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Communicating Ethiopia's NAP Process to International Audiences


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Presentation by Christian Ledwell (International Institute for Sustainable Development) at a workshop on NAP process communications held August 31, 2017.

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Communicating Ethiopia's NAP Process to International Audiences

  1. 1. Ethiopia In-country National Adaptation Plan (NAP) Support Program Funded by: In collaboration with: Implemented by: Communicating Ethiopia’s NAP Process to International Audiences Addis Ababa August 31, 2017
  2. 2. • Examples of how strategic communications can support the NAP process • Developing key messages for international audiences • Identifying communications channels and next steps for reaching these audiences Agenda
  3. 3. The NAP Process
  4. 4. 1: Mainstreaming climate change adaptation into development policies, plans and strategies 2: Building long-term capacities for adaptation 3: Effective and sustainable funding mechanisms 4: Advancing adaptation research and development 5: Improving the knowledge management system for the NAP Ethiopia NAP Strategic Priorities
  5. 5. International examples of communicating the NAP process
  6. 6. Peru “Do you have a minute to talk about climate change?” campaign One-page summaries about climate change adaptation designed to brief policymakers and others new to the issue.
  7. 7. Grenada Raising public awareness about climate change adaptation With German support, Grenada raised public awareness through music videos, consultations, a quiz show for students, a climate walk, the below billboard on buses and more.
  8. 8. South Africa Sharing adaptation information through the Let’s Respond Toolkit This platform supports local-level planning processes in South Africa with: • Practical tools for adaptation • Technical information on climate change • Training materials and templates
  9. 9. Jamaica's Meteorological Office worked with USAID to develop a drought forecasting tool, as their NAP process identified early warning systems as a priority. Jamaica Communicating climate information
  10. 10. Key messages for international audiences Photo: IISD/ENB/Kiara Worth
  11. 11. The average person sees and hears thousands of marketing messages each year. How do you cut through the noise? When shaping your message: » Incorporate your most important point » Appeal to the values and interest of the audience Write your messages down in advance. Messages
  12. 12. Most messages will fall under these four categories: Fact/Result: “Climate change means more frequent high-temperature extremes, and that will affect health by increasing cases of temperature-related mortality and the incidence of certain diseases.” Problem/Solution: “Climate change will have serious consequences for human health, biodiversity, ecosystems, but the NAP process can save lives and money in the long run.” Call to Action: “Adapting to climate change is essential. Help us build a climate-resilient Ethiopia.” Benefits: “Our new climate-resilient building and infrastructures codes help ensure our homes and buildings are liveable and resilient in the face of climate change.” Types of message
  13. 13. Exercise #1: Key messages for international audiences
  14. 14. In groups, take 25 minutes to do the following. Write down your one key message for one of the following international audiences (try to keep the message to one or two sentences if possible):  UNFCCC (e.g., presenting at COP 23)  Multilateral donors (GCF, GEF and Adaptation Fund)  Bilateral development partner and other donors (e.g., USAID, foundations)  Peers working on the NAP process in a neighboring country Photo: UNFCCC/Flickr
  15. 15. Repetition is key to good communications. But that doesn’t mean repeating the same exact message. Message ‘supports’ add variety  Statistics—meaningful numbers  Stories—Real-life examples involving people  Soundbites—A concise phrase that expresses your message Aim for a mix of statistics and stories—some people are more fact-oriented and scientific, others respond better to personal stories. Repeat, repeat, repeat
  16. 16. Exercise #2: Describing Ethiopia’s NAP process to donors Photo: David Stanley/Flickr
  17. 17. In groups, take 25 minutes to do the following.  Write down your two most important messages for this audience (try to keep the message to a single sentence if possible). Identify message supports  Are there facts and statistics that support your messages?  Are there stories or anecdotes that illustrate your messages?  Nominate one person from your group to present the pitch you develop.
  18. 18. » “Help us build a climate-resilient economy” » “Let’s collaborate across borders to build resilience” » “Climate action now!” » “Implementing adaptation options is an urgent priority” » “Ethiopia needs technical and financial support from development partners” Messages from this morning
  19. 19. Communications channels Photo: LEDS GP/Flickr
  20. 20. » Website (news items, resources, sign-up) » Monthly newsletter » Climate-L listserv (10,000+ subscribers) » Webinars » Infographics » Video (Youtube) » Policy briefs (Four pages, technical tone) » Blogs (500-700 words, less formal tone) » Social media: Facebook and Twitter Channels used by the NAP Global Network
  21. 21. Webinars Technical topics related to the NAP process. Broadcast live with Q&A sessions, and recordings and presentation posted online afterwards.
  22. 22. Newsletter Sent out to all Network participants, as well as distributing it through the climate change-focused CLIMATE-L listserv.
  23. 23. Infographics Showing technical processes in graphics.
  24. 24. Blogs and policy briefs Analysis and country perspectives on best practices for the NAP process.
  25. 25. Social media Connecting network members, promoting research and perspectives on the NAP process.
  26. 26. Font What is the font used in documents related to Ethiopia’s NAP process? Colour Scheme What colours are used (e.g., yellow and blue of the Coat of Arms?) Visual Identity What types of photos are used to communicate climate change adaptation? (e.g., is it political leadership, photos of pastoralists, photos of extreme weather?) Deciding on branding guidelines
  27. 27. Exercise #3: Communications channels and next steps
  28. 28. Discussion questions What are the priorities for communicating the NAP process in next three months? How can the MEFCC website be used to communicate to international audiences? What types of communications supports does MEFCC need in order to communicate Ethiopia’s NAP process?
  29. 29. Twitter: @NAP_Network Ethiopia In-country National Adaptation Plan (NAP) Support Program Gift of the United States Government In collaboration with: Implemented by: