ENGAGING Sky has produced a
range of climate focused shows
The broadcaster has attempted to make sustainability in general, and climate action in particular, a regular part of its coverage. Prior to Playing for the Planet, Garrido had worked on a string of projects with Sky, starting with the Most Sustainable Transfer Deadline Day Ever at the beginning of 2021, covering one of professional football’s big news events. The broadcast received a three-star certification from the industry’s sustainability watchdog, Albert, with the crew dressed in organic and pre-owned clothing, including vegan shoes. Later in the year, there was Sky Sports News Summer Of Sustainability, which was launched with a Climate Action Takeover Day. The coverage featured a story every hour of an athlete or club.
“I created that and – quite literally – drove it. I did five of those stories at three-hour intervals, driving between them in an electric vehicle. It was a lot of fun and I think it had that impact, with a range of sports and angles.” GETTING OUT THE MESSAGE Athletes are in an important position when it comes to influencing culture. Getting them to participate in the transformations that our current scientific understanding requires can change public perceptions and willingness to take action. “Sport has this power, first of all because there are so many people who engage with it. Football is followed by 3.5 billion people. But it’s also the nature of the relationship with its audience – fans idolise these athletes. The sports, the clubs and the individuals have huge power. Anything they stand for, they’re likely to bring fans with them.” Garrido notes that he’s had to beat the bushes a little to find good spokespeople, but he anticipates growing involvement. “You have to do a bit of searching around. It’s not like you’ve got loads of athletes and clubs putting their hands up and saying, ‘We’ve got a story to tell you,’ but there are a few. And I find that one interview then leads you to another.” As a communicator, Garrido sees his mission as one of relaying the facts, in a way that people can understand and make use of them. “You have to find easy ways of explaining – not to oversimplify the whole argument, but to make it palatable and engaging. But one thing I’ve noticed during the pandemic is that people have had to engage with science more, to understand viruses and vaccines, and science’s stock value is high because the vaccine has been a way out of this. People are ready to engage with
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