Climate Asia is the world’s largest study of people’s everyday
experience of climate change. The project surveyed 33,500 people across
7 Asian countries, including a nationally representative survey of 3,486
households, 16 focus groups with men and women from different social
backgrounds across six locations in the country and an evaluation of
current and past communication on these subjects. In addition, a
workshop with experts and opinion formers from media, business and civil
society was held in Hanoi and practitioners and media experts were
The research was conducted from April 2012 to August 2012.
This report (in English and Vietnamese) presents the findings from
The first section highlights how development has improved people’s lives
but has come hand-inhand with new concerns about the environment, health
and changes in climate.
Section 2 contains statistics on people’s perceptions of changes in
climate, including temperature, rainfall and extreme weather events as
well as their knowledge and understanding of climate change. This is
followed by more detailed information on the impacts people feel as a
result of the changes they’ve noticed and explains how people are
responding to change (section 3).
Section 4 then examines factors that enable and constrain response –
including the impact people perceive, how informed they feel and the
extent to which they are engaged in their community. It also highlights
how different actors can use these insights to craft communication that
supports people to respond to changes in climate.
Section 5 details existing attempts to communicate climate change in
Vietnam, noting where these have been successful. It highlights
opportunities for improvement by focusing on people’s preferences for
particular types of information, the formats in which it is presented
and channels of delivery.
Section 6 contains new statistics on Vietnamese people’s use of
Sections 7 and 8 provide guidance for stakeholders looking to
communicate with Vietnamese people. Analysis of Climate Asia data
allowed researchers to segment the people surveyed into groups. These
segments help us to understand people’s needs, as well as to identify
communication opportunities to enable effective action. Section 8 also
identifies three priority audiences: farmers, urban youth and residents
of the Central Coast area. The specific communication needs of these
audiences are then highlighted by using the segments and other Climate
The report concludes by highlighting how the information, insight and
tools generated by the Climate Asia project can be used to communicate
with other audiences.
Copsey, T.; Yen Nguyen; Phuong Ha Pham. Vietnam: How the people of Vietnam live with climate change and what communication can do. BBC Media Action, London, UK (2013) 74 pp.