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Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007.

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Presentation on theme: "Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007."— Presentation transcript:

1 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 Communicating the message...a message from our sponsors

2 ICZM – communicating the message Brian Shipman ICZM ConsultantSardinia May 2008

3 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 The problem and ICZM marketing challenges Defining the key ICZM message Visualising the ICZM message The Transformation: - to Mediterranean Best Coast in seven steps Communicating the ICZM message… Structure

4 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 The fundamental value of ICZM as a means of delivering sustainable coastal development in the Mediterranean remains valid. BUT… …its recognition is critically low …this factor threatens the potential success of ICZM in the Mediterranean and elsewhere. The problem?

5 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 1.ICZM lacks apparent and contemporary relevance to politicians and other decision makers 2.The technocratic nature and image of ICZM is a barrier The main shortcomings of proactive ICZM derive from… administrative inertia at all levels and… the lack of political will UNEP/MAP/PAP: White Paper: Coastal Zone Management in the Mediterranean. The problem? Why?

6 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 …ICZM as a brand name holds few widely recognised values in the minds of its target consumers and a very low recognition level compared to Sustainable Development, Agenda 21 or the Millennium Development Goals The problem?

7 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 Blue Plans Environment & Development Outlook, 2005 The challenge?

8 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 negative costs of current coastal development trends on GDP from 3 to 5.5% of GDP the depletion of natural resources… …coastal concreting of more than 4000kms by 2025 ….aggravated north-south fractures, …social dissatisfaction, risks of instability, …congestion of coastal regions, the overexploitation and management deficits of hinterlands, urban sprawl, desertification, loss of biodiversity and traditional landscapes increasing vulnerability to natural risks fires, floods, earthquakes, droughts and maritime pollution…. et al The challenge?

9 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 The challenge?

10 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 The Blue Plans alternative development scenario to 2025 is based on urgently stopping and reversing the continuing degradation of coastal areas But… …this alternative scenario will …run up against political and administrative inertia and dominant, short term interests. The challenge?

11 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 Encapsulate ICZM into a simple key message Differentiate ICZM as a process that offers superior value Provide a language and process that is consumer focussed Present ICZM as adaptive and flexible in its application to the Mediterranean to support the ICZM Protocol The challenge? – we need to:

12 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 The message

13 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 The message …a better way – the claim visualising the coastal future you want – the aspiration …enabling you to achieve it – the transformation.

14 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 Visualising the message New language New images New communication techniques New media

15 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 Developing the new language: Integrated coastal development – the scenario matrix Visualising the message

16 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 SUSTAINABLE Enabling local & national policy environment to encourage intersectoral cooperation and partnership leading to reduced conflict Bottom-line, coastal regulation e.g. Coastal law, Resilient natural, social and economic systems Environment integrated into productive development Market leadership in ecotourism, environmental technologies, attractive to investment Resilient to climate change etc. New & innovative development paths Stewardship of diverse natural resources and strong coastal land agency retains attractive and diverse landscape Stakeholder involvement Healthy Horizon 2020 pollution compliance High short term return on investment Predominantly private sector investment in development hot-spots Marginal areas fall into decline Low regulation and potential corruption High vulnerability to global competition Diminishing long-term returns Cost of degradation of 3 – 5% of GDP High public costs of remediation Sectoral conflicts Water depletion and marine pollution Concretisation and coastal erosion Vehicle congestion Depletion of natural resources High levels of waste FREE MARKET High social instability, migration and conflict High environmental vulnerability to flooding and storms Coastal erosion Low investment High risk of accidental pollution from poor infrastructure, outdated equipment High public health risk from inadequate public infrastructure and enforcement Cost of degradation of 3 – 5% of GDP High public investment dependency Low government priority Local communities lack vision, commitment & funding Poor waste management HIGH RISK TRADITIONAL High quality environment based on traditional stewardship of natural and cultural resources Traditional cultural activities Low economic productivity Poverty of coastal communities and loss of young people Threats to natural land and marine resources dependent on traditional stewardship Pressure for development and public sector intervention Regulatory policy environment A BETTER WAY rich poor Economy poor rich Environment

17 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 resilient - to climate change, resilient to natural processes, resilient to human processes productive - financially, competitive, high in value, increasing GDP, alleviating poverty diverse – in ecological, diverse in experiential terms distinctive –culturally, distinctive in marketing attractive –to visitors, investors and to local people healthy – free from pollution The language - a coast that is:

18 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 …future-proofed The transformation – a coast that is: La côte du futur devra être… résistante productive diversifiée singulière attrayante saine The coast of the future will be… resilient productive diverse distinctive attractive healthy

19 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 The transformation

20 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 The ambition from the push of the external funding programme to the self- sustaining pull The transformation

21 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 Communicating the message A new language for ICZM in the Mediterranean

22 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 TV commercial in target countries Supporting publicity materials Use/train the best ICZM communicators Marketing & awareness strategies for each state 3 ICZM Ambassadors and opinion formers Coast Days Focus groups/ workshops Communicating the message A new language for ICZM in the Mediterranean

23 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 Communicating the message Target audience …identify individuals with high social networking potential A top-down approach

24 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 Communicating the message Target audience Opinion formers - cascading down: community leaders, business, media, etc...

25 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 Communicating the message Cascading down The message Individuals Coastal Ambassadors

26 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 Communicating the message …create simple, viral messages that have a high probability of being passed along

27 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 Communicating the message...build the message around people....not just nature

28 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 Thank you for your attention brian.shipman@gmail.com

29 Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007 ICZM – communicating the messageSardinia May 2008 Communicating the message


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