1. COMMUNICATION STRATEGY FOR FIREARMS CONTROL LEGISLATION

2. COMMUNICATION PREPARATORY PHASE Development of a SAPS corporate identity for firearms Development, design and printing of posters relating to the generic elements of firearms control (47 000) –Licence fees –Safe keeping of firearms –Safety and children Development, design and printing of brochures(590 000) –Safe keeping of firearms –Safety and children –Generic issues relating to firearms control legislation i.e. accreditation Portable Exhibition Stands (3) –Permanent print for stands Placement of firearms control legislation on inter- and intranet of the SAPS as well as Government website

3. COMMUNICATION READINESS ASSESSMENT PHASE Design and printing of promotional items –Rulers (21 620) –Pencil cases (9 660) –Erasers (36 350) –T-shirts (7 500) –Plastic glasses (16 000) –Pens (5 000) Support to provinces with 16 Days of no Violence through provision of promotional items Integrated with Sector Policing to assist in development of posters and pamphlets and awareness raising on firearms Design, develop and printing of folders to support the messages of firearms control (21 000)

4. BACKGROUND The Firearms Control Act, 2000 (Act No. 60 of 2000) and regulations were fully implemented on 1 July 2004. The implementation of the FCA dominated the media scene as far as it concerns the SAPS as from 22 June 2004. The main areas of concern were: –Licensing requirements as of 1 July 2004 and on how many ammunition a person may have. –Fears that the Security industry would face disarmament. –Firearm dealers thought that they would have to close down. –International hunting groups and game farmers did not know what their positions were. –SAPS perceived not to be ready for implementation. –Affordability of owning firearms.

5. OBJECTIVES To encourage support for Firearms Control legislation To maximize communication to licenced firearm owners To create awareness on the provisions of the Firearms Control legislation To educate communities on the content of the Firearms Control legislation To address negative perceptions regarding the Firearms Control legislation To create positive, sustainable publicity in support of the Firearms Control legislation

6. COMMUNICATION CHALLENGES Communicating without delay to internal and external audiences. Ensuring that all stakeholders receive the message. Ensuring that all stakeholders understand the message. Providing information that leads to action. Ensuring correct interpretation of facts in the media. Credible portrayal of advantages of implementation for SA public. Using media events as part of a well-managed communication strategy. Sustained communication that keeps stakeholders constantly informed – when the five-year period of phased-in licensing has been completed, renewal of the initially issued competency certificates will have to follow.

7. PHASED COMMUNICATION MESSAGES AND THEMES Phase 1 –INTERNAL COMMUNICATION AND INTERDEPARTMENTAL COMMUNICATION July - October 2004 Communication to the SAPS internal audience will precede external communication. It will focus on the purpose of the Act Interdepartmental communication to inform other government departments and parastatals about the implementation of the act.

8. PHASED COMMUNICATION MESSAGES AND THEMES Phase 2 –AFTER THE INITIAL ANNOUNCEMENT - July to December 2004 –Communication by Communication and Liaison Services will focus on the general public and individual firearms owners. –Communication to the industry will be dealt with by the Firearms Control Register. CORE MESSAGE 1: Purpose of the legislation CORE MESSAGE 2: Inherited firearms CORE MESSAGE 3: Voluntary surrendering of firearms CORE MESSAGE 4: Firearm training CORE MESSAGE 5: Responsible firearm ownership CORE MESSAGE 6: Unfit Declarations - November to December 2004

9. PHASED COMMUNICATION MESSAGES AND THEMES Phase 3 –RENEWAL OF LICENCES - January to December 2005 and beyond During this phase communication will focus on: –Schedule of implementation –The process itself – what is needed and where services are rendered –Proficiency and competency certification –Licensing process –Costs involved Communication will be cyclical to reach target audiences according to the renewal schedule

10. PHASED COMMUNICATION MESSAGES AND THEMES Phase 4 –POSITIVE IMPLICATIONS AND FEEDBACK ON PROGRESS – After first renewals, April 2006 and sporadic thereafter During this phase communication will focus on what has been achieved to date, reinforcing positive messaging as well as: Thanking people for complying Supporting the process of renewal

11. PHASED COMMUNICATION MESSAGES AND THEMES Phase 5 –STARTING THE PROCESS OF RENEWAL OF COMPETENCY CERTIFICATES and LICENCES -2008 During this phase communication will focus on citizens who have licences and that have to renew their competency certificates as part of the 5 year cycle.

12. MESSENGERS The lead division in the SAPS is Crime Prevention. Communication and Liaison Services at national, provincial, area and station level will render support. DFO’s will play an important communication role in their direct dealings with the public SAPS members Community Police Forums and other community structures The public through the word-of-mouth

13. AUDIENCE SAPS officials DFO’s (via group e-mail) JCPS Cluster Departments Other Government Departments General public The media Groupings stipulated in the Act

14. COMMUNICATION Establishment of Communication network –Established links with e-mail network – SAPS, Nedcor, ADT, Anglo American, BAC –Use of ATM-messaging – all ABSA clients –Rank TV –Radio, Television interviews –Media Statements –SAPS Journal –PolTV –Police File –Free space in Daily newspapers, Star, Pretoria News Launch of Communication campaign – 21 June 2004 –Media conference –Distribution of communication materials – Posters, pamphlets, brochures

15. CONCLUSION Immediate problem solving Sharing of best practices Implementation based on identified priorities

16. Documents to be Provided to Portfolio Committee Practical Approach Copies of Presentation Copies of all promulgations documents –Copies of Regulations and Official SAPS Forms –Copy of the Act –Copy of Amendment Act –Copy of Transitional periods Pen