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Communications
strategies for NAPs
NAP Expo | April 2018
Strategic communications for
NAP processes
Christian Ledwell
April 2018
Communicating
why the NAP
process
matters
• Raising awareness about climate
change
• Behavior change communications
• Communication of weather data and
climate information, including early
warning systems
• Adaptation communications under
the UN Framework Convention on
Climate Change
What counts as
communications on
adaptation?
Photo: Flickr/UNFCCC
Strategic
communications
A strategic approach to
communications—in which
key messages are tailored
for priority audiences and
delivered through the most
appropriate communications
channels to reach those
audiences—can improve how
governments engage citizens
throughout their NAP process.
Photo : Flickr/Birdyartworks
Prioritizing
Audiences
Who do you want to reach? What
is your call to action—what do you
want your audiences to do?
Be specific. We often talk about
groups (the general public, policy-
makers, the private sector, the
media) that cover a large diversity
of actors with varied values and
priorities.
Repetition is key to good communications.
But that doesn’t mean repeating the same
exact message.
Message ‘supports’ 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 resonates with your audience.
Key messages
Statistics
Statistics
Human
Interest
Stories
Memorable
phrases and
soundbites
#1point5toStayAlive
What types of media do your priority
audiences already use?
Are key documents related to the NAP
process available to national
stakeholders via a website or in print?
Have government officials built
relationships with journalists from print
and broadcast media?
Are spokespeople for the NAP process
identified?
Read more: http://bit.ly/2oalvA7
Communications
Channels
Choosing Metrics
to Measure Impact
Metrics should meet SMART
criteria and be
• Specific
• Measurable,
• Attainable,
• Relevant to the objectives
• Timebound
Our Activities
Example of how strategic communications
can align with stages of the NAP process
Country
Case
studies
Grenada
Raising public
awareness about
climate change
adaptation
With German support, Grenada
raised public awareness
through a variety of channels
using a common brand and
logo developed that was
specific to climate change
adaptation.
Grenadadapts
campaign
Audience: Civil society
Message: “Grenada adapts to
climate change. Now!”
Channels: Many, including music
videos, a quiz show for students,
a climate walk, the below billboard
on buses.
Peru
“Do you have a
minute? Let’s talk
about climate
change?”
One-page summaries about climate
change adaptation
Audiences: Policymakers, civil
society
Key message: We need to prepare
for climate change in Peru
Communications channel: Policy
brief
Brazil Target 1.3 of Brazil’s National
Adaptation Plan:
Objective 1: Expansion and dissemination
of scientific, technical and traditional
knowledge: production, management and
dissemination of information on climate
risk
Target 1.3: Online platform for
knowledge management in adaptation
created and available to society
Brazil Audience: local policymakers,
adaptation practitioners
Key message: Through
managing knowledge and data
about climate change, Brazilians
can build their adaptive capacity
Communications channel: web
platform
South Africa
Sharing adaptation
information through
the Let’s Respond
Toolkit
This platform supports local-level
planning processes in South
Africa with:
• Practical tools for adaptation
• Technical information on
climate change
• Training materials and
templates
South Africa
Sharing adaptation
information through
the Let’s Respond
Toolkit
Audience: Local government
policymakers
Key message: We have the
tools to integrate climate change
risks and opportunities into
municipal planning
Channel: Website
Our ActivitiesNAP Global Network
Country Support Hub
Two types of support:
1. Expert advice: Light touch
feedback and advice on NAP
issues from Secretariat,
peers/participants, Roster of
Experts – virtual support
2. Targeted Technical Support:
Specific and short-term
assistance to maintain
momentum in a NAP process
– experts contracted
www.napglobalnetwork.org
info@napglobalnetwork.org
Twitter: @NAP_Network
Financial support provided by: Secretariat hosted by:
Ce projet a été réalisé avec l'appui financier de : Secrétariat hébergé par :
Jamaica
Jamaica
I n t e g r a t i n g A g r i c u l t u r e i n N a t i o n a l A d a p t a t i o n P l a n s
COMMUNICATION
STRATEGIES FOR EFFECTIVE
NAPS
Cecilia Jones, National Coordinator, Uruguay
Uruguay – NAP-Ag
o Who is our key audience?
o Technical officers, decision makers, subnational
Directors, Ministry of Agriculture (MGAP) and
Environment
o Farmers, their organizations
o Civil society
o How do you reach them?
o Ministry of Ag website and Youtube channel
o Radio interviews
o OPYPA/MGAP publication
o NAP-Ag platform
Uruguay
o What are our key message(s)?
o Climate change impacts agricultural production
o Vulnerability is dependant on production system
o Adaptation planning can contribute to reduce vulnerability
o Information sources are available for climate risk management
o What are the main challenges in reaching out to our audience?
o How to highlight the NAP-Ag within the communication channels of the
Ministry?
o How to reach an audience that is geographically dispersed?
o How to focus message towards long term goal as opposed to immediate
matters?
fao.org/in-action/naps | adaptation-undp.org/naps-agriculture | international-climate-initiative.com
Thank You
Domestic government revenues
» Relatively predictable and consistent
» Enhance national ownership
» Flexible; potential to leverage other sources
Bilateral providers
» Flexible: sectors and instruments
» Promote innovative approaches
Multilateral providers
» Diversity of potential sources
Private finance
» Invest in new business opportunities
» Invest to reduce business-related risks
Financing optionsGroup Activity
1. Join a group to look at one broad
audience category:
a) National policymakers, b) bilateral
dev’t partners, c) media, d) private
sector, or e) affected communities
2. Make a list of specific audiences within
the broad audience category (10 mins)
3. Pick one specific audience that you’ve
listed, and develop a key message for
that group.
4. Develop message supports (a slogan, key
statistic, or story that illustrates the
message)
5. List 3-5 communications channels that
your audience uses

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Communications strategies for NAPs

  • 2. Strategic communications for NAP processes Christian Ledwell April 2018
  • 4. • Raising awareness about climate change • Behavior change communications • Communication of weather data and climate information, including early warning systems • Adaptation communications under the UN Framework Convention on Climate Change What counts as communications on adaptation? Photo: Flickr/UNFCCC
  • 5. Strategic communications A strategic approach to communications—in which key messages are tailored for priority audiences and delivered through the most appropriate communications channels to reach those audiences—can improve how governments engage citizens throughout their NAP process. Photo : Flickr/Birdyartworks
  • 6. Prioritizing Audiences Who do you want to reach? What is your call to action—what do you want your audiences to do? Be specific. We often talk about groups (the general public, policy- makers, the private sector, the media) that cover a large diversity of actors with varied values and priorities.
  • 7. Repetition is key to good communications. But that doesn’t mean repeating the same exact message. Message ‘supports’ 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 resonates with your audience. Key messages
  • 13. What types of media do your priority audiences already use? Are key documents related to the NAP process available to national stakeholders via a website or in print? Have government officials built relationships with journalists from print and broadcast media? Are spokespeople for the NAP process identified? Read more: http://bit.ly/2oalvA7 Communications Channels
  • 14. Choosing Metrics to Measure Impact Metrics should meet SMART criteria and be • Specific • Measurable, • Attainable, • Relevant to the objectives • Timebound
  • 15. Our Activities Example of how strategic communications can align with stages of the NAP process
  • 17. Grenada Raising public awareness about climate change adaptation With German support, Grenada raised public awareness through a variety of channels using a common brand and logo developed that was specific to climate change adaptation.
  • 18. Grenadadapts campaign Audience: Civil society Message: “Grenada adapts to climate change. Now!” Channels: Many, including music videos, a quiz show for students, a climate walk, the below billboard on buses.
  • 19. Peru “Do you have a minute? Let’s talk about climate change?” One-page summaries about climate change adaptation Audiences: Policymakers, civil society Key message: We need to prepare for climate change in Peru Communications channel: Policy brief
  • 20. Brazil Target 1.3 of Brazil’s National Adaptation Plan: Objective 1: Expansion and dissemination of scientific, technical and traditional knowledge: production, management and dissemination of information on climate risk Target 1.3: Online platform for knowledge management in adaptation created and available to society
  • 21. Brazil Audience: local policymakers, adaptation practitioners Key message: Through managing knowledge and data about climate change, Brazilians can build their adaptive capacity Communications channel: web platform
  • 22. South Africa Sharing adaptation information through the Let’s Respond Toolkit This platform supports local-level planning processes in South Africa with: • Practical tools for adaptation • Technical information on climate change • Training materials and templates
  • 23. South Africa Sharing adaptation information through the Let’s Respond Toolkit Audience: Local government policymakers Key message: We have the tools to integrate climate change risks and opportunities into municipal planning Channel: Website
  • 24. Our ActivitiesNAP Global Network Country Support Hub Two types of support: 1. Expert advice: Light touch feedback and advice on NAP issues from Secretariat, peers/participants, Roster of Experts – virtual support 2. Targeted Technical Support: Specific and short-term assistance to maintain momentum in a NAP process – experts contracted
  • 25. www.napglobalnetwork.org info@napglobalnetwork.org Twitter: @NAP_Network Financial support provided by: Secretariat hosted by: Ce projet a été réalisé avec l'appui financier de : Secrétariat hébergé par :
  • 28. I n t e g r a t i n g A g r i c u l t u r e i n N a t i o n a l A d a p t a t i o n P l a n s COMMUNICATION STRATEGIES FOR EFFECTIVE NAPS Cecilia Jones, National Coordinator, Uruguay
  • 29. Uruguay – NAP-Ag o Who is our key audience? o Technical officers, decision makers, subnational Directors, Ministry of Agriculture (MGAP) and Environment o Farmers, their organizations o Civil society
  • 30. o How do you reach them? o Ministry of Ag website and Youtube channel o Radio interviews o OPYPA/MGAP publication o NAP-Ag platform
  • 31. Uruguay o What are our key message(s)? o Climate change impacts agricultural production o Vulnerability is dependant on production system o Adaptation planning can contribute to reduce vulnerability o Information sources are available for climate risk management o What are the main challenges in reaching out to our audience? o How to highlight the NAP-Ag within the communication channels of the Ministry? o How to reach an audience that is geographically dispersed? o How to focus message towards long term goal as opposed to immediate matters?
  • 32. fao.org/in-action/naps | adaptation-undp.org/naps-agriculture | international-climate-initiative.com Thank You
  • 33. Domestic government revenues » Relatively predictable and consistent » Enhance national ownership » Flexible; potential to leverage other sources Bilateral providers » Flexible: sectors and instruments » Promote innovative approaches Multilateral providers » Diversity of potential sources Private finance » Invest in new business opportunities » Invest to reduce business-related risks Financing optionsGroup Activity 1. Join a group to look at one broad audience category: a) National policymakers, b) bilateral dev’t partners, c) media, d) private sector, or e) affected communities 2. Make a list of specific audiences within the broad audience category (10 mins) 3. Pick one specific audience that you’ve listed, and develop a key message for that group. 4. Develop message supports (a slogan, key statistic, or story that illustrates the message) 5. List 3-5 communications channels that your audience uses