1. – For Discussion – Outline Communication Strategy -Project & Initiatives Unit, Office of The First Lady- May 6 th, 2010

2. 2 Introduction  This document highlights the strategic communication approach for Projects & Initiatives Unit at the office of the First Lady.  A different strategy will be developed to position Her Excellency The First Lady’s engagement in the projects& Initiatives.  Each project will have its own communication plan

3. 3 The Strategy’s Structure How to Communicate? Outreach strategy & Engagements Tactics What to Communicate? Key Messages Overall positioning and desired perception Why to Communicate? To Whom we Communicate? Audience Segmentation

4. 4 Role of Communication 1 Create high-level communications strategies to reflect the strategic work & efforts of The First Lady which are mainly illustrated in Her Excellency’s projects & initiatives 2 Monitor & analyse the message impact and public perception on the strategic objectives of projects & initiatives

5. 5 Overall Positioning & Desired Perception *Why to Communicate* The efforts of Her Excellency The First Lady is dedicated to Syria’s future and development by harnessing the talents and potential of Syrian people The Base The Positioning The strategic work of Her Excellency The First Lady are promoting a strong Syrian identity, fostering a society for all and creating opportunities. Desired Perception TRUST & Good Citizenship Eliminating barriers and enhancing participation from all members of society as well as creating new spaces for participation and innovation Leadership & Innovation Promoting increased collaboration between the three sectors (civil, public & private), encouraging international engagement and innovative the creation of unique forums that incorporate the best of the past to support the future

6. 6 Our Audience *To Whom We Communicate* SegmentAudienceDescription Mass General PublicThe general public represents all segments & sectors of the society that need to be touched and reached out to in all communications as all our work and effort are towards their benefits. Media CommunityMembers of the general public that have the advantage of being the mediocre between us and the Society Stakeholders Syrian GovernmentOne of the main partners in implementing our work and strategies for the good of the Syrian people NGOsA pillar support partner in the development sector Specific CategoryThe Syrian Youth, People with Disability and their families, The Syrian Expat Community, Private Sector...etc. International Community International partners, media and other audience/ stakeholders Communications Objective: Shift mindset & change behavior towards the benefits Engage and empower to enhance ownership and sense of responsibility

7. 7 Outreach Strategy *How to Communicate?* Communications Objective: The Goal is to move each individual up one step in the “Knowledge Pyramid” (i.e. from “Unaware” to “Aware”, from “Aware” to “Recognize Importance”, and so on until we trigger the sense of responsibility). Understand Recognise Importance Aware UNAWARE Responsible Generate Awareness Assure Benefits Role Education Encourage Participation

8. 8 Communication Cycle Communication -Based Assessment Communication Strategy Design ImplementationEvaluation Identify/analyse/define: Audiences/ Stakeholders Risks/ Opportunities Needs/ Solutions Media/channels Indicators/Objectives Select and design: Comm. Approaches Messages Tacktics Carry out: Comms tactics Message delivary Capacity Building ObjectivesPlan Indicators Communication programme performence and impact The below exercise will be applied on each on the previous steps

9. 9 Outreach Matrix *How to Communicate?* General Public MediaSyrian Gov.NGOsYouth People with Disability Private Sec Syrian Expat Int’l partners Int’l Media World Org Civil Society Institutional Development Cultural Renewal Youth Empowerment Inclusion of People with Disability Promote International Corporation Special Olympics Youth Agenda Expatriate Fund Syrian National Museums Intangible Heritage Opera House

10. 10 Key Messages *What to communicate?* Communications Objective: Articulate, explain and promote a set of well organized goals Highlight the solution to an identified issue Communications Approach: Society relevant horizontally Stakeholders centric vertically High-level long term impact area communication by The Office of The First Lady Tactical tangible project related communication by projects management entity/ team Audience/ Stakeholders Project tactical Messages High-level long term messages

11. 11 Key Messages *What to communicate?* CommunicatingResponsibilityTopicMessages **Objectives**Audience Agenda / Strategy Office of The First Lady Civil Society Institutional Development -Enabling a transparent work environment for civil society organization - Promoting increased collaboration between the three sectors (civil, public & private) - Supporting NGO’s excellence in execution Mass Cultural Renewal -Expanding the educational, inspirational & identity shaping contributions of cultural and heritage institutions for all Syrians - Promoting the innovative creation of unique forums that incorporate the best of the past to support the future - Highlighting the impact of Syria’s culture & heritage on the country's socioeconomic development -Promoting the greater positioning of Syria’s culture & heritage globally Youth Empowerment -Supporting organisations create youth related initiatives in various areas - Promoting youth leadership -Enabling greater youth national connections & encouraging technology early adoption Inclusion of People with Disability -Ensuring the inclusion of youth with limited access to opportunities Promoting increased collaboration between the three sectors (civil, public & private) Promote International Corporation -Supporting national/ international collaborative initiatives aimed at cultural transformation -Promoting the new face of Syria by supporting international youth learning exchange -Promoting an international knowhow engagement

12. 12 Key Messages *What to communicate?* CommunicatingResponsibilityKey MessagesAudience Project Communication Project Management Entity Special Olympics Regional Games  The Special Olympics 7 th Regional Games offer an opportunity for people with intellectual disabilities so they have a chance through the provision of quality sports, training and competitions to improve their lives and take a role in the society.  The event will highlight Syria’s commitment in supporting the disability sector.  The project illustrates the image of a responsible society by utilizing opportunities for interaction and engagement between NGOs, civil society, public and private sectors and people with intellectual disabilities -General Public -Media Community -NGOs -People with Intellectual disabilities and their families Youth agenda  The “Youth Agenda’s” mission is to help youth to realize their full potential and become initiators in their lives and communities.  The initiative will work on supporting youth led projects and initiatives for improving their own lives and that of their communities.  The campaign aims at catalyzing a broader movement across Syrian society that places youth at the center. Organizations (governmental; private; civil and charitable). -General Public -Media Community -Syrian Youth -Syrian Government Syrian Expatriate Fund  The Expat Fund programme is designed to work hand in hand with Syrian expatriates whose desire to give back to their country in the form of wealth and experience.  The programme will work on mobilizing and managing resources for the benefit of development projects in Syria.  The Fund will focus on proposed projects by accredited organizations (governmental; private; civil and charitable). -General Public -Media Community -Syrian Expat Community -Ministry of Education -Ministry of Expatriates

13. 13 Key Messages *What to communicate?* CommunicatingResponsibilityKey MessagesAudience Project Communication Project Management Entity Syrian National Museums Transformation  The project will Improve the quality and access of Syria’s rich history by promoting the story of Syria as core to the story of humanity and the development of civilization.  The transformation will reflect the historical culture of Syria, preserve the National historical treasures and create a knowledge economic impact through cultural capacity building.  The new vision will modernize and elevate museums role as a pillar of promoting Syria internationally. -General Public -Media Community -International Partners -International Community Intangible Heritage  Society sustainable development can be elevated through the knowledge share of our intangible cultural treasures.  The project aims at reflecting our culture by saving and promoting our living heritage and highlighting it to the international community. -General Public -Media Community Syrian Opera House  The project will focus on conceptualizing and implementing a musical infrastructure in Syria to ensure a highly developed musicians and audience.  The project will play a role in highlight Syria on the international musical institutions map.  The project aims at creating a musical methodological linkage between Syrian cultural entities and Opera house to achieve an integrated musical scene. -General Public -Media Community -International partners