Material: Canvas

Climate target group

We have the canvas that makes communication into a void impossible! Use this canvas to empathically, analytically, and structurally put yourself in the minds and hearts (values, attitudes, behaviors, etc.) of your target group. This ensures that your project reaches the target group exactly where it is needed.e
Empty space, drag to resize
Type
Template to fill out (Canvas)
scope
1 page

Format
PDF document
language
english
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When do you use the canvas?

How often do we design projects that ultimately don't suit the target group and therefore have almost no effect? This canvas helps you to get to know your target group and target groups in detail before the project begins – based on psychological principles and in such a way that you don't forget anything. You can also use the canvas during the project and add new information about the target group bit by bit. Always focus on the target group – for maximum impact!
  • What motivates my target group?
  • What should I do to ensure that my project is really well tailored to my target group?

What do you get?

Resource to take away


The canvas provides you with aa tool that you can use for all your practical projects related to biodiversity and climate.
Empty space, drag to resize

practical relevance

Canvas is designed for your work practice. Use Canvas to apply the shifting levels of impact in the impact model directly to your project.

Download once, use forever

You can use the canvas as often as you like. Many users can continuously improve the canvas through their feedback!
"The one thing we need more than hope is action. Once we start to act, hope is everywhere."
Greta Thunberg
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Psychological foundations of the canvas

At ClimateMind Academy, we place the utmost importance on ensuring that our offerings are based on sound psychological principles. In this canvas, we have incorporated concepts, insights, and research findings from renowned experts such as:
  • More in Common: Social types in Germany (social research)
  • Richard Ryan und Edward Deci: Self-determination theory (social psychology)
  • Sebastian Bamberg: Step-by-step model of self-regulated behavioral change (environmental psychology)
GET TO KNOW THE AUTHOR

Janna Hoppmann

The author of the canvas is a psychologist (MSc) and the founder and managing director of ClimateMind.

Janna Hoppmann is a certified trainer (TÜV certificate) for psychology, climate, and biodiversity. She is passionate about integrating scientific foundations with practical orientation. As a subject matter expert, she works at the cutting edge of psychological research. As a certified adult education trainer, she is skilled in the interactive design of learning objectives, methods, and practical transfer.
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