International Waters Project

Communication - Behaviour - Status

International Waters Project of the Pacific Islands Regional Communications Programme 1.Background 2.Challenges 3.Objectives 4.Results 5.Lessons 6.Needs

1. Background – The Pacific… Is a very big place! 8 million people but 1/3 of the world’s languages ¾ of people live in rural areas Rapid trend from subsistence to a cash economy Limited resources for central government Reliance on aid

The Pacific International Waters Project A $US9m from to help strengthen management of: –waste –freshwater –coastal fisheries Headquartered at the Pacific Regional Environment Programme (SPREP) National Coordinators & Teams in 14 countries

water waste fish

A Two-pronged Approach – Social and economic factors – Understand root causes – Promote greater participation in decision-making – Develop low-cost solutions – Strengthen management at the national level Community National

What & When to Communicate? To improve the impact of our communications “offering”

Social Marketing Encourage new behaviours Advocate for ways and resources to support new behaviour Drive demand for change Prepare people for change - new systems - rules Attract more resources

Focus on measurable change at the community and national levels: –Environmental Indicators – less rubbish –Physical change – public bags –Behaviour change – use bags/don’t litter –Institutional Change – service the bags –Awareness/attitude – looks nicer (step 1) –Process Indicators - # of radio ads, campaign materials etc How do we measure our success? Long term Goal – Improve Water Quality

2. Communications Challenges Confusion - complicated language - jargon Focused on technical information Lacked clear personal benefits Poor ownership from communities and partner agencies Broad project scope – unrealistic expectations Lack of clear/measurable and achievable targets No clear call to action Limited experience in communications planning or implementation

3. Communications Objectives 1.Raise awareness of the project objectives and benefits 2.Promote the adoption of clear, simple behaviours to reduce waste, protect water and coastal fisheries 3.Communicate lessons

Phase 1: Key Activities Develop National Communications Strategies Project Brochure – Simplify the Objectives Regional/Local Media – Engage stakeholders Community Champions – Personalise the Issue Management Champions – Engage managers Video/Radio – Engage the wider community Community Theatre/Competitions – Make it fun Communications Awards – Promote excellence

Phase 2: Key Activities Assemble Campaign Team Monitoring & Evaluation Plan Audience Research Develop Creative Pre-test Implementation Schedule

4. Key Results 1.Promoted greater awareness and understanding of the project 2.Focused on environmental impacts - key behaviours and short-term wins 3.Promoting “champions” - Using the media to “personalise” the issue and boost public and government support for change 4.Coaching National Coordinators to use communications

5. Key Lessons Build in communications planning early Keep focused on specific behaviours (one or two) Take a staged approach – achievable targets Make the call to action fun and easy to do Keep messages consistent Develop a team approach Focus on continuous improvement

6. Communications Needs Build “environments” ability to campaign for behaviour change Use audience research to improve communications and measure change Promote the use of strategic communications at the institutional level