1. Communication strategy
Corporate identification/image design &
basic communication tools
Elda Sortino, Communication Expert
1

2. Designing the Communication Strategy
• To support the activities of the
Clima South Project (workshop
and training);
• To promote north-south as well
south-south cooperation on
climate issues;
• To Promote a closer dialogue
with EU on climate change;
• To satisfy the various needs and
expectations of the countries
involved in the project;
• To improve access to information
and expertise
• To take into account the needs
express at all political levels
(national and local) above all,
after the revolutions.
2

3. Approach & Methods
LEARNING LEVEL
– Data Collection
– Meetings with resource people in each ENPI SOUTH countries
ANALYTICAL LEVEL
– Detecting communication objectives
– Prioritizing target groups;
IMPLEMENTATION LEVEL
– Planning the communication strategy:
– Designing the corporate image, the interactive website and platform,
and a set of basic communication tools
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4. Survey and Analysis
•
The survey was conducted on a wide scale and with an interdisciplinary
approach submitted to all political levels (national and local) appropriate
Ministries and technicians department; International Organizations and Civil
Society, the Media, TV and Newspaper in order to have the most complete picture
of the problem.
•
In addition, and socio-economic data and age structure of the population were
equally analysed.
•
Journalists and editors in chief; scientists from the meteorological centres but
also to researchers from Research Institutes and Professors from leading
universities, i.e. the people that work in direct contact with the most vulnerable
segments of the population.
•
NGOs, Civil Society – recently increasingly involved in political changes on all
fronts - and international organizations including the EU Delegation.
4

5. Main Findings
•
•
•
•
Lack of a dialogue or cooperation
among stakeholders.
Part the Ministry of Environment in
each countries , others ministries /
institutions do not perceive climate
change as a integral part of the
overall development agenda,
CC is not among the priorities of
Governments (focused on poverty
unemployment because of political &
socio-economic crisis).
Level of awareness and knowledge
needs to be raised among local
communities
•
•
Strong need to strengthen dialogue.
to simplify message on climate
change issues.
Need to improve information
dissemination.
•
Low-income, lower education levels
and women are not proportionally
represented in national discussions
on climate change.
•
Droughts / precipitations decrease
are not seen as related to the
consequences of climate change.
consequently there is a need to
increase the information level among
journalists, especially the younger
ones.
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6. Preliminary Main Conclusion
• It obvious, especially after the revolution, that
these needs, must be heard otherwise all our
efforts run the risk of being lost:
unemployement, desertification, water
shortage and political fragiity causing deep
concern among politician and generate
concern and frustation among the population.
• The urgent priority is the need to work with
the most vulnerable people.
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7. Audience segmentation, current perceptions/ behaviours,
desired target behaviours, messages and tools (1)
Audiences
• Policy makers national and local/advisor of ministry ; Member of parliaments;
• Technical departments of competent ministries (operational and policy level)
other relevant agencies (i.e. forestry, agriculture, water, waste, statistics.);
Current
perceptions
• No work in synergy, resulting in fragmentation and dispersion of efforts;
• No perception of climate change as a threat/challenge
Desired
perceptions
• Work in synergy as a solid team;
• Improving climate-related knowledge &awareness
Messages
• Climate change and problems related are an integral part of sustainable
development ; and not only the problem of the Ministry of environment; goals &
actions for mitigating climate change must be agreed upon all political levels,
cooperating with decision makers on the national, regional and local level.
• Climate change must be addressed as an integral part of the overall development
agenda
Tools
• Presentation on best practices ; clear, relevant & comprehensive to stimulating
debate & encouraging work in synergy
Channels
•
•
•
•
•
Round Table , side event during regional ENPI CLIMA SOUTH workshops;
CLIMA SOUTH WEB site :policy makers section.
Quarterly News Letter with contributions of experts
By e-mail (PDF version)
Visit on the field with researchers & exchange experiences
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8. Audience segmentation, current perceptions/ behaviours, desired
target behaviours, messages and tools (2)
Audiences
Regional & Local Institutions
Current
perceptions
They are not aware on climate change adaptation /resilience ecc.ra
Desired
perceptions
An increased awareness and related knowledge on climate change and
environmental challenges based on their specific territories
Messages
• To know how to manage factors responsible of Climate Change, is an
important contribute to the sustainable development and could add new
incomes
• Climate change is one of the major challenges for agriculture, forestry, fisheries
and food security;
• Sustainable production practices are a good basis for action
• Action is needed now, inaction will significantly increase future costs;
Tools
• A video presentation of the real situation, of their own region and what they
can do in concrete action;
• A glossary to explain the climate change terminology with examples.
Channels
N:B. the first training will be organize during The National Project in Tunisia
(Gabes) as pilot project
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9. Audience segmentation, current perceptions/ behaviours,
desired target behaviours, messages and tools (3)
Audiences
Media (young journalists and young film makers)
Shaping young professional media and producers but also people of the cities through the
film produced and distributed during the national festivals, book faire and so on
Current
perceptions
They are not sufficiently prepared about the Climate Change issues <they don’t know how to
write didactical articles and how to pass the message in a clear a didactical way
Desired
perceptions
An increased knowledge on climate change enabling the formation of an educated opinion.
Messages
• Communicating information to climate change
• impacts and adaptation from global to local level, and
• strengthening networks among stakeholders and people is the best way to save the future
Tools
• A video presentation or existent documentary film of the real situation in their countries
• A glossary to explain the climate change terminology with examples.
Channels
Young journalists and young filmmakers will have together, always accompanied by trainers,
write and direct a film / video:
- or on a specific theme related to climate change in a specific area of Jordan, - or, divide
into working groups and each groups work on several areas At the end each groups have to
produce a video / movie. These videos assembled like a puzzle should result in a mosaic of
climatic conditions with which the country and the people have to face.
REMARQUE: The first country could be Tunisia within the national project in Gabes as Pilot
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Project

10. Audience segmentation, current perceptions/ behaviours,
desired target behaviours, messages and tools (4)
Audiences
Extension Department with specialized people
Current
perceptions
They are not sufficient sufficiently prepared to deal with the subject and
is therefore not able to transmit Sustainable production practices to the
farmers and the vulnerable population
Desired
perceptions
An increased knowledge on climate change and best practices.
Messages
• Promoting access to sustainable land and water management in rural
area
Tools
• Video on the development on new
• technologies and innovations with examples.
Channels
Training in job: The idea would be to make them work together , visiting
the field, exchange experiences
and knowledge (the
ones on the techniques and the other on the behavior of farmers )and
jointly develop a method that can help them to communicate with the
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farmer

11. Audience segmentation, current perceptions/ behaviours,
desired target behaviours, messages and tools (4)
Audiences
NGO – Civil society
Current
perceptions
They are already present in the territory but the have to improve
their knowledge
Desired
perceptions
Increase the information level on how to cope with the climate
change.
Messages
• Improved access of vulnerable groups to sustainable
development
• not only benefits poverty reduction and economic
development, but also saves lives and contributes to dignity of
women
• A video presentation on small –scale adaptation or mitigation
measures for local communities (to discuss with the expert
team )
Tools
Channels
On the Job Video Training .
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12. Side Events at UNFCCC COPs meetings
ORGANIZATION OF SIDE EVENTS DURING THE COP
•To promote dialogue and cooperation between UE and ENPI
partner countries.
•Target Group: Informed Audience: National and International
Negotiators, National and International NGOs, International and
National Media, Researchers;
•Location : Within the UE pavilion at the COP;
•Each event (4 in total) shall deal with a different subject to be
set year after year.
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13. Planning a COP side event
11/22 November 2013
• Purpose: Launch of the ENPI CLIMA SOUTH PROJECT and
website/platform & mitigation
• Informed Audience: National and International Negotiators,
National and International NGOs, International and National
Media; Researchers;
• Communication Tools, Invitation card, 2 VSB Power Point
presentation of the project and abstract of mission reports ;
Folder (to insert block note, a pen); Vertical panel describing
project objectives for the stand announcing the side event;
Leaflet describing its aims & activities ;
• BAGs + Kit for journalists- Press release highlighting mission,
objectives, activities.
• Channel: Meeting
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14. Organization of events within important cultural
meetings at national level
•
PERCEPTION AND NEEDS : The current debate on Climate change issues, in all
the countries already visited, shows that there is an urgent need to deal
with problems that are to be made more easily understandable by the
large public.
•
GLOBAL OBJECTIVE: Actions : to inform the majority of the audience that
does not usually take part in specific events on C/C or on the
environment. Embodying a C/C-related event within highly popular local
cultural meetings, we shall be able to reach that large audience that, from
what emerged from the analysis conducted in the different countries, is
usually reticent and confused on these crucial issues, especially nowadays,
when the serious economic crisis the whole world is experiencing is the
predominant matter of attention
•
Target Group: Large public and young generations that represent the
majority of the population of the countries involved in the project
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15. Proposed event at national level
•
Core message: no longer profit / well-being but rather profit from wellbeing: how the green economy can become a solution against the
economic crisis, providing new working opportunities.
• Content: images of successful and meaningful stories related to the green
economy and to its diversified paladins: companies that avoid bankruptcy
by enhancing green innovation, cities experiencing low carbon models
and so on
• Location: Lebanon : The European Delegation of Lebanon - in close
cooperation with the EU Member States (2nd EU-Lebanon Cooperation
Days): open to all interested audiences and provides a unique
opportunity for Lebanese and EU partners to showcase activities, present
achievements, extent professional networks
• Exhibition area will be composed of various thematic booths, several
topics will be elaborated in more depth during a series of Panel
Discussions (First pilot project?)
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16. Regional communication and media event
within Regional Workshop
•
Creation and organization of events, within regional
workshops, to raise awareness on the subject and pave the
way to dialogue and cooperation among all the
stakeholders involved in CC, so as to work in synergy.
•
The titles of such events will change according to the issues
dealt with by the various regional workshops; the core
Message’ shall remain the same, i.e. “Climate change must
be integrated into sustainable development initiatives
resulting in mutually beneficial outcome”.
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17. First Regional Workshop January 2014
provisional communication plan
TITLE : TOWARDS LOW CARBON EMISSION DEVELOPMENT
PURPOSE: Strengthening institutional low carbon development capacity &providing
team-building activities to switch towards low carbon economy (maximization of
GHG emission reduction), including the skill to accurately estimate GHG emissions
and to formulate mitigation plans.
TARGET GROUP:
• informed audience, experts of Ministries that work in the field both on a local and
national level, researchers, and NGOs specialized on this subject
IMPLEMETATION OF COMMUNICATION TOOLS FOR WORKSHOP
• Specialized factsheets with illustrations or graphics presented in a folder to be
distributed among participants; Languages: Arabic, French, English; Block Note and
folder, Leaflet of the project presentation, newsletters focused on the subject
ORGANISING THE MEDIA EVENT WITHIN THE REGIONAL WORKSHOP
• this is the first Regional Workshop, a good occasion to launch and present the
projectTARGET: Ministries, Members of Parliament, Local Authorities, International
Organizations, Universities and Research Institutes Private Sector , NGOs,
Representatives of Civil Society, press and digital TV Journalists.
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18. Media event during regional workshops
CHANNEL
• Organization of a round table launched by a press conference.
MESSAGE:
• The more ‘promotional’ (general) messages that explain, ENPI CLIMA SOUTH aims,
activities;
• The content-focused or advocacy messages that, for instance, concern the
importance of low carbon economy
COMMUNICATION TOOLS: a video showing experiences and good practices from
other cities. Its title could be: ‘Smart city: more ecology, less wastes’.
• - Leaflet of the Project (presentation of ENPI CLIMA SOUTH project
•
Press release highlighting mission and objectives of the workshop;
• - invitation for media event
• - Newsletter focused on the same subject of the VIDEO but more extensively.
Expected Date of workshop : January 2014
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19. National activity in Gabes:
Communication and Awareness
Target Group: The farmer’s organizations (Groupement de Développement
Agricole);The Agriculture local Division (Comité Régional de
Développement Agricole)The National Meteorological Institute (INM); Le
local policy makers;
Perceptions
• The lack of contact existing between people who are ultimately
responsible for climatic changes and the most vulnerable part of the
population which is actually experiencing the more serious and disastrous
effects;
• NGOs, administrators and everyone working on the territory side by side
with the local populations must be informed, trained and given the
adequate tools to support them in this change of mentality to cope with
ongoing climate challenge.
• The need to transform scientific message in clearer way for Community
Based extension sector experts
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20. LOGO: from to the creation of the
Corporate Identity & branding
The logo was drawn
by hand to give it
personality and
energy.
Warm colors to
identify best the
countries in the south
of mediterranean
A thin blue line ,
under the word
South, recalls the
Mediterranean Sea
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21. Project Leaflet
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•
•
•
•
Size (cm 15X 21)
full colour
paper mat
page 6 (including cover)
three languages (Arab,English,
French)
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23. Project Newsletter
• Size 29,7 x 42, Four pages
• Designing a Quarterly Newsletter
• Main Objective:
– To simplify the scientific language on climate change using
eye-capturing articles and pictures while keeping scientific
rigor.
– To simplify the work of policy makers, journalists,
researchers, local administrators, providing them with
examples and terms easier to be understood by a wider
audience;
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24. The newsletters shall be
issued every three months.
The subjects will be
detected by means of a
meeting of the experts
team.
Each issue shall deal with a
specific subject related to
one of the countries
involved in the project and,
whenever possible, shall
provide feasible solutions.
Everyone must be enabled
to understand the
newsletter language. Texts
will be accompanied by
reportages with the
explication of the various
phenomena.
The newsletter shall be
available for download from
the website but it shall
equally be distributed to
journalists of the main
newspapers that will then
be authorized to publish its
content
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26. Web site – public information
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•
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Homepage
About the Project
Countries
News
Activities
Monitoring
Community
Access to workspace (for registered users)
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28. 28

29. The text has
been generated
using «Lorem
Ipsum» used to
demonstrate
the
graphic
layout in arabic
language
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30. The
Country
section
shows the
map of the
project
areas.
The map
is queried
by means
of clicks.
Shows the
flag of the
country.
Click on
the flag
to access
the page
dedicated
to the
country
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31. Collaborative workspace
• The Collaborative workspace has been developed to
manage information on relevant climate change
policies and actions in the EU as well as in the ENP
South countries. It can be used by user to manage:

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
Expert and organisation database
Documents and multimedia resources
Monitoring the project activities
Country profiles
Database of Monitoring and evaluation indicators to
climate change Adaptation and Mitigation activities
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32. Login
Allow the
registered
user to access
to the
collaborative
workspace
section.
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33. Main page of
the
collaborative
workspace
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34. Add new
Expert page
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35. Search the
Experts
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36. Add new
resource
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