Effective Messaging in Communicating Agri-biotech and Biosafety Issues

Transcription

1 Effective Messaging in Communicating Agri-biotech and Biosafety Issues Margaret Karembu (Ph.D) Director ISAAA, AfriCenter OFAB Annual Review & Planning Meeting May 8-10, 2013 Dar es Salaam, Tanzania

2 Outline Rationale Importance of message development Message content Effective messages Developing Message maps

3 Rationale Reading from the same script but reading different messages 3

4 What are key messages? The top-line or soul of what you want to communicate Bite-sized synopses that articulate: i) what value you or your products bring to stakeholders ii) what you do iii) what you stand for

5 Importance of Message development Remain focussed on your goal Ensure consistency and accuracy Measure and track success

6 Message content Key messages are based on what your most important audience: want to know needs to know what you want people to know regardless of what they ask

7 Message content checklist Accuracy Make sure the facts are correct Ensure sources are credible Transparency Acknowledge there are potential risks Biosafety assessment food, feed, environment Enhances trust! Primacy/recency Relevant and up-to-date content Real and compelling

8 Developing effective messages Note: In science communication Avoid: A+B+C = D Start with solution: D = A+B+C

9 Science Communication Public vs Scientist - worlds apart

10 The Message map A tool for effective communications

11 Message map Message mapping is a science-based message development process by which users can strategically: 1. Anticipate questions of stakeholders - interested, affected, or influential parties) before they are raised 2. Prepare talking points on technical issues in a clear and concise manner - what to respond to or others 3. Provide spokespersons with a user-friendly guide - ensures consistency and accuracy Many voices in harmony

12 Message Map Area of Concern Key Message 1 Key Message 2 Key Message 3 SF1 SF1 SF1 SF2 SF2 SF2 SF3 SF3 SF3

13 Getting started Re-visit OFAB goal to ensure key messages align with overall OFAB strategy Know your audience use netmapping results and baseline surveys Identify brand vocabulary for OFAB, considering words and phrases you want associated with and those to avoid

14 Branding/Language use Technical jargon GMO Interpretation Oh my, this monster! Contamination Gene Environmental release Risk assessment

15 Key considerations Back-up or prove your message with evidencefacts and figures Limit yourself to 3 key messages and 3 supporting facts for each key message INCOMPLETE MESSAGE MAPS- leaves target audience with more questions than answers

16 Basic rules in message development

17 1 - Everything in threes Being clear and concise 3 key messages Each key message repeated 3 times Each key message supported by 3 facts preferably data, figures, stories

18 Message 1 Performance trials are based on scientific procedures Message 2 Risk assessment assures safety Message 3 Trials enhance public assurance and confidence Performance trials of biotech crops are conducted on a case-by-case basis and they must pass efficacy tests before commercial release Performance trials are conducted over multiple years in different agroecological zones Kenya has elaborate field trial guidelines/manuals for monitoring and testing of GM crops KEPHIS has well-trained experts in monitoring and evaluation of safety of all crops including GM crops. On-going trials of Bt Cotton and Bt Maize are scientifically monitored KEPHIS has modern facilities, including a state-of-art molecular lab for screening and testing of GMOs Plant breeders utilize well established standards to assure stable gene performance in the crop Field testing is conducted in accordance with principles designed to protect human health and the environment Environmental risk assessment prior to field testing must demonstrate that all regulatory requirements have been met The NBC comprises of a strong team of regulatory and technical experts who have developed an extensive decision -making framework that ensures safe trials of GM crops

19 2. 27/9/3 rule Overcoming mental noise 27 words 9 seconds 3 messages Exercise: Can you guarantee safety of GM Maize?

20 Safety of GM Maize Concern: Can you guarantee that GM Maize is safe? Short Response: I can guarantee that safety evaluation of GM Maize was done according to rigorous scientific standards. These standards are accepted by WHO. Results are verified by independent evaluators. Note: 27 word, 9 seconds, 3 messages. Message enhanced by referring to credible authority

21 3. CCO Principle Message Example: Is it safe to eat GM food? Compassion I sympathize with your concern Conviction Optimism I believe that food safety is very important Our scientists have the necessary competence to ensure safety assessment of international standards

22 4. 1N=3P Principle i) Express empathy (plus story) ii) State negative but positively iii) 3 positives with conviction

23 Effective Communication: Key Elements The APP model Anticipate (List all possible questions on the GM products Prepare (Messenger, message, means) Practice (Message maps; Mock Interviews)

24 Group work Developing message maps

25 Exercise 1: Meeting the Secretary General of Africa Union to discuss the Seralini study, which some civil society groups are using to call for a moratorium on GMOs in Africa Goal: Safety assurance and guarantee that the herbicide tolerant maize in the market is safe

26 Steps of GM Safety Balanced perspective Experts Experience Regulations Science F F F F F Accepts safety Endorse safety Shows safety Ensures safety Assures safety

27 HT maize has undergone rigorous scientific assessments for safety according to universally accepted standards GM maize has demonstrated a history of safe use HT GM maize reduces human and environmental exposure to harmful herbicides Competent bodies across the world have endorsed the safety of GM maize. These include EFSA, FDA & 6 French Academies of Sciences. Independent scientific reviews from credible bodies such as ABNE found the Seralini study to be scientifically flawed. GM maize is the second most dominant biotech crop and occupied 25% of the global GM crops area in 2012 Glyphosate kills most plants without substantial adverse effects on animals or on soil and water quality, unlike other classes of herbicides (National Academy of Sciences, USA). HR crops complements conservation tillage practices, which reduce the adverse effects of tillage on soil and water quality. Re-evaluation by the Russian Academy of sciences reaffirmed the equivalence of HT GM maize to its conventional counterpart leading to a lift in the ban on GM maize in the country GM crops including maize have been grown for 17 years without any negative effects reported on humans, animal or environment GM maize was planted in 8 countries in In South Africa, the crop is consumed by around 40 million people without any proven negative effects. Conservation tillage facilitated by HT crops reduces green house gases. In 2011, this was equivalent to removing 9.4 million cars off the road.

28 FACT 1: Adequate capacity exists within the regulatory agencies to supervise GM research FACT 2: Scientific data is available globally to make decisions on modern biotech research FACT 3: Kenya has adequate scientific capacity for modern biotech R and D The University of Nairobi has established a laboratory for detecting GMOs with the support of UNEP-GEF Regulatory agencies can use capacity available in universities and research institutions Kenyan institutions doing GM research are collaborating with renown public and private research institutions worldwide Kenya biotech and biosafety experts have been trained in the best universities and laboratories worldwide Almost all the public universities have established biotechnology centres and institutions Key regulatory institutions including KEPHIS, KEBS, DVS and NEMA have human capacity and laboratories to test GM crops and products The NCST is the national focal point on modern biotech in Kenya with access to global information Data on research conducted by WHO, OECD, FAO and other bodies in modern biotech and biosafety is available on the internet Modern biotech and biosafety facilities exist in KARI, ILRI and Kenyatta University

29 Message 1: The Government is committed to biotech development Message 2: The country has 10 GM crops under research with promising results Message 3: An operational biosafety framework is in place Kenya has ratified International agreements on modern biotechnology - Cartagena Protocol, UPOV, and CODEX The government has approved a Biotechnology policy and enacted a Biosafety Act Regulatory experts have been trained to monitor and inspect trials of modern biotechnology activities National Biosafety Authority is the Designated competent authority for regulating GM crops 4 sets of regulations on confined, environmental release, export, import and labeling have been published for reviewing GM crops activities The government has increased budgetary allocation to ST&I research 20% in the 2011/12 budget to spearhead biotech research for increased food productivity KEPHIS, KEBS and UoN labs have been designated centres of excellence in testing of GM products Confined trials on biotech cotton, maize, cassava sweet potato and sorghum are on-going at KARI Regulatory agencies for monitoring and inspection of modern biotechnology activties are adequately equipped

30 Environmental message GM crops and Environmental impacts 1. Specific to target organisms 2. Conserves biodiversity 3. Friendly to ecosystems 4. Land-saving

31 Appropriate channels to deliver the message maps to target stakeholders What is the focus of your message map Who is the target stakeholder(s) Which is the most effective channel(s)? Print media Face book (mailing list) Face to face (one-to-one) Seminar presentation Poster presentation Pigeon holes of MPs in parliament or policy makers

32 After netmapping Communication plans Stakeholder Concerns Category Message How to engage Note Most concerns will fall under 4 categories 1. Food and Feed safety 2. Environmental Safety 3. Socio-economic and policies 4. Capacities regulatory, scientific, infrastructure