Presentation by Christian Ledwell (International Institute for Sustainable Development) at a workshop on NAP process communications held August 31, 2017.
2nd edition of the Australian Charter of Healthcare Rights.
Communicating Ethiopia's NAP Process to International Audiences
1. Ethiopia In-country National Adaptation Plan (NAP)
Support Program
Funded by: In collaboration with: Implemented by:
Communicating
Ethiopia’s NAP Process
to International Audiences
Addis Ababa
August 31, 2017
2. • Examples of how strategic
communications can support
the NAP process
• Developing key messages for
international audiences
• Identifying communications channels
and next steps for reaching these
audiences
Agenda
4. 1: Mainstreaming climate change adaptation
into development policies, plans and
strategies
2: Building long-term capacities for
adaptation
3: Effective and sustainable funding
mechanisms
4: Advancing adaptation research and
development
5: Improving the knowledge management
system for the NAP
Ethiopia NAP Strategic
Priorities
6. Peru
“Do you have a
minute to talk about
climate change?”
campaign
One-page summaries about
climate change adaptation
designed to brief policymakers
and others new to the issue.
7. Grenada
Raising public
awareness about
climate change
adaptation
With German support, Grenada
raised public awareness
through music videos,
consultations, a quiz show for
students, a climate walk, the
below billboard on buses and
more.
8. South Africa
Sharing adaptation
information through
the Let’s Respond
Toolkit
This platform supports local-level
planning processes in South
Africa with:
• Practical tools for adaptation
• Technical information on
climate change
• Training materials and
templates
9. Jamaica's Meteorological Office
worked with USAID to develop a
drought forecasting tool, as their
NAP process identified early warning
systems as a priority.
Jamaica
Communicating climate
information
11. The average person sees and hears
thousands of marketing messages
each year.
How do you cut through the noise?
When shaping your message:
» Incorporate your most important point
» Appeal to the values and interest of the
audience
Write your messages down in advance.
Messages
12. Most messages will fall under these four categories:
Fact/Result: “Climate change means more frequent high-temperature
extremes, and that will affect health by increasing cases of
temperature-related mortality and the incidence of certain diseases.”
Problem/Solution: “Climate change will have serious consequences
for human health, biodiversity, ecosystems, but the NAP process can
save lives and money in the long run.”
Call to Action: “Adapting to climate change is essential. Help us build
a climate-resilient Ethiopia.”
Benefits: “Our new climate-resilient building and infrastructures codes
help ensure our homes and buildings are liveable and resilient in the
face of climate change.”
Types of
message
14. In groups, take 25 minutes to do the
following.
Write down your one key message for one
of the following international audiences (try
to keep the message to one or two
sentences if possible):
UNFCCC (e.g., presenting at COP 23)
Multilateral donors (GCF, GEF and
Adaptation Fund)
Bilateral development partner and other
donors (e.g., USAID, foundations)
Peers working on the NAP process in a
neighboring country
Photo: UNFCCC/Flickr
15. Repetition is key to good communications.
But that doesn’t mean repeating the same
exact message.
Message ‘supports’ add variety
Statistics—meaningful numbers
Stories—Real-life examples involving
people
Soundbites—A concise phrase that
expresses your message
Aim for a mix of statistics and stories—some
people are more fact-oriented and scientific,
others respond better to personal stories.
Repeat, repeat, repeat
17. In groups, take 25 minutes to do the
following.
Write down your two most important messages
for this audience (try to keep the message to a
single sentence if possible).
Identify message supports
Are there facts and statistics that support your
messages?
Are there stories or anecdotes that illustrate your
messages?
Nominate one person from your group to present
the pitch you develop.
18. » “Help us build a climate-resilient economy”
» “Let’s collaborate across borders to build
resilience”
» “Climate action now!”
» “Implementing adaptation options is an
urgent priority”
» “Ethiopia needs technical and financial
support from development partners”
Messages from this
morning
27. Font
What is the font used in documents related to
Ethiopia’s NAP process?
Colour Scheme
What colours are used (e.g., yellow and blue of
the Coat of Arms?)
Visual Identity
What types of photos are used to communicate
climate change adaptation? (e.g., is it political
leadership, photos of pastoralists, photos of
extreme weather?)
Deciding on branding
guidelines
29. Discussion questions
What are the priorities for
communicating the NAP
process in next three months?
How can the MEFCC website
be used to communicate to
international audiences?
What types of communications
supports does MEFCC need in
order to communicate Ethiopia’s
NAP process?
