Ad hoc Meeting on NATURA 2000 Communication 20/01/2012 Welcome!

Information and discussion on : Celebrations of the Habitats Directive/Natura 2000 and LIFE: 20th anniversary celebrations Natura 2000 branding: how to promote a positive image for the network

Agenda item 2: Celebrations of the Habitats Directive/Natura 2000 and LIFE. I. Objectives and target audience of 20th anniversary celebrations – initial exchange of views, including on links to LIFE projects

Objectives of HD/N2K/LIFE celebrations : To celebrate the achievements To look forward to the challenges ahead To raise awareness on Natura 2000 and LIFE To demonstrate success stories

The Benefits from NATURA 2000 Protects nature's intrinsic value Provides multiple benefits to society and the economy, at the local, regional, national and EU level: Responds to the challenges we face from climate change:  through mitigation (e.g. through carbon sequestration by peatlands and woodlands)  through adaptation (e.g. through the role of wetlands in flood management, dune systems in coastal protection and upland forests in preventing erosion and landslides). It also delivers other socio-economic benefits by:  maintaining water flow and quality,  conserving natural pollinators,  preserving landscape and amenity values, and  supporting tourism and recreation.

The Benefits from NATURA 2000 In addition: The preservation of genetic and species diversity is recognised as one of the key benefits provided by Natura 2000, for example maintaining healthy populations of species beneficial to human wellbeing. Economic evaluation studies in the Member States support the view that the socio-economic benefits of Natura 2000 far outweigh the estimated costs. Current on-going work suggests that the benefits that flow from the network of Natura 2000 sites are of the order of €200 to 300 billion/year.

Habitats Directive/LIFE 20 Years Commission Celebration plans LIFE open days Natura 2000 site live events Central Conference/event Natura 2000 Brochure

Habitats Directive/LIFE 20 Years Central celebratory event Conference/event on the Habitats Directive and Natura 2000 to celebrate Natura 2000 (including LIFE) and to look forward. The Conference/event will take place in Hoge Kempen National Park, Genk, Belgium Integrated into Eurosite/Europarc annual Conference 22-25/10/2012

We would welcome: Information about your plans for celebration Nomination of Success stories for the Natura 2000 celebratory brochure

Agenda item 3: Visual identity of Branding Natura 2000 – how to promote a positive quality image for the network I. Presentation by the Commission of outcome of contract

Natura 2000 branding Results of survey Quantitative study The respondents mostly chose positive terms to describe Natura 2000 Natura 2000 is not well known among the general public (71%) There is not sufficient communication on Natura 2000 for the general public (84%) The respondents were most interested in using television, radio and newspapers for the general public There is a need to communicate at all three levels, with a preference for local, then national, then European level

Natura 2000 branding Results of survey Qualitative study All respondents were positive towards Natura 2000 and its goals, but: The European aspect of Natura 2000 is on the one hand seen as a benefit, and on the other hand a problem. It is frustrating that many still see Natura 2000 as an intrusion of their freedom and growth and do not see the benefits. Natura 2000 is unknown by the public and also badly understood. There is an urgent need for positive media coverage. There is a lack of communication on Natura The Commission should be responsible for the general promotion of the network. Leaflets and brochures are mostly used. The willingness to communicate more was certainly present. Enthusiasm for a toolbox was clearly noticeable. School kits or educational material was considered a good avenue to explore. Television was considered the best medium to spread the Natura 2000 message to the general public.

Natura 2000 branding Toolbox The aim of the toolbox is twofold: To refresh the graphic design identity of Natura 2000, including the Natura 2000 logo. This serves to install a clear and consistent corporate identity to improve recognition of the 'brand' and to create a distinctive 'brand' image. To assist and encourage stakeholders to communicate more on Natura 2000 by offering templates and examples on communication on Natura 2000.

Natura 2000 branding Toolbox The toolbox comprises multiple elements: A toolbox guide - to explain the proper use of all tools, and to show examples of what the Natura 2000 communication could look like. A collection of templates - brochures, flyers, posters, website, banner, letters. The toolbox could be made available on the website to be downloaded in workable files for adaptation at national or local level.

Natura 2000 branding Toolbox examples Natura Day poster Brochures Tourist leaflet Refreshed logo

Natura 2000 branding Toolbox Example: tourist map

Current logo

Refreshed logo

We would welcome: Comments on the tool box and logo Thank you!