ACHAB GROUP Training of Trainers in "environmental communication and plastic waste management" held in Hawassa, SNNPR, Ethiopia, 7-11 may 2018

1. TRAINING OF TRAINERS
COMMUNICATION & AWARENESS

2. SUMMARY
COMMUNICATION BASICS
Today we’ll cover:
‣ Principles of communication, commercial vs public, examples
‣ Messages and instruments to talk about environment and common good
‣ Supporting the plastic collection and environmental sensibility in Hawassa
‣ Practical workshop on the campaign connected to the project

3. COMMUNICATION
BASICS
PART 1

4. COMMUNICATION
SENDER RECEIVER
MESSAGE

5. CONTEXT
COMMUNICATION BASICS
COMMUNICATION PROCESS
SENDER RECEIVER
MEDIA
MESSAGE
Context
Feedback
Sender experience REceiver experience

6. ONE TO ONE
COMMUNICATION

7. ONE TO MANY
COMMUNICATION

8. MANY TO MANY
COMMUNICATION

9. REAL LIFE
COMMUNICATION

10. COMMUNICATION BASICS
COMMUNICATION EQUATION
What you hear
‣ Tone of voice
‣ Vocal clarity
‣ Verbal expressiveness
What you see and feel
‣ Facial expression, posture, gesture
‣ Dress
‣ Eye contact, touch
Words
40% of the message
50% of the message
10% of the message!

11. COMMUNICATION BASICS
COMMUNICATION SKILLS
Effective
Communication skills
Eye contact & visible mouth
Body language
Silence
Checking
for understanding
Smiling face
Summarising
what has been said
Encouragement
to continue
Some questions

12. COMMUNICATION BASICS
COMMUNICATION SKILLS
Barriers to
effective
communication
Language
NoiseTime
DistractionsOther people
Put downsToo many questions
Distance
Discomfort
with the topic
Disability
Lack of interest

13. “IF WE WERE SUPPOSED TO TALK
MORE THAN LISTEN, WE WOULD
HAVE BEEN GIVEN TWO MOUTHS
AND ONE EAR.”
Mark Twain

14. COMMUNICATION BASICS
VARIOUS KINDS OF COMMUNICATION
PERSONAL
COMMERCIAL
PUBLIC
Product marketing
Advertising
Commercials
Personal relations
Family, friends
Business
Information on opportunities and laws
Public awareness
Social and environmental promotion

15. PUBLIC
COMMUNICATION
PART 2

16. PUBLIC COMMUNICATION
COMMUNICATING WITH THE PUBLIC
Different terminology:
‣ Public communication
‣ Public information
‣ Stakeholder dialogue
‣ Public consultation
‣ Awareness raising
‣ Public education programmes
‣ Public involvement
‣ Public participation
Same objective

17. PUBLIC COMMUNICATION
PUBLIC COMMUNICATION
‣ Made by governments, public institutions and no profit organization
‣ Deals with public problems
‣ Informs about public services
‣ Promotes public causes (common good)
‣ It is not commercial
‣ Has to be clear, effective and inclusive
‣ Benefits from feedback

18. PUBLIC COMMUNICATION
PUBLIC UTILITY
DOES NOT SELL
ANYTHING
OFTEN ON IMMATERIAL
MATTERS (HABITS,
BEHAVIOUR)
ALL BASED ON (AND
ABOUT) THE RULES OF
SOCIETY
PUBLIC COMMUNICATION IS
ADDRESSED TO ALL THE
TARGETS
BECAUSE IT HAS A PUBLIC
UTILITY

19. PUBLIC COMMUNICATION
ADDRESSES PUBLIC CONCERNS
‣ Fear of damage to health
‣ Effects on quality of life
‣ Damage to natural environment
‣ Lack of trust in responsible authorities

20. PUBLIC COMMUNICATION
PROMOTES THE COMMON GOOD
‣ Environment respect and protection
‣ Respect of laws and common spaces
‣ Environmentally sustainable development
‣ Clean and safe city
‣ Future-oriented community

21. PUBLIC COMMUNICATION
GIVES INFORMATION ON SERVICES
‣ Health and welfare
‣ Support for vulnerable sectors of society
‣ Schools
‣ Waste management
‣ Urban transport and services

22. ENVIRONMENTAL
COMMUNICATION
PART 3

28. ENVIRONMENTAL COMMUNICATION
E.C. PECULIARITIES
▸ “sells” a non-monetary value (preservation of the
environment)
▸ Everybody should “buy” the values sold by
environmental communication
▸ The environmental value is a cost (more labor
generally) for individuals, which translates in a benefit
for the whole community
▸ When a framework change is required, individual
choices are necessary, but only when they become
collective they really generate a change

29. ENVIRONMENTAL
COMMUNICATION
MEDIA AND
RESOURCES
PART 4

30. CHANNELS & ACTIONS
ENVIRONMENTAL COMMUNICATION
DRAWING ATTENTION
SPREADING INFORMATION
LISTENING AND ANSWERING
Billposting & panels
Press conference
Press releases
TV & radio ads
Newspapers ads
Panels/adhesives for vehicles
Ads on local blogs/news sites
Mailing to all households
Leaflets & folded brochures
Printed guides
Informative web sites
Video tutorials
Smartphone apps
Info stands
Social media
Public meetings
Informative phone numbers
Online blog/forum

31. BILLPOSTING
▸ Posters on paper to be attached in predefined spaces
across the city, in shops and public offices
▸ Standard sizes are cheaper to print: e.g. A3 (30x42
cm), 70x100, 100x140, 600x300…
▸ Most cities require a fee for billposting, which pays
an authorization stamp or the billposting itself with
an authorized service
▸ Billposting fees are often more expensive than the
printings
▸ Posters are effective to launch short messages or to
promote events
DRAWING ATTENTION

32. BILLPOSTING
▸ Creativity is crucial: think of the messages and of
the cultural/environmental context to brainstorm a
list of possible ideas
▸ Think an effective combination of images and words
▸ Smart and funny ideas will effectively get the
attention of your target (if the concept is clear and
understandable enough)
▸ Insert your main messages in a concise and
effective form
▸ Use symbols and font sizes wisely to determine
what everybody will see from a distance, and what
additional content you give to those who stop and
read the smaller lines
DRAWING ATTENTION

33. PANELS
▸ Panels can be made of rigid plastic (which can be
printed), or wood, or metal on which a printed
adhesive is applied
▸ The possible sizes and stands are endless, only
limited by the cost factor
▸ Since their duration is by far superior compared to
paper posters, panels are used to display
information in the long term
▸ Inserting phone numbers, web links or QR codes on
the panels is a nice and cheap way to provide
additional and updated content at all times, given
the diffusion of smartphones
DRAWING ATTENTION

34. QR CODES
QR code (abbreviated from Quick Response
Code) is the trademark for a type of matrix
barcode (or two-dimensional barcode)
QR codes have become common in consumer
advertising. Typically, a smartphone is used
as a QR code scanner, displaying the code and
converting it to some useful form (such as a
standard URL for a website, thereby obviating
the need for a user to type it into a web
browser)
FOCUS

35. PRESS CONFERENCE
▸ An appointment for the media on a specific theme
or project
▸ The location is usually chosen by the organizer (e.g.
an organization office or an hotel hall)
▸ An invitation is sent to the local media (TV, radio,
newspapers, bloggers) with date, hour, location of
the appointment and a brief note on the news that
will be given
▸ Is an effective stage to present a project and
answer some questions from journalists, than will
then launch the news with their articles
▸ Relevant person for the project can be directly
interviewed
DRAWING ATTENTION

36. PRESS CONFERENCE
▸ Send invitations (by email or traditional post) one
week before the press conference
▸ Make one ore more phone call one ore two days
before the press conference to confirm the
presence of the various media invited
▸ Prepare a folder with relevant documents (press
release, pictures, project description) to give to
each journalist
▸ Panels and posters can be used to adobe the room
for the press conference, and can be used as a
background for interviews
▸ Prepare a presentation (slide to be projected) if
needed
DRAWING ATTENTION

37. PRESS RELEASE
▸ Is a note to be used by journalists to acquire
information for their articles
▸ Should be concise (one page) including links or
contacts for more contents
▸ Use bold fonts on the key words to highlight the
most important content
▸ Attach images and graphics which can be used by
journalists for their articles
▸ Include the logo of your organization and of your
project, along with the contact information
▸ Press releases can be sent periodically as an
update on the development of the project
DRAWING ATTENTION

38. TV AND RADIO ADS
▸ Video or audio ads to be broadcasted at local level
▸ Duration generally varies from 10 to 30”, and the ad is
repeated multiple times during the day
▸ Recording and filming are usually done by
professionals, and for a local coverage can represent
the main cost
▸ You can provide the content to be represented in brief
sketches or in a discursive form
▸ A TV and radio campaign is generally programmed on a
fortnight base, during the crucial phases of the project,
to promote the main messages and the informative
channels
▸ Being hosted in a TV or radio program will allow a wider,
more discursive space for your content
DRAWING ATTENTION

39. NEWSPAPER ADS
▸ Messages of a campaign, supporting a project, in
graphic form
▸ Must be visually homogeneous with the visual used
for the rest of the campaign
▸ Can be used to promote the main messages, events,
and other informative channels available (e.g. web
site, app, telephone line…)
▸ Should include organization and project logo, and
contacts for further information
▸ Costs vary based on the diffusion of the newspaper,
size and number of copies
DRAWING ATTENTION

40. ADS ON VEICHLES
▸ Messages of a campaign, supporting a project, in graphic form, printed on plastic adhesives for veichles
▸ Adhesives can be shaped exactly for the specific vehicle and last years
▸ A smart visual idea can be used to catch attention
▸ Can be used to promote the main messages, events, and other informative channels available (e.g. web site, app,
telephone line…)
▸ Should include organization and project logo, and contacts for further information
DRAWING ATTENTION

41. ▸ Messages of a campaign, supporting a project, in
graphic form
▸ Cost is charged based on the numbers of views and
clicks (theoretically more effective)
▸ Can be used to promote the main messages, events,
and other informative channels available (e.g. web
site, app, telephone line…)
▸ Can be linked to a contact page or be hosted on a
social network page. Discussion and interaction are
easier.
▸ Contact the page administrator, who will explain you
how to get a space on their page.
DRAWING ATTENTION
LOCAL BLOGS
& NEWS SITES

42. MAILING TO HOUSEHOLDS
▸ A letter to present your project, to be sent to all the
households and businesses you are targeting
▸ On the front you can put a signed text, explaining
why and how the action takes place (e.g. plastic
collection)
▸ On the back you can include a list of the events and
the contact numbers/email/etc.
▸ Can be distributed by hand, door by door, or by a
post service. In this latter case you will need a list
of recipient addresses, each one of them will have
to be printed on the envelope.
▸ The workflow is divided in three phases: creativity
and graphic, printing and enveloping, distributing.
SPREADING INFORMATION

43. LEAFLETS AND BROCHURES
▸ Leaflet and brochures can be made in a variety of
sizes, single page (leaflet), folded (brochure) or
multiple page (guide).
▸ 10x15, 15x21, 21x30 cm single page are ideal to be
distributed by hand during events and on the
streets. They are used to promote events, short
messages and recommendations, contact numbers.
▸ 21x30, 21x60, 30x42 folded single page can be used
as a short guide to a new service, or presentation
for a project. Each fold can be intended as a small
section of the document.
▸ Multiple page guides can be used as complete
presentation of a new service, for they can include
detailed content, pictures, diagrams, etc.
SPREADING INFORMATION

44. INFORMATIVE WEB SITES
▸ Web access is increasingly available to large
groups of the population
▸ A whole new site or a new page in an existing web
site are nowadays often cheaper than a printed
advertising, and can be accessed realtime and
everywhere
▸ Digital information can be updated continuously
(non the case of printed information)
▸ It is crucial to promote the web address (in words
and/or as a QR code) on all the available informative
channels, since small sites with a very specific
target are seldom easy to find with a web search
(e.g. searching on Google).
SPREADING INFORMATION

45. VIDEO TUTORIALS
▸ Video communication is highly efficient in giving detailed and convincing information in few seconds, joining visual and
audio messages
▸ A video clip can be filmed with real actors, illustrated ad a cartoon (motion graphic) or a simple sequence of static slides.
A professionally made video can cost a lot of money thou.
▸ A video can be used on social media, web sites and local television (in this case a fee is required to broadcast the video
as an ad)
SPREADING INFORMATION

46. INFORMATIVE APPS
▸ An informative app is like an informative site adapted to be
viewed on a mobile device (smartphone, tablet, etc.) with an
added value of interaction (it can allow direct messaging) and
geo localization (if authorized).
▸ Smartphones and internet access are increasingly available to
people all around the world (2016 Ethiopia: 1 smartphone every
2 people) and the trend is still increasing
▸ If a waste collection service is is active, it can benefit of an
informative app. To show the services available in your
neighborhood (geo localization), to show a calendar and a map
of the services, to provide a live chat, a service reservation
functionality, a bar code scanner to identify the recycling
methods of each product…
SPREADING INFORMATION

47. INFOSTANDS
▸ A stand in the streets during events or public
holidays, where trained operators talk directly to
people and hand out informative materials
▸ A gazebo or a similar shelter from sun, wind and rain
can be useful for an info stand in the open air. In
closed location a desk is easier to place.
▸ Posters and banners are used to identify the stand:
they should show the project and organization logo,
as well as the main messages of the campaign.
▸ Printed material and small gadgets can be handed out
to attract visitors, and brief surveys can be proposed
▸ Listening and answering questions can give you an
important feedback on how the campaign and its
messages are being received.
LISTENING AND ANSWERING

48. SOCIAL MEDIA
▸ Social media are increasingly popular all over the
world, challenging TV as the first mass media used for
information
▸ Conversations among users are the main content in
social media (vs television): while they offer visibility,
they also require a dialogue with your target
▸ A project page can be created with no cost. It is possible
to advertise some of the contents, generally paying a fee
based on the number of views or clicks
▸ S.m. can promote other project web pages or specific
news/contents
▸ There are several local and thematic groups already
populated on the various social media: it is easier to
start a dialogue there, instead of attracting people in a
new group
LISTENING AND ANSWERING

49. PUBLIC MEETINGS
▸ If the subject of your project is interesting (or critical)
for a large target, a large public will partecipate the
meetings
▸ Conversations among users are the main content in
social media (vs television): while they offer visibility,
they also require a dialogue with your target
▸ A project page can be created with no cost. It is possible
to advertise some of the contents, generally paying a fee
based on the number of views or clicks
▸ S.m. can promote other project web pages or specific
news/contents
▸ There are several local and thematic groups already
populated on the various social media: it is easier to
start a dialogue there, instead of attracting people in a
new group
LISTENING AND ANSWERING

50. INFO LINES
▸ A phone number to give information about a specific
service, on request by service users
▸ Can be free or for the user, and the service provider
is then charged a fee for every incoming call
▸ Allows a direct exchange of information
▸ Calls can be answered by trained personal: a
competence in effective personal relation is
required
▸ The info line has to be promoted throughout the
printed material and the ads.
LISTENING AND ANSWERING

51. BLOG, ONLINE FORUM
▸ A blog is an online diary, where periodical news are
posted by the author, and comments from the users
are allowed, and published in the form of a dialogue
▸ A project blog can be used to discuss ideas and to
promote events, allowing a feedback from the public
▸ A forum is a platform where users can discuss
online of various matters (threads)
▸ A project idea can be discussed in an online forum
and be refined, changed or made more effective
through a confrontation among a number of users
▸ Online platforms for blogging and discussing are
often free: the real cost is the time and open-
mindedness required by the discussion itself
LISTENING AND ANSWERING

52. PROJECT
MANAGEMENT
PART 5

53. PROJECT MANAGEMENT
COMING UP WITH A GOOD IDEA
▸ Creativity is useful to design a project logo or a communication format (visual,
slogan, messages)…
▸ Feed your brain all the context information and the suggestions about the project
and the territory it develops in
▸ Let your thoughts free (brain storming), write down all ideas (even the weirdest)
and discuss them with different people (even those who don’t know the project)
▸ Possibly, let ideas sit overnight. Often ideas come up when you relax your mind,
doing something else
▸ Show your 2-3 best ideas around, and use the feedback from different people to
choose your best idea and to refine it

54. PROJECT MANAGEMENT
CHOOSE YOUR MESSAGES
▸ Environment belongs to everyone, even thou it doesn’t belong to anyone: is a COMMON
GOOD
▸ Our wellness and future depend on the quality of the environment, therefore they
belong to a lot of people: we are a COMMUNITY
▸ Environment has to be cared of, and it requires a public/common/shared effort
▸ Environmental PROBLEMS require a common/shared CHANGE
▸ When a project deals with an environmental problem it promotes a big CHANGE, made
by a lot of small, INDIVIDUAL CHOICES
▸ Your messages have to sollecitate people to act individually to make a big, general
CHANGE
▸ You can pay them no money, people have to be CONVINCED to act, for their wellness
and their future

55. PROJECT MANAGEMENT
USE GRAPHIC
AT YOUR ADVANTAGE
▸ Make words and images work together
smartly
▸ Use text size to emphasize their
priority: big words are seen from a
distance (stimulating curiosity),
smaller words provide further
explanation of the main concepts, and
are visible at a closer look
▸ Don’t write everything small or
everything big: use priorities

56. PROJECT MANAGEMENT
COPY WRITING
▸ Make a list of the informative materials and channels (social media posts, web site)
available
▸ Make a list of the messages you have to transmit to your public, specifying whether
they are specific for one target or more:
▸ Project objectives and convincing motivation for your target
▸ Detailed information on the new services
▸ Calendar of the events that will take place
▸ Information contacts and links to social media, web site, etc.
▸ Try to be as concise as possible, using the fewer words without sacrificing the
effectiveness of the messages
▸ Use bold and underlined fonts to emphasize the keywords in your text
▸ Divide the information presented in longer text using titles and subtitles

57. PROJECT MANAGEMENT
DRAFT CHECK
▸ Read all the text in your drafts multiple times, especially when changes are
required by other people. Grammar and typing errors are always there, and too
often they are noticed after printing
▸ Use the grammar check in text editors like Microsoft Office before you move them
to a graphic editing software
▸ Progressively nominate your files as revisions are made (v.1, v.2, v.3 etc.) to make
sure all the contributors are working on the latest version
▸ Ask all contributors to write their modification request instead of telling you on the
phone, so that mistaking is harder.

58. PROJECT MANAGEMENT
SUPPLIERS MANAGEMENT
▸ When you depend on an external supplier for your communication (e.g. typography,
courier…) be aware that they are a crucial link in the process to the final product.
A poor supplier selection can ruin an otherwise perfect work you have done
▸ Ask multiple quotations (to multiple suppliers) asking samples of the final product,
expecially for bigger orders
▸ Compile a list of the suppliers used in the past and of their quotations: it will make it
easier for you to pick the right suppliers every time, and to negotiate a good price

59. ENVI COM
MESSAGES
PART 6

60. ENVI COM MESSAGES
MOTIVATIONAL LEVERS
▸ Our environment is a CLOSED SYSTEM: soil, water, air and all natural resources are
limited. Nature takes care of most of the recycling of the resources. We are making
it harder for nature thou, with the development of industrial technology that make
production and consumption GROW

61. ENVI COM MESSAGES
ENVIRONMENTAL POLLUTION

62. ENVI COM MESSAGES
POLLUTION HEALTH RISKS

63. ENVI COM MESSAGES
WASTE CYCLE

64. ENVI COM MESSAGES
WASTE CYCLE 2

65. ENVI COM MESSAGES
WASTE HIERARCHY

66. ENVI COM MESSAGES
PLASTIC PRODUCTION

67. ENVI COM MESSAGES
PLASTIC RECYCLING

68. ENVI COM MESSAGES
PLASTIC POLLUTION

69. ENVI COM MESSAGES
PLASTIC LIFE CYCLE

70. ENVI COM MESSAGES
WHY PLASTIC RECYCLE

71. ENVI COM MESSAGES
WHY PLASTIC RECYCLE 2

72. ENVI COM MESSAGES
WHY PLASTIC RECYCLE 3

73. ENVI COM MESSAGES
WHY PLASTIC RECYCLE 4

74. PROJECT
COMMUNICATION
PART 7

75. PROJECT COMMUNICATION
GOALS
▸ Promote the natural beauty of Hawassa: plastic recycling is part of its protection
▸ Highlight the benefits of an efficient waste management:
▸ a cleaner city is better for residents and tourists (and tourists can bring new
jobs and money);
▸ a clean environment is a safer, healthier place to live in;
▸ the local wildlife is preserved
▸ Illustrate the sanitary risks involved in
▸ Using plastic bottles multiple times
▸ Burning plastic bottles to start a fire
▸ Inform households and businesses on the correct management of plastic waste and
unsorted waste

76. PROJECT COMMUNICATION
PLANNED ACTIONS
PRINTED MATERIAL
▸ Creation of a PROJECT LOGO and of a communication format
▸ BILLPOSTING in various sizes with the main campaign messages
▸ Informative LEAFLET for families and local businesses
▸ Decoration of the plastic waste COLLECTION TRUCKS
▸ BANNERS for an informative set up (for events)
OTHER ACTIONS
‣ Ads on local RADIOs
‣ “CLEAN UP the environment” DAY (2 events)
‣ This TOT - training of trainers

77. PROJECT COMMUNICATION
COMMUNICATION CHANCES
There are various chances of communication with various targets during the development
of the project.
▸ Door to door distribution of the printed material
▸ During plastic waste collection
▸ During the meetings that take place in the various neighborhoods
▸ Social media of the institutions and organizations involved in the project
▸ Contact person who will answer calls and questions
It is crucial that the operators in charge of each step communicate effectively the main
messages.

78. PROJECT COMMUNICATION
PROJECT LOGO

79. PROJECT COMMUNICATION
LEAFLET

80. PROJECT COMMUNICATION
BUCKET
ADHESIVES

81. PROJECT COMMUNICATION
LET’S DISCUSS
PLASTIC WASTE (BOTTLES) SEGREGATION AND RECYCLING:
‣ Are you convinced yourself?
‣ Do you think you could explain what to do to someone else?
‣ What motivational levers do you think would work best (health, environment,
tourism, new jobs, economy etc.)?
‣ What are the target groups that can really make a difference?
‣ What are the main messages you would focus the campaign on?
‣ What media would you use?
‣ How popular is access to digital media?
‣ Would you make a commitment (personally or representing your organization) to
help this project? Would you explain it?

82. THANK YOU FOR YOUR ATTENTION
▸ For further detail on the ToT themes: dario.capello@achabgroup.it
▸ All other information on this project: pmhawassa.eth@cifaong.it