Climate Policy Communication & Public Engagement
Arne Lindahl
Supporting clear communication, participation, and public understanding in climate transition and sustainability policy.
Reframing Environmental Narratives in Local Media: Fly-Tipping and Community Infrastructure
Structural Issue Identified
Following increased visibility of the Prestonpans Beach Clean initiative, local media approached the group’s founder to comment on incidents of fly-tipping along the East Lothian coastline. Environmental issues such as fly-tipping are often framed primarily through narratives of individual wrongdoing, focusing on blame rather than examining the broader conditions that contribute to the behaviour.
What problem this work relates to
Environmental challenges such as fly-tipping are frequently communicated through narratives that emphasise individual responsibility while overlooking structural factors that influence behaviour. Issues such as infrastructure access, availability of disposal services, and awareness of responsible waste pathways can significantly affect environmental outcomes. Addressing these issues requires communication approaches that recognise both behavioural and systemic influences.
https://www.eastlothiancourier.com/news/24872447.prestonpans-beach-fly-tipping-selfish-infuriating/?fbclid=PAZXh0bgNhZW0CMTEAc3J0YwZhcHBfaWQMMjU2MjgxMDQwNTU4AAGnGc-yxakChH8_fPNtPnYSQQJD-Oh4rlkuXYr161v1aiRA1nE4UfJ6z6FsdTw_aem_dSdJf33I-Y6ff9WvGNpbIw
Structural Adjustment & Implementation
As communications advisor to the initiative’s founder, I developed a response that reframed the media discussion around fly-tipping within a broader environmental governance context.
The response acknowledged the environmental harm caused by fly-tipping while also highlighting the importance of accessible waste infrastructure, public awareness of disposal options, and shared responsibility between communities and institutions. The aim was to encourage a constructive conversation around practical solutions rather than focusing solely on punitive narratives.
Observable Effect
The published article shifted the tone of the discussion toward a broader conversation about infrastructure, awareness, and community responsibility. The piece positioned the beach clean initiative not only as a volunteer activity but also as a local voice advocating for practical approaches to environmental stewardship.
Related Work:
Relevant Institutions and Policy Frameworks
In the East Lothian Courier article on fly tipping, Julie-Ann Wright, leader of Prestonpans Beach Clean, highlights that the East Lothian Council must take more responsibility for the issue rather than simply leaving the cleanup and management to local volunteers.
Arne Lindahl developing environmental communications narrative on fly-tipping and community infrastructure in East Lothian.