ICZM Mediterranean Awareness-Raising Strategy …...ICZM Mediterranean Awareness-Raising Strategy...

UNEP/MAP-METAP SMAP III Project Promoting awareness and enabling a policy framework

for environment and development integration in the Mediterranean with focus on Integrated Coastal Zone Management

ICZM Mediterranean Awareness-Raising Strategy

(MARS): A Framework Strategy to Support Policy

Development and Implementation

This project has been financially supported by the European Union

SMAP III/2008/MARS Priority Actions Programme Regional Activity Centre Split, April 2008

Table of Contents Purpose ................................................................................................................................... 1 Context .................................................................................................................................... 1 Problem Statement .................................................................................................................. 2 The Challenge ......................................................................................................................... 2 Preliminary Survey................................................................................................................... 2 Core Technique: Viral Networking ........................................................................................... 3 First Principles ......................................................................................................................... 4 Core Process: Six Work Packages.......................................................................................... 5 Delivering Awareness-Raising Strategies at the Local Level .................................................. 6 Work Package 1: Audit of local structures, influences and issues........................................... 7 Work Package 2: Build capacity amongst stakeholders to raise local/regional awareness of coastal issues.................................................................................................... 8 Work Package 3: Provide a template and tools for local awareness campaigns .................... 9 Work Package 4: Assist the development of a policy framework favourable to ICZM........... 10 Work Package 5: Create a self-sustaining community of Mediterranean Awareness-Raisers................................................................................................................................... 10 Work Package 6: Provide output indicators to evaluate progress ......................................... 11 Annex I: Survey Questionnaire ............................................................................................. 12 Annex II: The ICZM Sustainability Scenario Matrix (from Marketing Strategy)..................... 14 Annex III: Coast Day 2007: Proposed Activities .................................................................... 15 Annex IV: ICZM Awareness-Raising Strategy Work Programme.......................................... 16

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Purpose The purpose of the ICZM Mediterranean Awareness-Raising Strategy (MARS) is to help create an enabling environment to inform policy-makers and other key stakeholders of the issues and benefits of Integrated Coastal Zone Management (ICZM), and help promote changes in the behaviour of both policy-makers, key stakeholders and civil society.

Context This Awareness-Raising Strategy is a key component of the project “Promoting Awareness and Enabling a Policy Framework for Environment and Development Integration in the Mediterranean with Focus on Integrated Coastal Zone Management”. The overall objective of this project is to improve the enabling environment in beneficiary countries by strengthening partnership between EU/SMAP, MAP and the World Bank/METAP in order to ensure the proper allocation of resources and sustainable implementation of the SMAP III. It will serve as a guide for awareness-raising actions that are to be performed within this project.

The ICZM Awareness-Raising Strategy is addressed to key policy-makers and national Focal Points that will have in-country responsibility for awareness-raising for ICZM.

ICZM Awareness-Raising Strategy will serve as a key document to enable policy-makers, public and the academia to consider the benefits of ICZM, causes and costs of coastal degradation, and on possible options in which way the target groups can contribute to its implementation.

Given the breadth of local circumstances, issues and cultures around the Mediterranean, this strategy can only provide the broad framework for locally-tailored action. It will be up to local groups to apply this framework within local Awareness-Raising Strategies within the overall umbrella of the following:

The ICZM Protocol; Policy Briefs published under this project; and The Blue Plan Environment and Development Report (RED).

In particular, this Strategy should be implemented alongside the ICZM Marketing Strategy, the stages of ICZM identified by that and the key desirable coastal qualities.

It is vital that the “messages” of ICZM identified in the Marketing Strategy underpins and is consistent throughout the awareness-raising activities.

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UNEP/MAP-METAP SMAP III Project

Problem Statement These problems and challenges facing ICZM in the Mediterranean are well documented in particular by the Blue Plan Environment and Development Report (RED) which alerts to the risks linked to recent observed trends.

RED shows that it is urgent to find and set up “win-win” scenarios (for North and South, for the environment and development) by a better integration of environmental issues in sectoral development policies and by the development of more integrated management approaches on coastal and other issues. These issues are summarised in the Annex I.

The RED functions primarily at the “macro” scale, identifying global issues and their drivers. National Policy Briefs further refine these issues in the local coastal context and the key policy changes required. However, a key weakness and threat to the SMAP programme is ensuring that key sectors of civil society will be receptive to achieving these changes.

The ICZM Marketing Strategy, designed to enhance the recognition and “brand” of ICZM by the wider community has already identified critical weaknesses in the recognition and perception of ICZM and the means to challenge this.

This Awareness-Raising Strategy takes the process a stage further – providing the promoters of ICZM with the capacity required to go beyond a mere reiteration of the problems and issues and to engage stakeholders in meaningful debates on their resolution.

The Challenge The Challenge faced by this Strategy is to create a self-sustaining community of Mediterranean “Awareness-Raisers”.

This will be realised only by continued support for the ICZM process beyond the project life-span. The aim is to achieve long-lasting effects on behaviour and attitude.

If current economic, environmental and political difficulties are to be resolved, it will be through the activities of empowered and informed stakeholders who understand their relationship with the coast and the importance of their heritage.

Preliminary Survey As a first step a survey has been carried out through National Focal Points and other key national contacts to identify key decision-makers and opinion-formers (Annex I). The survey findings are recognised as subjective and could be tested by more detailed and localised research, however, the findings are revealing and are summarised below: The importance of engaging the political process:

The majority of respondents consider politicians to be key decision-makers and opinion-formers on the coast. National and local politicians, therefore, constitute a key target group if awareness-raising is to translate into tangible ICZM action. Awareness-raising needs to encompass both the actual assets themselves (coastal values, as well as risks and opportunities inherent in different development paths – i.e. awareness of the WHAT), as well as awareness of the ICZM process itself (e.g. importance of working with other stakeholders and open processes within a set of strategic principles).

Large-scale industries as the most important economic drivers: Large-scale industries, such as transport, ports and harbours and tourism, are considered the most significant economic drivers on the coast. Smaller-scale industries

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do not appear significant. To promote sustainable development, awareness-raising should focus on values contributed by community businesses – not just in an economic sense, but also socially and environmentally.

Recognise the key importance of the economic sector in delivering sustainability: NGOs need to address sustainability not just from an environmental point of view, but also take on the potential of business and industry in achieving sustainable coastal communities. In order to become key promoters of sustainable coasts, NGOs need to “learn the language of sustainable economic development” and become pro-active, seeking allies in the development sector rather than be perceived as defensive.

Identify the asset: Awareness-raising needs to be linked to the creation of a “database of coastal value”, which identifies coastal assets and values at different levels and including both tangible and intangible values.

These findings underpin the subsequent recommendations. Most importantly, the findings move awareness-raising away from the traditional “populist” approach loosely targeted to the population in general, to the more overtly “socio-political” approach targeted on key sectors, decision-makers and opinion formers.

Core Technique: Viral Networking This strategy is complimentary to the ICZM Marketing Strategy which deals with the rising of awareness for the general public through the creation of a “community of support”. The Awareness-Raising process proposed is based on the technique of “viral networking” – a tool adapted from the highly effective techniques of “viral marketing”. Viral marketing uses or creates networks through a range of media, including word of mouth, to produce increases in brand awareness, through “viral” processes (analogous to the spread of pathological and computer viruses). It had been used most successfully in place of, or as a complimentary tool to mass marketing. The viral networking proposed here adapts these commercial marketing techniques to the social and the coastal environment.

Viral networking is most effectively delivered by word-of-mouth through social, economic or political networks. Increasingly, however, it can be enhanced by the network effects of the Internet as uptake and bandwidth increase exponentially. Viral networking facilitates and encourages people to pass along a marketing message voluntarily. Simply, viral networking is based on this natural human behaviour as each person recruited into the process is facilitated or encouraged to voluntarily pass on the message to three or more others. Rather than a mass campaign, this Awareness-Raising Strategy advocates careful targeting of individuals, techniques and the media.

Thus, the first goal of awareness-raisers charged with creating successful awareness programmes is to: identify individuals with high social networking potential – extending the “coastal

ambassadors” concept already introduced at the Mediterranean regional level to the national and local level; and

create key messages that have a high probability of being passed along.

Each of the stages of the strategy that follow is, therefore, underpinned by this principle.

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First Principles Awareness-raising within the context of this project is a conscious instrument of policy – its prime purpose is to support the core objective of the project and not merely to be an educational process. All ICZM awareness-raising activities within this project should, therefore, be underpinned by the following principles:

1. Regardless of local differences and characteristics, the core objectives of ICZM in the Mediterranean are to achieve a common sustainable development path. All awareness-raising activities should work towards achieving this development path.

This common sustainable development path has been defined as a coast that is: resilient – resilient to climate change, resilient to natural processes, resilient to

human processes; productive – productive financially, competitive, high in value, increasing GDP,

alleviating poverty; diverse – diverse in ecological, diverse in experiential terms; distinctive – distinctive culturally, distinctive in marketing; attractive – attractive to visitors, investors and to local people; healthy – free from pollution.

2. Awareness-raising should be embedded in the ICZM process and self-sustaining. Awareness-raising should not exist in isolation; it should be interwoven into the ICZM process from its inception.

3. The purpose of awareness-raising is to enhance understanding of ICZM and provoke greater willingness to act. Awareness-raising must, therefore, go beyond mere informing – provoking real debate and real changes in behaviour.

4. Awareness-raising should be inclusive and cross-sectoral and based on tangible indicators. Awareness-raising should be inclusive of all social and cultural sectors of the coastal community. It should also be accountable, i.e. relate to tangible concrete issues and indicators.

5. The symbolic and emotional values of the coast in public consciousness should be recognised. Awareness-raising should not just relate to tangible benefits, such as economic value, but also to the intangible – the value of the coast to local communities, to different societal groups, ethnicities, as well as aesthetic and spiritual values of the coast.

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6. The awareness-raising process must be based on trust between promoters and the audience. All those tasked with raising awareness should agree a code of practice not to pursue narrow sectoral interests. Awareness promoters should, therefore, see themselves as neutral arbiters of an inclusive debate.

7. Awareness-raising should be inclusive and proportionate. Material will be produced in the local language. Awareness-raising campaigns should be inclusive of and accessible to all groups and members of society. Importantly, awareness-raising measures should be proportionate to local need and reflect recipient context (e.g. talking to politicians is different to talking to local schoolchildren – educational level, literacy, local traditions, internet penetration, etc.).

Core Process: Six Work Packages The Awareness-Raising Strategy is based on 6 distinct “Work Packages”, following the ICZM process adopted by the programme as a whole.

In summary, the outline awareness process is shown below:

Work Package 1: Audit of local structures, influences and issues

Work Package 2:

Build capacity amongst stakeholders to raise local/regional awareness of coastal issues

Work Package 3:

Provide a template and tools for local awareness campaigns

Work Package 4: Assist the development of a policy framework favourable to ICZM

Work Package 5:

Create a self-sustaining community of Mediterranean ICZM awareness-raisers

Work Package 6:

Output indicators to evaluate progress

This process runs parallel to that of the formulation and implementation of Policy Briefs for ICZM at the national level as set out below (The detailed work plan is shown in the Annex IV):

Figure 1: Interrelationship between awareness-raising and policy development

AWARENESS PROCESS Audit of local structures, influences and issues, capacity building, etc.

Policy Brief Development:Natural and cultural characteristics, social,

environmental and economic issues, policy context

Local ICZM Awareness Strategies

Policy Brief

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Schematic Diagram of the Awareness-Raising Strategy

Delivering Awareness-Raising Strategies at the Local Level In the following section the Work Packages are defined along with a series of outputs divided into “products” and “processes” defined as follows: Product-oriented outputs, which includes the provision of suitable material and

communication (e.g. training courses, commercials, marketing); and Process-oriented outputs (i.e. awareness-raising as an iterative process).

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Work Package 1: Audit of local structures, influences and issues Who? – defining the target audience and relevant issue both common issues and those relating to individual country contexts.

Outputs 1. Processes Develop a database of key contacts representing key political, economic,

environmental and social sectors on the coast. It is vital that this database is cross-sectoral and can be maintained and expanded.

NB. The members of this database will become the core awareness-raising community. Consideration should be given to those with a high social networking potential to maximise viral networking.

Further consideration should be given to ensure that the database is fully socially and culturally exclusive. Full confidentiality must be respected to ensure the trust of the participants.

From the survey the key contacts should be widely representative of decision-makers and opinion-formers, particularly in the economic and development sector.

Questionnaire analysis at a national level in order to: Establish the range and relative influence of:

Key opinion formers (e.g. press organisations, religious leaders, cultural leaders, interest groups, NGOs, business and community groups, education sector, politicians)

Key decision-makers (e.g. local, regional and national politicians, institutions, private sector, individual citizens)

Key sectors – those who depend on the coast economically (e.g. fishermen, farmers, tourism), and others who use the coast (e.g. foreign visitors, domestic visitors, local residents).

Key cultural and environmental organisations

Establish relative perception of issues: Key influences: what are the key social, political or cultural influences that shaped

the perception of the coast? (e.g. political, religious, cultural, institutional) Public Values: what are the most important public values of the coast? Risks: what are key risks perceived by the public?

The method of carrying out this analysis will vary according to local circumstances, but could combine:

Face to face interview Telephone interview Web-based questionnaire Workshops and focus groups

The questionnaire should be based on the database of key contacts representing key economic, environmental and social sectors on the coast.

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2. Products Country report on key sectors of target audience and the perceived key issues: a

report on the outcome of the above analysis, identifying the key opinion formers to be targeted in later stages.

Identify the key target issues for awareness-raising: matching the perceived key issues to the desktop geographic analysis carried out as part of the relevant country Policy Brief to identify key gaps and opportunities.

The audit process is in itself an awareness–raising process provoking discussion and reflection on coastal issues. It is, therefore, essential that sufficient time and resources are devoted to this formative stage.

Work Package 2: Build capacity amongst stakeholders to raise local/regional awareness of coastal issues The Marketing Strategy proposed the establishment of a network of coastal Ambassadors at international level. This has been achieved with notable success at the regional level. This approach will be deepened towards the local level by the viral networking process.

Outputs 1. Processes Identify and appoint/nominate awareness champions or project leaders for each

state. It is important for the awareness process to have a clear management structure. Prepare and cost local ICZM Awareness-Raising Strategies based on the analysis in

Work Package 1. Agree the overall focus and the role of the awareness-raising strategy. Define the actors to be involved and a timeframe for completing the project. Define the thematic framework for awareness-raising. This stage specifies key

messages, behavioural, learning and emotional objectives. Choice of techniques and instruments of implementation. This stage defines which

tool is appropriate where and who is responsible for specific products, etc. Programming, costs and training and support needs.

Seek “Ambassadors for the Coast” at the national and local level Take the process to the local/national level, “cascading” the message closer to the local community through the further selection of “Ambassadors for the Coast” at the national and regional level. These will be key figures from the wider community with a wide constituency of support and, most importantly, an understanding and empathy for coastal issues. Examples of the range of potential ambassadors include senior politicians, religious leaders, academics, business leaders and celebrities.

Training the Trainers Awareness-raising requires skills not readily available at the local level, particularly in a community of experts dominated by scientists and engineers. Support will, therefore, be required from organisations such as PAP/RAC and other agencies through tailored training courses both real and virtual.

Biennial Training Workshops It is recommended that three biennial training workshops be held for national awareness-raisers: one for the Maghreb, two for the rest. Participants will be provided with a training package that will contain:

techniques for revealing the richness of the coast;

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materials for visualising the potential of the coast; and communication and networking techniques.

Regional Awareness-Raising Conference There will be long-term support and a number of progress workshops. A regional Awareness-Raising Conference should be held after 2 years to report on each country’s progress.

Work Package 3: Provide a template and tools for local awareness campaigns Awareness-raisers will be provided with a training and support package that will contain:

techniques for revealing the richness of the coast; materials for visualising the potential of the coast; and communication techniques.

Outputs 1. Products Training and support material:

Idealised development vision of the Mediterranean coast; TV and visual material developed under the Marketing Strategy; Scenario matrix (see Annex II); Communication tools including: Stakeholder assessment techniques (e.g. network analysis); Addressing inclusivity (gender, poverty, access, etc.); Working with scenarios; Successful interpretation and communication techniques; Health and safety issues; Engagement techniques; Realising the value of play, the arts and indigenous knowledge; Evaluation techniques; Developing trust.

Mediterranean Coastal Awareness Internet Portal Establish a Mediterranean Coastal Awareness Internet portal to enable the creation of a community of awareness-raisers (exchange and development of ideas, techniques, mutual support, shared creativity/materials, sharing success and failure). Link to other PAP/RAC portal – get a buzz going.

Mediterranean Coast Day Focus local actions around a regular Mediterranean Coast Day. The actions undertaken in Coast Day 2007 are shown in Annex III.

“Nothing Succeeds Like Success” the value of local projects. Simple and politically neutral projects offering early “wins” such as beach cleans, visitor trails dune etc. restoration have been shown to attract widespread support and local media interest, often attracting high profile political and society figures, and cutting across sectoral boundaries. The critical factor is the demonstration of a physical and tangible result. From relatively simple projects more complex programmes and, more importantly, changes in behaviour can develop. PAP/RAC has a key role in disseminating examples and techniques for such projects.

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2. Processes Train in the use of these tools and encourage and facilitate exchange of experience

through regular networking and support.

Work Package 4: Assist the development of a policy framework favourable to ICZM This step emphasises the importance of the message. This was established in the ICZM Marketing Strategy but is again repeated here.

Make relevant through local interpretation and examples, a coast that is: 1. resilient – resilient to climate change, resilient to natural processes, resilient to human

processes; 2. productive – productive financially, competitive, high in value, increasing GDP,

alleviating poverty; 3. diverse – diverse in ecological, diverse in experiential terms; 4. distinctive – distinctive culturally, distinctive in marketing; 5. attractive – attractive to visitors, investors and to local people; 6. healthy – free from pollution.

These are the core messages. For each, local examples, both positive and negative should be used wherever possible.

Outputs 1. Products PAP/RAC should expand the range and quality of support and training materials and

communication available to local groups in the form of graphics and display material, internet hosting, along with a clearinghouse for good practice and examples.

Local awareness-raising should develop a suite of support materials and activities based on these themes.

2. Processes The region-wide “Awareness-Raising Training Scheme” should focus on these

messages and the means to convey them. Regular region-wide “Awareness-Raising Workshops” should continually develop and

evaluate new methods of awareness-raising. An annual “Coast Day” in all or selected countries be held focussing on selected key

themes.

Work Package 5: Create a self-sustaining community of Mediterranean Awareness-Raisers This will be realised only by continued support for the process beyond the project life-span. The aim is to achieve long lasting effects on behaviour and attitude. If current economic, environmental and political difficulties are to be resolved, it will be through the activities of empowered and informed stakeholders who understand their relationship with the coast and the importance of their heritage.

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Outputs 1. Products National and local databases of coastal contacts – continually expanded and reviewed

and provided to PAP/RAC (with appropriate permissions) for dissemination of global material related to, for example, Coast Day.

Awareness material – reviewed on a biennial basis to ensure relevance and effectiveness.

A central library of Mediterranean coastal images – to illustrate themes related to the key messages. Most importantly, including images illustrating human activity and demand to balance the predominance of scenic, natural and cultural images.

2. Processes ICZM Awareness-Raising included in the annual reporting process for the ICZM

Protocol. Establish a Mediterranean skills base for awareness-raising through the MedOpen virtual

training course on ICZM and Educom@MED post graduate ICZM course and others.

Work Package 6: Provide output indicators to evaluate progress Indicators These are a series of process-based indicators to monitor the awareness-raising strategy.

No. of national workshops; No. of regional workshops; No. of local workshops held; Report after 2 years; No. of stakeholders involved; No. of meetings held, workshops; Press coverage; No. of local campaigns; No. of people trained; Development of training tools; Materials; Individual learning (before and after questionnaire); Report to MAP conferences; Vision 2020.

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Annex I: Survey Questionnaire

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Annex II: The ICZM Sustainability Scenario Matrix (from Marketing Strategy)

This matrix is an example of the use of the environment and economy axes to generate alternative development scenarios. The “Traditional”, “High Risk” and “Free Market” sectors are all extreme examples of Mediterranean coasts. The development path identified in the “Sustainable” sector is the idealised response to the challenge outlined in the red.

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Annex III: Coast Day 2007: Proposed Activities 1. Big media events within the Coast Day launch

Appointing Ambassadors for the Coast. Exposition of the Coast Day wallscape, for example, on the building of Ministries of

Environment. Organisation of a gala reception for the honourable guests and media

representatives.

2. Expedition-type activities Organisation of expeditions (sailing, kayaking, biking, marathon, triathlon and alike)

along the country's coastline, always covered by media. Filming of the expeditions. Organisation of media events in each town where the expedition has landed. Presentation of films and any other by-products of coastal expeditions. Organisation of festivals, exhibitions, presentations, etc. promoting sustainable

coastal activities.

3. Exhibition-type activities Film festival. Photo exhibition. Open days in Marine Protected Areas (MPAs), or in the coastal national parks.

4. Coast Day contest activities Organisation of a contest for the best coastal photo/artistic film. Organisation of a contest for schools for the best literary expression and/or painting

expressing the beauty of the coast followed by exhibition of all the works. Organisation of a contest for the most innovative idea about what to do for the Coast

Day; and then implementation of that idea.

5. Organisation of workshops A one-day workshop on major coastal impacts and ways of how to mitigate them is

organised for the local communities and local government. During the workshop, tools needed for strengthening policy options supporting

sustainable coastal development will be presented to the public.

6. Promotional stands Placing a stand on the central square in the town with all the promotional Coast Day

(and other) materials. Organisation of a fair where entrepreneurs, sports clubs and other organisations

dealing with sustainable coastal activities could exhibit their products. Participation in the existing fairs (like Boat Shows, etc.) and presentation of the Coast

Day promotional materials.

The whole campaign is going to be supported by broadcasting of a TV advert (produced in the framework of this project), production and distribution of promotional materials and placing the jumbo-posters on the key locations along the coastline or the wallscapes in the cities.

All the above-mentioned activities should be covered by media.

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Annex IV: ICZM Awareness-Raising Strategy Work Programme

ICZM AWARENESS-RAISING STRATEGY WORK PROGRAMME

Timescale Year 1 Year 2 Year 3 Year 4 Work Package Output Who

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

Develop/update database of key contacts representing key political, economic, environmental and social sectors on the coast

Local/ National PAP/RAC

Questionnaire analysis at a national level National

Country report on key sectors of target audience and the perceived key issues

National

1. Audit of local structures, influences and issues

Identify the key target issues for awareness-raising

National

Identify and appoint/nominate awareness champions or project leaders

Local/ National

Prepare and cost local ICZM Awareness-Raising Strategies based on the analysis in Work Package 1

Local/ National

Seek Coastal Ambassadors at the national and local level

Local/ National

Train the Trainers PAP/RAC

Biennial Training

Workshops PAP/RAC

2. Build capacity amongst stakeholders to raise local/regional awareness of coastal issues

Regional Awareness-Raising Conference PAP/RAC

Training and support material PAP/RAC

3. Provide a template and tools for local awareness campaigns

Internet Portal PAP/RAC

Expand the range and quality of support and training materials and communication available to local groups

PAP/RAC

4. Assist the development of a policy framework favourable to ICZM

An annual Coast Day in all or selected countries be held focussing on selected key themes

PAP/RAC National

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ICZM AWARENESS-RAISING STRATEGY WORK PROGRAMME Timescale

Year 1 Year 2 Year 3 Year 4 Work Package Output Who 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

A central library of images established to illustrate themes related to the key messages

PAP/RAC

ICZM Awareness-Raising included in the annual reporting process for the ICZM Protocol

PAP/RAC

Establish a Mediterranean skills base for awareness-raising through the MedOpen virtual training course on ICZM and Educom@MED post graduate ICZM course and others

PAP/RAC

5. Create a self-sustaining community of Mediterranean Awareness-Raisers

Process-based indicators to monitor the awareness-raising strategy

PAP/RAC National

6. Provide output indicators to evaluate progress

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