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ACHAB - Cifa 100% plastic - Training of Trainers Hawassa 2018

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

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ACHAB - Cifa 100% plastic - Training of Trainers Hawassa 2018

  1. 1. TRAINING OF TRAINERS COMMUNICATION & AWARENESS
  2. 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. 3. COMMUNICATION BASICS PART 1
  4. 4. COMMUNICATION SENDER RECEIVER MESSAGE
  5. 5. CONTEXT COMMUNICATION BASICS COMMUNICATION PROCESS SENDER RECEIVER MEDIA MESSAGE Context Feedback Sender experience REceiver experience
  6. 6. ONE TO ONE COMMUNICATION
  7. 7. ONE TO MANY COMMUNICATION
  8. 8. MANY TO MANY COMMUNICATION
  9. 9. REAL LIFE COMMUNICATION
  10. 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. 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. 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. 13. “IF WE WERE SUPPOSED TO TALK MORE THAN LISTEN, WE WOULD HAVE BEEN GIVEN TWO MOUTHS AND ONE EAR.” Mark Twain
  14. 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. 15. PUBLIC COMMUNICATION PART 2
  16. 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. 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. 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. 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. 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. 21. PUBLIC COMMUNICATION GIVES INFORMATION ON SERVICES ‣ Health and welfare ‣ Support for vulnerable sectors of society ‣ Schools ‣ Waste management ‣ Urban transport and services
  22. 22. ENVIRONMENTAL COMMUNICATION PART 3
  23. 23. 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
  24. 24. ENVIRONMENTAL COMMUNICATION MEDIA AND RESOURCES PART 4
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. ▸ 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
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. 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
  46. 46. 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
  47. 47. PROJECT MANAGEMENT PART 5
  48. 48. 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
  49. 49. 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
  50. 50. 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
  51. 51. 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
  52. 52. 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.
  53. 53. 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
  54. 54. ENVI COM MESSAGES PART 6
  55. 55. 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
  56. 56. ENVI COM MESSAGES ENVIRONMENTAL POLLUTION
  57. 57. ENVI COM MESSAGES POLLUTION HEALTH RISKS
  58. 58. ENVI COM MESSAGES WASTE CYCLE
  59. 59. ENVI COM MESSAGES WASTE CYCLE 2
  60. 60. ENVI COM MESSAGES WASTE HIERARCHY
  61. 61. ENVI COM MESSAGES PLASTIC PRODUCTION
  62. 62. ENVI COM MESSAGES PLASTIC RECYCLING
  63. 63. ENVI COM MESSAGES PLASTIC POLLUTION
  64. 64. ENVI COM MESSAGES PLASTIC LIFE CYCLE
  65. 65. ENVI COM MESSAGES WHY PLASTIC RECYCLE
  66. 66. ENVI COM MESSAGES WHY PLASTIC RECYCLE 2
  67. 67. ENVI COM MESSAGES WHY PLASTIC RECYCLE 3
  68. 68. ENVI COM MESSAGES WHY PLASTIC RECYCLE 4
  69. 69. PROJECT COMMUNICATION PART 7
  70. 70. 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
  71. 71. 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
  72. 72. 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.
  73. 73. PROJECT COMMUNICATION PROJECT LOGO
  74. 74. PROJECT COMMUNICATION LEAFLET
  75. 75. PROJECT COMMUNICATION BUCKET 
 ADHESIVES
  76. 76. 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?
  77. 77. 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

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