Global communication strategy

1
Global communication strategy

• ExCom approved strategy development
• First phase of global public awareness
  education campaign to sustain phase-out
• Focus on Article 5 country needs in context of
  strategic planning
• 41st ExCom noted with appreciation requested
  UNEP to
• Use strategy as part of CAP implementation
• Report to 44th ExCom on preliminary results
  progress made in implementing strategy

2
Development process

• UNEP, TVE, national programmes, NGOs, private
  sector, UN agencies
• Desk study, interviews, country level
  assessments, global call for inputs
• Considered extensive successful communications
  large-scale campaigns
• WHO, UNICEF, UNAIDS, UNESCO
• Country studies
• Chile, China, Nigeria

3
Key findingsAll Countries

• There is a need for raising public awareness not
  only in Article 5 but also in non-Article 5
  countries
• Importance of mobilizing public support for
  funding of activities under Montreal Protocol
• Great potential for sharing IEC resources
  experiences between countries
• In particular between developed Article 5
  countries

4
Key findings - NOUs

• Most NOUs do not follow structured or strategic
  approach when designing IEC activities
• IEC activities often event-driven, ad hoc,
  opportunistic
• Usually not well-integrated into a comprehensive
  plan linked to CP, NPO, RMPs
• Usually no overall roadmap but rather an
  uncoordinated series of individual activities
• Passing references, e.g. Education of main
  stakeholders and interested parties or simply
  Public awareness campaign

5
Constraints identified by NOUs

• Ozone layer is far removed from public mind
• ODS phase-out not seen as an overall national
  priority or objective
• Lack of funds to undertake more education
  awareness work
• Overall problems of illiteracy lack of
  education among the public
• Highly scientific technical nature of the
  subject
• Information available internationally primarily
  in English

6
Interpreting NOU feedback

• Many would like to do more (if funding were
  available)
• Lack of IEC innovation due to resource
  constraints not unwillingness to experiment
• Most NOUs dont have time/resources to assess
  rank national needs, plan IEC activities
• NOUs need to engage more in strategizing
  targeting specific audiences
• Impact of most IEC activities not assessed
• Some NOUs need help with crafting messages

7
Key communication challenges

• Making ozone an issue of public concern in North
  South
• Mobilising consistent informed support for MP
  aims goals
• Clearly explaining consequences of inadequately
  applied compliance commitments
• Facilitating an action-oriented response adapted
  to widely differing national circumstances
• Identifying points of communication leverage
  providing assistance on how to operate the
  levers of change
• Initiating a cost-effective communications
  response that will target the drivers or agents
  of change as well as public

8
IEC objectives

• Promote overall support for objectives of MP and
  its MF
• Raise high-level political awareness
• Support compliance
• Sustain momentum
• Prevent back sliding

9
Steps to develop a strategic IEC campaign

• Assign responsibility
• Take stock
• Form an advisory group
• Establish goals and objectives
• Identify priority targets
• Choose adapt messages
• Mobilise resources
• Design methods to deliver the messages
• Implement the campaign
• Monitor, evaluate and adjust