Transcript No Slide Title

Communicating the message
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
ICZM – communicating the message
Brian Shipman ICZM Consultant
Sardinia May 2008
Structure
The problem and ICZM marketing
challenges
Defining the key ICZM message
Visualising the ICZM message
The Transformation: - to
‘Mediterranean Best Coast’ in
seven steps
Communicating the ICZM
message…
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
The problem?
The fundamental value of ICZM as a means of
delivering sustainable coastal development in the
Mediterranean remains valid.
BUT…
 …its recognition is critically low
 …this factor threatens the potential success of ICZM
in the Mediterranean and elsewhere.
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
The problem?
Why?
1. ICZM lacks apparent and contemporary relevance to
politicians and other decision makers
2. The technocratic nature and image of ICZM is a barrier
“The main shortcomings of proactive ICZM derive from…
administrative inertia at all levels and… the “lack of
political will”
UNEP/MAP/PAP: White Paper: “Coastal Zone Management in the Mediterranean.
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
The problem?
“…ICZM as a brand name holds few widely recognised
values in the minds of its target consumers
and a very low recognition level compared to
Sustainable Development, Agenda 21 or the
Millennium Development Goals”
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
The challenge?
Blue Plan’s
“Environment &
Development Outlook”,
2005
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
“negative costs of current coastal
development trends on GDP from 3 to 5.5%
of GDP
The challenge?
the depletion of natural resources…
…coastal concreting of more than 4000kms
by 2025
….aggravated north-south fractures,
…social dissatisfaction, risks of instability,
…congestion of coastal regions, the
overexploitation and management deficits
of hinterlands, urban sprawl,
desertification, loss of biodiversity and
traditional landscapes
increasing vulnerability to natural risks
fires, floods, earthquakes, droughts and
maritime pollution….” et al
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
The challenge?
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
The challenge?
The Blue Plan’s alternative development
scenario to 2025 is based on “urgently
stopping and reversing the continuing
degradation of coastal areas”
But…
“…this alternative scenario will …run up
against political and administrative
inertia and dominant, short term
interests.”
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
The challenge? – we need to:
Encapsulate ICZM into a simple key
message
Differentiate ICZM as a process
that offers superior value
Provide a language and process
that is consumer focussed
Present ICZM as adaptive and
flexible in its application to the
Mediterranean
to support the ICZM
Protocol
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
The message
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
The message
“…a better way” – the claim
“visualising the coastal future you want” – the
aspiration
…“enabling you to achieve it” – the transformation.
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
Visualising the message
New language
New images
New communication
techniques
New media
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
Visualising the message
Developing the new
language:
Integrated coastal
development – the
scenario matrix
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
TRADITIONAL
rich
‘Enabling’ local & national policy environment to
encourage intersectoral cooperation and partnership
leading to reduced conflict
‘Bottom-line’, coastal regulation e.g. Coastal law,
Resilient natural, social and economic systems
Environment integrated into productive development
Market leadership in ecotourism, environmental
technologies, attractive to investment
Resilient to climate change etc.
New & innovative development paths
Stewardship of diverse natural resources and strong
coastal land agency retains attractive and diverse
landscape
Stakeholder involvement
Healthy “Horizon 2020” pollution compliance
High quality environment based on traditional
stewardship of natural and cultural resources
Traditional cultural activities
Low economic productivity
Poverty of coastal communities and loss of
young people
Threats to natural land and marine resources
dependent on traditional stewardship
Pressure for development and public sector
intervention
‘Regulatory’ policy environment
poor
SUSTAINABLE
Economy
HIGH RISK
Environment
High social instability, migration and conflict
High environmental vulnerability to flooding
and storms
Coastal erosion
Low investment
High risk of accidental pollution from poor
infrastructure, outdated equipment
High public health risk from inadequate public
infrastructure and enforcement
Cost of degradation of 3 – 5% of GDP
High public investment dependency
Low government priority
Local communities lack vision, commitment &
funding
Poor waste management
rich
poor
High short term return on investment
Predominantly private sector investment in
development hot-spots
Marginal areas fall into decline
Low regulation and potential corruption
High vulnerability to global competition
Diminishing long-term returns
Cost of degradation of 3 – 5% of GDP
High public costs of remediation
Sectoral conflicts
Water depletion and marine pollution
Concretisation and coastal erosion
Vehicle congestion
Depletion of natural resources
High levels of waste
FREE MARKET
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
The language - a coast that is:
resilient - to climate change, resilient to
natural processes, resilient to human
processes
productive - financially, competitive,
high in value, increasing GDP, alleviating
poverty
diverse – in ecological, diverse in
experiential terms
distinctive –culturally, distinctive in
marketing
attractive –to visitors, investors and to
local people
healthy – free from pollution
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
The transformation – a coast that is:
…future-proofed
The coast of the
future will be…
resilient
productive
diverse
distinctive
attractive
healthy
La côte du futur
devra être…
résistante
productive
diversifiée
singulière
attrayante
saine
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
The transformation
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
The transformation
The ambition
from the “push” of the external
funding programme to the selfsustaining “pull”
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
Communicating the message
A new language
for ICZM in the
Mediterranean
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
Communicating the message
A new language
for ICZM in the
Mediterranean
TV commercial in target countries
Supporting publicity materials
Use/train the best ICZM communicators
Marketing & awareness strategies for each
state
3 ICZM Ambassadors and opinion formers
Coast Days
Focus groups/ workshops
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
Communicating the message
Target audience
…identify individuals with high
social networking potential
A top-down approach
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
Communicating the message
Target audience
Opinion formers - cascading down:
community leaders, business, media,
etc...
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
Communicating the message
Cascading down
The message
Individuals
Coastal
Ambassadors
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
Communicating the message
…create simple, viral messages that have
a high probability of being passed
along
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
Communicating the message
...build the
message around
people
....not just nature
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
[email protected]
Thank you for your attention
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007
Communicating the message
ICZM
– communicating
the
message
Sardinia
2008
L’Atelier
de
présentation
des
Programmes
cadres
de
GIZC pour
le Maroc,
Rabat,May
le 8 Mai
2007
Workshop
to present
ICZM
Policy
Brief,
Rabat,
May
8th,
2007