1. CO-FINANCED BY

2. SCOPE OF COMMUNICATION

3. SCOPE OF COMMUNICATION
1. The aim of the Communication Policy of Young Arab Voices (YAV)
programme is to maximise the visibility of the activities taking place on
the ground and to connect them reinforcing the regional dimension of
the programme.

4. SCOPE OF COMMUNICATION
2. The YAV Communication Policy must be digitally oriented and
innovative, with a focus on new and social media.

5. ACHIEVMENTS AND IMPACT
YEAR 1

6. ACHIEVMENTS AND IMPACT
YEAR 1
VISUAL IDENTITY
Establishment and implementation of common logo for the YAV
programme, with a high level of penetration among YAV
stakeholders, creation of promotional templates and generic
promotional tools circulated to all the project focal points.

7. ACHIEVMENTS AND IMPACT
YEAR 1
SOCIAL MEDIA IMPACT
Facebook reach of over 10.000 users per day in peak days. Established
presence in social networks, both centralised and at the local level, used to
reinforce the regional exchange dimension of the project.
@Facebook 500,251
@Twitter
#Tim Sebastian Lunch Event 13,506
#LASDebate 51,494
#BoxingDayTunisia 9,964
AS OF MAY 2012

8. ACHIEVMENTS AND IMPACT
YEAR 1
HIGH-LEVEL MEDIA AND COMMUNICATION
PARTNERSHIPS
Established partnerships with leading institutions and organisations in the
region, including the Arab League, BBC Arabic, Soliya, 7iber, New Arab
Debates. This allowed YAV to gain visibility and credibility for the
programme (24 million people reached through radio, television and
social media in the Arab league event, as well as 50+ news articles
published).

9. LESSONS LEARNT

10. LESSONS LEARNT
1. ESTABLISHING FLEXIBLE COMMUNICATION
GUIDELINES
Balancing coherence of the brand with flexibility and creativity of
implementation at the local level.

11. LESSONS LEARNT
2. PRIORITISING THE KEY COMMUNICATION
PRODUCTS
The promotional materials that need to be produced centrally .
• Roll-ups / Backdrops for Events
• Multiuse Project logo panels
• Avoid all other physical materials
No paper leaflets
No Posters
No pens
No badges

12. LESSONS LEARNT
3. CHALLENGE OF AGGREGATING CONTENT
FROM THE DIFFERENT COUNTRIES
*Especially for regional communication tools (e.g. website)

13. LESSONS LEARNT
4. HIGH POTENTIAL FOR SOCIAL MEDIA
• Reaching our target group of people (52% of Facebook likes come
from people aged 18-24).
• Our target groups and affiliated networks are comfortable in using
these tools.
• Prioritise the impact at the local level, by ensuring our social media
policy is adapted firstly to the local level, as well as national/regional

14. LESSONS LEARNT
5. CLARIFICATION OF OBJECTIVES AND TARGET GROUP
*Moving from the approach set out in bid document to the approach of
the Asyut social media training.

15. LESSONS LEARNT
6. ADDED VALUE IN THE REGIONAL DIMENSION
*Enjoyable and useful to create a network, e.g. Egyptians contributing to
Tunisia Boxing Day.

16. LESSONS LEARNT
7. TIME MANAGEMENT
Don’t underestimate time needed to:
Production of Materials
Approvals and Sign-off
Press Releases
Website Development
Don’t underestimate the time needed to get to know one another:
Different Organisations with Different Cultures, Styles and
Processes
Clarity of Roles and Responsibilities is essential
Clear Communication
Trust

17. STRATEGIC AIMS
YEAR 2

18. STRATEGIC AIMS
YEAR 2
1. Ensure Communication Policy is at the service of
the YAV Programme Managers and Local Debate
Associations.

19. STRATEGIC AIMS
YEAR 2
2. Strengthen internal communication at the level of
the regional project management team.

20. STRATEGIC AIMS
YEAR 2
3. Strengthen the regional dimension of the YAV
programme.

21. STRATEGIC AIMS
YEAR 2
4. Develop and promote YAV debating online.

22. STRATEGIC AIMS
YEAR 2
5. Consolidating our core YAV Community and
reaching the wider Youth Communities.

23. DIGITAL FIRST STRATEGY

24. DIGITAL FIRST STRATEGY
THE APPROACH
The YAV Communication Policy will adopt a Digital-First strategy. As
the mindest in the Arab world gains momentum in terms on going
digital, the strategy will work on reinforcing the communication
dimension of the Young Arab Voices through Online, Mobile and Social
Media platforms, Based on preferences and a seamless multiplatform
experience with multiple information streams, the Strategy will focus on
utilising social media, promoting innovation, audience development
and growth, portal partnerships and tracking, as well as establishing
content strategies for YAV Online Platform.

25. DIGITAL FIRST STRATEGY
THE OBJECTIVES
• To increase awareness of the project amongst the target audience.
• To extend the reach of the project by providing the target audience
with access to debating information.
• Provide training and other capacity building resources virtually.
• To give people the opportunity to participate in a virtual debate.
• To incentivize more people to actively engage in debating.

26. DIGITAL FIRST STRATEGY
THE TOOLS
• SOCIAL MEDIA
• WEBSITE
• BLOGS AND BLOGGERS ‘OPINION LEADERS’
• GOING VIRAL
• MARKETING
• NETWORKING

27. ACTION PLAN
YEAR 2

28. ACTION PLAN
YEAR 2
1. EXPANSION AND ROLL-OUT OF THE
YAV COMMUNICATION TRAINING PROGRAMME
The implementation of six social media trainings, one in each of the
countries of the project, using the modules developed by 7iber during the
Asyut training. The main outcomes of these trainings will be to have
locally young people that are both skilled and motivated to amplify the
YAV events through social media and that have a knowledge of the
communication policy of YAV.

29. ACTION PLAN
YEAR 2
2. INTERNAL INFORMATION POLICY AND TOOLS
TO SUPPORT PROJECT MANAGEMENT
Establishing an internal information policy and related online tools to
support regular online meetings, exchange of documents and
collaborative work. The partnership with Soliya could be a precious
asset both in terms of using their dedicated platform and of their
experience in moderating online discussions.

30. ACTION PLAN
YEAR 2
3. CRITICAL MASS EVENT
YOUNG ARAB VOICES WEEK
A critical mass of YAV events to take place in a specific time in all the
programme’s countries that culminates on high-level events. The
proposed time is February 2013.

31. ACTION PLAN
YEAR 2
4. SUPPORT INFORMATION AND
COMMUNICATION TOOLS
Including Website Portal
Upgrade the communication and visual identity guidelines for year two
of the project. Develop further and roll-out the YAV website as the central
place for all the programme information. Develop new templates for
promotional materials to be produced locally by the debate clubs
associations.

32. ACTION PLAN
YEAR 2
5. TARGETED PR MOBILIZATION RELATED TO
HIGH-LEVEL EVENTS
In relation to high-visibility events (e.g. Young Arab Voices week)
establishing collaboration with PR agencies, with a specific focus on
digital media, for high outreach campaigns to enlarge the number of
people that know about the project and its goals.

33. ACTION PLAN
YEAR 2
6. YOUNG ARAB VOICES DIGEST
Circulating a monthly newsletter with news and debating information
and resources aggregated and sent to YAV focal points and
stakeholders.

34. POLICY AND MANAGEMENT
DIMENSION

35. POLICY AND MANAGEMENT
DIMENSION
a) COMMUNICATION TASK FORCE
The Communication Task Force will play a monitoring role and ensure
the Communication Policy is implemented in line with the joint agreed
guidelines.
* There will be a meeting on a quarterly basis to review the on-going strategy and consolidate
key achievements from the previous quarter.

36. POLICY AND MANAGEMENT
DIMENSION
b) INFORMATION OFFICER
The Communication Officer is the focal point for coordinating with the
service providers (design company, website provider, printing houses, PR
agencies).

37. POLICY AND MANAGEMENT
DIMENSION
c) COUNTRY PROGRAMME MANAGERS
Terms of Reference of the Country Programme Managers will include
specific targets and activities related the YAV communication policy,
*Focal points will also have ‘scorecard’ targets + ‘country targets’ that will be set in relation to communication.
*Programme Managers will also be responsible for communication at the national level, with the support of
relevant press officers or assistants.

38. POLICY AND MANAGEMENT
DIMENSION
d) DEBATE ASSOCIATIONS
Each contract with the local debate association, signed by either ALF or
BC, must include a communication policy guideline related to the use
of the YAV communication manual (including promotion, presentation
of the partner institutions, press releases, amplification through social
media, provide relevant content for website)

39. DO WE NEED AN AGNECY

40. DO WE NEED AN AGNECY

41. SPACE FOR DISCUSSION

42. SPACE FOR DISCUSSION
a) DEFINING KEY MESSAGES
b) GENERATING CONTENT AT THE NATIONAL LEVEL
c) A CRITICAL MASS EVENT AT THE REGIONAL LEVEL
d) OTHERS

43. THANK YOU