chelsea Warren: Yeah. So the, this was actually a community-led initiative in 2020, and it was in response to the first Trump administration. So it was kind of the first rollback of environmental regulations, and the community saying, like, "We want to invest here. We wanna do good work here and tackle the climate crisis."

So it went to voters in 2020 to create a sales and use tax, and that sales and use tax created the Climate Protection Fund. And that charge is to cut pollution and to adapt Denver to a hotter, drier climate. So there's a lot of different ways we do that. We have, like, six allowable uses, um, but we are doing, like, demonstration projects. So we're installing solar at nonprofits and schools and rec centers. We're doing programs like our e-bike rebate program or heat pump rebate program.

And then we're really doing policy work as well, so energy efficiency requirements or code, things like that to really... All of those are just different in- we call them interventions, right? We're trying to intervene to really move the needle on the climate crisis here in Denver, and we really are a leader.

So we're the second dedicated fund after Portland, and we've seen a lot of cities do the same thing since. It's a great way to really have a dedicated kind of mechanism for your city to tackle the climate crisis.

Molly Wood: Yep. All right, let's talk about some of the things that you're doing with the money from the fund.

Um, you led the launch of the Denver Climate Project. What was the big idea there, and what does it look like on the ground?

Chelsea Warren: Yeah. So I joined the office in December of 2020, so I was the 16th hire. We're now at 60 again, right? So I was really on that ground floor, and that was like, we need to set up processes. We need to stand up a newsletter. But one of the things I started thinking from the beginning was, what does the intervention look like from a marketing communication, right? So we do all these policy levers. We have, uh, an e-bike rebate program, which is trying to nudge the market so that e-bikes become more plentiful and cheaper. Like, what does that look like for marketing and communications?

And so I actually spent two years talking to a lot of, frankly, public health professionals to be like, "What behavior change campaigns have you done? Like, how have you used marketing and communications to really drive the behavior so you're, you want to see?"

And so we did all that research, and I also worked with a lot of, like, the best of the best when it comes to climate communications to be like, "Hey, if you spent, did a sizable investment in marketing communications, like, what would you do?" And so with that, we went out to RFP, and we onboarded our vendor is called Sukle, and they're, like, an award-winning behavior change campaign. They've been doing this kind of work for decades.

But the really, what it, what the campaign turned into was really we wanted to make climate action feel like a part of everyday life. We wanted to make climate action feel visible and doable. And so that campaign is really a rallying cry. It's wanting people to do more, do less, or do something.

Molly Wood: Mm-hmm.

Chelsea Warren: And it's about meeting people where they're at, and that any action counts. We just want you to get started.

Molly Wood: Yeah. Tell me more about this. I mean, when I heard this tagline from you, I was like, "Oh, that's so simple and genius," but, like, that's the key, right? These are the unlocks in climate communication because it, it, we tend to make it so complicated or, you know, there's, like, words that people don't wanna hear anymore, like green or this and that.

Chelsea Warren: Yeah.

Molly Wood: Do more, do less, do something is just so great.

Chelsea Warren: Well, and it just naturally primes you to be like, if you're like, "I don't wanna do more. I have too much," we're like, "What if you did less?" Right? Like, it automatically kind of puts you that there, there is an in wherever you're at.

We actually tested six different taglines. Um, and that one won far, far ahead. So oftentimes when you're doing marketing focus groups, it's like, this tagline really works, and this tagline works for somebody else. Across the board in English and in Spanish, ‘Do More, Do Less, Do Something.’ really resonated with people. People like the framing of it. Um, they like that there was a way in regardless.

And so that's how we came up with ‘Do More, Do Less, Do Something.’

Molly Wood: What, what are the, like, just when you say, "What if you did less?" For example, what, what, what do you mean? Like, what, what follows on after that when you say, when you tell people like, "Actually, you could just..."

Chelsea Warren: Yeah. So what if you did less watering? What if you did less driving? What if you did less buying single-use items, right? So, like, instead of constantly having to go to the store to buy something, what if you just, you know, bought something that you could reuse for decades?

Molly Wood: Right. Got it. And then tell us about some of the activations around that, like the event and the partnerships. I mean, it seems like it was a real- it's a really, it's not just a tagline. It's, like, a full-fledged super cool program.

Chelsea Warren: Yeah. Because I think, you know, a lot of cities have done something like this, right? Where they're trying to talk to you about like, "Hey, where can you take action?" Right? Because the climate crisis is debilitating. It can breed a lot of... It's a lot of anxiety. It can shut people down.

So there's a lot of work where it's like, "Let's do something." Um, but we really wanted a campaign that made climate action, really uplifted how alarmed Denverites are, and give them that avenue. So we obviously did a very traditional marketing campaign where it was, like, billboards and bus shelters, but we took it really kind of the step above that too.

So we did a range of partnerships in the community to really meet people where they were at in maybe unexpected ways. So we did a partnership with Goodwill of Colorado, where we upcycled a bunch of their clothes that, like, weren't selling, um, and made them in line with the campaign, and did a pop-up where all the proceeds from those goods went to fund their EV technician training program.

Molly Wood: Mm.

Chelsea Warren: We also did a partnership with a local ice cream chain and made a lo- like, it was called Not Today Apoca-licks. So one of our taglines was, "Not today, Apoca-licks," right? Or- Look. We, we, this was like…

Molly Wood: This is so great. I love it.

Chelsea Warren: not your traditional campaign, right? Where we're just like... We were trying to get in with people in a way that was, like, kind of unexpected and funny.

Like, it was not your typical government PSA. We, like, wanted you to look twice and be like, "Did my government just tell me that?" So, like ice cream, right, is a great avenue into the climate conversation. We also did, like, a local matcha. We did a partnership with, like, Lime and Bird, so our local, like, e-mobility, um, partners.

Molly Wood: Mm-hmm.

Chelsea Warren: So again, like, we really wanted to blanket the city. There's, like, a recent study that came out that said that people aren't seeing climate change discussed in the news anymore. And if you don't see it discussed in the news, you don't think it's im- You're like, "Oh, I guess no one cares about that issue anymore."

And so what we were really trying to do is counter that narrative and really uplift all these, like, great impact that we're already having here in Denver, as well as, like, there's 90-plus ways you can get started to work on the climate crisis, right? Like, you don't need to buy an EV. You could start bringing your dis- disposable bag, or you could go solar, or you could water the tree you have so that we can continue to build our urban tree canopy.

Molly Wood Voice-Over: Time for a quick break. When we come back, measuring the impact of Denver's climate campaigns, and some tips and tricks for making marketing campaigns that move people to action.

Welcome back to Everybody In The Pool. We're talking with Chelsea Warren of the Denver Office of Climate Action.

Molly Wood: In a minute, I wanna transition to, like, that, to the storytelling and comms challenge and, um, research around it. But before we do that, how, if at all, have you been able to measure the impact? Like, what have you seen as a result of some of this work?

Chelsea Warren: Uh, so we do have metrics. So the Denver Climate Project delivered 128 million impressions, and that was 40% more than we expected, right? So part of marketing is you're like, "If I pay X, I will get X impressions," right? It's, there's a formula to it.

But because we had so many partners give us extra ad space, or things ran for longer, or these partnerships, which were so great, like so many small businesses stepped up in our community, raised their hand, and said, "I care about this. I want to do something. Like, let me dedicate... Let, let me donate my time and resources."

So 128 million impressions is great in a city, right? Like, we have 700,000, uh, Denverites here, and so 128 million impressions.

Molly Wood: That's bananas. Um, I was gonna say, please remind us how many people live in Denver, just so we can really get the scale here.

Chelsea Warren: So just under a million, right? So under a million.

Um, and obviously we have a lot of people who, like, love to, who work and play in Denver, right, who also saw the campaign and who are also part of this. Um, so we did a pre-campaign survey, and then we did a post-campaign survey, and the most important metric from that was if people reported that they saw the campaign, their in- the number of climate-friendly actions they said they were gonna take in the future increased 24%.

Molly Wood: Wow.

Chelsea Warren: So if people were like, if they saw it, it meant that they were more likely to say, "Yeah, I actually- I'm gonna do more in the future." Like, "This campaign helped me, motivates me to do more." Um, and we did compare that to, like, other similar studies, and it far exceeds the norm.

Molly Wood: Okay, well, this is a great entry into this idea about motivating behavior change because, like you said, there's lots and lots of levers to pull. We tend to think that knowledge alone, awareness alone is enough, um, but clearly that has shortcomings. So talk about what are, you know, what are the levels, the levers that really work?

Chelsea Warren: Yeah, so there's a couple, like, different behavior things that are at play when you're talking about climate actions, right?

And when I'm talking about climate actions, it's anything from somebody composting to installing solar, so it's obviously, like, a wide breadth of actions we want people to take. So the things that are kind of playing against you are the perception gap, which is that people care about climate change, but they think others don't.

Molly Wood: Mm-hmm.

Chelsea Warren: So the research shows that people tend to underestimate how many people care about taking climate or, like, are supportive of climate policy by over half. And right, and if you think you're in the minority, you're less likely to act. You're like, "Well, what, what possible impact could my behaviors have? Like, no one agrees with me. Like, I'm the only person who cares about this."

The other thing that's kind of playing against you is the action intention gap. So, like, caring doesn't mean doing. Famously, people will say, uh, "I wanna go to the gym this year. I'm gonna go every single year. I'm gonna be... I'm gonna go every single day. I'm gonna be super fit. I'm gonna love it. I'm gonna wake up at 4:00 AM." But, like, the action to get there is really hard.

So, like, what my goal is is to, like, help reduce the friction. So there's a study that did a cross study of climate action campaigns, um, and what they really saw that drives behavior change is financial incentives and positive social comparison…

Molly Wood: Mm.

Chelsea Warren: are the biggest two ways you can motivate somebody to take a climate-friendly 

action. Over, way over education.

So, um, for example, the best indicator of a house on a block is gonna get solar is not their political affiliation or their income, it's whether their neighbors have solar, right? We're very social creatures, and we're very, like, creatures of habit.

So, like, seeing... You don't wanna be the only person in line without a reusable bag, for example. So..

Molly Wood: So then how do…

Chelsea Warren: Yeah, go ahead.

Molly Wood: So like, how do you amplify the peer pressure, so to speak?

Chelsea Warren: Yeah, right. And I know it sounds weird to say peer pressure. We also use the word, like, social norms.

Um, so how you uplift it is, one thing you can do is storytelling, right? Is, so showcasing, like, Jill installed solar. She did it for, uh, she wanted more stable energy bills, and she also really cares about Denver's climate, and, you know. So she's investing in solar. So people can see themselves in a story and resonate with it.

Molly Wood: Mm-hmm.

Chelsea Warren: The other way you can do it is really show, like, the collective action. So for example, when we were doing focus groups when designing the Denver Climate Project, a metric that everyone kept coming back to was the stat that 24 million plastic bags have been kept out of the landfill since 2022 because everybody's bringing their reusable bag. And everybody was like, "Wow, that's so much."

Molly Wood: Yeah.

Chelsea Warren: Right? And so, like, for them, that kind of collective action, they might not know they're having that collective action when they're bringing their reusable bags every day. And, or they, like, have to turn back around, they, like, walked... They're, like, about to check out, and they're like, "Ugh, I forgot my reusable bags," right?

But, like, showing that collective action is really empowering for people, and that's really what we're trying to do through this campaign, is, like, uplift some of that, like... So much of climate action can be very private, and so trying to be like, “no, we're all taking climate action. People are already doing the right thing, and this is what the collective action is.”

Molly Wood: Yeah, I mean, I feel like that is such a, that's such a crucial distinction, and we've seen this kind of in, this important turn in recent years, which is that there's a, there's a tendency to, one, feel like this doesn't matter. Like, I cannot tell... I mean, I'd say the single most common question I get is, you know, "Is recycling even real?"

Um, so there's that isolation factor, and then there's just this sort of negativity. There's, like, fear or the sense that you're not doing enough. So, like, talk about the importance of, of positive messaging, but how you accomplish that in a way that feels real to people instead of, like, you know, cheerleading.

Chelsea Warren: Yeah. Well, and I, something I come back to a lot is, so we, when we did these focus groups, we asked everyone how they felt about climate change and climate action, and all of them were just, like, hopeless, overwhelmed. "Where do I even start?" And then over the next hour, we, like, talked about campaign slogans, and we talked about different actions they could take and how likely they were to. Then we asked the question again, and everyone's like, "I feel really hopeful and optimistic."

Molly Wood: Hmm.

Chelsea Warren: And, like, that's the power of a conversation. Like, in just an hour to take people from just, like, being anxious and overwhelmed to, like, hopeful and optimistic gives me a lot of hope, right?

Like, um, and again, like, we're not talking about climate change. We're not seeing it in our media. We're not bringing it up with our friends and family, and that's really how you push the social norm, right? Is if everyone's like, "Oh, well, I had to replace my HVAC system. I did a heat pump. Like, of course I did. Like, that's just the most eff- Like, there's rebates available.”

Molly Wood: Why wouldn't I?

Chelsea Warren: Yeah, and I don't have, have to, have to, like, deal with natural gas anymore. Like, that's so great.

And so I think it's a really hard balance. You know, we're trying to be really positive but realistic, right? Like, Denver's climate is gonna get hotter and drier regardless of if it, if we cut emissions today. And so the reality of it is we have to prepare for that hotter, drier future.

But all climate solutions are quality of life solutions, right? So, you know, I, like, I hear such great stories through my work of, like, somebody who was previously incarcerated, and then through one of our green workforce programs was able to find, uh, stable employment through, as a solar installer.

Or we did e-bike rebates, and somebody was able to get rid of his second car because of how much he was using his cargo bike. That saves him 10,000 dollars a year.

Molly Wood: Wow.

Chelsea Warren: That's the average amount that people spend on cars in this country. Like, that is hopeful. Like, that... He might not have got an e-bike for the environmental reason.

He might have done it for the financial reason, but it made his life better. And that's what I love about climate solutions, is that, yes, they're tackling this, like, big world issue that can feel really crippling, but it, like, makes people's lives better. It's such an opportunity to, like, make our society better and make our communities better, and that's what gives me hope in the situation.

And the other thing I'll say about that is, you know, I think we read a lot especially about, like, Gen Z feeling very anxious about the climate crisis and very critical about it. But just, like, picking up trash in your park can help counter that, right? Like, anxiety shuts us down. It puts us in, like, f- uh, fight or flight.

And so, what this campaign is doing is like, "Hey, you can just take one step." Like, it's giving agency back to people, which I think is so important because I agree, a lot of big lobbying and people whose interests are in billionaire interests are trying to make it so that you feel helpless. Because if you're helpless, you don't mobilize, you don't vote, you don't, like, demand better.

And so, uh, there's a lot of power in terms of people taking those first couple of steps with the climate, and then it leads to bigger actions and more step- more things.

Molly Wood: You, you touched on something I wanna follow up on. One of the things I think makes people... One of the things that I think keeps people quiet around climate concerns and climate action is that they feel like, I do not agree, I think climate change is the problem that every problem reports to, but people can have a tendency to think, "Oh, there are already so many pressing issues in my community." Right? I, I... That for me to only talk about climate feels, I don't know, abstract or like I'm ignoring these more immediate pressing solutions.

You're, like, drawing a bright line though between all of the problems that a community might face and how climate action can improve a lot of those problems. Like, is that an area of, of work for you now or in the future?

Chelsea Warren: Well, we definitely see that in our focus groups. So people tend to rank, like, healthcare, education, um, safety higher than climate. But I think thinking about it as a ranking system, I think it almost does it a disservice, right? Like, I can care about climate change and I can be really concerned about education, right?

We tend to be concerned about multiple issues at once. And in terms of communications, we often talk about, how can you talk about the co-benefits of this, right? So people's motivator might not be making the environment better, right? But their motivators might be, "Well, I want more stable energy bills," or their motivator might be health-related, right? Where they're like, "I have breathing problems and getting, you know, natural gas out of my home helped my breathing problems." Or their motivator might be, like, "I just wanna be healthier." And it's like, well, an e-bike is a great way to, like, exercise, but, like, not show up sweaty at work, right? And so, those co-benefits are so important.

But what we also see is regardless of political affiliation, the thing that everybody kind of agrees on is that we want to leave our world better for future generations, and that's whether you have kids or not. People really want to leave this place, this Earth, in a better place for future generations.

And so I think it's really about leading with co-benefits. Reminding yourself that people care about multiple issues at once, and so they also care about the environment, just like they also care about safety.

And the third one would be is, like, finding language that really resonates with people. And so potential energy has done a lot of research in this space. Using the word, like, green jobs, or this is gonna make this greener, kinda doesn't vis- like, you can't visualize that, right? But if you can say, like, "Well, it's gonna make it healthier," or, "It's gonna make it cheaper," like, those are benefits that people can really, like, hold onto. And so I think us, as a kind of environmental movement, need to be really careful with what words we're using.

Like, the word decarbonization, for example, doesn't mean anything to most people. And so how can you use simple language that really, like, resonates with people, where they're like, "Yeah, uh, I do want clean energy," or everyone wants to cut pollution. Like, who wants pollution, right? Like, so it's those, all those things I think really factor in.

Molly Wood: Yeah. It's funny, I interviewed the, the CEO of the Building Decarbonization Coalition, who was like, "Our mission is to get pollution out of buildings." Like… [Laughs]

Chelsea Warren: And then you're like, "Yeah, that sounds great."

Molly Wood: Right. Like, don't get- They're like, "We go by BDC, and we talk about pollution." 100%. So with this in mind, like, you know, a lo- a lot of the people who listen to this show are working in some kind of sustainability role. Maybe it's not even comms forward. Uh, maybe they're on their own doing this, you know, maybe they're running programs.

Like, what is the, what's the one thing that you would say from a communication standpoint that everybody could be doing to make their, you know, their, their jobs or their messages a little more effective?

Chelsea Warren: You should be anchoring everything in easy-to-understand human stories. Like, human stories are what change hearts and minds. That doesn't mean that metrics don't have a place in this conversation, right? Like, metrics can be really, like, tell you the, you know, the heat wave we're experiencing is five times more likely because of climate change.

Like, that really sits with people, but you need the mother who just got AC for the first time because she installed a heat pump to talk about how it changed her life, and that her kids can now do their homework inside because they have AC. And so human-centered storytelling is so important in this work, and you really wanna make people the heroes of your climate stories, right?

So, like, we inter... We'll do storytelling with, like, building owners who are really honest sometimes, who are like, "I was really confused about the policy to start, but then someone reached out to me, and it was actually a lot easier. And since I did all these upgrades, I'm, my energy bill went from 10,000 dollars a month to 1,000 dollars a month, and no one in the church is complaining about the heat being too hot. Like, we have a more consistent temperature."

Like, that's a real story from somebody where you're just like, "I could have told you that in a really, like, technical bureaucracy government way about, like, how..." But, like, those stories of, like, real Denverites is what resonates with people. That's what they're gonna remember moving forward.

Um, and so people can do that regardless of if, how much money they maybe have to invest. Like, pull out your phone and have someone record a quick story about, like, how this program is helping them do X, Y, and Z.

Molly Wood: Yep, I love it. Chelsea Warren is with Denver's Office of Climate Action. Thank you so much for the time. I appreciate it.

Chelsea Warren: Yeah. Thanks, Molly.

Molly Wood Voice-Over: That's it for this episode of Everybody in the Pool. One thing I did wanna note before I go is that after the end of the recording, Chelsea and I had a super interesting back and forth about how to make communication inclusive of everyone in your community, and she had some great tips. Like, make sure your jokes and puns work in multiple languages, make sure your graphics are bright and grab attention, your alt text is taken care of, and your communication is simple and straightforward enough to appeal to everyone in your community, and of course, to inspire them to action.

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Together, we can get this done. See you next week.