www.flickr.com/66176388@N00
Towards a
communications
Strategy for the
UNDB
Side Event at SBI-1
Wednesday 4 May 2016
Living in harmony with nature
Our Panelists
• Rob Soutter - WWF
• Christine Supples – NBSAP Forum and UNDP
• Suhel al-Janabi, GIZ, GEOMedia and the ABS Capacity-Development Initiative
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a short story
on how the
United Nations Decade on Biodiversity
came to be
It all started in 2010 – the International Year of Biodiversity
and the adoption of the Strategic Plan for Biodiversity 2011-2020
Biodiversity is life
Biodiversity is our life
The IYB campaign was very successful at raising awareness
and mobilising people around the world
+55000 facebook friends
+1138 events
389 partner organisations
192 countries
Worldwide celebrations:
• text
Living in harmony with nature
Purposes of the United Nations Decade on Biodiversity
• Raise awareness on the value of biodiversity for human well-being and the actions that can be taken to conserve and sustainably use biodiversity
• Support the Strategic Plan for Biodiversity 2011-2020 and its Aichi Biodiversity Targets
• Contribute to mainstreaming biodiversity into other sectors
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Living in harmony with nature
Living in harmony with nature
across all sectors of society
Goal A: Address the underlying causes of biodiversity loss by
mainstreaming biodiversity across government and society
Target 1: By 2020, at the latest, people are aware of the values of
biodiversity and the steps they can take to conserve and
use it sustainably
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Living in harmony with nature
Raising awareness - challenges
• People are still not sure what actions they can take to contribute to the
conservation and sustainable use of biodiversity
• There is not a strong political demand for different economic sectors
to use biodiversity sustainably
• People are only beginning to link biodiversity protection and
sustainable use with the resolution of other environmental or
sustainable development issues
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Living in harmony with nature
Steps towards a communication strategy
•Gap analysis
•Messaging and campaign kits
•Biodiversity Champions
•Mainstreaming
•Partners
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Living in harmony with nature
Gap analysis
Baseline data on levels of awareness required
• Methodologies for establishing baselines
• Common sets of questions
• Strategy for replication of surveys during 2017-2020
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Living in harmony with nature
Gap analysis
Tools for awareness raising required
• Existing CEPA toolkits need to be updated
• Behaviour change/social marketing methodologies
• Messages and campaign templates
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Living in harmony with nature
Towards Target One Elements of a Workplan
Measurement of Target one
• Collect surveys
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Living in harmony with nature
Towards Target One Elements of a Workplan
Achieving Target one (tools for use of Parties)
• Messaging and campaign kits
• Success stories/Case studies
• Behaviour change kits/methodologies
• Multimedia/Promotional materials
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Living in harmony with nature
Towards Target One Elements of a Workplan
Target One partners
• Coordination mechanism
• Identify their financing needs
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Living in harmony with nature
Messaging and campaign kits
Communicating actions to conserve and sustainably use of
biodiversity
• Kits for affluent consumers
Food, home garden, tourism and other consumption choices
• Kits for specific economic sectors
Production choices and their impact on biodiversity
Support for mainstreaming work
• Kits for “biodiversity-dependent communities”
Community choice and impacts on ecosystems
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Living in harmony with nature
Messaging and campaign kits
Communicating actions to conserve and sustainably use of
biodiversity
• Kits to increase capacity for communication
Strategic communication principles
• Kits that support awareness raising for other Aichi Targets
Template for campaign kits
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Living in harmony with nature
Behaviour change kits
Toolkits on social marketing, social psychology and methodologies for
communication and behaviour change
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Living in harmony with nature
The new strategy - more work on raising awareness
• Developing, in a participatory process, messages for a global campaign
• Expanding communities we work with around the world:
Zoos
Botanical gardens
IUCN CEC membership
Youth
Business and Consumers
Media
• Supporting other initiatives and communication projects
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Living in harmony with nature
The new strategy - mobilizing more national committees or other structures
• Encouraging National Committees
• Encouraging alternative mobilization structures
Civil society
Business associations
Voluntary initiatives
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Living in harmony with nature
The new strategy - better linkage with the SP and the ABTTF
• Through working with the NBSAP revision process
• Working more closely with other partners:
- Aichi Biodiversity Targets Task Force (ABTTF)
- Biodiversity Liaison Group (BLG)
- Biodiversity Champions
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Living in harmony with nature
The new strategy - working with other sectors
• Better engagement with youth
• Business
• Agriculture
• Indigenous and Local Communities
• Education, also with UNESCO
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Living in harmony with nature
Biodiversity Champions
• Businesses can be Biodiversity Champions
Make a pledge to support the achievement of
the Aichi Biodiversity Targets:
- Support one or more Aichi Biodiversity Targets
- Cover a particular region or sub-region
- Include financial, technical, or other forms of support
- Be time-bound
www.cbd.int/champions
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Living in harmony with nature
The new strategy - mainstreaming
• Identifying main issues for other sectors and then communicating the
role of biodiversity as a solution to these challenges
• Food Security – agriculture
• Water Security – cities, forests
• Sustainable Consumption
• Disaster Risk Reduction
• Nagoya Protocol and new opportunities for sustainable use of biodiversity
• Health and Nutrition
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Living in harmony with nature
Better communication by the Secretariat
• New website
• More extensive Facebook and social media work
• Improved linkages with national groups
• Improved communication and action
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Living in harmony with nature
New website
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Living in harmony with nature
Living in harmony with nature
Join us on Facebook, Twitter
and Instagram
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www.facebook.com/UNBiodiversity
Living in harmony with nature
Living in harmony with nature
Join us on Facebook, Twitter
and Instagram
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https://twitter.com/cbdnews
Living in harmony with nature
Living in harmony with nature
Join us on Facebook, Twitter
and Instagram
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https://instagram.com/unbiodiversity
Living in harmony with nature
Living in harmony with nature
Secretariat of the
Convention on Biological Diversity
World Trade Centre
413 St. Jacques street, Suite 800
Montreal, Quebec, Canada H2Y 1N9
Tel. 1 (514) 288 2220
www.cbd.int
www.cbd.int/2011-2020
www.facebook.com/UNBiodiversity
instagram.com/unbiodiversity
Thank You
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