Chemicals and consumers: a communication challenge?

Transcription

1 Chemicals and consumers: a communication challenge? A.I.S.E Cleaning & Hygiene Forum 5 December 2018 Johanna Salomaa-Valkamo Head of Communications ECHA

2 Contents Communications in ECHA Customers in ECHA s communication Communication challenges & our new communication strategy echa.europa.eu 2

3 Working Working for for the the safe safe use use of of chemicals chemicals Addressing chemicals of concern Publishing information on chemicals Helping industry to comply with legal requirements Advancing the safe use of chemicals echa.europa.eu

4 Communication in ECHA 23 languages National, cultural particularities 28 or more Stakeholders Professionals as key audience Consumers and citizens importance as target groups is increasing Key principles impartiality and trustworthiness Public money A lot of challenges that make it more fun! echa.europa.eu 4

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6 Website and microsites echa.europa.eu/ Approximately professional users/day Microsites for professionals: EUON, Poison Centres, IUCLID, Chesar, QSAR Toolbox Coming next: A database on articles containing Candidate List substances at more than 0,1% of their weight. Companies who supply such articles will need to notify the database also at waste stage. echa.europa.eu 6

7 Social media & consumer communication Tips & Storytelling more animations and videos on key topics (tattoo inks, glyphosate, rubber crumb, plastics and microplastics ) From corporative approach to closeness, humour is welcome, showing appreciation What do they want to know? vs. what we want to say or we can say Our interests are not always our followers' interests Twitter EU_ECHA / 7400 followers Facebook EUECHA / 6600 followers LinkedIn European Chemicals Agency / followers Youtube EUChemicals / 1560 followers echa.europa.eu

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9 chemicalsinourlife.echa.europa.eu/ echa.europa.eu 9

10 About the citizens site Launched in March 2018 To communicate more effectively with consumers and workers Contains content on all aspects of chemicals in our life, health, benefits, safety for workers, trending topics, use in products etc. Inform citizens about hazardous chemicals and that the most hazardous are being phased out Make people aware that it is an EU priority to protect human health and the environment from the risks of chemicals Encourage people to make more informed choices Help people know their rights as consumers and as workers echa.europa.eu 10

11 Lessons learnt Positive feedback from many stakeholders and users The reached audience is far from the potential It is difficult to reach new audiences and build a site - number of visitors decline, especially if the site is not updated with new content regularly echa.europa.eu 11

12 Latest release: intentionally added microplastics Launched views from YouTube, Facebook and LinkedIn. 200 euros invested on Facebook to boost the reach interactions with the content on the social media (likes, comments, shares). echa.europa.eu 12

13 Communication challenges

14 Chemicals (safety) communication challenges Information about chemicals is scientific in nature and difficult to grasp The dangers associated with chemicals are not visible, their concentrations are not understood Chemical-related risks are played down, instructions for use are not read or followed Unnecessary fears are associated with chemicals Warning symbols are not recognized Chemical-related matters are receiving more media attention echa.europa.eu 15

15 The new communication landscape what has changed? Values more influential than facts in shaping public opinion Science is increasingly mistrusted - other sources may be as convincing and more trusted Discussions about risks are often polarised and politicised Controlling the field of messages is a bygone concept Audiences are active seekers of information, and not (only) from traditional channels. ->The landscape of communication has changed and will continue to change What does this mean to ECHA and public authorities? echa.europa.eu 16

16 Identified areas of improvement Reactive -> Proactive Difficult, dull -> Interesting, understandable Distant > Close to the citizen Manage the increasingly complex stakeholder landscape by adopting new means of communications Increase ECHA s visibility and consolidate its reputation Increase awareness about the impact of our work Establish relations with influencers and investigate methods to benefit from dialogue with EU citizens. Strive for a more approachable tone of voice in all communications. Encourage employee advocacy echa.europa.eu 17

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