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GOVERNMENT OF THE REPUBLIC OF ZAMBIA MINISTRY OF TOURISM, ENVIRONMENT AND NATURAL RESOURCES NATIONAL CLIMATE CHANGE COMMUNICATION AND ADVOCACY STRATEGY April, 2011
GOVERNMENT OF THE REPUBLIC OF ZAMBIA
MINISTRY OF TOURISM, ENVIRONMENT AND NATURAL RESOURCES
NATIONAL CLIMATE CHANGE COMMUNICATION AND ADVOCACY STRATEGY
April, 2011
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ACKNOWLEDGEMENTS
The Ministry of Tourism, Environment and Natural Resources (MTENR) is indebted to all the
individuals and organisations from across the country and Zambia’s three agro-ecological
regions who participated in, and contributed in various forms to, the drafting of this
National Climate Change Communication and Advocacy Strategy. MTENR is also indebted to
the cooperating partners who made financial resources available through United Nations
Development Programmes (UNDP). The Ministry also commends Panos Institute Southern
Africa for putting together the report and taking a leading role in formulating the strategy.
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TABLE OF CONTENTS
ACKNOWLEDGEMENTS .............................................................................................................. 2
ACRONYMS ................................................................................................................................ 4
Working Definitions ................................................................................................................... 6
3.1 VISION OF THE NATIONAL CLIMTATE CHANGE COMMUNICATION STRATEGY ......... 19
CHAPTER 4: RATIONALE FOR COMMUNICATION STRATEGY ON CLIMATE CHANGE IN
ZAMBIA ............................................................................................................................. 20
CHAPTER 7: MEASURES .................................................................................................... 24
This section presents the detail of activities which will be employed to answer the
objectives presented in chapter 6 above. ........................................................................ 24
7.1.1 Mass Media tools for Public Awareness ................................................................. 24
CHAPTER 8: IMPLEMENTATION FRAMEWORK ................................................................ 40
8.1 Institutional Arrangement .......................................................................................... 40
8.1.2 Role of Partner organisations .................................................................................. 41
8.3 RESOURCE MOBILISATION ......................................................................................... 44
8.3.1 Funding Options ..................................................................................................... 44
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ACRONYMS
ALM Adaptation Learning Mechanism
BBC British Broadcasting Corporation
CBOs Community-Based Organisations
CCCU Climate Change Communication Unit
CCFU Climate Change Facilitation Unit
CDM Clean Development Mechanism
CFCs Chlorofluorohydrocarbons
CSOs Civil Society Organisations
DAPP Development Aid from People to People
DMMU Disaster Management and Mitigation Unit
DSTV Digital System Television
EBS Education Broadcasting Services
ECYG Earth Charter Youth Group
EEPA Environmental Education and Public Awareness
EIA Environmental Impact Assessment
EPPCA Environmental Protection and Pollution Control Act
FGD Focus Group Discussion
GDP Gross Domestic Products
GEF Global Environment Facility
GRZ Government Republic of Zambia
ICC Information and Communication Centres
IFPRI International Food Policy Research Institute
IPCC Intergovernmental Panel on Climate Change
IUCN International Union for Conservation of Nature
LDCs Least Developed Countries
MACO Ministry of Agriculture and Cooperatives
MDZ Meteorological Department of Zambia
MOFNP Ministry of Finance and National Planning
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MTENR Ministry of Tourism, Environment and Natural Resources
NAIS National Agricultural Information Services
NAPA National Adaptation Programme of Action
NCCCS National Climate Change Communication and Advocacy Strategy
NCCDC National Climate Change Development Council
NCCRS National Climate Change Response Strategy
NCP National Contingency Plan
NGOs Non-Governmental Organizations
PSAf Panos Institute Southern Africa
REDD Reduced Emissions from Deforestation and Degradation
RLCs Radio Listening Clubs
SADC Southern African Development Community
SARCOF Southern African Regional Climate Outlook Forum
SIGs Special Interest Groups
SNDP Sixth National Development Plan
SPCR Strategic Program for Climate Resilience
TV Television
UN United Nations
UNDP United Nations Development Programme
UNEP United Nations Environment Programme
UNFCC United Nations Framework Convention on Climate Change
UNICEF United Nations International Children Emergency Fund
WECSZ Wildlife and Environmental Conservation Society of Zambia
YEN Youth Environment Networks
ZAFFICO Zambia Forestry and Forest Industries Corporation
ZANEEP Zambia Network of Environmental Educators
ZANIS Zambia National Information Services
ZCSCON Zambia Civil Society Climate Change Network
ZNBC Zambia National Broadcasting Corporation
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Working Definitions
Advocacy: The pursuit of influencing outcomes that directly affect people’s lives. This
includes influencing public policy and resource allocation decisions within political,
economic, and social systems and institutions.
Adaptation: Adjustment in natural or human systems in response to actual or expected
climatic stimuli or their effects, which moderates harm or exploits beneficial opportunities.
Carbon Sequestration: The process of removing carbon from the atmosphere and
depositing it in a reservoir.
Clean Development Mechanism (CDM): A mechanism under the Kyoto Protocol through
which developed countries may finance greenhouse-gas emission reduction or removal
projects in developing countries, and receive credits for doing so which they may apply
towards meeting mandatory limits on their own emissions.
Communication: The processes, art and science of expressing ideas and information,
especially in speech and writing and symbols.
Climate: The aggregate of weather conditions of a place observed over a long period of time
(normally a period of at least 30 years).
Climate Change: A measurable change in climate variables such as temperature or
precipitation over time. The UNFCCC uses the term to mean a change of climate attributed
directly or indirectly to human activity that alters the composition of the global atmosphere,
in addition to natural climate variability, observed over comparable time periods.
Early Warning: The provision of timely and effective information, through relevant
institutions, that allows those exposed to hazards to take action to avoid or reduce their risk
and prepare for effective response.
Global Warning: The increase in air temperatures at global scales due to increase in
greenhouse gases, such as carbon dioxide, methane and nitrous oxide produced from
burning fossil fuels or deforestation. These gases trap heat that would otherwise escape
from Earth.
Media: The various means of communication, which may include television, radio, and
newspapers. It also refers to the press or news reporting agencies.
Mitigation: Human intervention to reduce the sources or enhance the sinks of greenhouse
gases. Examples include using fossil fuels more efficiently for industrial processes or
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electricity generation, switching to solar energy or wind power and expanding forests and
other "sinks" to remove greater amounts of carbon dioxide from the atmosphere.
National Adaptation Programmes of Action (NAPAs): Documents prepared by least
developed countries (LDCs) identifying urgent and immediate needs for adapting to climate
change. The NAPAs are then presented to the international donor community for support.
Participation: A process of taking part and sharing in different spheres of social, political,
economic, social and cultural life. Participation can be direct or representational (i.e. by
selecting representatives from membership-based communities and groups).
Stakeholder: A group of people, or organisation that has direct or indirect interest or stake
in an organisation or project because it can affect or be affected by the organization's
actions, objectives, and policies.
Strategy: A means chosen to achieve a desired outcome, such as the attainment of a goal or
solution to a problem. It implies the art of planning and marshalling resources for their most
efficient and effective use.
Vulnerability: A set of conditions and processes resulting from physical, social, economic,
and environmental factors which increase the susceptibility of a community to the impact of
hazards.
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CHAPTER 1: INTRODUCTION
Climate Change is a measurable change in climate variables such as temperature or
precipitation over time. The UNFCCC uses the term to mean a change of climate attributed
directly or indirectly to human activity that alters the composition of the global atmosphere,
in addition to natural climate variability, observed over comparable time periods.
The impact of climate change is now a global subject of concern and interest. Several global
reports state that the poor communities around the world are the hardest hit by climate
change since they are more dependent on natural resources and have less of an ability to
adapt to changing climate. Diseases, declining crop yields and natural disasters are just a
few of the impacts of climate change that devastate the world's most vulnerable
communities.
In understanding causes of climate change, it is important to note is the relationship
between human actions and the causes of climate change both directly and indirectly, such
as deforestation versus changing rainfall patterns, increased carbon emission versus global
warming, population growths versus environmental degradation.
The United Nations Framework Convention on Climate Change (UNFCCC) provides the
overall mechanism within which intergovernmental efforts to respond to the challenges
posed by climate change occur. This follows from the long established global consensus that
the climate system is a shared resource whose instability affects everyone on the planet.
Through this framework, governments regularly meet and share information on national
policies, best practices and greenhouse gas emissions. The UNFCC also acts as a platform to
launch national adaptation and mitigation strategies – including requisite financial and
technological support systems, particularly for developing countries.
The Government of the Republic of Zambia has shown commitment to addressing climate
change and promoting adaptation mechanisms in the affected. At policy level, the Zambian
Government signed and ratified the United Nations Framework Convention on Climate
Change in June 1992 and March 1993 respectively, which compels it to comply with the
Convention’s provisions by contributing to the global reduction of greenhouse gas emissions
as a way of promoting sustainable development. The formulation of a National Adaptation
Programme of Action (NAPA) in September 2007 and the development of a National Climate
Change Response Strategy (NCCRS) in 2010 represent two key national response milestones.
The NCCRS builds on priorities of the NAPA and is aimed at establishing a coordinated,
effective and common response to climate change.
In its efforts to respond to climate change challenges at national level including the
formulation of a NCCRS, the government with support from United Nations Development
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Programme (UNDP) and the Norwegian Government established the Climate Facilitation
Unit (CCFU) in April 2009 within the Ministry of Tourism, Environment and Natural
Resources. The Unit is also mandated to facilitate the implementation of clean development
(CDM) projects and conduct awareness and advocacy programmes as well as strengthening
Zambia’s participation in international conferences. In order to effectively carry out their
mandate, the CCFU recognised the need for a systematic communication strategy to guide
its entire coordination and communication mandate. Development of a National Climate
Change Communications Advocacy Strategy (NCCCAS) was therefore commissioned by the
CCFU in collaboration with UNDP.
This document presents the provisions of, and implementation strategy for the NCCCAS. It is
envisioned that the strategy contained in this document will provide clear and effective
mechanisms to foster the flow information, participation and dialogue of different
stakeholders, all of which are crucial for a nation-wide participatory response to climate
change.
The NCCCAS is a productive of a consultative and participatory situation analysis process
across the country in the three agro-ecological regions. During this process target
stakeholders were consulted. The notable ones include: media houses (print and electronic),
government departments, the private sector, environment and climate change experts,
community and special interest groups, farmers, community leaders, donor agencies,
households, education and training institutions and civil society organisations.
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CHAPTER 2: SITUATION ANALYSIS
The development of this NCCCAS was informed by a comprehensive situation analysis
exercise to ensure that the provisions of this strategy do actually respond to and address
the relevant existing gaps in the national climate change response in Zambia. The situation
analysis exercise was conducted through a mix of both primary and secondary data.
2.1 Overview of the Climate change situation and response
Zambia, like other SADC Member States, has experienced and continues to experience
increased adverse impacts of climate change. Extreme weather events, such as floods and
droughts, as well as El Niño-induced events have become more frequent and intense - with
serious consequences for socio-economic and livelihood activities (MTENR, 2007).Overall,
there are still difficulties in attributing these effects directly to climate change due to
inadequate locally generated climate data captured over long enough periods to provide
solid evidence of change while enabling meaningful predictions.
There is evidence of climatic risks peculiar to Zambia and these sometimes vary across the
country’s three agro-ecological regions (Regions I, II & III).In a country where the majority of
the rural population is dependent of rain-fed agriculture for their survival, minimal changes
in climate could translate to tragic consequences. Droughts and changes in growing periods
due to early or delayed onset of the rainy season and reduced rainfall amounts (MTENR,
2007) have been documented in the past. Between 1972 and 1996, some parts of Zambia
suffered severe droughts with at least eight drought periods being observed in less than
three decades (ibid, 2007).A similar scenario occurred in the 2004/2005 agricultural season
in which two thirds of the country received little or no rainfall during the critical flowering
periods for major cereal crops. More recent climate risk experiences include the heavy
flooding that saw some houses submerged in some communities of Lusaka during the
2009/10 rainy season and in Kazungula district where communities were displaced due to
extreme flooding.
Despite the abundant natural resources, environmental degradation has reached alarming
proportions in Zambia (FNDP, 2006).This problem is exacerbated by wide spread poverty
that has in turn contributed significantly to unsustainable coping strategies by communities.
2.2 CLIMATE CHANGE IMPACTS, COMMUNITY AND INSTITUTIONAL RESPONSES
The study established more or less uniform effects across the three agro-ecological regions.
However the impacts of observed changes were affecting communities in some different
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ways depending on their livelihood patterns and the existing geographical circumstances. In
region one, extreme temperatures and floods were reported to be threatening food security
and human and animal health. Region two impacts included excessive heat (particularly in
the valley areas), coupled with flooding and dry spells or droughts. These have adversely
affected food security and livelihoods. In region three, droughts, floods and unpredictable
weather patterns were leading to depletion of forest resources and fish stocks.
Figure 1: Community Perspectives on Climate Change Impacts by Agro-Ecological Region.
In terms of responses to the situation, several coping strategies were indicated, such as
Gamphani (gardening) in eastern province and several sustainable agricultural practices,
among other responses. However, the alternating extremes in weather elements have made
it difficult for farming communities to consistently employ a single strategy.
At institutional level, there has been an increase in interventions by NGOs, cooperating
partners, some government, inter-governmental, regional organisations and to a lesser
extent private sector organisations.
These have attempted several programmes and activities aimed at building the capacity of
communities to adapt to changes in climate and also ensuring that the path of development
Excessive heat, coupled with flooding and
dry spells or droughts which have
adversely affected food security and
livelihoods.
Excessive heat, coupled with
flooding and dry spells or droughts
which have adversely affected food
security and livelihoods.
Extreme temperatures and
floods which are threatening
food security and human and
animal health.
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being pursued is resilient to climate change. However, these efforts, despite being
commendable, have largely been uncoordinated and limited.
2.3 URBAN AND RURAL IMPACTS
In addition to agro-ecological regions, impacts and responses between urban and rural
communities have not been uniform. Whereas most of the emphasis in responding to
floods in urban settings has been the establishment of proper drainage systems, rural areas
are faced with even more urgent needs of repair and maintenance of major infrastructure
such as bridges. Destruction of these by extreme weather has meant complete isolation
from the rest of the country and lack of access to essential services such as health care.
Moreover, most adaptation responses have tended to be ad hoc and relief based.
The impact of climate change on housing in urban communities is also worth noting. Being a
highly urbanized country, the existence of poor infrastructure and lack of services such as
water and sanitation pose an even greater threat for those dwelling in urban settings.
Recurring localized flooding and ‘seasonal’ refugees such as the residents relocated from
some townships within Lusaka to temporary shelters at the independence stadium during
the 2009/10 rainy season are testimony to this phenomenon.
Thus far, urban dwellers appear to be more flexible in seeking alternative livelihoods in the
face of climate change than their rural counterparts. For most people in rural settings,
turning to even more environmentally damaging and unsustainable farming practices is a
common escape route that further weakens the ability of the environment to sustain their
livelihood activities. This cycle, therefore, works to exacerbate climate change.
2.4 IMPACTS ON AND PERSPECTIVES OF SPECIAL INTEREST GROUPS
The study established that climate change threatens the livelihoods of special interest
groups such as the disabled, children, youth, the aged and women in certain unique ways.
The blind, for example, highlighted the additional hardships that have come with extreme
weather conditions. Floods, for example, have tended to make mobility difficult for the
visually impaired whereas extreme heat was said to disorient their minds (which they said
needed to be highly alert at all times). Moreover, some interventions being undertaken to
address the situation, such as digging drainage systems, are instead perceived as death
traps by the visually impaired.
From a gender perspective, the study revealed that poor yields and crop failure have
compelled most women to adopt alternative livelihoods, such as gardening and trading, and
generally extra responsibilities in order to fend for their families. The implications of trading
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in goats, for example, on their livelihoods have included long travels to Lusaka. This has
consequently brought additional stress in as far as keeping family ties is concerned.
The foregone suggests that community and institutional responses to the threats of climate
change have to be multi-pronged in nature and also be designed in a manner that is not only
coordinated and tailored towards the situation obtaining in particular areas within the
country, but also takes account of the needs and perspectives of the most vulnerable groups
in society. Involving them in planning and implementing adaptation initiatives, for example,
is an important step in ensuring that climate change interventions do not side-line some
sections of society.
2.5 SECTORS IMPACT AND RESPONSES
With regard to sectors, agriculture has tended to suffer more (at least thus far) under the
stress of climate variables indicated. With the majority of the population depending on it for
their livelihood, agricultural output has suffered significantly due to extreme weather
events, increases in pests, among other climate change related factors. Most farmers
indicated significant reduction in crop yields and high livestock mortality. Desired
interventions in response to the situation were also captured. On the part of government, it
was felt that punitive industrial levies be introduced to restrain companies from inflicting
further damage to the environment and health of local communities.
Introduction of higher taxes on potentially high polluting second hand vehicle imports,
revision and enforcement of building standards, construction of canals and provision of
early or late maturing seed varieties were all cited as necessary steps that the government
should be taking. On the part of communities, the following were among interventions
desired: crop diversification, establishment of food storage facilities, adopting early
planting, using recommended and tested seed varieties, adopting new methods of farming
and pursuing alternative livelihoods such as entrepreneurial activities in crafts-making.
2.6 INSTITUTIONAL RESPONSES TO CLIMATE CHANGE
Formulation of the NAPA, development of the NCCRS and climate proofing of the SNDP have
constituted some of the major steps that the government has undertaken in response to the
threats posed by climate change. Other interventions by stakeholders (including NGOs and
development agencies) include, among others, the following: Support to civil society
organisations and the media to raise awareness and education; Community-based
adaptation projects such as sustainable agriculture, crop diversification and alternative
livelihoods (e.g. bee- keeping, entrepreneurial skills development and fish farming);
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Promotion of climate champions among the youth and creating mentoring icons to support
them and also spearhead community projects; Capacity building for civil society and
government officers participating in the UNFCC-sponsored climate change negotiations;
Awareness creation and lobbying to Parliament and government on such issues as the
National Policy on Environment and the SNDP; and, Promotion of clean development
projects such as energy– efficient (‘twig’ cook stoves etc).
Despite these and many other responses, lack of coordination among stakeholders
(particularly civil society organisations and between Government line ministries working on
climate change issues) poor information and experience sharing and insufficient
collaboration with government agencies have tended to compromise the quality and extent
of impact of interventions. Despite 58% of civil society organisations interviewed saying that
they enjoyed good working relations with government, a general lack of deliberate linkages
in terms of collaborative interventions, sharing of information and lessons among the
various stakeholders was revealed. Moreover, given the complex nature of climate change
and its potentially far-reaching implications, all agencies must be seen to be delivering a
single message to respective target audiences.
The slow private sector involvement in climate change issues presents another significant
challenge. It is, therefore, imperative that government derives deliberate ways of bringing
the sector on board. The few companies that have come on the scene to support climate
change related initiatives have done so voluntarily as part of their corporate social
responsibility. However, the provision of incentives for climate change based partnerships
and business opportunities e.g. through minimal taxation on renewable energy equipment
while effecting punitive measures on industrial pollution and environmental degradation,
will go some way in getting the best out of the sector.
2.7 PUBLIC AWARENESS AND ADVOCACY ACTIVITIES OF SURVEYED ORGANISATIONS
The situation analysis established that people are generally awake to the changes in
weather patterns and already experiencing the resulting impacts. Local names have also
been coined to represent the phenomenon of a changing climate, including: Kusintha kwa
nyengo (in Nyanja) and Uku chinja kwa mwela (in Icibemba). However, local community
adaptation and mitigation abilities are constrained, in part, by inadequate information.
From the interviews, different views were gathered regarding what the causes of the
changes in climate were. For some, climate change is a result of practices such as
deforestation, whereas for others it is just a sign of the end of time. The need to increase
sensitisation and awareness-raising efforts as a necessary pre-requisite for effective climate
change adaptation and mitigation strategies, cannot be over-emphasised.
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The results of the situation analysis further reveal that 29 out of the 31 household
representatives spoken to said that they knew something about climate change. However,
all but one (91%) said that they were not adequately informed, particularly on the causes of
climate change and how to respond to it. Furthermore, there tended to be no distinction
between mitigation and adaptation to climate change on the part of most respondents.
The survey also highlighted serious information gaps (although with varying degrees) across
all sections of stakeholders visited. The need to know what government programmes exist
in relation to climate change and the causes of climate change were indicated as most
valuable information for them.
Most stakeholders, particularly the farming community, bemoaned the lack of access to
accurate and reliable weather information to enable them make appropriate adaptation
decisions. Other types of information gaps were on specific climate change issues and
impacts, information targeting special interest groups, climate change policies and
protocols (including government’s positions on them) and indigenous knowledge and its
role in climate change adaptation and mitigation.
2.8 INFORMATION AND COMMUNICATION RESOURCES AND INFRASTRUCTURE
The situation analysis has revealed that a number of organisations have been conducting
climate change awareness creation activities. Most of these activities involved the use of
mass media. However, most of the awareness activities were found to be ad hoc in nature
and not guided by any policy or strategies. The absence of model policies (such as by
government) further complicates the situation. Most of the efforts reported were,
therefore, found to lack local context (i.e. on and relevance to obtaining situations on the
ground in Zambia).
It was further noted that very few organisations are involved in climate change advocacy.
The complexity of climate change issues may explain why there is little motivation to tread
in these waters. Building capacity of CSOs, supporting NGO networks such as the ZCSCCN,
investing in local research and development and generating local language information
packages constitute some of the possible ways of ensuring more effective sensitization,
education and advocacy campaigns that will work to elicit people involvement and action.
The study revealed that 83% of the organisations and experts interviewed felt that the
country did not have inadequate communication infrastructure to support exchange of
climate change information. For example, although the majority (87%) of households in
Zambia own a radio set or two (according recent surveys), there exists a disparity between
rural and urban access (83% urban and 24% rural). Furthermore, other means of accessing
information (such as print materials) are predominantly urban-based and in English (Chirwa,
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CH et al, 2010: 10). This situation, compounded by the high cost of access to ICTs products
and services for the majority of the population, has compromised the smooth flow of
information and ideas on climate change. Despite holding immense potential to spearhead
the dissemination of climate change information, national information service providers
(such as NAIS and ZANIS) are incapacitated and unable to play their due roles.
On the other hand, the incomplete liberalisation of the media in Zambia (e.g. the lack of
establishment of the independent broadcasting authority) can also be seen as working
against the increased spread of knowledge and information on climate change.
The potentially powerful role of community media to increase outreach also remains
untapped. The over 40 community media houses lack resources for in-depth reporting of
development issues, lack relevant content, depend on volunteer producers and are severely
under-funded. All of these factors tend to limit their relevance and impact in the
communities they serve.
The highly urban-based and predominantly English language print media have also done
little to enhance the dissemination of climate change information. Furthermore, despite
over 700 active periodicals being deposited at the National Archives of Zambia, the situation
analysis found that few of them are consistently published and stand the test of time. This,
in part, may be explained by the poor culture of reading and the high costs associated with
printing. It is, therefore, important that strategies for communicating climate change utilize
a combination of print and non-print tools, including interpersonal communication
channels.
2.9 QUALITY AND QUANTITY OF MEDIA COVERAGE OF CLIMATE CHANGE
The situation analysis established, and confirmed the journalists’ perspective, that the
quantity of CC stories – in both print and broadcast media – is low (0.4% of total stories over
the period in the case of print media). The stories also have had a narrow focus, leaving out
other crucial aspects of CC. Most of the stories tended to be focused on catastrophic
occurrences, such as flooding and droughts, or events such as the UN supported multilateral
climate change negotiations. This could explain why media coverage of climate change was
criticized by experts during interviews. The experts cited lack of local context, depth and
misrepresentation of facts, among areas that need improvement. However, compared to
the Panos (2007) study on media coverage of climate change, there is a growing trend in
issue-based compared with event-based reporting, meaning that more reporters are now
voluntarily taking up climate change reporting. However, lack of editorials suggests that the
media do not generally see CC as such a serious problem worthy commenting or setting
agenda on, as they do in such subjects as politics. Also, the link between CC and other
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sectors of the Zambian society – such as sports, economics, gender, vulnerable groups,
culture, etc – is not reflected in the media content.
In view of this, the case for not just capacity building of the media on climate change but
also facilitating learning and networking among journalists and between the media and
other stakeholders has been established. Despite the general perception by the media that
it is their business to report on climate change, this is not reflected in the actual quality and
quantity of media coverage. Unsupportive editorial environments, lack of newsroom policies
and strategies to report on climate change and institutional constraints within most media
houses (e.g. equipment, incentives and transport) continue to hamper effective and
consistent reporting on climate change. Another major hindrance is general lack of interest,
skills and conviction among many journalists, coupled with lack of specialized training.
2.10 SOME GAPS IN THE CLIMATE CHANGE RESPONSE PROGRAMMES IN ZAMBIA
The following gaps were identified during the situation analysis exercise undertaken in
developing this strategy and a review of available literature:
Inadequate involvement of stakeholders (lack of buy-in);
Lack of coordination and synergy of policies;
Uncoordinated climate change responses, particularly in the areas of vulnerability
studies and adaptation and disaster response efforts;
Confusion around applicable climate change related policies;
Lack of climate change policy;
Limited enforcement of existing laws that have a direct bearing on climate change;
Inadequate political will and low prioritization of climate change in development
discourse;
Lack of proper harmonization between local and international climate change
protocol;
Weak institutional implementation systems and structures;
Limited resources and technology for climate change interventions;
Inadequate interventions for marginalized groups;
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Inadequate interventions for special groups (including children, women, youth, the
aged);and,
Insufficient knowledge on climate change.
The NCCCAS will endeavour to address these gaps in order to bring forth an effective
response to climate change in Zambia.
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CHAPTER 3: VISION
While noting that the aim of the CCFU is to advance the objectives of the NCCRS, and that
the NCCCAS is one of the innovative ways of advancing the NCCRS, it was imperative that
the objectives of the NCCCAS contribute to the overall goal of the NCCRS which is: A
Prosperous Climate Change Resilient Economy. The vision of the NCCCAS contributes to the
broader goal of the NCCRS and in subsequently to the achievement of the Sixth National
Development Plan (SNDP).
3.1 VISION OF THE NATIONAL CLIMTATE CHANGE COMMUNICATION ADVOCACY
STRATEGY
In line with the overall NCCRS vision, the ultimate goal of the NCCCAS is to ensure that all
the key stakeholders, including members of the public, are engaged and empowered to
participate in all programmes and interventions designed to support them to respond to the
challenges posed by climate change, the goal of the NCCCAS is presented as follows:
A sustainable, effective and well-coordinated National Climate Change Response Strategy
that addresses both the causes and effects of climate chance in Zambia.
3.2 SPECIFIC PLANNED OUTCOMES
Increased public awareness, knowledge and appreciation of climate Change – both
mitigation and adaptation – among the public and target stakeholders across the
country;
Improved policy environment favourable to the climate change response in Zambia
Enhanced capacity of the media, scientists, researchers, government departments
and other organisations involved in climate change to effectively engage and
disseminate climate change information;
Improved documentation of adaptation and mitigation activities to support adoption
both qualitatively and quantitatively; and,
Enhanced collaboration and networking among the various climate change
stakeholders.
In order to achieve this goal sustainably, the NCCCAS will ensure that gender, human rights
and interest of people with special needs are mainstreamed at all levels of implementation.
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CHAPTER 4: RATIONALE FOR COMMUNICATION AND ADVOCACY STRATEGY ON CLIMATE
CHANGE IN ZAMBIA
The recently developed National Climate Change Response Strategy (NCCRS) notes that a
principal concern for Zambia is the lack of adequate climate change information, knowledge
and long-term period data for researchers, planners, policy makers and the general public
on climate change impacts, adaptation and mitigation measures as well as the opportunities
the problem presents. This calls for climate change education.
Another important consideration is the fact that current efforts in climate change
communication have largely been fragmented and uncoordinated and not well planned
with clear objectives, strategies and tools and how to measure impact. All these
shortcomings have made it difficult to send clear messages and sustaining dialogue to
create and sustain the desired impact.
The issue still lacks immediacy, which is an essential ingredient in the newsworthiness of any
event or issue as far journalists are concerned. Second, the uncertainties in the response of
the climate system, lack of agreement on the environmental and socio-economic impacts,
and the unreliability of climate models further cloud the discussion rather than the
certainties of this environmental issue. The nature and language of scientific climate impact
assessments also make it difficult for the media and general public, policy makers and even
decision makers to respond. Yet, communication is recognized as an essential part of the
science-policy process.
As already established in the previous chapters, human action is directly linked to the causes
of climate change. This means that a way of addressing the causes of climate change is
directly related to interacting with human actions. When people do not understand the
linkage between their actions and the changing climate, it will be difficult to address climate
change. An example of this is the adoption of practices such as unsustainable chitemene
farming which accelerates deforestation and increases Co2 emissions. With the
development of an effective advocacy strategy, action can be taken and such practises
reversed.
It is necessary to reach out to the people, whose actions on the one hand directly or
indirectly influence the causes of climate change, and on the other their actions are needed
in adopting sustainable adaptation mechanisms. Communication would be the best strategy
through which people can be sensitised, educated and mobilised to play their role in
preserving the environment and thereby reducing climate change and its impacts.
Communication can also be useful in educating the masses on modes of adaptation to
climate change.
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It is against this background that the CCFU saw the need for a systematic NCCCS to be
developed in order to contribute to the NCCRS vision, A Prosperous Climate Change Resilient
Economy.
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CHAPTER 5: GUIDING PRINCIPLES
The NCCCAS will be guided by the following principles:
Environmental sustainability: All measures in this strategy will respect the accepted
values of environmental sustainability;
Popular Participation: Enhance participation and utilisation of potential of all key
stakeholders and sectors in climate change at all levels; Be integrated and exploit
synergies with other relevant interventions across other sectors and players -
Government departments, NGOs, private sector, communities, etc, in-country and
across SADC, as well as the frameworks of regional and international Conventions
and initiatives and the NCCRS for long-term sustainability
Collective interest: Promote and galvanise individual, community and national
interest and actions relating to climate change;
Accountability: Facilitate feedback from citizens and stakeholders to assess the
efficacy of climate change related policies and measures;
Sector Integration: Integrate climate change throughout the fabric of society in the
country, including education system to ensure that climate change is crosscutting in
all sectors
Media friendly: The NCCCAS will tap into innovative, interactive and alternative
media/channels for different stakeholders and audiences to extend coverage of the
messages and ensure maximum impact;
Measurability: All measures included in the NCCCAS will be easily monitored and
evaluated.
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CHAPTER 6: OBJECTIVES
In efforts to achieving a sustainable, effective and well-coordinated National Climate Change
Response Strategy that addresses both the causes and effects of climate chance in Zambia,
the NCCCAS will work towards achieving the following set of objectives:
1. Increase awareness, knowledge and appreciation of climate change - both mitigation
and adaptation to support understanding and attitude change - among the public
and target stakeholders across the country.
2. Enhance the capacity of the media, scientists, researchers, government departments
and other organisations involved in climate change to effectively engage and
disseminate climate change information.
3. Create platforms for effective engagement, information sharing and networking in
climate change among and between key stakeholders and communities for decision-
making processes and policy formulation
4. Advocate for the harmonisation and effective implementation of existing Climate
Change related Policies as well as formulation of new ones where necessary.
5. Advocate for the Domestication and Implementation of International and Regional
Climate Change Laws and Protocols.
6. Advocate for the prioritization of climate change on the national development
agenda.
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CHAPTER 7: MEASURES
This section presents the detail of activities which will be employed to answer the objectives
presented in chapter 6 above.
7.1 OBJECTIVE 1: Increase awareness and knowledge levels, access to information, and
appreciation of climate change - both mitigation and adaptation - among the public and
target stakeholders across the country.
This objective will address the apparent low levels of awareness, knowledge and
appreciation of climate change among the general public and key stakeholders in order to
ultimately increase public participation in the subject. At the same time it will aim to
improve access to information on the subject.
Tools and formats to achieve Objective 1
Objective 1 (above) will be achieved through the use of a variety of mass media and
interpersonal communication media and/or tools as outlined below.
7.1.1 Mass Media tools for Public Awareness
The mass media will be vital in spreading climate change information to impact primarily on
the first (basic) levels of the behaviour change stages – awareness creation, creating interest
and education - to large and varied target audiences and in a cost effective way.
This will be achieved through the following mass media options:
i) Television – National, Regional and International
The strategy use existing programmes such as National Watch, Lima Time, The Reporter,
COMESA’s Go Green and others by buying airtime for such programmes over the five-year
period. Regional and international TV channels will be targeted to cover Zambian activities
and news events and with packaged and ready-to-air materials produced by fellows to be
supported under the Fellowship programme.
Proposed TV Formats
These will include live and pre-recorded TV programmes.
a. Live TV programmes
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The NCCDC will use the national broadcaster (ZNBC) and Muvi TV to air the following during
peak hours:
Two separate 60-minute (One hour) live interactive programmes, The Climate
Challenge, over a period of 26 weeks (Six months) in 2011 and 2012.
In 2013, 2014 and 2015 the programme could be reduced to 13 weeks (Three
months).
b. Pre-recorded TV programmes
The programmes will feature a wide range of experts or interested parties who will discuss
climate change issues in detail for the benefit of the viewing public. To make the
programmes more interactive a studio audience will be assembled to ask questions to the
panellists.
c. Documentaries
Documentaries are recommended due to their effectiveness arising from combining picture
and voice to provide in-depth and real life stories from the ‘ground’. The Council will
organise the following:
30-minutes documentary, along the lines of NAIS’ Lima Time, on a weekly basis for
the entire period of the strategy (2011- 2015).
The target audiences for TV will be mainly peri-urban and urban (elite) viewers - policy
makers, cooperating partners, elite farmers, communities, etc.
ii) Radio – National and Community
Radio will assist to increase public awareness, knowledge and appreciation of climate
change among a cross section of stakeholders, including those in remote areas. Community
radio in particular will be used to reach rural communities that do not receive radio signal
from the national broadcaster. Community radio will also aid the spreading of climate
change information in local languages.
Proposed Radio Formats and Outputs
The same proposed formats for television will also apply to radio (live, documentaries and
recorded programmes). Both national and community radios will be used.
The principal audience for radio programmes will be a cross-section of stakeholders,
including rural and peri-urban communities, extension personnel and policy makers.
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iii) Newspapers
Newspapers will provide a possibility for fully explained information on climate change.
Proposed formats and Outputs
Regular news, feature articles and editorials on climate change to increase
awareness and knowledge. Newspapers will be encouraged and capacitated
through special training to report climate change issues on their own.
The use of newspaper columns. The Council will not initiate its own columns but
support existing ones in the three dailies (Zambia Daily Mail, Times of Zambia
and The Post) as well as other online papers.
iv) Press Releases
Events and activities surrounding climate change will be widely and timely publicised in the
media, both locally and abroad. Climate change experts and activists will be trained in
writing press releases. Press releases will be produced whenever a need arises.
The principal audiences will be the public through the press.
v) Magazines
Magazines will be used to carry out CC information that is relevant to identified groups. The
Council will consider the following options for magazines:
For the entire duration of the strategy, contribute articles to established national,
regional and international magazines written by the journalists supported by the
fellowships programme under Objective 3. Locally-published magazines include The
Zambian Farmer, Ground Up and Lechwe, etc.
The Council will further explore the possibility of establishing its own in-house
magazine in 2012 to reach out to various target groups.
The principal audiences for magazines will be members of NGO networks, policy makers,
cooperating partners, extension staff, scientists, conferences, farmers and the general
public.
vi) Posters and Billboards
Posters and billboards will be used to spread information in a more illustrated way
by use of pictures. The NCCDC will produce 10,000 copies of different posters each
year from 2011 until 2015 for distribution to all the 73 districts in Zambia. 7000 will
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be printed in the seven Zambian local languages. Two billboards, portraying relevant
messages, will be erected in each of the 73 districts in Zambia, and an additional six
(6) will be erected in Lusaka and four in each of the cities of Ndola, Kitwe,
Livingstone and Chipata.
The Target audiences will be the public and specific groups such as farmers, for example to
convey messages on drought tolerant seed varieties.
vii) Field Days and Demonstrations
Field days and demonstrations will enable the people attending the events to come face-to-
face with realities or good mitigation and adaptation practices relating to climate change,
for instance, good conservation farming practices in crop production.
At least nine (9) demonstrations, one per province, will be conducted annually (2011
– 2015) across the nine provinces on specific climate change mitigation or
adaptation technologies.
The principal audiences will be farmers, extension officers, agriculture and natural
resources management experts and scientists.
iv) Resource Centres (on and off-line) and Multi-purpose Community Communication
Centres (Tele-centres)
The NCCDC will establish community resource centres and telecentres to promote
depositing of relevant materials on climate change. Through these facilities, computer
terminals will also be available to enable the public access online resources. The Council will
also support already existing resource centres, including those in the Ministry of education,
statutory bodies such as the National Water and Sanitation Council (NWASCO) and
Environmental Council of Zambia (ECZ), special libraries, youth groups, research institutions
and CSOs. Support will be in form of organising training in management of resource centres,
provision of materials, joint exhibitions and fares (for example during agricultural,
commercial and district shows and the library week).
The Council will use the existing farmer training institutes or centres under the Ministry of
Agriculture and Cooperatives (MACO) in almost all the districts to support establishment of
new resource centres.
The resource centres will target CSOs, the media, students, scientists, academics, extension
staff, cooperating partners and the general public. Where resource centres and/or
telecentres already exist;
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The NCCDC will not create but support existing tele-centres, notably those due to be
established by ZICTA at Mazabuka, Mumbwa, Mporokoso, Mpulungu, Kabwe,
Serenje and Mongu.
More than 300 Multi-purpose Community Communication Centres will be created by
other organisations by the end of the five years (2015) and the NCCDC will support at
least 50 of them every year.
Community radio stations will also be used to initiate information and
communication centres as part of convergence of technologies.
The principal audiences will be the local (and rural) communities, community radio stations,
local extension staff, local government departments, etc.
iii) Brochures, Leaflets/Flyers (‘Small Media’)
Information about climate change - both mitigation and adaptation - will be packaged in
easy‐to‐use brochures or leaflets for easy comprehension. The language will depend on the
target audience – local language or English.
At least 1000 climate change issue-based copies of brochures will be produced a year
in the seven (7) principal local languages, namely Lozi, Chewa, Tonga, Bemba, Luvale,
Kaonde and Lunda.
Three thousand (3000) copies will be printed in English every year for the audiences
able to read and understand the language. This will bring the total to 10,000 copies
per year.
The principal audiences will be farmers, local communities, extension staff, NGOs, policy
makers, etc.
v) ICTs and social networking
A range of ICT and social networking methods will be used such as sms(es) through
partnerships with mobile companies, podcasting which entail distributing audio files over
the internet, allowing users to gain access by subscribing and downloading them. Facebook,
Twitter, and blogs will be linked to the NCCDC website to create a virtual village made up of
the youth and climate change advocates such as CSOs/CBOs/FBOs, special interest groups,
regional networks and academic institutions. Facebook will also be linked to live radio
programmes to enable people to join on-going discussions.
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The principal audience will be mainly young adults and urban stakeholders will internet
connectivity.
xii) Fact Sheets and Issue Papers
These will be distributed in all the districts. They will be also produced in the seven major
local languages, with underlying basic facts on climate change.
5,000 fact sheets will be produced and distributed to every district in English and the
seven (7) principal local languages every year over the duration of the strategy.
2, 000 issue papers will be produced and distributed to every district in English and
the seven (7) principal local languages local languages every year over the duration
of the strategy.
The principal audience will be the media, CSOs, urban and rural communities, churches,
government ministries, farmers and farmer organisations, agro-dealers and agents,
cooperating partners and UN agencies.
7.2 OBJECTIVE 2: Enhance the capacity of the media, scientists, researchers, government
departments and other organisations involved in climate change to effectively engage and
disseminate climate change information.
Tools and formats to achieve Objective 2
i) Local content grants for media houses
The Council will engage and support selected radio stations and news publications to
serialise climate change stories through local content supplements. The local content grant
will be an administrative support provided to media houses to support sustained coverage
of CC for a reasonable period of time.
Five (5) media organisations each year for the first three years (2011 – 2013) will
receive the grant. The grant shall be for a period of three years for each successful
medium that is selected but renewable annually, depending on performance. This
means in total 15 media houses will benefit by 2015.
The principal target will be media houses, including community media.
ii) Sensitisation training workshops for editors and other media managers
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These trainings will target those who make editorial decisions on what will be published or
broadcast in their media houses.
In 2011 30 editors from across the country (both national and community) will be
trained. Another 30 will be added (trained) in the third year (2013). At the end of five
(5) years, the strategy would have mobilized and trained at least 60 editors
championing climate science media coverage.
From the first group, eight editor-mentors will be selected (2 print, 2 TV, 3 radio, 1
online) to backstop media houses and individual reporters/producers. The eight
mentors will each year be supported with a grant not exceeding $10,000 for
backstopping. These will also be linked to scientists and other communicators of
climate science.
The principal target will be editors and station managers of both community and national
radio and TV, online producers and heads of information/communication departments.
iii) Short training courses for journalists in climate change communication and reporting
The short course (five-day) trainings will target reporters/producers who write and produce
in-depth reports for publication and/or broadcast. There will be two streams of training
approaches.
The training will target at least 40 journalists from across the country in Year 1
(2011) and another 40 in Year 3 (2013). These journalists will be selected through a
competitive process in which they will have to apply for consideration.
iv) Fellowships Programme
These will target reporters/producers who will express interest to report climate change.
Fellowships will be offered to two sets of journalists with a demonstrated passion and
interest in communicating and reporting climate change and related development issues.
Fellows are trained/ oriented on the subject and awarded grants with stipulated conditions
and targets in terms of outputs (reports or programmes).
In 2011, 15 successfully selected fellows will undergo a thorough three weeks
intensive training course in reporting and communicating climate change.
Another 15 will be recruited and under-go this intensive training in the third year
(2013).
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After the training the fellows will receive logistical support through media
fellowships to cover in-depth climate change reports and coverage for a period of 24
months.
The principal target will be experienced and specialized journalists from both print and
broadcast media. Priority will be to reporters and producers from features and related
specialised desks.
v) Short course trainings for scientists, researchers and extension staff
These trainings, targeted at researchers, scientists and extension staff, will focus on
empowering them with skills and knowledge on how to relate with the media in order for
them to effectively report and communicate climate science.
Every two years (2012 and 2014), NCCDC will train at least 30 scientists and
extension staff in climate science and research in a simplified manner.
The principal target will be researchers, scientists and extension officers.
vi) Short course training for non-media communicators
This will involve developing capacities of non-media organisations, NGOs, government
departments, cooperating partners and others in public communication and development of
climate change communication strategies.
30 participants will be trained in 2012, 2013 and 2014.
vii) Curricula development for Schools and Tertiary Institutions
The Council will facilitate curriculum development initiatives in schools, colleges and
universities for long term capacity building.
The Curriculum Development Centre (CDC) will be engaged in reviewing curriculum
for all – private, public and commercial training colleges to improve teaching of the
climate change subject.
Universities – both public and private – will be engaged directly for curriculum
review and incorporation of CC in existing curricula – both media and non-media
(agriculture and natural resources).
viii) Annual Media Awards for Analytical and Investigative CC Reporting
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These awards will acknowledge, encourage and promote unprecedented skills, knowledge
and attitudes in climate science media coverage.
These will be segmented into print, television, radio, community print and radio, and online
media awards. Institutional annual media awards will also be provided to encourage quality
and increased media coverage of climate change.
Each award will have three (3) prizes – 1st, 2nd and 3rd - in each category of journalism
– and the different reporting categories. Consideration will be made to link this
initiative with existing media awards, such as the Panos and MISA awards.
The principal target will be journalists (reporters and producers) and media houses.
x) Site tours
Journalists, extension workers and others involved in CC interventions will require visits to
sites or fields with existing and successful interventions to see how technologies and/or
initiatives are working or not. This will enhance their knowledge and skills, and connect to
with the target audiences.
Two (2) tours will be organized each year for five years to enable at least 40
journalists and others to see first-hand impact of climate change, interact with
communities to appreciate their perspectives and visit various adaptation and
mitigation projects.
Journalists will be drawn from among those taking part in capacity building training
and/or part of local journalists’ networks such as the Panos supported Media for
Environment and Agriculture Development (MEAD) and Zambia Media Forum.
The principal target will be editors, reporters and development workers.
7.3 OBJECTIVE 3: Create platforms for effective engagement, information sharing and
networking in climate change among and between key stakeholders and communities
Increasing consensus on climate change issues requires effective networks and partnerships.
The Council will establish networks and partnerships at community level way up to the
country level and between Zambian stakeholders and colleagues in the SADC region.
Tools and formats to achieve Objective 3
i) Live Phone-In (Interactive) radio programmes - Community and National
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Live Phone-in (Interactive) radio programmes, featuring climate change experts,
leaders and policy makers on Radios 2 and 4 of ZNBC and two (2) community radio
stations per province (in local languages) will be broadcast.
Each channel will broadcast 52 programmes annually for four years (2011 – 2014).
The programmes on Radio 4 will be targeted at youths while Radio 2 will target the
literate adult populace.
The principal target audiences will be the youth, policy makers, CSOs, scientists, researchers
and the general public.
ii) Community Radio Listening Groups
The Council will strengthen existing radio listening groups such as the Radio Farm Forums of
NAIS in MACO and Radio Listening Clubs of Panos and other NGOs. NAIS has established and
supported over 1000 RFFs in all districts of Zambia for four decades to facilitate
dissemination of agricultural and rural development information.
However, due to inadequate institutional capacity by NAIS to facilitate continued running of
the forums, many are barely operating consistently.
RLC will target rural communities, policy makers, traditional, community and opinion
leaders.
iii) Newsletter
The Council will consider producing a newsletter titled Climate News Zambia with climate
change information and activities of stakeholders involved in CC interventions. This
newsletter, carrying mainly articles or write-up contributions mainly by Fellows supported
under Objective 3, will bring together experts and like-minded organisations in creating a
market place of ideas, experiences and engagement.
The Council will organise one (1) provincial workshop per year to train journalists
and extensions workers in newsletter production skills and climate change and
development reporting skills.
The principal target audiences will be like-minded organisations involved in communicating
climate change and related development issues, policy makers, cooperating partners and
CSOs.
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iv) On-line Discussion (D) groups
An internet based discussion group (D‐group) will be created for the main purpose of
opening up discussions and engagement around climate change issues and for sharing of
information on any topic.
The principal target audience will be like minded organisations involved in communicating
climate change, local, regional and international CSOs, academic and research institutions
and the media.
v) Workshops and Seminars
Workshops and seminars will provide platforms where various stakeholders will meet to
share knowledge and information on climate change.
Two (2) workshops will be conducted in each province each year over five years.
These may be tied to other proposed events so that they do not become mere
annual gatherings with little or no impact.
The principal target will be MPs, local government officials, judiciary, government planning
and information and public relations staff.
vi) National Climate Change Consultative Forum
National Climate Change Consultative Forum (NCCCF) will play the role of enhancing
coordination, information sharing and networking among various actors in climate change.
They will also act as platforms for policy dialogue and planning.
NCCDC will consider creating the National Climate Change Consultative Forum
(NCCCF) by 2012.
The Forum will convene at least once a quarter.
The principal target will be CSOs, farmer organisations, cooperating partners, research and
academic institutions and Government ministries and the general public.
vii) Participation in National, Regional and International Summits and Conferences
The Council will facilitate capacity building of a core group of government, private sector
and civil society officers to consistently participate in international and regional gatherings.
Civil society in Zambia will also be encouraged to strengthen engagement in regional and
continental networking with such bodies as the Africa-wide Civil Society Climate Change
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Initiative for Policy Dialogues (ACCID), which helps to mobilise government and civil society
positions on key issues on climate change for African countries at international fora.
The Council will support the participation of members from other stakeholders, such
as youth and women groups, to participate in regional and international events each
year for five years.
The Council will also facilitate annual climate change youth conferences twice (2013
and 2015) during the five years, bringing together youth organisations and learning
institutions.
The main target will be regional and continental governments, COP delegates and the G20.
viii) Support Creation and Maintenance of Networks
The Council will support existing media networks, NGOs, youth organizations and
environmental educators’ networks through provision of materials and access to resource
centre facilities, offer planning space and networking meetings where necessary and
facilitate fundraising ventures.
Learning institutions will also be encouraged to participate in regional initiatives such as the
Environmental Education Association of Southern Africa (EEASA).
x) School debates
These will be targeted mainly at the school going youth and educators. Youth environment
networks (YEN) and clubs will also be targeted. Live debates on TV 2 (on Saturday morning)
and ZNBC TV (on Sunday afternoon) will provide a lively and engaging platform for exchange
of information and knowledge among the young generation. District level debates (once
every year) will also be organized among schools and youth clubs. Winners will proceed to
compete at provincial and later take part in a national competition that will be dubbed, The
Climate Debate.
xi) Essay and poems competitions for schools
Calls for essays will be advertised among schools. The Council will work with the
media and ECZ by constituting a committee to oversee awards and media
fellowships.
Poems will target pre-school and primary school children. Annual school days, such
as prize giving days and assemblies, will be used to offer prizes for best poems on
climate change. National Theme Days, shows and exhibitions and sporting events are
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other avenues that will be used as platforms for children to express their thoughts
on climate change issues in the form of poems.
xii) School Environmental Clubs
The Council will provide support to existing clubs in form of materials and dissemination of
information on available fellowships and competitions, supporting trainings and youth
conferences and other events. Capacity building will also be organized for environmental
educators. Clubs will also be encouraged to be affiliated to relevant agencies such as the
Earth Charter.
The principal audience target will be the youth, policy makers and the general public.
7.4 OBJECTIVE 4: Advocate for the harmonisation and effective implementation of existing
Climate Change related Policies as well as formulation of new ones where necessary.
The Council is cognisant of the lack of relevant policies, implementation as well as
harmonization of the different policies on climate change. The problem is compounded by
lack of a clear national and specific legal and policy framework for climate change. This
strategy endeavours to advocate for the development, enforcement and/or harmonisation
of climate change policies.
Tools and formats to achieve Objective 4
The strategies, tools and formats that will be used to achieve this objective are as follows:
i) Research and Policy Analysis
Primary and secondary research will be conducted at the beginning of 2011 in order to
establish policy gaps in current responses to climate change.
The principal target audience for this tool will be policy makers.
ii) Face to Face Stakeholder Meetings
Face to face meetings will involve experts and civil society interacting with decision
makers to discuss pertinent policy issues on climate change.
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A select group from the Council and NGOs whose task is to conduct policy analysis
and derive positions on key issues in relation to climate change responses and the
harmonisation of the existing policies- will be nominated to handle these meetings.
The principal targeted audience will be the decision and policymakers.
iii) Round Table Discussions
Round table meetings will be held with cooperating partners to review and discuss various
issues such as progress in climate change mainstreaming, budgetary allocation and tracking,
funding for adaptation and other themes around harmonisation and effective
implementation of climate change related policies. These meetings will be held quarterly for
five (5) years.
The principal targeted audience will be the decision makers and cooperating partners.
7.5 OBJECTIVE 5: Advocate for the Domestication and Implementation of International
and Regional Climate Change Laws and Protocols.
Zambia has signed a number of international laws and protocols, including the Kyoto
Protocol on Climate, and all these need to be domesticated and enforced in order for the
country to benefit from the adoption of more sustainable development practices.
Tools and formats to achieve Objective 5
The strategies and tools that will be used to achieve this objective are as follows:
i) Position papers and Policy Briefs
The Council, through the climate change civil society network and other interested
stakeholders, will lobby and bring to the attention of leaders the critical issues on climate
change through position papers.
The principal target audience will be national and international leaders and governments
and the corporate world.
ii) Stakeholder Round Table Meetings
Stakeholder meetings will be conducted to gather and share information on a particular
concern and build consensus. The stakeholders will use these events to present their
concerns and state how best they can be addressed. The sessions will be open to the press
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and public, and will also constitute technocrats and their counterparts in developing
countries and from all other developing nations and multilateral institutions. The meetings
will run on a quarterly basis for the duration of the strategy.
The principal targeted audience will be all stakeholders, including cabinet and state.
iii) National Climate Change Negotiators Workshops
Climate Change Negotiators are people who negotiate for the nation during COP
(Conference of Parties to the UNFCC) and other high level international and bi-lateral
meetings. The Council will build a team of qualified negotiators. This will be done by holding
training workshops for the negotiators.
The principal targeted audience will be the G20, international decision and policy makers
and corporations.
7.7 OBJECTIVE 6: Advocate for the prioritization of climate change on the national
development agenda
Through this objective, the government will be compelled to prioritise and provide
adequate resources to effectively address climate change adaptation and mitigation issues.
Tools and formats to achieve Objective 6
The strategies and tools that will be used to achieve this objective are as follows:
i) Lobbying the National Assembly
This form of lobbying will focus on legislation change (e.g. amendment of key legislation to
take into account climate change) and enactment of new ones where necessary. The
strategy will particularly target Select Committees of Parliament. At one level, the Council
will lobby the Committees to include specific climate change activities and issues in their
Annual Programmes of Work. At another level, specific submissions will be made during
stakeholder meetings will the Committees to press for relevant legislation change.
ii) Five Days of Climate Change Activism
This will involve a series of systematic activities aimed at calling for action on climate
change. The activities will be geared towards influencing buy-in from stakeholders through a
week of campaign activities using the media (live radio and TV discussion programmes), live
performances with local musicians, matching, letters of appeal to leaders and poems by
school children. Other activities will include presentation of policy briefs and position papers
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to policy makers, sensitisation on budget tracking for climate change related expenditure
and lobbying to corporate sector for social responsibility and adherence to environmental
and labour laws.
The private sector will be encouraged to adopt the formulation of corporate climate change
or green policies that will legitimise climate change concerns in their operations. From 2011
government should make this mandatory. All these activities will culminate into a national
climate change theme day.
The principal targeted audience will be all stakeholders in various communities nationwide.
iv) Budget Tracking
This tool will be used to ensure proper utilisation of funds that Parliament allocates in the
yearly budgets for climate change related activities in the affected ministries, including how
such resources are spent. Three workshops will be held each year between 2011 and 2015
before the presentation of the national budget, after the publication of the mid-term
expenditure framework and at the end of the annual budget cycle.
Sector reports will be presented and debated during these meetings. Thereafter, positions
and recommendations will be submitted to the Ministry of Finance. Results of such analysis
will also be used to inform other campaigns.
The principal targeted audience will be the Ministry of Finance and National Planning.
v) Letters to policy and decision makers
Written letters to policy and decision makers will be used to convey critical issues of
concern on climate change. This tool will be used as and when need arises.
The principal target audience will be the national decision and policy makers and namely
development partners of Zambia.
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CHAPTER 8: IMPLEMENTATION FRAMEWORK
This section outlines the mechanism put in place for the implementation of the policy. It
covers institutional arrangements, legal framework, resource mobilisation, monitoring and
evaluation for the implementation period which runs for five years, starting January 2011
and ending December 2015. A mid-term review of the strategy will be undertaken at the
end of 2013 and a final evaluation by December 2015.
8.1 Institutional Arrangement
Given the complexity of the strategy, a widely inclusive – multi-stakeholder - approach to
implementation will be adopted. The major aim of the NCCCS is to use information to
support mitigation and adaptation interventions proposed in the NCCRS. The NCCCS will,
therefore, be implemented alongside the NCCRS and will be incorporated within the
proposed structures of the proposed National Climate Change Development Council
(NCCDC) Secretariat, under the proposed Working Group 4, or Directorate of Science,
Awareness, Communication and Education. The activities of the NCCCS will be coordinated
by the Climate Change Communication Department (CCCD) of the Directorate of Awareness,
Communication and Education (as illustrated in Figure 15). The Directorate will be headed
by a Director while the CCCD will be headed by an Assistant Director or its equivalent, with
relevant qualifications in communication and a good understanding of the subject of climate
change and environment and natural resources generally.
8.1.1 The functions of the CCCD
These will include the following:
1. To coordinate all climate change communication activities in the Republic of Zambia,
in line with the provisions of the NCCCAS;
2. To ensure that there is technical and managerial capacity to implement
communication activities within NCCDC and across the country and sectors;
3. To ensure that climate change communication activities are complimentary, enhance
existing initiatives and there is no duplication;
4. To ensure mainstreaming and integration of climate change communication
activities in all the sectors of the economy, including the private sector and non-state
sectors;
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5. To ensure capacity of institutions to carry out climate change communication is
enhanced;
6. To monitor and review implementation of climate change communication activities
including the above; and,
7. To be involved in mobilising financing for the NCCCAS.
The CCCD will be in charge of overall implementation and coordination of all climate change
communication activities of the country through NCCDC or any other body that will be
mandated to carry out this function. However, a number of activities or particular outcomes
of the strategy will be delegated to partner organisations – both state and non-state actors -
with a proven record of experience and expertise in a particular area.
In delegating responsibilities or outsourcing specific tasks of the NCCCAS, the following
competencies will be generally used to determine eligibility:
1. Wide experience in communication for development, proposed communication
methodologies and in working with media and other communication actors.
2. Knowledgeable about climate change issues and protocols.
3. Well respected and with ability to pull different stakeholders together.
4. Well networked.
5. Demonstrated capacity to monitor and evaluate the proposed activities in the
strategy.
6. Sufficient capacity to manage interventions to be delegated.
7. Sound financial base.
8. Strong governance structures.
9. Perceived as non-partisan and neutral by all stakeholders.
8.1.2 Role of Partner organisations
It is recommended that all advocacy activities of the strategy be hived off to a partner
organisation or network of partners, such as the Zambia Civil Society Climate Change
Network (ZCSCCN), housed at WWF.
However, the Network will have to be strengthened in order to meet the general aspects of
the eligibility criteria prescribed above.
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8.2 POLICY AND LEGAL FRAMEWORK
This section highlights existing policies and laws that need to be enforced to support the
implementation of this strategy. Additionally, this sections looks at policy and legislation
gaps that need to be filled for effective implementation of this strategy.
Notably, Zambia has no specific Government policy on climate change at present. However,
several policies and pieces of legislation that have a direct bearing on addressing climate
change do exist as follows:
i) National Adaptation Programme of Action (NAPA)
In 2007, Zambia completed the NAPA guide, a UNFCC requirement aimed at implementing
mitigation and vulnerability adaptation measures for dealing with effects of climate change
in sensitive economic sectors and create public awareness of the issue. The NAPA identified
agriculture and food security, water and energy and wildlife and forestry (including health)
as the most vulnerable sectors of the Zambian economy to climate change. Prioritised
projects falling within the NAPA include those targeted at strengthening early warning
systems, adaptation and land use, management of habitat, promotion of livelihoods and
regeneration of indigenous forests.
ii). National Climate Change Response Strategy (NCCRS)
In order to ensure coordination and effectiveness in interventions to address climate
change, the Zambian Government, through the CCFU, initiated the formulation of a
comprehensive National Climate Change Response Strategy (NCCRS). The goal of the
strategy is to provide a framework for a comprehensive and strategic approach on aspects
of adaptation, mitigation, technology, financing as well as public education and awareness.
Alongside this process, therefore, a National Communication and Advocacy Strategy
(NCCCAS) has been proposed to facilitate broad-based participation in climate change
interventions. The NCCRS has also provided the first most comprehensive effort by Zambia
to provide a more effective and harmonised framework for responding to the challenges of
climate change both in the areas of adaptation and mitigation.
The following table provides a summation of the various pieces of legislation.
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Table 1: Legislation with direct bearing on Climate Change
Legislation Purpose
1.0 National Policy on Environment
(NPE),
2009
Harmonise sectoral strategies, rationalise
legislation that concern the use and
management of natural resources and to
attain an integrated approach to
development through a national cross-
cutting consensus.
2.0 National Energy Policy,2008 Undertake public awareness and ensure
availability of data and information on
market demand, resource assessment and
applicability of renewable energy
technologies.
3.0 Environmental Protection and Pollution
Control Act No. 12 of 1990(amended in
1999).Revisions have been recently made to
include further changes that will transform
ECZ into an authority and make it more
effective.
Carry out campaigns to increase public
awareness about natural resources
conservation.
4.0 The Disaster Management Act No.13 of
2010
To establish and provide for the
maintenance and operation of a system for
the anticipation, preparedness, prevention,
coordination, mitigation and management of
disaster situations and the organisation of
relief and recovery from disasters.
5.0 Water Supply and Sanitation Act No. 28
of 1997
To regulate the quality of service and the
pricing of water and sanitation services to
protect consumers from exploitation.
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8.3 RESOURCE MOBILISATION
In order to implement the activities proposed in the NCCCAS, substantial financial resources
will be required.
The total budget for the proposed interventions is roughly US$ 8,418,164. The budget is
based on the five-year (2011 – 2015) implementation plan proposed in Appendix 9.2. Of this
amount US$ 2,325,060 is for Communication; US$ 5,656,100 for Advocacy; and US$ 437,004
for Monitoring and Evaluation.
8.3.1 Funding Options
Funding for the NCCCS is expected to come from two main sources:
1. Core funding through NCCDC allocations for climate change communication
activities. The source of these funds could be either GRZ national budget or from
cooperating partners for implementing the NCCRS.
2. Direct funding, from cooperating partners, specifically to the NCCCAS through the
NCCDC.
The above suggestions apply to both communication and advocacy activities of the
strategy.
8.4 MONITORING AND EVALUATION
Monitoring and evaluation (M & E) is now a headline issue and as climate change adaptation
and mitigation gain increased recognition in development policies and programmes, the
need to clearly track impact of measures being undertaken has become paramount. M&E
provides the means for accountability and tracking delivery of results. It also offers tools for
enhancing learning and accelerating uptake of knowledge and successful practices.
It is cardinal that in designing the National Climate Change Communications and Advocacy
Strategy M and E framework, there must be appreciation and recognition of the broad set of
players that need to be involved in developing an M&E system for it to be both effective and
sustainable. M&E capacity building needs to recognize the importance of positioning M&E
within a broader context than simply a technical one; that is, also recognising the political
and social support factors needed to launch and sustain an effective M&E system to ensure
delivery of results from the communications strategy.
8.4.1 Monitoring and Evaluation in Climate Change Driven Programmes
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While monitoring and evaluation both refer to approaches for measuring performance, it is
important to note the distinctions between these two tools of accountability and
governance in ascertaining the performance of the national climate change mitigation and
adaptation communications strategy.
Monitoring of the climate change communication strategy will entail continuous collection
of information and data in a systematic fashion so as to provide an on-going indication of
how well the messages and campaigns are translating into behavioural changes, shifts in
decision making processes and overall increased and effectiveness of climate change
responses. Evaluation of the strategy will typically involve a disciplined assessment of cross-
sectoral government programs, policies and activities based on an agreed participatory
monitoring and evaluation system premised on the proposed logic framework and the
implementation plan.
The critical distinction between monitoring and evaluation is that the former will provide
trend information around the climate change communication strategy, while the latter will
provide more explanatory information to affected stakeholders and decision-makers to
better understand, not only how well programmes and policies are performing, but also the
factors attributable to the performance.
8.4.2 Proposed Monitoring and Evaluation Model
Understanding the differences, issues, synergies and scope of climate change adaptation
and mitigation in the development context is fundamental to designing monitoring and
evaluation approaches. Assessing the effectiveness and efficiency of a national climate
change communication and advocacy strategy requires multi-stakeholder planning and
engagement. The participatory monitoring model emphasises an all-inclusive approach in
climate change communication planning and decision-making processes, hence the need for
continuous consultations and feedback in measuring the different levels of change
processes. This implies that at various stages of the monitoring and evaluation cycle
different categories of stakeholders will be involved in planning and decision making
processes. Appendix one shows some of the different categories of stakeholders that will be
involved in participatory monitoring and evaluation.
Participatory monitoring will enable stakeholders to define key messages, set success
indicators and derive tools to measure success. These tools include participatory rural
appraisal tools (PRA) such as mapping, problem-ranking, seasonal calendars, surveys, oral
testimonies and in-depth interviews. The stakeholder analysis matrix will guide the
participatory assessment of the effectiveness of the messages and tools used across the
different groups of stakeholders.
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8.4.3 What to monitor
Climate change adaptation and mitigation responses will vary across themes or sectors.
Thematic areas include agriculture and food security, water resources and energy, natural
resources management and public health. Indicator categories will therefore focus on the
reach of climate change communication and advocacy interventions, behavioural level
changes or impact at stakeholder/actor level, sustainability of interventions and the
reliability potential of lessons.
The log frame gives a detailed account of the indicators that will be monitored over the life
of the Strategy. More specifically, as provided in the log frame, verifiable indicators will be
broken down at four different levels as follows:
I. Impact: The proposed indicators at the level of the strategy goal will assist to
monitor and measure the extent to which the Zambian population will be
empowered and engaged in actively and appropriately responding to climate change
challenges.
II. Outcome: The proposed indicators will assist to monitor and measure the extent to
which the interventions will achieve the 11 communication and advocacy objectives
outlined in the logic framework.
III. Output: The following parameters will guide monitoring and measurement of
success of communications and advocacy outputs:
Percentage of the target audience who correctly understand climate change
messages;
Percentage of the target audience who express knowledge, attitude and beliefs
consistent with the climate change messages and advocacy efforts;
Number of communication and advocacy materials produced, by type, during the
period of the strategy;
Number of communication and advocacy materials, by type, during the period of the
strategy;
Percentage of the target audience that engage in recommended adaptation and
mitigation practices;
Percentage of the target audience who acquire skills recommended by the
messages; and
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8.4.4 Reporting and Evaluations
The reporting and feedback mechanism provides a systematic and flexible reporting loop on
a monthly basis to determine the impact of the messages. It is critical that the Council fully
documents baseline data on each of the performance indicators, as detailed in the log
frame, to effectively measure impact. Monitoring and measuring the communication and
advocacy strategies is important because it sets the foundation for demonstrating good
management, learning lessons for the future and showing a sense of accountability for the
work undertaken. The monthly documentation of results of interventions is critical because
it will assist the NCCDC, stakeholders and funding agencies to identify the results achieved
and lessons learned and therefore take corrective action as is necessary at an early stage.
