USAID/PERU PRO-BOSQUES

APRIL 2019

This publication was produced for review by the United States Agency for

International Development. It was prepared by Tetra Tech.

USAID/PERU PRO-BOSQUES COMMUNICATIONS & OUTREACH STRATEGY

and 2019 IMPLEMENTATION PLAN

IMA

GE: U

SAID

/PER

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APRIL 2019

This publication was produced for review by the United States Agency for

International Development. It was prepared by Tetra Tech.

This publication was produced for review by the United States Agency for International

Development by Tetra Tech, through USAID Contract No. 72052718C00002.

Activity Start Date and End Date: September 25, 2018–September 24, 2023

This report was prepared by:

Tetra Tech

159 Bank Street, Suite 300

Burlington, Vermont 05401 USA

Telephone: (802) 495-0282

Fax: (802) 658-4247

Email: [email protected]

Tetra Tech Contacts:

Dr. Hector Cisneros, Chief of Party


Jason Girard, Project Manager

Telephone: (802) 495-0591


mailto:[email protected]




USAID/PERU PRO-BOSQUES COMMUNICATIONS & OUTREACH STRATEGY

AND 2019 IMPLEMENTATION PLAN

APRIL 2019

DISCLAIMER

This work plan is made possible by the support of the American People through the United States

Agency for International Development (USAID). The contents of this work plan are the sole

responsibility of Tetra Tech and do not necessarily reflect the views of USAID or the United States

Government.

USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy i

TABLE OF CONTENTS

TABLE OF CONTENTS ............................................................................................................... I

ACRONYMS AND ABBREVIATIONS ....................................................................................... 2

1.0 INTRODUCTION .................................................................................................................. 1

1.1. CONTEXT........................................................................................................................................................ 1

2.0 COMMUNICATIONS STRATEGY ...................................................................................... 2

2.1. TRANSFORMATIONAL COMMUNICATION ........................................................................................ 2 2.2. NEEDS-BASED APPROACH ......................................................................................................................... 3

3.0 STRATEGY DIMENSIONS ................................................................................................... 4

3.1 DIMENSION 1: GOVERNANCE AND SUSTAINABILITY .................................................................. 4 3.2 DIMENSION 2: PRIVATE SECTOR ENGAGEMENT............................................................................. 4 3.3 DIMENSION 3: STRENGTHENING INDIGENOUS COMMUNITIES’ RIGHTS AND

RESOURCES .................................................................................................................................................. 4

4.0 OBJECTIVES .......................................................................................................................... 6

4.1 STRATEGY DIMENSION 1 OBJECTIVE .................................................................................................. 6 4.2 STRATEGY DIMENSION 2 OBJECTIVE .................................................................................................. 6 4.3 STRATEGY DIMENSION 3 OBJECTIVE .................................................................................................. 6

5.0 AUDIENCES .......................................................................................................................... 9

5.1 PRIMARY TARGET AUDIENCE ................................................................................................................. 9 5.2 SECONDARY TARGET AUDIENCE ......................................................................................................... 9

6. MESSAGES ........................................................................................................................... 11

7. OUTREACH AND COMMUNICATIONS TECHNICAL ASSISTANCE ...................... 13

7.1 OUTREACH ................................................................................................................................................... 13 7.2 COMMUNICATIONS TECHNICAL ASSISTANCE ............................................................................. 13

8. IMPLEMENTATION PLAN ................................................................................................ 14

8.1 OBJECTIVES ................................................................................................................................................... 14 8.2 TOOLS & ACTIVITIES ................................................................................................................................. 14 8.3 ACTIVITIES MATRIX ................................................................................................................................... 15

9. CONTINUOUS LEARNING .............................................................................................. 18

ANNEX 1: ILLUSTRATIVE ITINERARIES FOR VIP & USAID FIELD TRIPS ..................... 19

ANNEX II: ILLUSTRATIVE PRO-BOSQUES DOCUMENT TEMPLATES .......................... 21

E-NEWSLETTER ......................................................................................................................................................... 22 SUCCESS STORY (EXPOSURE) .................................................................................................................................... 27 SUCCESS STORY (WORD): ....................................................................................................................................... 34 POWERPOINT HTTPS://ARDPROJECTS.EGNYTE.COM/FL/PKPKJINLTH ................................................................. 36 FACTSHEET HTTPS://ARDPROJECTS.EGNYTE.COM/FL/Z2OLUBAIF0 .................................................................... 37

ANNEX III: BIBLIOGRAPHY .................................................................................................... 39

USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 2

ACRONYMS AND ABBREVIATIONS

ADEX Association of Peruvian Exporters

AIDER Research and Integral Development Association

CFM Community Forest Management

CLA Collaborating, Learning, and Adapting

CONAFOR Peru's National Forestry Confederation

COP Chief of Party

COS Communication and Outreach Strategy

DCOP Deputy Chief of Party

DT Design Thinking

FTA Free Trade Agreement (Peru-USA)

FOREST USAID-U.S. Forest Service Activity (Forest Oversight and Resource Strengthening)

FY Fiscal Year

GOLE Local Government

GOP Government of Peru

GORE Regional Government

HCD Human Centered Design

IEIFA Indigenous Empowerment Index for the Amazonian Forest Sector

IO Indigenous Organization

MC-SNIFFS Control Module of the National Forest & Wildlife Management Information System

MEF Ministry of Economy and Finance

MEL Monitoring, Evaluation, and Learning

MINAGRI Ministry of Agriculture and Irrigation

MINAM Ministry of Environment

NGO Nongovernmental Organization

NHLA National Hardwood Lumber Association

NTFP Non-Timber Forest Product

OSINFOR Forestry and Wildlife Resource Oversight Agency

Pro-Bosques USAID/Peru Securing a Sustainable, Profitable, and Inclusive Forest Sector Activity

PRODUCE Ministry of Production

SERFOR Peruvian Forest and Wildlife National Service

TA Technical Assistance

USA United States of America

USAID United States Agency for International Development

USFS United States Forest Service

USG

VIP

United States Government

Very important person


1.0 INTRODUCTION

The Communication and Outreach Strategy (COS) of the United States Agency for International

Development (USAID)/Securing a Sustainable, Profitable, and Inclusive Forest Sector Activity (Pro-

Bosques) in Peru is primarily designed as a project management tool to enable communication regarding

and achievement of Pro-Bosques’ goals. This document presents the overall COS for Pro-Bosques,

which covers Pro-Bosques’ entire duration (September 25. 2018, to September 24, 2023), as well as the

Implementation Plan for the period between April 1, 2019, through the end of USAID’s fiscal year

(September 30, 2019).

Whereas the COS framework will be maintained throughout the life of Pro-Bosques Activity, the

Implementation Plan—which describes how the messages will be promoted and objectives achieved, as

well as any communications Technical Assistance (TA) provided—will vary according to the Activity’s

evolution and needs over the following five years. Therefore, and in accordance with the Pro-Bosques

contract, the Communications Implementation Plan will be updated biannually (April 30 and October

30). This update schedule is appropriate, given the dynamism of social interaction and calls for a flexible

and user-centered methodology that allows Pro-Bosques to hone its skills in delivering specific

messages, engaging particular stakeholders, and implementing outreach activities successfully.

Pro-Bosques has three intervention lines that aim to strengthen the Peruvian forest sector. These were

key to preparation of this COS, its dimensions, and its objectives. Some topics on which Pro-Bosques

communications efforts will focus include raising awareness about Amazonian forests; communicating

the Peruvian forest sector’s efforts and tools regarding forest governance; addressing/informing public

perceptions of the Peruvian forest sector, both domestically and internationally, on issues related to the

forest value chain for timber and non-timber products; and encouraging sustainable forest management

best practices that contribute to improvements in forest-dependent communities’ livelihoods and their

journey to self-reliance.

The COS will be implemented by the Pro-Bosques Communications and Learning unit, in coordination

with the team members in the Lima office, its partners, and the regional offices in Loreto and Ucayali.

1.1. CONTEXT

On September 25, 2018, USAID awarded Tetra Tech the five-year contract to implement the “USAID

Securing a Sustainable, Profitable and Inclusive Forest Sector in Peru” Activity (Pro-Bosques). The overall goal

of Pro-Bosques is to support sustainability, legality, inclusivity, and profitability, with intent to produce

scalable solutions for the forest sector with crosscutting gender and social inclusion. To achieve this

goal, Pro-Bosques has three integrated and complementary components:

1. Forest Governance and Sustainability

2. Private Sector Engagement

3. Strengthening of Indigenous Communities’ Rights and Resources

These three components of Pro-Bosques are detailed in Section 2.0.

Pro-Bosques is a part of the broader USAID/Peru’s Amazonia Verde Project, aimed at conserving

biodiversity, forests, and ecosystem services in priority areas of the Peruvian Amazon. Amazonia Verde

also includes USAID-U.S. Forest Service (USFS) Activity (Forest Oversight and Resource Strengthening)

(FOREST) and the Alianza Forestal Global Development Alliance (GDA) Activity (implemented by the

Research and Integral Development Association [AIDER] with support of the Althelia fund). This

overarching vision has been applied to the design of this Pro-Bosques COS because it exposes the

broader context of Pro-Bosques and its associations with other USAID interrelated activities.


2.0 COMMUNICATIONS APPROACHES

Communicating the purpose of Pro-Bosques and its contribution to the Peruvian forest sector in a clear,

objective, and compelling way is crucial to every action contemplated for this COS. Working

collaboratively with stakeholders and like-minded organizations is also of utmost importance.

Consequently, our communications strategy will focus on building upon and jointly working toward

shared goals, while maintaining USAID’s communication standards, norms, and the Pro-Bosques

approved Branding Implementation and Marking Plan.

Strategic communication is a significant part of effective policy making and lies at the heart of sustainable

changes of knowledge, behavior, and habits. At the core of Pro-Bosques’ ambitious and inspiring goal is

need for those changes to catalyze a profound and long-lasting transformation in Peru’s environmental

governance that will contribute to thriving, prosperous forests in Peru. This COS will function as a

project management tool to support attainment of Pro-Bosques’ objectives, which in turn will facilitate

that transformation. Achievement of these aims will require an appropriate vision of Pro-Bosques

communication that must also align with USAID’s Collaborating, Learning, and Adapting (CLA)

framework.

2.1. TRANSFORMATIONAL COMMUNICATION

Transformation—a profound, long-term change in a new direction—requires three essential conditions:

addressing rationality, appealing to emotions, and enabling conditions for permanence of that

transformation (Heath 2010). Figure 1 illustrates the three elements that require attention for

transformation to occur. The rider, sitting atop the elephant and attempting to steer it, represents

human rationality and our need for clarity and direction. The elephant represents human emotions and

our need for gratification, and the path represents the need to shape and enable conditions for long-

lasting change.

Often, the rider dramatically fails at steering the elephant, whose force can easily overpower the rider’s

command. This represents the struggle experienced in our everyday lives (e.g., our inner rider wants to

be healthy, but our elephant wants ice cream), whereby decisions we make are greatly influenced by

emotional factors that feel more powerful than the rational ones. In essence, being right is seldom

enough for transformation to occur. Design of powerful emotional incentives for both the elephant and

the rider is necessary for them to proceed in the same direction.

Moreover, if the path is a steep, rocky, winding road, the elephant and the rider will not be able to go

far. Team-work, resources, alliances, and agreements should be considered as equally important factors

to ensure long-term change.

Rider: Rational side

Elephant: Emotional side

Path: Enabling conditions

Figure 1: Transformation Components (based on Haidt 2006)


Pro-Bosques considers these three elements in its COS, and prioritizes a Transformational

Communications approach to its crosscutting communication themes and actions. This results in a multi-

pronged communications strategy that addresses rationality, sparks empathy and emotions, and enables

change—catalyzing it by shaping public opinion, community outreach, and agendas.

2.2. NEEDS-BASED APPROACH

To design and implement transformational communication, Pro-Bosques will follow a needs-based

approach that helps define the three components required for transformation to occur. A Human

Centered Design (HCD) framework is utilized, which starts by exploring people’s needs and pain points,

aiming to produce innovative solutions to complex

problems.

HCD considers three aspects: desirability, viability,

and feasibility. Identification of user needs and what

users find desirable is the first step, and will

spearhead the design process, followed by

identification of limits related to resources, scope,

technology, and other factors inherent to a specific

organization tackling the challenge and working to

design the transformation.

Using this framework will help ensure that Pro-

Bosques focuses on the three key elements for

transformation (rational side or what is viable,

emotional side or what users desire, and feasibility

of conditions) when designing cross-cutting

communications consistent with the COS’s role as a project management tool for achievement of Pro-

Bosques goals.

In addition, a design thinking (DT) toolkit will serve to broadly identify stakeholder needs and pain

points. DT allows for complex problem-solving through creativity by use of tools and elements from the

world of design such as prototyping, storyboards, journey-mapping, and the like to alternate mental

divergence and convergence for creating and making choices, respectively.

DT requires empathy and ability to truly connect with user needs and pain points—necessary to strike

the right balance between appealing to the “rider” and the “elephant” of Pro-Bosques’ mapped

stakeholders, and thus identify solutions that are desired, viable, and feasible.

On a broader level, considering empathy as a significant part of this COS will be necessary for successful

story-telling to induce awareness, outreach activities, and

stakeholder mapping. Empathy removes or reduces all of the

following that are detrimental to human-centered design:

judgement; assumptions based on expertise, past experiences, and

word-of-mouth; and confirmation bias (belief that because a

solution to a similar problem or the problem at hand worked

previously, it will necessarily work again in the present or the

future).

COMMUNICATIONS &

OUTREACH STRATEGY

Vision: Transformational Communication

Needs-based Approach:

Human Centered

Design

Methodology: Design

Thinking Innovative, sustainable

solutions for Pro-Bosques’s complex

problems

Figure 2: Human Centered Design (IDEO 2015).


3.0 STRATEGY DIMENSIONS

Within USAID’s Amazonia Verde Project, Pro-Bosques collaborates with other USAID implementing

partners to strengthen forest governance; increase production and efficiency in use of forest resources

by the private sector and civil society; and improve indigenous peoples’ benefits from Community Forest

Management (CFM) and forest value chains on their lands.

In consideration of Pro-Bosques’ broad scope of work, the COS is triply divided in a manner that

corresponds to Pro-Bosques’ three components. This will ensure our communications initiatives are

always linked to specific themes of intervention and with each other, guided by Pro-Bosques’ overall

goal, and consistent with Amazonia Verde’s vision.

The first COS dimension will address Governance and Sustainability, the second one will tackle Private

Sector Participation and its role in increasing competitiveness and new markets, and the third dimension

will touch upon Strengthening of Indigenous Communities’ Rights and Resources.

3.1 DIMENSION 1: GOVERNANCE AND SUSTAINABILITY

Pro-Bosques’ first component, Governance and Sustainability, concerns strengthening of monitoring

activities and application of forest legislation, chiefly to increase legal wood products in domestic and

international markets.

Communications efforts in this dimension will focus first on defining/raising awareness

of/showcasing benefits and challenges of:

• The Control Module of the National Forest & Wildlife Management Information System

(MC-SNIFFS)

• Community Control and Oversight

• Sustainability for Forest Governance.

3.2 DIMENSION 2: PRIVATE SECTOR ENGAGEMENT

The second component is to improve private sector engagement in the use, transformation, and

commercialization of forest timber and non-timber resources and the private sector’s role in increasing

competitiveness.

This communications dimension will primarily address:

• Uplifting the perception of Peru’s forest sector

• Fostering platforms and alliances among private sector stakeholders to increase their

engagement in the sector (concessions, processing centers, service suppliers, exporters, buyers)

• Evidencing Peru’s Amazonian forests’ untapped economic, social, economic, cultural, and

environmental potential.

3.3 DIMENSION 3: STRENGTHENING INDIGENOUS COMMUNITIES’ RIGHTS AND

RESOURCES

The third component addresses strengthening of rights and resources of native communities through

sustainable forest management—specifically, designing interventions to increase gender and social

inclusion and equality.

Communications related to this dimension will be dedicated to:


• Raise awareness of indigenous communities and CFM in the Peruvian Amazon.

• Direct policymaking to improve forest-dependent livelihoods.

• Include in the agenda gender and social inclusion initiatives pertaining to the forest sector.

The Strategy Dimensions cited above shape the COS’s objectives, detailed in the next section.


4.0 OBJECTIVES

Although the Strategy Dimensions presented in Section 3.0 will govern the COS for the entirety of Pro-

Bosques, the objectives are subject to modification as Pro-Bosques progresses toward its goals.

Objectives specified in this section govern messages, audiences, tools, channels, and indicators for Pro-

Bosques’ Implementation Plan (Section 8.0). These objectives have been identified by use of the

framework described in Section 2.1 above (Transformational Communication).

4.1 STRATEGY DIMENSION 1 OBJECTIVE

The most pressing communicational need of Strategy Dimension 1 (Governance and Sustainability) is

clarity, specifically about MC-SNIFFS. The objective for this dimension therefore is:

• Communicating and raising awareness about forest-sector governance—its components,

stakeholders, challenges, and opportunities—to maintain sustainable, prosperous, and inclusive

forests in Peru.

What the Peruvian Forest and Wildlife National Service (SERFOR) can and should address currently is

not understood. Forest governance also rests on shaky ground, as the sector has undergone tumultuous

political change over the last decade. While Pro-Bosques cannot impose political stability, it can

influence agendas and insights by informing the public and related stakeholders about Peru’s possibilities

to capitalize on its forests sustainably, inclusively, and profitably.


Strategy Dimension 2 (Private Sector Engagement) prioritizes improvement in perception of the

Peruvian forest sector. Thus, the objective for this dimension is:

Revamping perception of the forest sector among domestic and international stakeholders to

improve competitiveness, foster new markets and investments, and favorably position the forest

value chain and the Peruvian Amazon’s yet untapped potential.

The country is missing out on multiple opportunities because of false or misleading perceptions of its

forest sector. Addressing this challenge must involve a number of fronts and communication tactics to

illuminate possible beneficial and profitable uses of Peru’s forests.


Strategy Dimension 3 (Strengthening Indigenous Communities’ Rights and Resources) is first and

foremost to raise awareness of indigenous and other forest-dependent Amazonian communities. Thus,

the objective of this dimension is to:

Improve awareness of indigenous communities and their livelihoods, foster gender and social

inclusion in Peru’s Amazonian forests, and expose possibilities of CFM to these ends.

Peru does not yet stand out for policy-making achievements to benefit the Amazon and advance its

inhabitants’ livelihoods. Communications regarding these objectives will apply story-telling techniques to

produce engaging narratives portraying this significant part of the country and the important

contributions of native communities to forest governance and prosperity.

Table 1 lists activities that could enable Pro-Bosques to achieve COS objectives and satisfy


COS-identified needs.

Given the sizeable alteration in behavior these objectives imply and the timeframe of this project, an

approach emphasizing continuous learning (described in Section 9.0) is paramount to maintain agility,

resilience, and focus. Pro-Bosques must generate long-lasting impacts within its prioritized landscape

areas and in stakeholders’ behaviors.


TABLE 1: COMMUNICATIONS OBJECTIVES & SUGGESTED ACTIVITIES

STRATEGY

DIMENSION

IDENTIFIED

NEED

COMMUNICATIONS

OBJECTIVE

PAIN POINT

(EXAMPLE)

PRO-

BOSQUES’

GOAL

AUDIENCE MESSAGE SUGGESTED

ACTIVITY DESCRIPTION

Governance &

Sustainability

Provide

Clarity

Informing and raising

awareness of forest-

sector governance and its

components,

stakeholders, challenges,

and opportunities to

advance prosperous

forests in Peru

The legal origin

of wood is not

yet traceable.

Promote MC-SNIFFS as the

best tool to

certify legal

timber.

• Producers

• Government

of Peru

(GOP)

• Indigenous

Communitie

s

MC-SNIFFS

enables

“clean”

timber,

100%

traceable

and

verifiable.

Media Briefing

on Site

Invite a group of

journalists to

personally see

how the specific

community/area is

successfully

implementing

MC-SNIFFS.

Private Sector

Participation

Improve

Perception

Revamping the forest

sector perception among

domestic and international

stakeholders to improve

competitiveness, foster

new markets and

investments, and favorably

position the forest value

chain and the Peruvian

Amazon’s yet untapped

potential

The sector’s

reputation

negatively

impacts

international

business

opportunities.

Change

perception of

the sector

180°.

• Consumers

• Buyers

Peru

produces

legal, fair,

and high-

quality

timber.

Timber/Forestry

Supplement for

Local and

Regional

Newspapers

Regularly publish

the timber

supplement on

local and regional

media to inform

and address

related topics by

means of expert

columns, success

stories,

infographics, etc.

Strengthening

Indigenous

Communities’

Rights and

Resources

Raise

Awareness

Improving awareness of

indigenous communities

and their livelihoods,

fostering gender and

social inclusion in Peru’s

Amazonian forests, and

possibilities of CFM to

these ends

Peru’s

Amazonian

cultural heritage

is disappearing

because of lack

of knowledge

about indigenous

peoples’

livelihoods.

Bridge the

knowledge

gap between

Peruvians and

Amazonian

forest-

dependent

native

communities.

• General

public

Meet

Peru’s

Amazonian

forest’s

heroines

and heroes.

“Heroines and

Heroes” ad

spots for social

media

Use USAID’s

social media

platforms to

present the

Amazon’s heroines

& heroes (e.g.,

community

authorities, forest-

sector success

stories, producers,

concessionaries)


5.0 AUDIENCES

Pro-Bosques applies a multi-level approach to implement its components. This approach allows for

stakeholder mapping influenced by two factors: geographical intervention levels or landscapes, and

potential allies for attainment of objectives. Figure 3 illustrates this interaction, showing geographical

landscapes, desired results, and key stakeholders.

This approach also helps demonstrate how audiences might change over time, depending on their

landscape level and, often, presence in multiple organizational entities (e.g., SERFOR and the Regional

Government). This is important to consider because stakeholder mapping will not be static throughout

Pro-Bosques’ period.

At this point, Pro-Bosques will target the primary and secondary audiences listed below.

5.1 PRIMARY TARGET AUDIENCE

Public Sector Private Sector

SERFOR Indigenous Communities

Forestry and Wildlife Resource Oversight Agency

(OSINFOR) Exporters

Ministry of Environment (MINAM) Buyers

Ministry of Agriculture and Irrigation (MINAGRI) Media (Peru and United States of America [USA])

Ministry of Economy and Finance (MEF) General Public

Ministry of Production (PRODUCE)

Regional Governments

Local Governments

Financial Institutions

USAID

5.2 SECONDARY TARGET AUDIENCE

Public Sector Private Sector

Government of Peru (GOP) Grassroots organizations working on related

topics of interest

United States Congress Academia (research centers, academics)

USFS National Hardwood Lumber Association (NHLA)

Broader United States Government (USG)

community, including the Embassy Municipalities Association

Other international governmental organizations

or donors addressing similar topics

Section 6.0 and Section 8.0 convey specific examples of how some of these stakeholders will be

addressed during Fiscal Year (FY) 1.


FIELD-CORRIDOR

LOCAL (BASINS, MUNICIPALITIES)

REGIONAL

NATIONAL-AMAZONIAN

INTERNATIONAL

Figure 3: Landscape Level Stakeholders for Pro-Bosques


6. MESSAGES

Messaging for Pro-Bosques is rooted in COS’ strategy objectives, which in turn arise from the

dimensions that respond to Pro-Bosques’ three components.

Key messages will vary throughout the life of the Pro-Bosques as indicators and goals are achieved and

audiences’ perceptions and motivations shift. Final wording and delivery will therefore be dynamic in

adapting to stakeholder needs, audiences, circumstances, and national and international contexts.

Some topics that will inform key messaging for Pro-Bosques are:

• Showcasing the barely tapped potential of Peruvian Amazonian forests

• Strengthening monitoring and application of forest legislation through MC-SNIFFS

• Stressing timber forest activity as a socio-economic driver

• Exposing the possibility of “Clean” timber

• Increasing competitiveness of forest value chains through private sector participation in

transformation and commercialization of forest resources

• Sharing sustainable forest management best practices

• Empowering indigenous communities via CFM

• Fostering gender and social inclusion in forestry in the Peruvian Amazon

• Improving livelihoods of forest-dependent communities

• Following Amazonia Verde’s multi-pronged approach to advance biodiversity and conserve

ecosystem services

• Emphasizing the importance of Peruvian Amazonian forests as a world resource and shared asset.

These topics will mutually reinforce efforts of the project and attempts to fulfill the purpose of Amazonia

Verde. This linkage and approach of “seeing the whole picture” will endure throughout

Pro-Bosques’ duration.

Table 2 below lists examples of messages to be conveyed during this first year. Final wording of messages

will depend on the communications channel/tool chosen.


TABLE 2: EXAMPLES OF KEY MESSAGES DURING PRO-BOSQUES’ FY1

OBJECTIVE PRIMARY

AUDIENCE MESSAGE TOPIC KEY MESSAGE

Informing and raising awareness of

forest-sector governance and its

components, stakeholders,

challenges, and opportunities to

advance prosperous forests in Peru

Forest users

(concession

holders, forest

title holders)

Strengthening monitoring

and application of forest

legislation through

MC-SNIFFS

Pro-Bosques and the National Forest

Authority are making legality

profitable through implementation of a

traceability system for timber.

Revamping the forest sector

perception among domestic and

international stakeholders to

improve competitiveness, foster

new markets and investments, and

favorably position the forest value

chain and the Peruvian Amazon’s

yet untapped potential

Buyers

(exporters,

local sawmills,

consumers)

Increasing forest value

chain competitiveness

through private sector

participation in

transformation and

commercialization of

forest resources

Pro-Bosques is increasing forest value

chain competitiveness, positioning

Amazonian forests as an ecosystem to

explore and in which to invest.

Improving awareness of indigenous

communities and their livelihoods,

need to foster gender and social

inclusion in Peru’s Amazonian

forests, and possibilities of CFM to

these ends.

Public opinion.

Empowering indigenous

communities through

community forest

management

Implementation of CFM is enabling

advancement of indigenous

communities’ forest-based livelihoods

and promoting opportunities for

gender and social inclusion.


7. OUTREACH AND COMMUNICATIONS

TECHNICAL ASSISTANCE

7.1 OUTREACH

A systemic communications approach is necessary to increase the impact of USAID’s Amazonia Verde

intervention in Peru, and to increase its effect on advancement of the Free-Trade Agreement between

Peru and USA (FTA) Forestry Annex. Effective community outreach can increase visibility of USAID’s

interventions, raise awareness of topics the components emphasize, better position Pro-Bosques among

stakeholders and public opinion, and spark much-needed empathy with the forest sector.

Some community outreach activities Pro-Bosques will promote at this point pertain mainly to Objective

3 (Raising Awareness). For example, photo-exhibits in public spaces such as squares and boardwalks

in Lima, Loreto, and Ucayali can expose issues regarding Amazonian forests and their inhabitant’s

livelihoods’ to urban audiences, many of whom are unaware of their own connection to the Amazon and

thus take it for granted.

Another way Pro-Bosques will conduct community outreach is by supporting and empowering existing

organizations already dedicated to communication with the public on the topic. For example, Pro-

Bosques can ally with an Amazonian Movie Festival hosted by the Amazonian Film School based in

Pucallpa (Ucayali) to promote cultural activities in which diverse stakeholders can participate to achieve

common goals.

From a broader perspective, as part of Amazonia Verde, a larger advocacy campaign could be designed in

cooperation with other Amazonia Verde activities to stress the status of the Peruvian Amazon as a world

resource and encourage conservation of it via captivating narrative techniques that appeal to both the

“rider” and the “elephant.” The Marca Perú campaign, which successfully positioned Peru internationally

as an alluring destination, could be an inspiration for this advocacy effort.

7.2 COMMUNICATIONS TECHNICAL ASSISTANCE

During the life of its activity, Pro-Bosques will have unique opportunities to advance its goals through

implementation of communications-related TA. Examples of this could include (1) SERFOR requesting

assistance in designing the script for its institutional video, (2) a Regional Government with which Pro-

Bosques works closely requesting media training for its designated spokesperson, or (3) local sawmills

asking for assistance in broadcasting radio spots to advertise their best practices and foster exchanges

of experience.

Though we cannot yet detail these activities in this Implementation Plan, Pro-Bosques will aim to

respond to every request for communications TA considered to align with COS’s objectives, and that

could help advance any Pro-Bosques goal. Pro-Bosques will assess these TA opportunities in

coordination with USAID, local and regional technical teams, the Deputy Chief of Party (DCOP), and

the Chief of Party (COP) to align work strategy with messages, and to specify allocation of resources to

implement TA, if necessary and only when deemed suitable.


8. IMPLEMENTATION PLAN

The purpose of the Implementation Plan is to describe how, by what means, and when Pro-Bosques will

bring its Communications and Outreach Strategy to life. This section details communications-related

objectives, tools, and actions that Pro-Bosques will implement.

8.1 OBJECTIVES

The guiding objectives for this plan are:

1. PROVIDE CLARITY

Informing and raising awareness of forest sector governance, its components,

stakeholders, challenges, and opportunities to advance prosperous forests in Peru.

2. IMPROVE PERCEPTION

Revamping perceptions of the forest sector among domestic and international

shareholders to improve competitiveness, foster new markets and investments, and

favorably position the forest value chain and untapped potential of Peru’s Amazon.

3. RAISE AWARENESS

Improving awareness of indigenous communities and their livelihoods, of benefits of

gender and social inclusion in Peru’s Amazonian forests, and of possibilities CFM can

provide to these ends.

8.2 TOOLS & ACTIVITIES

Some tools that Pro-Bosques will use to convey its messages successfully are as follows:

• Media briefings

• Press conferences / releases

• Interviews with media

• Site visits

• Fact sheets

• Success stories

• “Exposure” pieces on USAID’s and/or Tetra Tech’s Exposure Platforms

• Beneficiary testimonies

• Professional photography

• Public service announcements

• Videos, radio spots

• Social Media updates and posts on USAID’s accounts (e.g., Facebook, Twitter, Instagram)

• Targeted newsletters

• Webinars (seminars/online courses).


8.3 ACTIVITIES MATRIX

Strategy

Dimension

Communications

Objective Activity Audience Expected Result

Month

April May June July Aug Sept

1: Governance

and

Sustainability

Need: Provide

Clarity

Informing and raising

awareness of forest

sector governance,

and its components,

stakeholders,

challenges, and

opportunities to

advance prosperous

forests in Peru

Branding,

Communications,

and Outreach

Training

Pro-Bosques

Team

The Pro-Bosques team is aligned

on key communications messages

and works to secure a

sustainable, profitable, and

inclusive forest sector in Peru,

under Amazonia Verde’s

overarching purpose.

USAID Pro-Bosques

Newsletter

Primary and

secondary

stakeholders

Regular updates on how Pro-

Bosques works to strengthen

forest governance, increase

forest value chain

competitiveness, and strengthen

indigenous communities’ rights

and resources, with a cross-

cutting gender and social

inclusion approach in its

prioritized landscape areas.

Infographics design

and publication

General

Public

Better understanding and

dissemination of the following

topics that touch upon complex

sector realities is occurring via a

variety of communication

platforms, along with increasing

attention to these by the GOP:

the route of timber, MC-SNIFFS,

Community Control and

Oversight and Traceability in the

Peruvian Amazon, among others.

Webinar content

design and launch Media

Radio Spots script

preparation and

national / regional

broadcast

General

Public

Press releases on

traditional and digital

platforms of local,

regional, and

international media

• Media

• General

Public

Pro-Bosques is perceived as an

active contributor to

strengthening of Peru's forest

sector by timely communicating alliances, milestones, and

important events related to the

sector and/or implementation of

Pro-Bosques.


Strategy

Dimension

Communications


Month


2: Private

Sector

Participation

Need:

Improve

Perception

Revamping

perceptions of the

forest sector among

domestic and

international

stakeholders to

improve

competitiveness,

foster new markets

and investments, and

favorably position

the forest value chain

and the Peruvian

Amazon’s yet

untapped potential

Social Media Posts /

Updates

General

Public

Pro-Bosques permanently

showcases the Peruvian

Amazon's economic,

environmental, social, and

cultural potential in an enticing

and entertaining way.

Expert conference at ExpoForestal

Specialized

audience:

• Exporters

• Buyers

• Concession

aries

• Experts

• Public-

sector

Pro-Bosques is positioned as a

knowledgeable and trustworthy

stakeholder in Peru's forest

sector that can help foster new

markets for timber and non-

timber forest products.

Participation at

ExpoAmazónica

Issue digital version

of the "Timber

Supplement" for local

and regional

newspapers

General

Public

Perception of Peru as a country

that produces legal, fair, and high-

quality timber is spreading.

Media Briefing on

Site with journalists Media

Perception of MC-SNIFFS as a

tool that enables “clean” timber,

100% traceable and verifiable, is

spreading.

Short internships in

transformation

centers and forest

concessions

Loreto and

Ucayali

producers

Platforms are provided for

learning and exchanging timber

manufacturing benchmarks

between neighboring regions, to

enhance competitiveness and

access better markets and

livelihoods.


Strategy

Dimension

Communications


Month


3: Strengthening

Indigenous

Communities'

Rights and

Resources

Need: Raise

Awareness

Improving awareness

of indigenous

communities and

their livelihoods,

fostering gender and

social inclusion in

Peru’s Amazonian

forests, and the

possibilities of CFM to these ends

Photo Exhibits General

Public

Community Outreach activities

build relationships with the

general public and raise their

awareness of topics related to

Pro-Bosques and to the country's

development.

Amazonia Verde

Launch

Specialized

audiences: • GOP

• Priv. Sector

• NGOs

• USAID

Partners

• International

Cooperation

• Civil Society

Amazonia Verde is positioned as

the flagship alliance between Peru

and the United States—

successfully conserving

biodiversity and Peru's Amazonian ecosystem services,

and promoting alliances and

initiatives that further contribute

to this purpose.

Amazonia Verde

Launch (Pre-

Campaign Activities)

Amazonia Verde

Launch (Post-

Campaign Activities)

Very important

persons (VIP) /

USAID

Site Visits

• US

Congress

• USAID VIP

Staff

Challenges, learning

opportunities, and success stories

of Pro-Bosques’ implementation

are showcased, expose

knowledge of the Amazon more

directly and meaningfully to

specific stakeholders, serve to

inspire, and help better design

similar interventions.

Success Stories

General

Public

Increased consciousness and

interest about the Amazon and

Pro-Bosques induces work to

increase prosperity from and

preservation of forests, and

understanding of how the

objectives are being achieved.

Social Media ad spots

(Meet the Heroines &

Heroes of the Peruvian

Amazon Campaign)

Gender and Social

Inclusion Workshops

Pro-Bosques

Team

Gender and social inclusion are

fostered by Pro-Bosques' efforts

to address inequalities that

hinder vulnerable populations'

rights and self-reliance.


9. CONTINUOUS LEARNING

The ultimate goal of this COS is to serve as a project management tool to support achievement of Pro-

Bosques’ objectives. This vision requires focus on user needs, appeal to stakeholders’ rational (rider)

and emotional (elephant) sides, and work to develop the conditions for sustainable, scalable impact.

USAID’s CLA Framework facilitates this transformation. Pro-Bosques seeks to transform Peru’s forest

sector into a thriving ecosystem, where governance and institutions are robust, lawful, and efficient; the

private sector is engaged in forest activities and contributes in an inclusive way to the sector’s market

competitiveness; and indigenous communities have a leading role in sustainably harvesting and managing

the forests upon which their livelihoods depend.

These kinds of complex challenges that Pro-Bosques must address require creative solutions that do not

emerge by accident. Intentional effort is necessary to develop such solutions, as well as resilience to and

tolerance for failure (expectedly part of the Pro-Bosques journey). Indeed, challenges and failures can be

valuable for learning and iteration. COS’s methodology can be a tool to meet these challenges by aiding

identification, mitigation, and elimination of obstacles.

In addition to its Monitoring, Evaluation, and Learning (MEL)-related activities, the Communications and

Learning Unit will be including two other learning tools to foster continuous learning and creative

confidence in Pro-Bosques team, as depicted on Figure 4 below:

Agile Mindset and Design Challenges will build on core competencies to stimulate creativity and

innovation, pushing the team to use design tools and constantly interact with primary and secondary

target audiences to ensure that activities and designed solutions focus on addressing the needs of these

audiences, and on engaging these audiences in implementation of those solutions.

Figure 4: Pro-Bosques’ Continuous Learning Tools


ANNEX 1: ILLUSTRATIVE ITINERARIES FOR

VIP & USAID FIELD TRIPS

PRO-BOSQUES VIP/USAID VISIT: Understanding the Challenges and Opportunities for

Community Forest Management & Wood Manufacturing in the Ucayali And Loreto Regions

I. Context

The importance of the Amazon biome to our planet’s health has become more evident in the last few

decades. In the context of the Free Trade Agreement between Peru and USA (FTA) Forestry Annex,

Peru and the United States seek to strengthen Peru’s forest sector as a means to safeguard biodiversity,

increase competitiveness, and combat security threats related to illegal logging. Pro-Bosques is part of

this effort, working to advance sustainable forest management initiatives in prioritized regions across the

Peruvian Amazon.

II. Objective

Showcase Pro-Bosques’ challenges and opportunities in community forest management and wood

manufacturing in the regions of Ucayali and Loreto.

III. Implementation

Prior coordination will be required to ready proper equipment and transportation for the guests. Each

visit will include participation of the following team members / logistics assistance crew:

• COP or DCOP

• Regional Coordinator

• Technical Specialist

IV. Outline

• Timing: September 2019

• Duration: 3-hour or 8-hour visit

• Location: Ucayali or Loreto Region, Peru

• Transportation: motor vehicle and boat (“chalupita”)


V. Sample Itineraries:

1. 3-4 hour VIP / USAID visit (could be either morning or afternoon)

Region: Ucayali

Start time End time Activities

09:00 09:45 Transport from Pucallpa airport to Manantay district along the Urubamba river

9:45 10:30

Guided Sawmill Tour

• The timber journey: from forest to tree to lumber

• Wood manufacturing & transformation process

• Pro-Bosques challenges and opportunities

10:30 11:10 Transport from Manantay district to Pucallpa city (road)

11:10 12:00

Meeting with Indigenous Organizations (IO)—ORAU and

ACONAMAC—and Indigenous Leaders

• Welcoming by leaders of IOs

• Progress of indigenous communities: life plans and community forest

management activities

• Next steps and agreements (IOs and Pro-Bosques)

12:00 12:10 Transport (by road) from ORAU offices to next destination/activity (luncheon,

airport, hotel, other Pro-Bosques site, etc.)

2. 8-hour VIP / USAID visit

Region: Loreto

Start time End time Activities

06:00 07:30 Transport from Iquitos to Nauta port (road)

07:30 10:40

Transport from Nauta port to Requena port (river)

Expert-led discussion about:

• Forest Livelihoods: a glimpse into the forest, indigenous peoples, and wood

manufacturing processes

• Pro-Bosques’ challenges and opportunities

10:40 10:50 Transport from Requena port to Local Municipality (road)

10:50 11:50

Meeting with IOs (FECORITAYB, ORPIO, and AIDESEP) and

Indigenous Leaders

• Welcoming by leaders of IOs

• Progress of indigenous communities: life plans and community forest

management activities

• Questions and answers

11:50 12:00 Transport from local municipality to Requena port (road)

12:00 15:00 Transport from Requena port to Nauta port (river)

• Local fruit-based refreshments onboard

15:00 16:30 Transport from Nauta port to Iquitos (road)


ANNEX II: ILLUSTRATIVE PRO-BOSQUES

DOCUMENT TEMPLATES

The following examples of publications of the United States Agency for International Development

(USAID)/Peru Securing a Sustainable, Profitable, and Inclusive Forest Sector Activity (Pro-Bosques) are

illustrative. They are included in the Pro-Bosques Communications & Outreach Strategy to present the

format, style, and branding of each. When the various formats are approved, Pro-Bosques will produce

specific content for USAID’s review and approval.


E-NEWSLETTER

(Link: https://ardprojects.egnyte.com/fl/cmudpp1m1g)

Mother and daughter, España Indigenous Community, Blanco river basin (Loreto, Peru). Omar Lucas, 2019.

Addressing Peru's Forest Sector Needs USAID Securing a Sustainable, Profitable, and Inclusive Forest Sector in Peru was launched on

October 1, 2018, with a clear purpose: to help transform the country's forest sector. Under

the Amazonia Verde Project umbrella, Pro-Bosques addresses three specific objectives

intended to support and modernize the Peruvian forest sector, prioritizing Pro-Bosques’

governance dimension by working hand in hand with the Government of Peru (GOP) and

other key stakeholders to strengthen monitoring of the forest sector and enforcement of

provisions to protect the forest sector.

This newsletter will share Pro-Bosques' news, results, and impacts pertaining to its three

components. Because it is an information platform, we encourage people to share it, and will

welcome any feedback or questions people may have.

Feel free to contact us here:

[email protected]

https://ardprojects.egnyte.com/fl/cmudpp1m1g

mailto:[email protected]?subject=Bolet%C3%ADn%20USAID%20Pro-Bosques


Presentation to Regional Authorities In February, the Pro-Bosques team visited Loreto and Ucayali to present Pro-Bosques

to regional authorities (Gobiernos Regionales), their advisors, IOs, and other potential

allies. The capital cities of Loreto and Ucayali—Iquitos and Pucallpa—are key points of

intervention, where Pro-Bosques has also set up its permanent regional offices.

Our Chief of Party (COP), Héctor Cisneros, shared Pro-Bosques' objectives,

components. and road map with the audience, and presented Pro-Bosques' core team.

The participants also had opportunity to ask questions to our USAID Project

Manager, Marisel Allende, who participated with the Pro-Bosques team in this

introductory round of presentations.

Indigenous Empowerment Index


What is the IEIFA and what is its

objective?

Pro-Bosques has designed an Indigenous

Empowerment Index for the Amazonian

Forest Sector (IEIFA, by its initials in

Spanish), with the objective of

measuring Pro-Bosques' positive

impacts on participating indigenous

communities throughout the life of the

project, by relying on a

solid methodology validated by

experts in the field.

Dimensions of the Index

The IEIFA measures community

empowerment based on three

dimensions:

1. Development Management Capacity

2. Effective Use and Control of the

Communal Territory

3. Sustainable Management of Natural

Resources

FEEDBACK WORKSHOP Experts in community forest management

and indigenous communities in the forest

sector at the workshop Pro-Bosques held

in March, giving us their valuable feedback

on the index.

Control Module of the National Forest and Wildlife Management Information System

(MC-SNIFFS)


What is MC-SNIFFS?

MC-SNIFFS is Peruvian Forest and

Wildlife National Service’s (SERFOR)

online timber traceability system.

Its goal is to generate and curate

information to accurately and securely

identify the legal origin of wood, at a

standard consistent with Peru's forest

sector regulations and certifiable by

international norms required for legal

timber.

Achieving its implementation will be

key to legal and sustainable

management of timber, and will

open the possibility of integrating

management of other forest non-

timber and wildlife resources in the

near future.

What will be the contribution of

Pro-Bosques to the MC-SNIFFS?

Pro-Bosques will contribute to full

implementation of an efficient and

sustainable mechanism that allows

control of the legal origin of forest

products, from the moment of their

extraction to their commercialization in

markets.

For this purpose, Pro-Bosques and

SERFOR have developed a MC-SNIFFS

Implementation Plan to guide

provision of related forest governance

and monitoring assistance throughout

the Pro-Bosques implementation

period.

Subscribe

Click to subscribe to our newsletter:

https://mailchi.mp/37b09a884a32/probosquesperu


Pro-Bosques is an initiative that works to strengthen Peru's forest sector.

Pro-Bosques contributes to advancements in sustainability, legality, inclusiveness, and

profitability needed to support and modernize the forest sector, addressing the following

objectives:

1. Strengthening Monitoring and Enforcement of the Law.

2. Engaging the Private Sector in Use and Transformation of Forest Resources.

3. Strengthening Indigenous Communities' Rights and Resources.

Production of this newsletter is possible thanks to the support of the people of the United States, through its Agency for

International Development (USAID).

Note: The content expressed does not necessarily represent the views of USAID or the Government of the United States of

America.

Copyright © 2019 USAID Pro-Bosques Activity, All rights reserved.

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Our address is:

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San Isidro, Lima 15046

Peru

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SUCCESS STORY (EXPOSURE)

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SUCCESS STORY (WORD):


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FACTSHEET https://ardprojects.egnyte.com/fl/z2olubaif0

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ANNEX III: BIBLIOGRAPHY

Haidt, J. 2006. The Happiness Hypothesis.

Heath, C. and D. Heath. 2010. Switch: How to Change Things When Change Is Hard.

IDEO. 2015. The Field Guide to Human-Centered Design.


U.S. Agency for International Development

1300 Pennsylvania Avenue, NW

Washington, DC 20523

Tel: (202) 712-0000

Fax: (202) 216-3524

www.usaid.gov

USAID/PERU PRO-BOSQUES

Documents

Transcript of USAID/PERU PRO-BOSQUES