(EHF) Food Communication Models and Practice

Transcription

1 FOODWEB international seminar «Footprints of Food: from Data to Awareness» (EHF) Food Communication Models and Practice R.Ernsteins & Foodweb team Dept. of Environmental Management University of Latvia

2 FOODWEB project Outline: Environmentally and health friendly communication (EHF)

3 Communication and learning process: 3 main partners and municipality/mgt

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5 E EE G.Eberhards, KALME

6 FOODWEB Pilot regions

7 FOODWEB pilot regions The Gulf of Riga, Eastern coast: gulf Mainly Salacgriva county and some other towns along the The Gulf of Riga, Western coast: Mainly Kolka parish and several towns and villages along the coast (Roja, Engure, Lapmežciems, Mērsrags) The Baltic Sea Northern coast: Ventspils city The Baltic Sea Southern coast: Liepaja city and the adjacent town of Pavilosta

8 UL - List of activities 1. Food Cycle FEASIBILITY STUDY 2. COASTAL STUDY SEMINARS AND WORKSHOPS + COMMUNICATION to come 2.1. Coastal municipal seminars (5x 2-day field studies): 2.2 Foodweb National seminars in Latvia (annual) Coastal marketing seminars - preparatory work (5 seminars - ongoing ) 2.4 E&H Friendly Food Communication CAMPAIGNS/seminars + all stakeholders 3. AWARENESS STUDY 3.1. Annotation on selection of 4 study regions Model outline for Foodweb Awareness Study (incl. target groups, complementary set of methods, main content/blocks of foodweb study work) 3.3. Interviews with young families 3.4. Questionnaires school students and parents Stakeholder interviews (national and pilot regions) 3.6. Consumer awareness study report. 4. INITIAL EDUCATION-COMMUNICATION PRODUCT DESIGN AND PREPARATION 5. OUTREACH AND NETWORKING & COMMUNICATION/EDUCATION 6. PROJECT PRESENTATIONS /dissemination PREPARED/ DELIVERED/ IN PROGRESS (incl. Conference reports, posters, publishing)

9 MODELS and APPROACHES?! Aim: to change awareness (public and all stakeholders) Instruments both for studies and later on for Foodweb communication: -1- Governance/management - legal/administrative - planning - economic - infrastructure and -2- Communication instruments Information education, formal/non-formal?? awareness?? behaviour! + values + attitudes + motivation And - All stakeholders and - Stakeholder-oriented content

10 MODELS and APPROACHES?! Collaboration communication model Complementary content blocks both for survey analysis + communication later on - information education/training participation and environmentally & health friendly action/behaviour Target groups addressed by the studies: Public/state sector municipal sector business sector mediation sector general public/inhabitants

11 Communication partners - stakeholders Public administration Municipalities NGOs Media Education sector Science sector Business sector The public

12 Subsequent environmental communication process four-partite cycle model Collaboration communication cycle TASKS INSTRUMENTS/ ENVIRONMENT APPLIED RESULT 1. Environmental information 2. Education 3. Involvement and participation 4. Environmentally friendly behaviour Choice depends on specific situation: on specific tasks, target groups, thematic, contents, action implementation etc. Initial knowledge and intellectual action skills, situational attitudes (I) Knowledge and understanding and values (values orientation) Applied action skills, practice and self-regulation attitudes (II and III) Action motivation and readiness, action self-experience ENVIRONMENTAL AWARENESS (integrated process and product) Applied environmental awareness (subsequent, specific, practiceoriented)

13 Collaboration communication model Public administration Municipalities NGOs Media Education sector Science sector Business sector The public

14 Ecolabelling Informative materials: Brochures on environmentally friendly behaviour (Green Guide, All that we eat, Sustainable construction, etc.) Complex media campaigns, TV programmes Information on organisations websites INFORMATION EDUCATION Formal education: 1. Subjects on environment; 2. Natural sciences programmes in primary and secondary schools; 3. Higher education programmes. Non-formal education: 1. Campaigns; 2. Conferences; 3. Extra-curricular activities; 4. Educational events on environment Environment Weeks at schools etc.; 5. Further education centres etc.; 6. Exhibitions devoted to environmental protection; 7. Cultural events: concerts, films, documentary demonstration, theatre performances. Sectors related to sustainable lifestyle: 1. Food consumption; 2. Other everyday products, goods or services consumption; 3. Mobility; 4. leisure activities Sectors related to sustainable technical management/building at home: 1. Building environment; 2. Energy supply and use; 3. Water supply and use; 4. Waste management ENVIRONMENT ALLY FRIENDLY BEHAVIOR PARTICIPATION NGO activities for public participation: Against GMO, geen guide, green markets, Idea house Green lifestyle action, etc. Ministry of the Environment activities for public articipation: Annual prize to local overnments, competitions etc. Other public participation instruments: Public hearings, consultative boards, participation in NGOs, letter-writing etc.

15 Self-experience communication approach Organisational communication (municipality) Interest group communication Media National administration Educators Experts Businessmen NGOs Self-experience communication (the public)

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17 TOP-DOWN General governance + communication problem orientation: municipal level Municipalities do not use their internal potential of development communication, esp. environmental and health communication to support balance between economic, social and environmental development. Although many municipalities have set sustainable development as their objective, those are mostly isolated activities that take place, with no united, integrated approach. Municipalities that have successfully implemented sustainable management practices, do not use their opportunity to popularize their experience, which would foster positive image-building. Municipalities underestimate the need for and potential benefits of Promoting the participation in the decision-making processes of all interest groups in the municipality, Promoting their co-operation and experience exchange.

18 General guidelines for municipal governance & communication (top-down and bottom-up) 3 main action direction groups: 1. Colaboration between all involved target groups ensuring communication. 2. Application of all 4 communication components included and their complementarity. 3. Application of the whole range of governance instruments for communication. + Instruments (legal, planning etc, but esp. communication) + Resources (human, financial, communication, etc) + Pre-conditions (incl. communication) + Action program (sectoral and/or integrated!)

19 Municipal Environmental Management: Key action directions Salacgriva case 1. Natural resource and landscape ecological management 2. Forest resource management 3. Ecotourism, nature protection and sustainable development 4. Sustainable water management in coastal municipalities 5. Integrated beach and dune area management 6. Household waste management, processing and recycling 7. Ensure sustainable urban environment 8. Ensure environmentally friendly mobility 9. Develop an environment promoting sustainable business 10. Sustainable energy management 11. Sustainable tourism development 12. Green living 13. Environmentally friendly and healthy food in Salacgrīva county 14. Green thinking and everyday action by local administration 15. Ensure good governance in coastal municipal management 16. Environmental communication in Salacgrīva county

20 Communication model - Foodweb

21 Environmentally friendly food consumption communication Ecolabelling Informative materials: Brochures on environmentally friendly behaviour and foof consumption (Green Guide, All that we eat, Sustainable construction, etc.) Complex media campaigns, TV, radio programmes Information on organisations websites Children get educated at school about E&H friendly food consumption Environmental topics are included in school curriculum; incl. healthy food Excursions to municipal companies, e.g. water treatment plant in Liepaja Excursions to farms for families with children Museums offer thematic events INFORMATION EDUCATION Healthy sea events Farmers participation in programme School fruit. NGO initiatives information dissemination on healthy lifestyle, visits to ecological farms. Healthy snack promotion; healthy food markets etc. ENVIRONMENT ALLY FRIENDLY BEHAVIOR PARTICIPATION Health month organised by municipality. EU support programme School fruit and School milk Green market Project Countryside in the City Fish market Traditional fishing methods (lamprey catch).

22 Environmental communication : Information, all stakeholders Informative materials: Brochures on environmentally friendly behaviour, food consumption and production (Green Guide, All That We Eat, Sustainable Construction, etc.) Complex media campaigns, TV and radio programmes Information on municipality and organisations websites Etc. Ecolabelling Etc.

23 Environmetal Communication : Education - formal, non-formal, informal Children get educated at school about E&H friendly food consumption projects/weeks Environmental topics are included in school curriculum; incl. healthy food Excursions to municipal companies, e.g. water treatment plant Excursions to farms for families with children; tasting of local produce; farmers show traditional farming practices Libraries offer thematic events, consultancies & experience exchange Museums offer thematic events, e.g.. Etc. - medieval herbs and nature medicine - bread baking traditions - old fishing practices etc.

24 Environmental Communication : Public participation top-down and bottom-up Fire Night public event for protection of the sea. Farmers participation (also non-formal) in programme School fruit. NGO initiatives: - information dissemination on healthy lifestyle, - visits to ecological farms; - healthy snack promotion together with parents; - healthy food markets, etc.. Etc.

25 Environmental communication : Environmentally friendly action, all groups Health month organised by municipality. Action Healthy Resident of Liepaja EU support programme School fruit and School milk Green market Project Countryside in the City Fish market Special fish course Menciņš ( little cod ). Traditional fishing methods (lamprey catch in Salacgriva). Homegrown food. Direct collaboration among consumers and farmers/fishermen. Etc.

26 Stakeholders diversity of experience

27 Stakeholder municipalities: Liepaja case Municipal administration s responsibilities are: Ensure information dissemination to all target groups/stakeholders; Support and promote environmentally friendly behavior events in the city (Liepaja). Environment and Health Division is responsible for environment and health-friendly food consumption within the local administration. Information on environment and health-friendly food events can be found: Municipality s website; Via local mediators (TV, radio, newspapers). Key events supported by local administration: Health Month; Action Healthy Resident of Liepaja ; Market Countyside in the City. A cycling tour through farms in co-operation with NGO Optimistu pulks. Educational seminars on dietary issues in co-operation with Diabetes Society Promoting local food in collaboration with municipalities

28 Environmentally friendly food consumption communication Ecolabelling Informative materials: Brochures on environmentally friendly behaviour and foof consumption (Green Guide, All that we eat, Sustainable construction, etc.) Complex media campaigns, TV, radio programmes Information on organisations websites Children get educated at school about E&H friendly food consumption Environmental topics are included in school curriculum; incl. healthy food Excursions to municipal companies, e.g. water treatment plant in Liepaja Excursions to farms for families with children Museums offer thematic events INFORMATION EDUCATION Healthy sea events Farmers participation in programme School fruit. NGO initiatives information dissemination on healthy lifestyle, visits to ecological farms. Healthy snack promotion; healthy food markets etc. ENVIRONMENT ALLY FRIENDLY BEHAVIOR PARTICIPATION Health month organised by municipality. EU support programme School fruit and School milk Green market Project Countryside in the City Fish market Traditional fishing methods (lamprey catch).

29 Foodweb communication - planning ahead Pilot regions key activities with all stakeholders, esp. mediators: Liepaja city: «Health month» «E&HF Food month» EHF Behaviour promotion campaign all 4 main communication instruments complementarily employed and all stakeholders collaborating as well Ventspils city: «Blue Flag» campaign Re-designed with EHF communication/behaviour - «Green-Blue» approach Kolka parish: «Sea Festival-Fair» (central annual local event, and taking place along the entire coastline on 2nd Saturday of July) Re-designed with E&HF communication/behaviour and esp. traditional/non-traditonal local food production & consumption Salacgrīva county: «Green County» Declaration & implementation «Green Food County» approach (in process) with both producers & consumers + various other tools/activities in parallel all pilot regions + testing specific target groups selection of recommendations for all 8 main target groups

30 Thank you! And let us communicate and govern food practice collaboratively: Let us inform Let us educate/train Let us involve/encourage and participate Let us behave in environmentally and health friendly ways!