1. The GEF-IWCAM Communications and Education Approach and Role of PCU
GEF-IWCAM Demonstration Project Communications Workshop 26 – 28 May 2008
Donna Spencer Communications, Networking & Information Specialist

2. GEF-IWCAM Communications Approach
Track I: Public Relations and Public Education
Track II: Social Marketing – Behavioural Modification – Communication for Development (CommDev).
Track III: Documentation and Communicating Lessons Learned and Best Practice

3. Strategize and Plan as early as possible to…
Clearly identify objectives, processes and benefits of the project for target audiences at the local, national and regional levels
Ensure meaningful participation by stakeholders
Make best possible use of available resources (inc. human and financial)
Ensure that approach is realistic, actionable and measurable.

4. Demonstration Project Managers - Communications & PEO Role -
responsible for developing and implementing their own Communications Strategies in collaboration with their Project Teams, some of which have Community Liaison / Education persons.
the public faces of the Demonstration Projects.

5. Target Audiences for Demo Projects
National Focal Points
Lead Agencies / Ministries
National Intersectoral Committees (NICs)
Demonstration Project Communities
Wider National Publics
Private Sector
Scientific Community
Non-government organizations (NGOs) / Community-based organizations (CBOs)
Regional Partners

6. Track I. Public Relations and Awareness Raising
Objective:
To raise awareness amongst the wider public about the declining state of the environment of our watershed and coastal areas and of the benefits of adopting an integrated approach to their management, and to keep GEF-IWCAM in the public’s eye on a timely basis.

7. I. Public Relations and Awareness Raising
Activities e.g.s:
newsletters/ brochures
media releases / feature press articles
educational presentations / lectures / discussions
media tours of Demonstration Project sites
short radio messages/ video documentaries
public service announcements
media events for key milestones
Workshops
Web pages

8. Track II. Social Marketing – Behavioural Modification
Objective:
To focus upon behaviours which are having the greatest negative impact upon the state of watershed and coastal areas in GEF-IWCAM PCs and to promote changes in those behaviours by presenting practical alternatives

9. II. Social Marketing entails:
Audience research
Analysis of the GAPs in the KAPs
Select campaign focus/ issue
Participatory strategy design and material development
Participatory implementation
Evaluation

10. Track III. Document and Communicate Lessons Learned
Objectives:
To make information, resources and products developed during the GEF-IWCAM Project easily accessible to the public
and to promote the benefits and lessons learned from the Project to key audiences

11. III. Documenting and Communicating Best Practice and Lessons Learned:
General documentation and Dissemination of Information Activities include:
Technical reports
Guides, toolkits (e.g. legislation, indicators)
Fact sheets/ briefing sheets
Demonstration Project Case Studies Book
Individual Demonstration Project Videos
Focus meetings/ workshops/ seminars
IWCAM Information Management System (IMS)

12. II. PCU Approach to Social Marketing-Behavioural Modification: Target Decision-makers
Why? - root causes of degradation of aquifers, surface water quality and land include:
limited communication and collaboration between various sectors;
a fragmented approach to environmental management;
limited information on alternative practices;
Weak institutional arrangements → limited knowledge of inadequate laws and policies.
…all of which they influence.

13. Who are the decision-makers?
Primary audience:
Key persons within lead agencies which are responsible for managing natural resources in watersheds e.g. Permanent Secretaries, Directors, CEOs, technocrats.
Secondary audience:
Key persons responsible for the allocation of resources (funds, human resources etc.) for the management of natural resources e.g. Ministers, Ministries of Finance.

14. Communications objectives:
Sensitize decision-makers to the issues of aquifer, surface water quality and land degradation.
Introduce them to Project and other resources available to help them make wiser decisions.
‘Listen’ to feedback on both issues and resources provided.
Evaluate response and, as far as possible, make improvements to both delivery and content of resources provided.

15. Intervention Activities:
Broadly, all five GEF-IWCAM Project Components:
Demonstration, Capture & Transfer of Best Practice
Development of Indicator Framework
Policy, Legislative and Institutional Reform for IWCAM
Regional and National Capacity Building for IWCAM
Project Management and Coordination

16. Communications activities (broadly):
Produce IWCAM resources and tools (website, toolkits, databases etc.) and promote their use.
Prepare briefing documents & reports both proactively and reactively.
Produce and distribute public education materials (newsletters, brochures, bulletins, videos etc.).
Organize workshops and meetings on IWCAM, IWRM and other relevant topics.
Lobby decision-makers and promote networking amongst them.

17. Success? – how will we know? (Indicators)
(Perhaps you can help me with this?)

18. Limited Resources? …creative solutions
Seek partners to:
Fund activities and publications
Sponsor advertisements
Fund other tangible items (e.g.events, bags)
Endorse messages/ positions
Share workload

19. Limited Resources? More ideas…
Involve wider range of participants
Enrich activities
Seek free space, airtime in commercial media (public service appeal)
Use available resources e.g. Government departments have access to the Government Information Service …

20. Communications, Networking and Information Specialist
Thank you!
Donna Spencer,
Communications, Networking and Information Specialist