SCOPE OF COMMUNICATION1. The aim of the Communication Policy of Young Arab Voices (YAV) programme is to maximise the visibility of the activities taking place on the ground and to connect them reinforcing the regional dimension of the programme.
SCOPE OF COMMUNICATION2. The YAV Communication Policy must be digitally oriented and innovative, with a focus on new and social media.
ACHIEVMENTS AND IMPACT YEAR 1VISUAL IDENTITYEstablishment and implementation of common logo for the YAVprogramme, with a high level of penetration among YAVstakeholders, creation of promotional templates and genericpromotional tools circulated to all the project focal points.
ACHIEVMENTS AND IMPACT YEAR 1SOCIAL MEDIA IMPACTFacebook reach of over 10.000 users per day in peak days. Establishedpresence in social networks, both centralised and at the local level, used toreinforce the regional exchange dimension of the project.@Facebook 500,251@Twitter#Tim Sebastian Lunch Event 13,506#LASDebate 51,494#BoxingDayTunisia 9,964 AS OF MAY 2012
ACHIEVMENTS AND IMPACT YEAR 1HIGH-LEVEL MEDIA AND COMMUNICATION PARTNERSHIPSEstablished partnerships with leading institutions and organisations in theregion, including the Arab League, BBC Arabic, Soliya, 7iber, New ArabDebates. This allowed YAV to gain visibility and credibility for theprogramme (24 million people reached through radio, television andsocial media in the Arab league event, as well as 50+ news articlespublished).
LESSONS LEARNT1. ESTABLISHING FLEXIBLE COMMUNICATION GUIDELINESBalancing coherence of the brand with flexibility and creativity ofimplementation at the local level.
LESSONS LEARNT2. PRIORITISING THE KEY COMMUNICATION PRODUCTSThe promotional materials that need to be produced centrally .• Roll-ups / Backdrops for Events• Multiuse Project logo panels• Avoid all other physical materials No paper leaflets No Posters No pens No badges
LESSONS LEARNT3. CHALLENGE OF AGGREGATING CONTENT FROM THE DIFFERENT COUNTRIES*Especially for regional communication tools (e.g. website)
LESSONS LEARNT4. HIGH POTENTIAL FOR SOCIAL MEDIA• Reaching our target group of people (52% of Facebook likes come from people aged 18-24).• Our target groups and affiliated networks are comfortable in using these tools.• Prioritise the impact at the local level, by ensuring our social media policy is adapted firstly to the local level, as well as national/regional
LESSONS LEARNT5. CLARIFICATION OF OBJECTIVES AND TARGET GROUP*Moving from the approach set out in bid document to the approach ofthe Asyut social media training.
LESSONS LEARNT6. ADDED VALUE IN THE REGIONAL DIMENSION*Enjoyable and useful to create a network, e.g. Egyptians contributing toTunisia Boxing Day.
LESSONS LEARNT7. TIME MANAGEMENTDon’t underestimate time needed to: Production of Materials Approvals and Sign-off Press Releases Website DevelopmentDon’t underestimate the time needed to get to know one another: Different Organisations with Different Cultures, Styles and Processes Clarity of Roles and Responsibilities is essential Clear Communication Trust
DIGITAL FIRST STRATEGYTHE APPROACHThe YAV Communication Policy will adopt a Digital-First strategy. Asthe mindest in the Arab world gains momentum in terms on goingdigital, the strategy will work on reinforcing the communicationdimension of the Young Arab Voices through Online, Mobile and SocialMedia platforms, Based on preferences and a seamless multiplatformexperience with multiple information streams, the Strategy will focus onutilising social media, promoting innovation, audience developmentand growth, portal partnerships and tracking, as well as establishingcontent strategies for YAV Online Platform.
DIGITAL FIRST STRATEGYTHE OBJECTIVES• To increase awareness of the project amongst the target audience.• To extend the reach of the project by providing the target audience with access to debating information.• Provide training and other capacity building resources virtually.• To give people the opportunity to participate in a virtual debate.• To incentivize more people to actively engage in debating.
DIGITAL FIRST STRATEGYTHE TOOLS• SOCIAL MEDIA• WEBSITE• BLOGS AND BLOGGERS ‘OPINION LEADERS’• GOING VIRAL• MARKETING• NETWORKING
ACTION PLAN YEAR 21. EXPANSION AND ROLL-OUT OF THE YAV COMMUNICATION TRAINING PROGRAMMEThe implementation of six social media trainings, one in each of thecountries of the project, using the modules developed by 7iber during theAsyut training. The main outcomes of these trainings will be to havelocally young people that are both skilled and motivated to amplify theYAV events through social media and that have a knowledge of thecommunication policy of YAV.
ACTION PLAN YEAR 22. INTERNAL INFORMATION POLICY AND TOOLS TO SUPPORT PROJECT MANAGEMENTEstablishing an internal information policy and related online tools tosupport regular online meetings, exchange of documents andcollaborative work. The partnership with Soliya could be a preciousasset both in terms of using their dedicated platform and of theirexperience in moderating online discussions.
ACTION PLAN YEAR 23. CRITICAL MASS EVENT YOUNG ARAB VOICES WEEKA critical mass of YAV events to take place in a specific time in all theprogramme’s countries that culminates on high-level events. Theproposed time is February 2013.
ACTION PLAN YEAR 24. SUPPORT INFORMATION AND COMMUNICATION TOOLS Including Website PortalUpgrade the communication and visual identity guidelines for year twoof the project. Develop further and roll-out the YAV website as the centralplace for all the programme information. Develop new templates forpromotional materials to be produced locally by the debate clubsassociations.
ACTION PLAN YEAR 25. TARGETED PR MOBILIZATION RELATED TO HIGH-LEVEL EVENTSIn relation to high-visibility events (e.g. Young Arab Voices week)establishing collaboration with PR agencies, with a specific focus ondigital media, for high outreach campaigns to enlarge the number ofpeople that know about the project and its goals.
ACTION PLAN YEAR 26. YOUNG ARAB VOICES DIGESTCirculating a monthly newsletter with news and debating informationand resources aggregated and sent to YAV focal points andstakeholders.
POLICY AND MANAGEMENT DIMENSIONa) COMMUNICATION TASK FORCEThe Communication Task Force will play a monitoring role and ensurethe Communication Policy is implemented in line with the joint agreedguidelines.* There will be a meeting on a quarterly basis to review the on-going strategy and consolidatekey achievements from the previous quarter.
POLICY AND MANAGEMENT DIMENSIONb) INFORMATION OFFICERThe Communication Officer is the focal point for coordinating with theservice providers (design company, website provider, printing houses, PRagencies).
POLICY AND MANAGEMENT DIMENSIONc) COUNTRY PROGRAMME MANAGERSTerms of Reference of the Country Programme Managers will includespecific targets and activities related the YAV communication policy,*Focal points will also have ‘scorecard’ targets + ‘country targets’ that will be set in relation to communication.*Programme Managers will also be responsible for communication at the national level, with the support ofrelevant press officers or assistants.
POLICY AND MANAGEMENT DIMENSIONd) DEBATE ASSOCIATIONSEach contract with the local debate association, signed by either ALF orBC, must include a communication policy guideline related to the useof the YAV communication manual (including promotion, presentationof the partner institutions, press releases, amplification through socialmedia, provide relevant content for website)