inspire a positive future by connecting people and nature today UNESCO MAB - Global Communication Strategy

Transcription

1 inspire a positive future by connecting people and nature today UNESCO MAB - Global Communication Strategy Project Update May 2017

2 Immediate next steps To continue our momentum with the development of the Global Communication strategy, the following steps are currently in progress: 1) Testing strategy content We will use global pilots to test the objectives, audience segmentation, and communication tactics to evaluate the potential impact of the strategy at the local level. In particular, participants of EuroMAB will be encouraged to test and feedback their findings. 2) Using digital tools to engage the network We are developing an online survey to uncover the common barriers to communication and stakeholder engagement across the network - which the communication strategy can address. 3) Plan for the draft strategy The strategy will be in the form of a practical set of tools that the network can implement to make communication easier and more consistent. A webinar will be hosted in October to answer questions on the draft strategy, encourage the network to test the implementation, and feedback results to evaluate the effectiveness of the strategy. 4) Exploring the issue of biosphere reserve labelling In our work with pilots around the world the issue of labelling products with the biosphere reserve name has been confused with development of the MAB brand. We will integrate this into the communication strategy to support biosphere reserves. 2

3 MAB Global Communication Strategy Testing the objectives & Developing a national story Stakeholder session : Costa Rica, March 2017 The Costa Rica National MAB Committee stepped forward as the first region to test the objectives of the global communication strategy. Over three days with invited stakeholders from across the region participants worked with the objectives, built meaning into the MAB values, and developed a national communication strategy using the MAB Brand & Story Toolkit. The national team are continuing to work on one story using the toolkit to bring consistency to messaging in the region, and support the launch of a new biosphere reserve this year. 3

4 MAB Global Communication Strategy Audience Mapping Stakeholder session : EuroMAB Conference - France, 5 April 2017 A session at the 2017 EuroMAB conference was designed to test the draft objectives and get stakeholder input on the target audiences that were most important to engage - at the local level, and the regional level. Using the MAB Brand & Story Toolkit over 50 participants worked in small mixed groups representing the full EuroMAB network. Each group went through a process to identify the key audience segments that were key to meeting the objectives of the communication strategy. 4

5 Outcomes

6 Impact of the Brand & Story Toolkit We can look at the impact of the Brand & Story toolkit quantitatively through four data points that help us to understand how the toolkit is being disseminated and used. Success should be measured in the network adopting the tools and training itself in its use. We ve seen very positive steps towards this - such as NordMAB s session at EuroMAB 2017 that featured training on the toolkit across the region. Reach # of languages the toolkit is available in Touch # of biosphere reserves exposed to the toolkit Use # of biosphere reserves implementing the tools Leverage # of biosphere reserves training others on the tools The toolkit is now being used as the framework for the development of the global communication strategy

7 MAB Communication Strategy Draft objectives OUTCOME 1: INSPIRE OUTCOME 2: BELONG We create a sense of belonging to something bigger 2. Enable choices We demonstrate the impact of biosphere reserves and the work of MAB Goal for engagement with UNESCO MAB: COMMITMENT People commit to the vision of the MAB OUTCOME 3: EMPOWER We share knowledge and build capacity for people to follow the principles and values of the MAB 3. Share outcomes Foundation of engagement: CONSISTENCY The MAB network and all biosphere reserves tell a consistent story to build trust

8 MAB Communication Strategy Outcome 1: Inspire What this means: We demonstrate the impact of biosphere reserves and the work of MAB Communication tactic: Sharing stories of the impact Examples of this outcome already in the network: The Swedish and French biosphere reserves have both developed printed reports that outline how the network is making progress towards the sustainable development goals. This format could easily be replicated by national committees and regions within MAB. 8

9 MAB Communication Strategy Outcome 2: Belong What this means: We create a sense of belonging to something bigger Communication tactic: Increasing local pride in the region Examples of this outcome already in the network: Urdaibai biosphere reserve in the Basque region of Spain developed a youth street campaign to help residents see they were part of the MAB network and connect them to action on the Sustainable Development Goals. 9

10 MAB Communication Strategy Outcome 3: Empower What this means: We share knowledge and build capacity for people to follow the principles and values of the MAB Communication tactic: Local education and involvement Examples of this outcome already in the network: The Students on Ice programme co-ordinated by the NordMAB network creates connections with youth across the region through experiential learning and empowers them to become ambassadors of the MAB. 10

11 MAB Communication Strategy Draft local/regional level audience segmentation From our work with the pilots who developed the Brand & Story Toolkit, along with our working sessions at EuroMAB 2017 in Bassin de la Dordogne, we have identified four key audience segments at the local and regional level for the communication strategy. These segments will be further tested as we develop the strategy draft - matching audiences to the communication objectives in order to simplify engagement for the network. A Community Leaders Includes politicians, councils and people who shape policy Those who influence others and can spark change C Children & Youth Elementary school (6-10) or high school level (14-17) Can influence their parents or are at a stage of activism B Local businesses Includes farmers, tourism and small business owners Those who have a stake in using the biosphere to make a living D Local residents People who need information or awareness about living on the biosphere reserve Includes landowners 11

12 EuroMAB 2017: Communication and branding session Developing the MAB Global Communication Strategy Wednesday 5 April Objectives Explore the objectives of the communications strategy - as established by the MAB communication advisory committee Understand how the communication objectives drive and support other commitments of the Lima Action Plan Map the key target audiences that are critical to EuroMAB Agree regional needs for EuroMAB to feed into the global strategy Lima Action Plan Strategic Action Area D Comprehensive, modern, open, and transparent communication, information and data sharing D2.1. Create a communication strategy and an action plan Outcomes Input to the global communication strategy as part of the collaborative process established by the MAB communication advisory committee Input towards audience segmentation and messaging guidance Format Presentation by Meriem Bouamrane on the global communication strategy and objectives Creative workshop where participants worked through exercises to come to alignment on the data required to support the communication strategy development.

13 Main issues discussed The group reflected on the key barriers to communication and engagement about biosphere reserves and the MAB network. Four themes emerged which can be used to guide the development of the global communication strategy: How to convey the complexity of the biosphere reserve Convincing decision makers to take action Inspiring people with who we are as a network Enhancing the sense of belonging to something better Outcomes The group identified seven core audiences. For each audience, message guidance was created to be further tested in the development of the global communication strategy. A brief summary of the outputs is below - with a full report of all content to be consolidated and used to support ArabMAB and the next creative workshop in Asia in May. Core audiences identified Politicians Landowners One draft headline message identified for the Local Level* How will you take the lead? The biosphere network offers opportunities - its not about what you can t do but what you can! One draft headline message identified for the Regional Level* Biosphere reserves are model areas for developing a sustainable future Learn from the good examples in MAB projects and copy them Children 7-12 years old We are proud to be a part of the biosphere. Its fun to celebrate nature Youth years old Business owners (tourist services, farmers etc) You live in a territory in which you have meaningful support to learn, create, work, etc. Your Biosphere Reserve is your opportunity generator. Biosphere reserves provide opportunities for businesses to operate sustainably while growing economically. You live in a special territory that can provide youth concrete and priceless opportunities to meet with the world. Use the MAB network to promote the values of your region. Local development decision makers The economy and the environment can both benefit. Biosphere reserves can create a stable economic system. Leaders There is an opportunity for you to lead the change You can become a role model * messaging will continue to be revised as the process continues