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International Waters Project

International Waters Project. Communication - Behaviour - Status. International Waters Project of the Pacific Islands Regional Communications Programme. Background Challenges Objectives Results Lessons Needs. 1. Background – The Pacific…. Is a very big place!

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International Waters Project

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  1. International Waters Project

  2. Communication - Behaviour - Status

  3. International Waters Project of the Pacific Islands Regional Communications Programme • Background • Challenges • Objectives • Results • Lessons • Needs

  4. 1. Background – The Pacific… • Is a very big place! • 8 million people but 1/3 of the world’s languages • ¾ of people live in rural areas • Rapid trend from subsistence to a cash economy • Limited resources for central government • Reliance on aid

  5. The Pacific International Waters Project • A $US9m from 2000-2006 to help strengthen management of: • waste • freshwater • coastal fisheries • Headquartered at the Pacific Regional Environment Programme (SPREP) • National Coordinators & Teams in 14 countries

  6. water fish waste

  7. A Two-pronged Approach Community • Social and economic factors • Understand root causes • Promote greater participation in decision-making • Develop low-cost solutions • Strengthen management at the national level National

  8. What & When to Communicate? To improve the impact of our communications “offering”

  9. Social Marketing • Encourage new behaviours • Advocate for ways and resources to support new behaviour • Drive demand for change • Prepare people for change - new systems - rules • Attract more resources

  10. How do we measure our success? Long term Goal – Improve Water Quality • Focus on measurable change at the community and national levels: • Environmental Indicators – less rubbish • Physical change – public bags • Behaviour change – use bags/don’t litter • Institutional Change – service the bags • Awareness/attitude – looks nicer (step 1) • Process Indicators - # of radio ads, campaign materials etc

  11. 2. Communications Challenges • Confusion - complicated language - jargon • Focused on technical information • Lacked clear personal benefits • Poor ownership from communities and partner agencies • Broad project scope – unrealistic expectations • Lack of clear/measurable and achievable targets • No clear call to action • Limited experience in communications planning or implementation

  12. 3. Communications Objectives • Raise awareness of the project objectives and benefits • Promote the adoption of clear, simple behaviours to reduce waste, protect water and coastal fisheries • Communicate lessons

  13. Phase 1: Key Activities • Develop National Communications Strategies • Project Brochure – Simplify the Objectives • Regional/Local Media – Engage stakeholders • Community Champions – Personalise the Issue • Management Champions – Engage managers • Video/Radio – Engage the wider community • Community Theatre/Competitions – Make it fun • Communications Awards – Promote excellence

  14. Phase 2: Key Activities • Assemble Campaign Team • Monitoring & Evaluation Plan • Audience Research • Develop Creative • Pre-test • Implementation Schedule

  15. 4. Key Results • Promoted greater awareness and understanding of the project • Focused on environmental impacts - key behaviours and short-term wins • Promoting “champions” - Using the media to “personalise” the issue and boost public and government support for change • Coaching National Coordinators to use communications

  16. 5. Key Lessons • Build in communications planning early • Keep focused on specific behaviours (one or two) • Take a staged approach – achievable targets • Make the call to action fun and easy to do • Keep messages consistent • Develop a team approach • Focus on continuous improvement

  17. 6. Communications Needs • Build “environments” ability to campaign for behaviour change • Use audience research to improve communications and measure change • Promote the use of strategic communications at the institutional level

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