Download Annex 3. CHIESA Communication Plan 2014

Annex 3. CHIESA Project Communications Plan 2014–2015
1. Current Situation/Background
The Climate Change Impacts on Ecosystem Services and Food Security in eastern Africa–
Increasing Knowledge, Building Capacity and Developing Adaptation Strategies (CHIESA)
Project is a research and development project funded by the Ministry for Foreign Affairs of
Finland. The project is coordinated by the International Centre of Insect Physiology and
Ecology (icipe) in Nairobi, Kenya and it started in February 2011 with a six-month inception
phase. The initial performance period was launched in August 2011, so activities have now
been implemented for three years and four months. The CHIESA Project will end in July
2015, but the Steering Committee of the project has decided to apply a no-cost extension
from the donor for six additional months (until December 2015) to finalize the work and to
achieve the set objectives.
The performance under the research-oriented work packages has progressed at different rate
but overall most of the project-supported scholars have completed their data collection and
currently analyze data sets and summarize and publish their results in peer-reviewed
journals. Internal communication of results has not been very efficient despite several efforts
to request and make the scholars to share their raw data and findings among the different
components even before those results are published. Due to the lack of a comprehensive
dissemination and communication strategy, activities with the beneficiaries of the project have
been implemented on an ad hoc-basis. In the CHIESA Project, communication has largely
been integrated with capacity building activities (Annex 4 of the Annual Report 2013–2014).
Additionally, communication has been carried out through digital media (internet), radio and
TV, awareness-raising seminars, conference presentations, policy briefs and other
publications.
2. Overall Communications Objectives
Adequately inform the public and private sectors in East Africa on the effects of climate
change on ecosystem services and food security. Active and effective communication of the
research findings and new knowledge created in the CHIESA Project on climate change
impacts is needed to develop remedies and adaptation options in collaboration with the
stakeholders.
3. Communications Objectives
A. Internal communications objectives:
1) Information transfer
- Support multidisciplinary research and understanding of the phenomena by
sharing data sets and findings among the work packages/project partners
- Generate new scientific findings and provide new information to fill critical gaps
on knowledge related to climate and land use change impacts on ecosystem
services
- Improve coordination of activities by informing work packages/project partners on
achieved results, on-going and planned work
- Ensure appropriate interventions by keeping work packages/project partners
informed on the existing policy framework and strategies
2) Awareness raising
- Build and maintain the recognizability of the CHIESA Project in the project
partner organizations by sharing materials and organizing activities
- Improve efficiency by avoiding unnecessary and overlapping actions within and
across work packages/project partners
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3) Dialogue
- Provide opportunities for work package/project partner input into key activities
including planning, design, decision-making, implementation and monitoring and
evaluation
- Build relationship, trust and ownership of the project among project partners
- Communicate the needs, concerns and perceptions of the work packages/project
partners
- Maintain and develop a common vision on the project
4) Outcome
- Increase the use of project results among the work packages/project partners
- Enhance practical support within and across the work packages/project partners
- Support planning and management of day-to-day project activities
B. External communications objectives
1) Information transfer
- Increase the knowledge of beneficiaries on the impact of climate change on
ecosystems services and food security in the Eastern Afromontane Biodiversity
Hotspot
- Support the development of climate change adaptation options and strategies by
sharing research results and findings with the stakeholders
- Improve capacity of NARES to address climate change problems by giving them
data and training on how to use it for analyses, modeling and future planning
- Enhance preparedness of stakeholders to cope with the impacts of climate
change through technology transfer and dissemination of best practices
2) Awareness raising
- Build and maintain the recognizability and credibility of the Project in the
stakeholder organizations
- Increase public awareness about climate change and importance of sustainable
management of ecosystems and their services for food security
- Inform stakeholders about the appropriate methods and practices for climate
change adaptation
- Facilitate stakeholder involvement and response to upcoming project activities
3) Dialogue
- Provide opportunities for stakeholder input into key activities including planning,
design, decision-making, implementation and monitoring and evaluation
- Identify and develop adaptation strategies in cooperation with beneficiaries to be
implemented through action plans in the target areas
- Build relationship, trust and ownership of the project among stakeholders
- Communicate the needs, concerns and perceptions of the stakeholders and other
end users
- Develop and agree on a common vision on the project actions and interventions
- Ensure appropriate interventions by involving stakeholders which are responsible
of implementing existing policy framework and strategies
4) Outcome
- Achieve stakeholders’ practical support of the project
- Influence policies and decision-making through the stakeholders
- Improve the success of implementation of new practices which help adaptation to
climate change
- Encourage positive media coverage of the project activities
- Facilitate beneficiaries’ access to project outputs after the performance period
4. Target Audience
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Communities and farmers (small-scale farmers growing maize, crucifers, avocados and
coffee) in the studied mountain and highland ecosystems in Ethiopia, Kenya and
Tanzania. Farmers’ associations, water users associations and other CBOs. Special
needs group leaders. Youth group leaders. Special focus on women farmers.
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Extension agents and government officers (agriculture, livestock, water, forestry,
environment, planning, education).
Teachers and the pupils in local primary, secondary and technical schools (principals and
science teachers)
Mass media (science-reporting journalist in TV, radio and internet)
State and local government institutions (elected representatives, government officials,
county governors, chiefs, politicians, MPs)
National agricultural research and extension services (agricultural research organizations,
universities and research institutes). Professional people, such as directors, scientists,
research assistants & scholars and technicians. NGOs
Private sector (industrial and commercial business owners, plantations and forestry
companies, parastatal organizations, media house owners
General public in Ethiopia, Kenya and Tanzania.
5. Key Message per Target Audience
Communities and farmers:
The synergy of climate change (increasing air temperatures and variability in rainfall) and land
use change has caused disruptions to functional biodiversity in Afromontane agroecosystems. These disruptions may lead to more frequent and more serious insect pest
outbreaks and thus negatively affect food security of small-scale farmers. Use of synthetic
pesticides on the farms is not a sustainable option as it also harms the populations of useful
insects, such as pollinators and natural enemies of the crop pests. Farmers should adopt
practices based on Integrated Pest Management (IPM), which provides means for biological
control of crop pests, helps restore and maintain habitats for the parasitoids and reduce
dependency on synthetic pesticides. Conservation agriculture techniques may be combined
with IPM to help support biological control of pests and diseases.
Key themes: 1) enhancement of biological control and IPM to tackle emerging pests and
diseases, 2) conservation agriculture, and 3) irrigation and water resource management
Extension agents and government officers:
In addition to the risk of more frequent and more serious pest outbreaks, the farming and
pastoral communities experience the challenge of increased occurrence of floods and
droughts due to climate and land use changes. Therefore, a shift towards a framework of
Integrated Land and Water Resource Management for Sustainable Agriculture will be
necessary to meet and balance competing demands for natural resources to provide food,
water and livelihoods, as well as for conservation of flora and fauna. Multi-stakeholder
involvement is crucial to achieve effective and sustainable joint management at different
scales. Water User Associations and Community Forestry Associations (and equivalent CBOs
in the target areas) need information and government support in implementation of the
policies and new management structures on-the-ground. The results and projections for land
use change and climate change by the CHIESA Project provide information for the extension
agents and government officers to be used in the discussions and formulation of site-specific
integrated land and water resource management plans in collaboration with the CBOs.
Key themes: 1) enhancement of biological control and IPM to tackle emerging pests and
diseases, 2) conservation agriculture, 3) Integrated Land and Water Resource Management,
and 4) monitoring and forecasting
Teachers and pupils:
Climate change should be given emphasis in the school curriculum as its impacts on
ecosystems and livelihoods may, according to the current scientific knowledge, intensify by
2050 when today’s pupils manage their households and resources to feed their families.
Learning about the climate change impacts, mitigation and adaptation at the young age will
build the knowledge and capacity of the citizens to cope with the negative effects and to
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utilize the emerging opportunities. Schools can be the centers for local monitoring of climate
change and critical natural resources, such as water. Establishing on-the-ground monitoring
tools for rainfall and water quality will add value to the teaching on climate change given at
schools and provide hands-on exercises for the pupils on how to monitor some key
parameters.
Key themes: 1) climate change impacts on ecosystems and livelihoods, 2) water quality
assessment, 3) climate change mitigation and adaptation, and 4) monitoring rainfall
Mass media:
There is a need to improve the quality of the climate change reporting in the mass media
through training of journalists through refresher courses. The science-reporting journalist
should be more aware of the scientific basis of climate change, its causes/drivers and
consequences/impacts so that they may avoid misinformation in the articles, news and
broadcasts. Improving the quality of climate change reporting in the mass media helps
distributing the correct messages to the general public and building awareness which is
based on scientific facts rather than imagination and hearsay.
Key themes: 1) scientific basis of climate change and its impacts on ecosystems and
livelihoods, 2) concepts and available facts, and 3) climate change mitigation and adaptation
State and local government institutions:
Scientific results (summarized in policy briefs, manuals and brochures), land use and climate
projections/models, and risk maps (pests, droughts and floods) for the target areas generated
by the CHIESA Project will help the state government to formulate policies on climate change
adaptation and mitigation. The local government institutions may use the available results for
implementing the existing policies and strategies, developing land use plans, interventions
and actions to address the most vulnerable areas and communities.
Key themes: 1) land use and climate change projections/models, 2) risk maps for early
warning, and 3) climate change adaptation options and strategies
National agricultural research and extension services:
The immediate practical application level of the CHIESA project targets this audience through
direct collaboration in implementing research and field activities, participation in capacity
building (academic degree training of their staff members/ short training course, workshops
and seminars), and sharing data sets, models, articles and other project results. Research
collaboration and capacity building will develop and upgrade on-the-ground capacity of these
organizations to address climate-related problems through research, monitoring and
extension activities. Their knowledge and skill to use latest scientific tools and methods for
analyzing and modeling climate, land use and biodiversity is improved. As a result, they are
better equipped to serve their countries in providing information for climate change adaptation
and mitigation.
Key themes: 1) managing climate-related risks through models, 2) capacity building on land
use change detection and modeling, economic valuation of ecosystem services, impact
assessment on biodiversity and habitats, research on functional ecosystem services, pest
management and pollination, and water resources assessment, and 3) development and
support the implementation of climate change adaptation options and strategies
Private sector:
Private sector (businesses and individual entrepreneurs) play an important role in the
economy by for example, providing goods, services and employment for a large number of
people in eastern Africa. Simultaneously, the private sector also utilizes and competes on the
available natural resources, such as water, in the target areas. The private sector is not
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immune to the impacts of climate change and needs to be well informed on the projected
changes in the future in order to be able to adapt their operations and protect their assets
from the negative impacts. However, the private sector may also use the project results for
responding to the emerging opportunities with new products and services, such as climatefriendly or climate-resilient labeled products. Information (risk maps, climate and land use
scenarios, etc.) disseminated to the private sector will help them make informed decisions on
investments, relocation of activities, and even to consider shifting to a more water and energy
efficient technology as part of the climate change mitigation and adaptation strategy. The
private sector must be involved in the design, planning and implementation of the Integrated
Land and Water Resources Management framework in the target areas. Communicating the
project results with them may be used as an incentive to them to be more closely involved in
the process.
Key themes: 1) land use and climate change projections/models, 2) risk maps for early
warning, and 3) Integrated Land and Water Resource Management, and 4) potential
commercial utilization of project findings
General public:
Raising awareness of the general public on climate change impacts on ecosystem services
and food security is an important step in enhancing preparedness of the communities.
Dissemination of science-based information through mass media, internet and social media
may influence the decisions of individuals on the selection of farming practices, natural
resource use and management and pest control technologies. The general public needs to
understand that climate change will not only bring negative impacts but also new
opportunities may emerge in the future and lead to new innovations, businesses and jobs.
Clear messages on the research findings, risk maps and climate projections allow the general
public to shape their opinion on the required directions and actions at different levels, and
help plan the future of their livelihood with risk management and adaptation to the various
impacts under climate change.
Key themes: 1) scientific basis of climate change and its impacts on ecosystems and
livelihoods, 2) climate risks and projections, and 3) climate change mitigation and adaptation
6. Communications Mix and Timeline
The Work Package (WP) leaders and researchers will be responsible for the majority of
communications activities, particularly the dissemination of research products. WPs are
expected to maintain dedicated communications and/or knowledge broking staff, and who will
have a role in facilitating this.
Communities and farmers communications mix
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Community seminars (presentation of project results and discussion)
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Public meetings (sensitization and awareness raising)
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Targeted workshops (community-based CC adaptation action plan development)
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Site visits and demonstration trials (IPM, irrigation and ILWRM)
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Synthesis products and tools targeted at particular areas and sites
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Training and occasional lectures (farmer field schools, short courses)
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Conferences and annual project meetings (farmer representatives invited)
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TV and local radio (broadcasts on project activities and outreach)
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Newspaper (articles on the project)
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Web site (project web site with digital resources)
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Videos (DVDs distributed to libraries and community centers)
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Personal contacts by scientists
Extension agents and government officers communications mix
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Training manuals (guides for IPM, conservation agriculture and ILWRM)
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Brochures, articles, posters, reports (general information and research results)
Targeted workshops (e.g. community-based CC adaptation action plan development)
Site visits and demonstration trials (IPM, irrigation and ILWRM)
Synthesis products and tools targeted at particular areas and sites
Training and occasional lectures (seminars and short courses)
Conferences and annual project meetings
Data sets, models and scenarios (graphs, maps and other visualizations)
Web site (project web site with digital resources)
Mailing lists (email communication of news and activities)
Personal contacts by scientists
Teachers and pupils communications mix
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Tools and training manuals (guide for water quality assessment)
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Brochures, articles, posters, reports (general information and research results)
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Targeted workshops (e.g. community-based CC adaptation action plan development)
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Site visits and demonstration trials (weather station sites and making rain gauges)
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Training and occasional lectures (short courses)
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TV and local radio (broadcasts on project activities and outreach)
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Newspaper (articles on the project)
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Data sets, models and scenarios (graphs, maps and other visualizations)
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Web site (project web site with digital resources)
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Mailing lists (email communication of news and activities)
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Personal contacts by scientists
Mass media communications mix
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Brochures, articles, reports (general information and research results)
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Press releases
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Targeted workshops (CC reporting – demystifying the concept)
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Site visits (ILWRM, IPM)
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Training and occasional lectures (short courses)
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Web site (project web site with digital resources)
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Mailing lists (email communication of news and activities)
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Personal contacts by scientists
State and local government institutions communications mix
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Synthesis products and tools targeted at particular line areas within government
(policy briefs, risk maps, climate and land use projections)
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Brochures, articles, posters, reports (general information and research results)
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Targeted workshops (e.g. community-based CC adaptation action plan development)
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Site visits and demonstration trials (IPM, irrigation and ILWRM)
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Regular personal contacts with key officials
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Conferences and annual project meetings
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Policy seminars (consultations on policy frameworks)
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Data sets, models and scenarios (graphs, maps and other visualizations)
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Web site and social media (project web site with digital resources, Facebook)
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Supervisory Board Meeting (annually to review and approve annual technical and
financial reports, and annual work plan and budget
National agricultural research and extension services communications mix
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Academic degree training and supervision (Ph.D. and M.Sc.)
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Hands-on training and field research activities
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Synthesis products and tools targeted at particular research components
(policy briefs, risk maps, climate and land use projections)
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Brochures, journal articles, posters, reports (general information and scientific results)
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Tools and training manuals (from various project components)
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Scientific seminars (presentations and discussion on project results)
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Targeted workshops (e.g. community-based CC adaptation action plan development)
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Site visits and demonstration trials (IPM, irrigation and ILWRM)
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Personal contacts by scientists
Conferences and annual project meetings
Data sets, models and scenarios (graphs, maps and other visualizations)
Web site and social media (project web site with digital resources, Facebook)
Research networks and platforms
Private sector communications mix
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Briefing sessions (with senior scientists)
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Synthesis products and tools targeted at particular line areas within government
(policy briefs, risk maps, climate and land use projections)
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Brochures, articles, posters, reports (general information and research results)
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Targeted workshops (e.g. community-based CC adaptation action plan development)
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Site visits and demonstration trials (IPM, irrigation and ILWRM)
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Training and occasional lectures (seminars and short courses)
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Conferences and annual project meetings
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Web site (project web site with digital resources)
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Mailing lists (email communication of news and activities)
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Personal contacts by scientists
General public communications mix
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TV and local radio (broadcasts on project activities and outreach)
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Newspaper (articles on the project)
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Brochures, articles, posters, general reports (information and research results)
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Web site and social media (project web site with digital resources, Facebook)
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Exhibitions (e.g. Farmer’s day & Save the Earth Expos)
Internal communications mix
 Scientific reports and articles
 Skype meetings
 Phone calls
 Face-to-face meetings (Steering Committee meeting – WP managers bi-annually)
 Email communication
 Web site and social media (project web site with digital resources, Facebook)
 Ordinary mail (letters, invitations and documents)
 Annual project meeting and conferences
 Bi-annual technical and financial reports
7. Promotion
Promotion of the created and established communication products is carried out in various
events using project partners’ and work packages’ assistance. Participation in international
scientific networks and conferences provides an effective medium to promote project
communication through brochures, policy briefs, posters and presentations in digital and
printed format. Digital newsletters of the international networks, such as the Mountain
Partnership, have been used to promote the project. Email invitations have been sent to the
stakeholders and project partners to join the digital media communication through the web
site and Facebook.
Phone calls and printed invitation letters have been used to contact those target audiences
who do not have access to the internet/email. For them, printed versions of communication
materials have been prepared and distributed.
National exhibitions addressing climate change or agriculture in Kenya and Tanzania have
also been participated by the CHIESA project staff to promote our activities and results to the
end users.
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8. Budget
The CHIESA Project is funded by the Ministry for Foreign Affairs of Finland. The available
project budget for communication (in the end of July 2014) is 133 218 euros. In addition,
there is an overhead share of 10%, making the total budget 146 540€. Out of this, 33 711€ is
reserved for salaries, 24 855€ for dissemination in the target areas, 25 886€ for production of
training materials, 3 308€ for printing and publishing, 40 310 for training events, seminars and
workshops, and 13 680€ for international and local travel.
This budget will be revised for the Annual Work Plan 2014–2015 and some of the remaining
contingency funds will be transferred to the dissemination activities to ensure that enough
funds are available for this key component. The remaining budget for printing and publishing
is quite small so additional funds will have to be budgeted there.
9. Evaluating Success
Evaluation of CHIESA Project communication is based on two methods:
1. Formative evaluation
- Stakeholder analysis (questionnaire and discussion meetings with the focus
groups) carried out in January 2015
2. Summative evaluation
- Outcome assessment (focus group feedback and behavioral observation) carried
out in July 2015
Due to the lack of a communication plan in the project, evaluation of communication can only
be carried out using the information on the target groups’ needs which has not been collected
on a systematic way before November 2014. The new project media assistant will launch the
evaluation in the beginning of 2015.
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