Towards a communications Strategy for the UNDB2016/05/04 · Towards a communications Strategy for...

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Towards a

communications

Strategy for the

UNDB

Side Event at SBI-1

Wednesday 4 May 2016

Living in harmony with nature

Our Panelists

• Rob Soutter - WWF

• Christine Supples – NBSAP Forum and UNDP

• Suhel al-Janabi, GIZ, GEOMedia and the ABS Capacity-Development Initiative

Home Events Goals IYB Learn Media Participate

http://www.cbd.int/2011-2020/


http://www.cbd.int/2011-2020/events/

http://www.cbd.int/2011-2020/goals/

http://www.cbd.int/2011-2020/iyb/

http://www.cbd.int/2011-2020/learn/

http://www.cbd.int/2011-2020/media/

http://www.cbd.int/2011-2020/participate/

a short story

on how the

United Nations Decade on Biodiversity

came to be

It all started in 2010 – the International Year of Biodiversity

and the adoption of the Strategic Plan for Biodiversity 2011-2020

Biodiversity is life

Biodiversity is our life

The IYB campaign was very successful at raising awareness

and mobilising people around the world

+55000 facebook friends

+1138 events

389 partner organisations

192 countries

Worldwide celebrations:

• text


Purposes of the United Nations Decade on Biodiversity

• Raise awareness on the value of biodiversity for human well-being and the actions that can be taken to conserve and sustainably use biodiversity

• Support the Strategic Plan for Biodiversity 2011-2020 and its Aichi Biodiversity Targets

• Contribute to mainstreaming biodiversity into other sectors












across all sectors of society

Goal A: Address the underlying causes of biodiversity loss by

mainstreaming biodiversity across government and society

Target 1: By 2020, at the latest, people are aware of the values of

biodiversity and the steps they can take to conserve and

use it sustainably











Raising awareness - challenges

• People are still not sure what actions they can take to contribute to the

conservation and sustainable use of biodiversity

• There is not a strong political demand for different economic sectors

to use biodiversity sustainably

• People are only beginning to link biodiversity protection and

sustainable use with the resolution of other environmental or

sustainable development issues











Steps towards a communication strategy

•Gap analysis

•Messaging and campaign kits

•Biodiversity Champions

•Mainstreaming

•Partners











Gap analysis

Baseline data on levels of awareness required

• Methodologies for establishing baselines

• Common sets of questions

• Strategy for replication of surveys during 2017-2020











Gap analysis

Tools for awareness raising required

• Existing CEPA toolkits need to be updated

• Behaviour change/social marketing methodologies

• Messages and campaign templates











Towards Target One Elements of a Workplan

Measurement of Target one

• Collect surveys












Achieving Target one (tools for use of Parties)

• Messaging and campaign kits

• Success stories/Case studies

• Behaviour change kits/methodologies

• Multimedia/Promotional materials












Target One partners

• Coordination mechanism

• Identify their financing needs











Messaging and campaign kits

Communicating actions to conserve and sustainably use of

biodiversity

• Kits for affluent consumers

Food, home garden, tourism and other consumption choices

• Kits for specific economic sectors

Production choices and their impact on biodiversity

Support for mainstreaming work

• Kits for “biodiversity-dependent communities”

Community choice and impacts on ecosystems











Messaging and campaign kits

Communicating actions to conserve and sustainably use of

biodiversity

• Kits to increase capacity for communication

Strategic communication principles

• Kits that support awareness raising for other Aichi Targets

Template for campaign kits











Behaviour change kits

Toolkits on social marketing, social psychology and methodologies for

communication and behaviour change











The new strategy - more work on raising awareness

• Developing, in a participatory process, messages for a global campaign

• Expanding communities we work with around the world:

Zoos

Botanical gardens

IUCN CEC membership

Youth

Business and Consumers

Media

• Supporting other initiatives and communication projects











The new strategy - mobilizing more national committees or other structures

• Encouraging National Committees

• Encouraging alternative mobilization structures

Civil society

Business associations

Voluntary initiatives











The new strategy - better linkage with the SP and the ABTTF

• Through working with the NBSAP revision process

• Working more closely with other partners:

- Aichi Biodiversity Targets Task Force (ABTTF)

- Biodiversity Liaison Group (BLG)

- Biodiversity Champions











The new strategy - working with other sectors

• Better engagement with youth

• Business

• Agriculture

• Indigenous and Local Communities

• Education, also with UNESCO











Biodiversity Champions

• Businesses can be Biodiversity Champions

Make a pledge to support the achievement of

the Aichi Biodiversity Targets:

- Support one or more Aichi Biodiversity Targets

- Cover a particular region or sub-region

- Include financial, technical, or other forms of support

- Be time-bound

www.cbd.int/champions



http://www.cbd.int/champions

http://www.cbd.int/champions









The new strategy - mainstreaming

• Identifying main issues for other sectors and then communicating the

role of biodiversity as a solution to these challenges

• Food Security – agriculture

• Water Security – cities, forests

• Sustainable Consumption

• Disaster Risk Reduction

• Nagoya Protocol and new opportunities for sustainable use of biodiversity

• Health and Nutrition











Better communication by the Secretariat

• New website

• More extensive Facebook and social media work

• Improved linkages with national groups

• Improved communication and action











New website












Join us on Facebook, Twitter

and Instagram


www.facebook.com/UNBiodiversity









http://www.facebook.com/UNBiodiversity




and Instagram


https://twitter.com/cbdnews









https://twitter.com/cbdnews




and Instagram


https://instagram.com/unbiodiversity









https://instagram.com/unbiodiversity



Secretariat of the

Convention on Biological Diversity

World Trade Centre

413 St. Jacques street, Suite 800

Montreal, Quebec, Canada H2Y 1N9

Tel. 1 (514) 288 2220

[email protected]

www.cbd.int

www.cbd.int/2011-2020

[email protected]

www.facebook.com/UNBiodiversity

instagram.com/unbiodiversity

Thank You










Towards a communications Strategy for the UNDB2016/05/04 · Towards a communications Strategy for...

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