Presentation by Christian Ledwell, NAP Global Network, as part of the NAP Global Network's Targeted Topics Forum on “Troubleshooting for NAP implementation and building support for the NAP process through strategic communications” held in Stone Town, United Republic of Tanzania, in February 2019.
2. Objectives
of this
session
• To explore what kinds of messaging
can support National Adaptation Plan
processes
• To present examples of
communications strategies related to
climate change adaptation
• To consider the purpose and
objective for designing messaging for
an audience, as well as the
communications channels to use.
3. Why are strategic
communications
important for the
NAP process?
• Can help support the achievement
of goals at different stages of the
NAP process:
o Initiation and development of
the NAP process
o Implementation of adaptation
actions identified through the
NAP process
o Communicating the results of
adaptation actions during M&E
5. What are
some of the
challenges?
• Adaptation can be complex
• The NAP process can be highly
technical
• A wide range of stakeholders
need to be engaged, so
reaching audiences that it can
be difficult to prioritize.
6. Good
practices
for key
messages
• Clear: avoid jargon! Use
conversational language where
possible
• Concise: remember average
attention span is only 9 seconds
• Consistent: don’t be afraid to say
something that seems obvious -
repetition is important
• Purposeful: Your message
should have a clear purpose. Add
a call to action—today!
7. Message
supports
Repetition is key to good
communications. But that doesn’t mean
repeating the same exact message.
Message ‘supports’ for your key
message add variety
Statistics—meaningful numbers
Human interest stories—Real-life
examples involving people
Memorable phrases—A concise
phrase that expresses your
message
Message supports should be chosen
based on what interests and motivates
your audiences.
13. How is your
message
being
conveyed?
• Who is your messenger or
spokesperson that will help
you achieve your outcome?
• Examples of communications
channels include:
o Websites and knowledge
platforms
o Policy briefs
o Speeches and workshops
o Media coverage of events
o Music videos
o Logos and branding
15. Fiji NAP launch at COP 24
National adaptation
planning is "a
continuous and
progressive
process to ensure a
systematic and
strategic approach
to adaptation in all
government
decision-making"
16. Jamaica: Voices for Climate Change
Education 2019 Campaign
Panos Caribbean, through its
Voices for Climate Change
Education initiative, has
launched an eight-month
climate change community
awareness campaign focusing
on four communities across
Jamaica building on the “1.5 To
Stay Alive” campaign.
Via @Petchary / Twitter
17. Voices for Climate Change Education
2019 Campaign
“Community artists spreading
the messages at the
community level … inspire the
communities across Jamaica
to identify concrete things they
can do for drought and flood”
18. Climate
change
adaptation
logos
Saint Lucia’s NAP logo
This logo created by a local artist to act as a
recognizable brand for the NAP process on
Government of Saint Lucia policy documents
and initiatives
Grenadapts logo
This logo was developed by a Grenadian PR
company for adaptation action through the
Integrated Climate Change Adaptation
Strategies (ICCAS) project.
20. Activity
• Select an audience type and join the
host.
• Agree on an objective that is relevant to
that audience.
Using the guide:
• Identify what you see as this group or
individual’s interests and motivations to
adapt to climate change.
• Develop a key message (1-2
sentences) for that audience that
support the objective.
• Develop two message supports.
These can include:
• A slogan or catchphrase
• Statistics or data
• A narrative example or human
interest story