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Developing messaging on
climate change adaptation
Christian Ledwell
Targeted Topics Forum
February 12, 2019
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.
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
The NAP
Process
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.
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!
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.
February 12 | Developing messaging on climate change adaptation
Human
Interest
Stories
Grenada
Grenada
1.5 to Stay Alive
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
Fiji NAP launch at COP 24
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"
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
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”
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.
napglobalnetwork.org
Twitter: @NAP_Network
Hashtag: #NAPcomms
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

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February 12 | Developing messaging on climate change adaptation

  • 1. Photo : Flickr/Birdyartworks Developing messaging on climate change adaptation Christian Ledwell Targeted Topics Forum February 12, 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.
  • 12. 1.5 to Stay Alive
  • 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
  • 14. Fiji NAP launch at COP 24
  • 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