COMMUNICATION AND VISIBILITY

Transcription

1 COMMUNICATION AND VISIBILITY LECB PROGRAMME AND PROJECT BRANDING LECB Programme Branding Guidelines The common element branding all Low Emission Capacity Building (LECB) Projects outputs is the LECB Programme Logo. Regardless of size, scope, partner organizations or objectives, the LECB Programme logo must be prominently displayed. All LECB Programme Logos can be downloaded in common format (jpg) or as Illustrator files (eps) here. The General LECB Programme Logos A shortened version is also available but should only be used if the full title logo has been used previously. In other words, the Programme or Project should be elaborated in full so the audience is aware of the full name. The LECB Programme logo is also available in black and white. The LECB Programme Logo was designed in a way that allows for national ownership, with the country name inserted. Logos have been prepared for all 25 participating countries and can be downloaded here. PROJECT ZAMBIA

2 Logo Color Values The following CMYK or RGB color values should be used when working with the LECB logo. CMYK RGB Light blue C48 M5 Y4 K0 Dark Blue C80 M50 Y14 K1 Orange C0 M37 Y100 K0 Light Green C31 M4 Y93 K0 Light blue R123 G199 B230 Dark blue R61 G117 B167 Orange R251 G170 B25 Light Green R188 G206 B62 Donor Logo Use The LECB Programme is supported through contributions from three donors: the European Commission (DG- CLIMA and DG-DEVCO), the German Federal Ministry for the Environment, Nature Conservation, Building and Nuclear Safety (BMUB) and the Government of Australia. According to Programme visibility guidelines, ALL donor logos and the UNDP logo must be present on all products produced using LECB Programme funds. All logos must be equal in size and prominence. European Commission (EC) Logo Australian government Logo German Federal Ministry for the Environment, Nature Conservation, Building and Nuclear Safety (BMUB) Logo UNDP Logo (the UNDP logo is available in English, Spanish, Arabic and French, among other languages) Logos should all be used together either in a horizontal or a vertical lockup. (see example below). Empowered lives. Resilient nations. Empowered lives. Resilient nations. All partner logos are available in the following three languages: English l French l Spanish.

3 Publications and other products produced through LECB Projects All publications and other materials that are produced should include: 1) logos, 2) a disclaimer, and 3) a funding acknowledgement. Disclaimer: The views expressed in this publication are those of the author(s) and do not necessarily represent those of the United Nations, including United Nations Development Programme (UNDP), or their Member States. Acknowledgements: This product was developed under the UNDP Low Emission Capacity Building (LECB) Programme, a global initiative in 25 countries to build capacities to design and implement low emission development, with generous funding from the European Commission (EC), the German Federal Ministry for the Environment Nature Conservation (BMUB), Building and Nuclear Safety, and the Australian Government. Boilerplate Descriptions of the LECB Programme For consistency, we suggest using one of the following LECB Programme descriptions when including a summary of the Programmes objectives and outputs. General Descriptions The UNDP Low Emission Capacity Building (LECB) Programme is a country-driven initiative that promotes essential cooperation between relevant institutions, engaging the public sector and industry in a concerted effort to design and implement approaches to low emission development that are consistent with national development priorities. National counterparts are supported to strengthen technical and institutional capacities to identify and formulate Nationally Appropriate Mitigation Actions (NAMAs) and Low emission development strategies (LEDS) in the public and private sectors, and to strengthen the underlying greenhouse gas inventory management and Measurement, Reporting and Verification (MRV) systems. The LECB Programme runs through 2016 and is active in 25 countries: Argentina, Bhutan, Chile, China, Colombia, Costa Rica, DRC, Ecuador, Egypt, Ghana, Indonesia, Kenya, Lebanon, Malaysia, Mexico, Moldova, Morocco, Peru, Philippines, Tanzania, Thailand, Trinidad and Tobago, Uganda, Vietnam and Zambia. The programme is supported through generous contributions from the European Commission, the German Federal Ministry for the Environment, Nature Conservation, Building and Nuclear Safety (BMUB), and the government of Australia. More information can be found at Or: The UNDP Low Emission Capacity Building (LECB) Programme is a global initiative being implemented in 25 countries that aims to strengthen institutional and technical capacities to design and implement low emission development through national mitigation actions in the public and/or private sectors. The LECB Programme is supported through generous contributions from the European Commission, the German Federal Ministry for the Environment, Nature Conservation, Building and Nuclear Safety (BMUB), and the Government of Australia. More information can be found at LECB Programme Terminology The term Programme is used when referring to the global Programme as a whole. The term Project is used when referring to national projects.

4 LECB Templates and Products The LECB Global Support Programme has produced a number of products that can be used to promote the LECB Programme and to help encourage consistency. The following products can be downloaded in PDF or as Illustrator files to be used for professional printing. (click on the images to download files) LECB Factsheet (English l French l Spanish coming soon) LECB Vertical Banner (English) PROGRAMME FACT SHEET General Programme Information PROGRAMME NAME THE LOW EMISSION CAPACITY BUILDING PROGRAMME Tagline A global initiative to support mitigation actions Start Date January 2011 End Date December 2016 Programme Donors European Commission PARTICIPATING COUNTRIES (25) German Federal Ministry for the Environment, Nature Conservation, Building and Nuclear Safety (BMUB) Australian Department of Climate Change and Energy Efficiency and AusAID Total Funding 40,000,000 USD Website The Programme by the Numbers Number of NAMAs with associated MRV systems being developed Number of LEDS (national/ sectoral) being developed Number of countries that engage the private sector in formulation of NAMA proposal Number of GHG National Inventory Systems being strengthened/ established Programme Summary Argentina Bhutan Chile China Colombia Costa Rica DRC Ecuador Egypt Ghana Indonesia Kenya Lebanon Malaysia Mexico Moldova Morocco Peru Philippines Tanzania Thailand Trinidad and Tobago Uganda Vietnam Zambia The United Nations Development Programme s (UNDP) Low Emission Capacity Building (LECB) PROGRAMME SUMMARY Programme is supporting 25 countries around the globe to enhance the capacity of the public and private sectors to scale up mitigation action through the development of Low Emission Development Strategies (LEDS) and Nationally Appropriate Mitigation Actions (NAMAs), and the strengthening of the underlying systems for Measuring, Reporting and Verification (MRV) and national greenhouse gas (GHG) inventories. Funded through generous contributions from the European Commission and the German and Australian governments, the LECB Programme acts as a pathfinder for policymakers paving the way to define a low carbon future that also delivers national sustainable development goals. Support to the participating LECB countries is provided by a Global Support Unit (GSU), which sits within the larger green, low-emission climate resilient strategies (GLECRDS) team. The GSU works closely with UNDP-GEF regional technical advisors and UNDP Country Offices to provide synergized support and technical guidance that builds on UNDP s extensive experience in bringing together the key elements for ensuring successful mitigation actions and raising of ambition: robust public and private sector institutional capacities, strong linkages with both low-emission, climate resilient development strategies and national planning processes, and best practice approaches for overcoming market barriers and derisking investments. PROGRAMME CONTACT Programme Manager Yamil Bonduki yamil.bonduki@undp.org HQ Location 304 East 45th Street, New York, NY USA lowemission@undp.org Website Empowered lives. Resilient nations. The United Nations Development Programme s (UNDP) Low Emission Capacity Building (LECB) Programme is supporting 25 countries around the globe to enhance the capacity of the public and private sectors to scale up mitigation actions. A G L O B A L I N I T I AT I V E T O S U P P O R T M I T I G AT I O N A C T I O N S The programme s overall objectives are to strengthen institutional and technical capacities in order to: LECB Poster (A1 format) (English) Develop national GHG inventory systems Identify and develop Nationally Appropriate Mitigation Actions (NAMAs) Prepare Low-Emission Development Strategies (LEDS) Design systems for the measuring, reporting and verification (MRV) of proposed mitigation actions PROGRAMME SUMMARY The United Nations Development Programme s (UNDP) Low Emission Capacity Building (LECB) Programme is supporting 25 countries around the globe to enhance the capacity of the public and private sectors to scale up mitigation actions. The programme s overall objectives are to strengthen institutional and technical capacities in order to: Develop national GHG inventory systems Identify and develop Nationally Appropriate Mitigation Actions (NAMAs) Prepare Low-Emission Development Strategies (LEDS) Design systems for the measuring, reporting and verification (MRV) of proposed mitigation actions Facilitate the design and adoption of mitigation action plans by select industries PARTICIPATING COUNTRIES LECB PROGRAMME BY THE NUMBERS JANUARY 2011 DECEMBER NUMBER OF NAMAs WITH ASSOCIATED MRV SYSTEMS BEING DEVELOPED NUMBER OF LEDS (NATIONAL/SECTORAL) BEING DEVELOPED NUMBER OF COUNTRIES THAT ENGAGE THE PRIVATE SECTOR IN FORMULATION OF NAMA PROPOSALS NUMBER OF GHG NATIONAL INVENTORY SYSTEMS BEING STRENGTHENED/ ESTABLISHED MILLION EURO IN TOTAL FUNDING Facilitate the design and adoption of mitigation action plans by select industries THE UNDP LECB PROGRAMME BY THE NUMBERS NUMBER OF NAMAs WITH ASSOCIATED MRV SYSTEMS BEING DEVELOPED NUMBER OF LEDS (NATIONAL/ SECTORAL) BEING DEVELOPED NUMBER OF COUNTRIES THAT ENGAGE THE PRIVATE SECTOR IN FORMULATION OF NAMA PROPOSALS NUMBER OF GHG NATIONAL INVENTORY SYSTEMS BEING STRENGTHENED/ ESTABLISHED CONTACT lowemission@undp.org Website A GLOBAL INITIATIVE TO SUPPORT MITIGATION ACTION The LECB Programme is implemented by UNDP, with generous funding from the European Commission, the German Federal Ministry for the Environment, Nature Conservation and Nuclear Safety, and the Australian Government. PARTICIPATING COUNTRIES A GLOBAL INITIATIVE TO SUPPORT MITIGATION ACTION Argentina, Bhutan, Chile, China, Colombia, Costa Rica, DRC, Ecuador, Egypt, Ghana, Indonesia, Kenya, Lebanon, Malaysia, Mexico, Moldova, Morocco, Peru, Philippines, Tanzania, Thailand, Trinidad and Tobago, Uganda, Vietnam and Zambia The LECB Programme is implemented by UNDP, with generous funding from the European Commission, the German Federal Ministry for the Environment, Nature Conservation and Nuclear Safety, and the Australian Government. CONTACT lowemission@undp.org Empowered lives. Resilient nations. Website Argentina, Bhutan, Chile, China, Colombia, Costa Rica, DRC, Ecuador, Egypt, Ghana, Indonesia, Kenya, Lebanon, Malaysia, Mexico, Moldova, Morocco, Peru, Philippines, Tanzania, Thailand, Trinidad and Tobago, Uganda, Vietnam and Zambia Empowered lives. Resilient nations. C O M M U N I C AT I O N A N D V I S I B I L I T Y: L E C B P R O G R A M M E A N D P R O J E C T B R A N D I N G

5 LECB Power point template (download) LECB Global Map (click here to download both.eps and.jpg formats)

6 Press release guidance Good media relations are a must for UNDP to achieve its corporate objectives. The media are an important channel for reaching decision-makers, and globalization has given the media extra importance and clout. Be aware of different types of national media, which can be e.g. commercially oriented, pluralistic, community oriented, professional, tabloid, public service, government controlled, well informed, monopolistic, influential. A. Objectives of Media Relations/Understanding the Media Developing and maintaining media relations may serve several objectives for national teams working under the LECB Programme. In practice, the objective of media relations will usually be a combination of factors, which include: Providing information: National LECB teams may want to inform the public on key milestones and major results achieved under the programme. Public education/advocacy for specific cause: LECB teams may also plan to seize the opportunity to raise public awareness on topics related to activities under the LECB Programme, such as climate change in general or more specific issues like a national climate change strategy or LEDS that is under development or the benefits of the establishment of a national GHG Inventory. Visibility of progress/donor support in areas of public concern: In an increasingly media-driven world, visibility implies presence and effectiveness. While the impact of the programme on the beneficiaries is of paramount importance, the contributions by Ministries/institutions/donors/UNDP should be made explicit at certain times. Keep in mind which media representatives/newspapers/tv channels etc. are most suitable and have best recognition. Advantages and disadvantages to working through the media: Advantages: Media can reach a large audience at little cost, and can add importance & credibility to an issue. Disadvantages: Complex issues are given 30-second sound bites on television, which can distort an issue. The infotainment phenomenon may distract from urgency and importance of an issue. B. Press Conferences The location of a press conference is very important. Choose a suitable location for the event. Press conferences need to be carefully planned & should have news value. Otherwise they result in no coverage. The timing of the press conference should suit the major media you are targeting. Hold it before their deadline for publication. Usually a good time for a press conference is mid morning. Reporters should be invited at least a week ahead of time, and a follow up call should go to each media outlet asking who will be assigned to the conference. Do this 48 hours ahead of time. If you have a lot of media, focus on the major news agencies, newspapers, and electronic media. Reporters should sign in so you will know who actually came. Each should be given a press package that contains statements, reports, biographical information about the spokespersons, and fact sheets and other supporting information.

7 A communications person should moderate the conference allowing introductory statements of five minutes by the spokespersons, and then allowing questions. A substantive person may be needed to answer very specific questions the spokesperson cannot cover. Establish a time limit for the question and answer period, e.g. thirty minutes. In recognizing reporters, the Communications Officer should balance between local and international media. Stay in control of the press conference by recognizing reporters, establishing time limits, and assigning questions from reporters to various spokespersons or substantive experts. Give opportunities for one-on-one interviews immediately after the conference is over. For TV or media with a deadline, give opportunities before the press conference. A separate room should be available for this. Prepare for press conferences. You should anticipate questions that might be asked and then prepare answers or talking points. C. The Press Releases A press release must have news value i.e. it should have information not previously made public. If information on an event is not newsworthy, a press release should not be issued about it. If however an activity is relevant, then a press release should be prepared as follows: The release needs a headline and a sub-head: In order to help reporters you should give what you think is the key point or the headline, as well as a sub head. There should be a release date or an embargo: A press release is either for immediate issuance, or is embargoed or held for a certain date and time. When providing an embargoed release news agencies may forward it worldwide with the embargo date and then newspapers all over the world can use it by that time. Use boilerplate paragraphs that can be prepared ahead of time: Items such as a summary paragraph of what the LECB Programme does can be written ahead of time and used repeatedly. Getting these cleared in advance will save time. Deliver by , fax or by hand: A release should be delivered as quickly as possible to make sure it is used - , fax, or by hand - depending on the local situation. Releases are usually written in an inverted pyramid format: They start with a summary lead, including the Who, What, Where, Why, When and How. Use the rest of the release to illustrate the lead, provide supporting data, or quotes. Towards the end of the release you may wish to include formation such as the context in which the news is occurring. At the end of your release you may also have a paragraph that directs the reader to more information, such as on the Web site, or asks them to do something, such as to contribute, support, etc. A press release is generally two to four pages in length with 1.5 spacing between the lines: The key point here is that a press release should not be very long. It should be printed with extra spacing so that reporters can write in between the lines to make notes. Link the release time to the most appropriate deadline: With the Internet it is now possible to get a release on the Website of a news agency before it appears in a printed edition. Provide contact person: Do not only provide name and office address of the spokesperson, but telephone number and of the person who can provide additional information.

8 D. Pitching Stories and Generating News In many cases, the LECB Programme has a lot to offer to the media and many interesting stories. The better the motivations of the news media are understood, the better the efforts of generating news can be targeted. Many times a reporter will decide upon news based on the following: Timeliness - Much of the information that interests people does so only because it has not been heard before. This may be true of a new activity or a contribution by a major donor. Impact - Information that affects our lives tends to be interesting. How can you hitch your boxcar onto that locomotive? Unusualness - One of the classic definitions of news was given by New York Sun editor John B. Bogart when he said, When a dog bites a man, that is not news. But when a man bites a dog, that is news. How many man biting stories are there in the LECB Programme, e.g. unusual statistics showing the country in different or an unusual light. Proximity - Does the story have a local angle? This is a very important factor. How can you make events local, or make prominent a person from the local community. (Adapted from Targeting the Message A Receiver Centered Process for Public Relations Writing by William Thompson.) Based on: UNDP (2002): Tools for Effective Communications in UNDP Communications Training Manual.

9 Press release template [Country Logo] Title Subtitle Date and place of Event Date until message is embargoed Paragraph about what and where of event/milestone to announce: Highlight that country x is addressing this topic through the event to be held when and where. Who is organizing it, what is the title, who is expected to come (representatives of what ministries/institutions/other), how many people. Paragraph with key points about the event/milestone and its importance: Provide information what will be discussed (can also be in the shape of key questions), why this is key for the country (%age of BIP or employment of the country) and what is supposed to be achieved through the event. Context: Why climate change is important text along the lines of: It is evident that climate change is more and more becoming a global concern. Its impacts have the potential to seriously effect development efforts, and [name of country] is no exception. Paragraph highlighting relevance for country: Give more detail why this is relevant for the country: Highlight the challenges climate change poses for the country and within what context/national strategy etc. this event is taking place. May also consider mentioning the context of UNFCCC negotiations. text along the lines of: It is now recognised that limiting increases in global temperature to minimise the adverse impacts of climate change will require both developed and developing countries to transition to low-emission, climate-resilient pathways. However, the mitigation of greenhouse gas (GHG) emissions must be seen in the context of social and economic development, including poverty eradication, especially in developing countries. Development benefits include increased energy security, new technology investment opportunities, and improved public health. Paragraph on background of the event/milestone: LECB Programme text along the lines of: This event is part of a larger process, the government of [country x] participates in the UNDP Low Emission Capacity Building Programme, which is funded by the European Commission and the German Federal Ministry for the Environment, Nature Conservation and Nuclear Safety, the Government of Australia and is implemented by participating countries with UNDP support. The Programme s overall objectives are to strengthen institutional and technical capacities in participating countries in order to: 1. Develop national GHG inventory systems 2. Identify and formulate Nationally Appropriate Mitigation Actions (NAMAs)

10 3. Prepare Low-Emission Development Strategies (LEDS) 4. Facilitate the design and adoption of mitigation action plans by select industries 5. Design systems for the measuring, reporting, and verification (MRV) of the proposed mitigation actions. Participating countries are: Argentina, Bhutan, Chile, China, Colombia, Democratic Republic of the Congo, Ecuador, Egypt, Ghana, Indonesia, Kenya, Lebanon, Malaysia, Mexico, Moldova, Morocco, Peru, The Philippines, Tanzania, Thailand, Trinidad and Tobago, Uganda, Vietnam, and Zambia. Paragraph on country s focus of action within the programme E.g. formulating Low-Emission Development Strategies, formulating Nationally Appropriate Mitigation Actions (NAMAs), establishing the underlying data collection systems (i.e., national Greenhouse Gas (GHG) inventory systems, and monitoring, reporting, and verification (MRV) systems). For more information on the event, please contact: Name, address, phone. For more information about the LECB Programme, visit

11 Key Definitions UNDP s holistic approach to long-term climate change management incorporates climate change mitigation and adaptation into environment and sustainable development goals and planning processes. This enables countries to mobilise and employ the diverse financing and policy options required for green, low-emission and climateresilient development. Low-emission development strategies (LEDS): A strategic plan of action to assist a country in shifting its development path to a low-carbon economy and achieve sustainable development, based on national socio-economic and development priorities. The Cancun Agreements (2010) encouraged developing countries to prepare LEDS. Nationally Appropriate Mitigation Actions (NAMAs): To be undertaken by developing country Parties in the context of sustainable development, supported and enabled by technology, financing and capacity building, in a measurable, reportable and verifiable manner. (Bali Action Plan, 2007) Measurable, reportable and verifiable (MRV): A process/concept that supports greater transparency in the climate change regime. The online version of this Communication and Visibility Guidance can be found here: