Agenda item 6

Natura 2000 Communication

CGBNCo-ordination Group for Biodiversity and Nature11th meeting - 15/11/11

http://biodiversity.europa.eu

This presentation covers:

Habitats Directive/LIFE 20 Years: plans for celebration

Natura 2000 branding: toolbox & logo

Habitats Directive/LIFE 20 Years

Celebration plans

Natura 2000 site live events

High level Conference

Natura 2000 Brochure

(Also LIFE project events & brochure)

Habitats Directive/LIFE 20 YearsNatura 2000 site live events 5 events in emblematic Natura 2000/LIFE project sites (One in DK)

Focus on Celebrities, high level representatives and Politicians

Target audience: media & decision makers

Participants: local citizens/the public

Habitats Directive/LIFE 20 YearsNatura 2000 site live events Close collaboration with authorities, NGOs, other stakeholders

Dedicated to the benefits of nature conservation

Provide stories relevant for local and national media

Supporting online activities: Facebook pages, Natura 2000 videos, prize winning etc.

Habitats Directive/LIFE 20 Years

High level Conference Celebratory Conference on the Habitats Directive and Natura

2000; the idea is to celebrate Natura 2000 (including LIFE) and to look forward.

The Conference would presumably take place in Brussels where participants are easily available.

Habitats Directive/LIFE 20 Years

Natura 2000 Celebration brochure Challenges & success stories from all Member States –

showing added value

Covering all stakeholders perspective

Target audience: the interested/broad public

Building on the main provisions

of Habitats Directive

Covering the relation to Birds Directive,

LIFE Regulation and Biodiversity

Strategy

Habitats Directive/LIFE 20 Years

Natura 2000 Celebration brochureWe are looking for stories that:

Faced new challenges/provided new solutions

Were emblematic as to species, habitats or sites of national importance

Showed new ways of cooperation between different stakeholders

Showed integration (with agriculture for instance) in practice

Involved a LIFE project success story

Demonstrated impact and real added value of the Habitats Directive

We would welcome:

Expression of interest in hosting a live event in a Natura 2000 site

Nomination of Success stories for the Natura 2000 celebratory brochure

Information about your plans for celebration

Natura 2000 branding

Results of survey Quantitative study The respondents mostly chose positive terms to describe

Natura 2000

Natura 2000 is not well known among the general public (71%)

There is not sufficient communication on Natura 2000 for the general public (84%)

The respondents were most interested in using television, radio and newspapers for the general public

There is a need to communicate at all three levels, with a preference for local, then national, then European level

Natura 2000 branding

Results of survey Qualitative study All respondents were positive towards Natura 2000 and its goals, but:

The European aspect of Natura 2000 is on the one hand seen as a benefit, and on the other hand a problem.

It is frustrating that many still see Natura 2000 as an intrusion of their freedom and growth and do not see the benefits.

Natura 2000 is unknown by the public and also badly understood. There is an urgent need for positive media coverage.

There is a lack of communication on Natura 2000. The Commission should be responsible for the general promotion of the network.

Leaflets and brochures are mostly used. The willingness to communicate more was certainly present. Enthusiasm for a toolbox was clearly noticeable.

School kits or educational material was considered a good avenue to explore.

Television was considered the best medium to spread the Natura 2000 message to the general public.

Natura 2000 branding

ToolboxThe aim of the toolbox is twofold:

To refresh the graphic design identity of Natura 2000, including the Natura 2000 logo. This serves to install a clear and consistent corporate identity to improve recognition of the 'brand' and to create a distinctive 'brand' image.

To assist and encourage stakeholders to communicate more on Natura 2000 by offering templates and examples on communication on Natura 2000.

Natura 2000 branding

ToolboxThe toolbox comprises multiple elements:

A toolbox guide - to explain the proper use of all tools, and to show examples of what the Natura 2000 communication could look like.

A collection of templates - brochures, flyers, posters, website, banner, letters.

The toolbox could be made available on the website to be downloaded in workable files for adaptation at national or local level.

Natura 2000 branding

Toolbox examples

Natura Day poster

Brochures

Tourist leaflet

Refreshed logo

Natura 2000 branding

Toolbox

Example: tourist map

Current logo

Refreshed logo

We would welcome:

Comments on the tool box and logo

Expression of interest in a dedicated meeting on Communication

Thank you!