raising citizens awareness and preparing a communication ...ces-med.eu/sites/default/files/ces-med...

Cleaner Energy Saving Mediterranean CitiesA project implemented by Human Dynamics Consortium

This project is funded by the European Union

Raising citizens awareness and preparing a Communication Campaign

Communication campaigns linked to the SEAP & its vision and targeted awareness actions related to specific projects

Promouvoir le développement des énergies durables dans les villes méditerranéennes www.ces-med.eu

Raising the Awareness and changing the Behavior

Citizen involvement has a number of positive effects on democracy:

• It increases knowledge of the issues, civic skills and public engagement

• It helps to support the participants decisions.



A sustainable energy future must be built not only for citizens but also for citizens.

It depends on: • Involving citizens in helping to solve local

problems; • The art of education, change of habits and

behaviour; • Two components: commitment and

execution;



• Raising public awareness of environmental issues • Raising public awareness of the benefits of energy

efficiency • Increasing awareness and citizen engagement on

issues • Encouraging change of behavior regarding the

implementation of energy efficiency measures. • Involving all stakeholders to participate in the building

of a sustainable energy future.

The Main Objectives


A Collective Awareness

It focuses on the principles of education, the commitment and the application of its objectives.

• Ensure greater visibility by communicating the impending actions and measures of the cities in terms of energy saving and energy efficiency

• Encourage stakeholder participation by communicating on actions that would improve the quality of life of cities.

• Promote citizen involvement and involvement in the Action Plan by advocating awareness-raising activities to create collective awareness


A collective Awareness

Use Energy audits to: • Provide information needed about energy-related issues to implement and

achieve tangible energy efficiency measures;• Increase awareness about energy consumption;• Encourage the development of permanent forums for dialogue involving the

diversity of stakeholders such as Community-based initiatives (workplace or community of interest such as a faith or a voluntary group);

• Reinforce positive change in social norms regarding environmental/energy efficiency behaviour and allow sharing of good practice;

• Establish ownership and responsibility for actions to improve environmental footprint/energy efficiency;

• Building awareness: I am getting to know the issues

• Motivation: I’m starting to like it and adhering to it (Changing minds, gaining credibility)

• Mobilization and decision-making: I actually want this change and will take part in it

It is important to mobilize people massively to promote project effectiveness and implementation

Cleaner Energy Saving Mediterranean Cities www.ces-med.eu

The model needed to changing behaviour:

Typical Behavioral Change Process


The principle of partnership at the forefront of all strategies

Many complex challenges: the consent and participation of civil society organizations is more important than ever; Civil society organizations (regional, local and urban public authorities, NGOs, trade unions, associations) are vital partners because:

• They are in the best position to know the development needs of the population.

• They embody experience and specialized knowledge that makes political decision-making more credible but also more effective,

• They help the general public understand and make decisions Involvement at all stages: planning, implementation and monitoring of projects

The approach to effective communication

General SEAP communication Campaign: Spreading of news regarding energy

consumption in general (concrete actions, results, outputs, etc)

What kind of Communication?


Awareness Raising actions through local communication: Spreading of information,

concerning project aims and activities correlated with the local situation

Focusing on two aspects

• Create the city’s vision and identity• Identify key messages • Advertise that the municipalities action is coming soon• Encourage the citizens and engage with them in what is

related to the SEAP and its projects to improve living conditions in the city

• Facilitate citizen’s commitment and their involvement in the process through awareness raising actions

• Ensure interaction with partners in development and other stakeholders, and set a form of collective perception for the SEAP

Communication Campaign related to the city’s vision in the SEAP


The Strategy

Communication Campaign related to the city’s vision in the SEAP


• Raise citizens’ awareness about the benefits of specific projects

• Start changing the general perception and behaviour in order to implement the projects activities

• Engage all citizens and stakeholders to undertake their role in the project

Awareness campaigns related to specific projects


Raise awareness and changing citizens’ attitude

Basis of the Awareness Campaign


• Build the project identity

• Formulate key messages

• Prepare the communication & media plan

• Define adequate communication tools

• Set the right schedule

• Produce Promotional Material

• Assess impact and evaluation of the campaign


Project identity

Logos

Implementing Awareness Raising


Key messages Press Adds



Posters: Impactful when it is necessary to communicate quickly a simple message.



Social MediaWebsites: E-mails and WebAnnouncements, Magazine,articles to be distributed onthe Internet



Newsletters: Interesting news, experiment, workshop, shows, events in general or simply progress communication;



Leaflets



Internal communication: Integrate environmental issues and energy conservation into standard memoranda, reports or other internal communications.Competitions: in Enterprises, departments, municipal buildings (Prizes, promotional gifts (pens, coffee cups, certificates, USB sticks ...) Stickers: Encourage people to think about saving energy at the most energy consuming points of use, for example, on photocopiers.



Educational materials: Work with education-oriented groups to design youth-students projects. Excited and involved children can motivate and draw in other family members.

External events: trade fairs, conferences or round tables to identify potential partnerships or become speakers.



Community-based initiatives: a fairly recent approach to pro-environmental behaviour change: • Small groups of people gather and decide on a range of

behaviours and attitudes that can be changed (to reduce theoverall environmental footprint and/or to increase energyefficiency);

• Reliable information through written material and/or accessto a trained expert.

• Decision on the range of behaviours to be changed for thepurpose of reducing energy consumption.

Successful in both motivating change and maintaining it Making people want to be in sync with their local community.



Community-based initiatives:Examples: EcoTeams (United Kingdom and the Netherlands), Carbon Rationing/ Reduction Groups (CRAGs), British Gas as part of its Green Streets programme. • Building confidence and self-efficacy through

facilitated, peer group learning• Building social capital and getting to know

others in the community with similar green values

• Obtaining trustworthy information on how to reduce environmental impact



Fact Sheet



Fact Sheets


Educational activitiesJoint workshops and meeting for local entrepreneurs and administrators:• Illustrating energy efficiency policy in

business and public services.• Showing good achievements outside the

region (Small municipalities all over thecountry have many common traits);

• Sharing good practices: similar needs andproblems, therefore common solutions.


• Must provide informations that tackle the problems and related solutions

Providing informations through Awareness raising


• Must provide informations that explain and link between the causes and its negative effects (e.g. on the environment), and what the citizens can do to face this.



• Informations about other projects best practices



• Current informations regarding the government policies to notify that public and private sectors take part in the changing process.



Taking actions inexpensive yet efficient initiatives


• Organize a desk/laboratory audit program: Volunteers from your team can visit workspaces and provide tips on how to conserve energy.

• Launching competitions for the most innovative campaigns

• Twinning and cooperation among beneficiary cities, for sharing ideas, knowledge and good-practices, joint activities

• Involving a diversity of stakeholders in constant forums

• Joining international days observed by the UN (Earth day in April, Energy Awareness Month in October).

Cleaner Energy Saving Mediterranean CitiesA project implemented by Human Dynamics Consortium

This project is funded by the European Union

Myriam Makdissi- CES-MED Communication Expert

The CAPPThe process of developing a Citizens Awareness and

Promotion Plan for municipalities that elaborate Sustainable Energy Action Plans (SEAPs).


1. Purpose of the Manual2. Expected Impact3. Steps in developing the CAPPTacking into AccountEvaluation of Outcomes of a Campaign


Purpose of the Manual

• Provide guidance for local authorities on how to elaborate a structure of the CAPP.

• Help the experts to integrate the CAPP into the SEAP.

• Set a communication methodology to facilitate the planning and implementation of SEAPs as well as “Behavioral Change” actions and the engagement of stakeholders .

• Present initiatives and tools to facilitate the participation of citizens.

• It is intended for Local authorities , National authorities, other civil society actors , NGOs and any citizen who wishes to participate in the awareness raising effort.


Expected Impact

A collective ecological consciousness A less polluted, greener, cleaner city.• Citizens get involved in the process as “Eco-responsible”• Economically: At city level: Acting “green is money saving: no wasted electricity

or water, optimized public lighting • At citizen level: saving money thanks to energy efficiency at home, public

spending is lower and new work opportunities higher.


Steps in developing the CAPP

STEP 1:City Profile

STEP 2:Define Objectives, Challenges & Priorities

STEP 3: Previous awareness raising actions and future plans

STEP 4: Identify all stakeholders & engage with them

STEP 5: Identify the profile of the target group

STEP 6: Media mapping and analysis

STEP 7: Definition of CAPP activities

STEP 8: Identify Communication Tools

STEP 9: Action Plan & Budget


1- City Profile

The City Fact Sheet:

• Geographical position • Climate - Population density • Natural Resources • Specific socio- economic context & its components • Specific environmental issues • Interactions with the region in which it is located


2- Define Challenges, Priorities & Awareness actions

Challenges: Priorities: Awareness Raising Priorities, Topic & Activities of CAPP Campaign

Water consumption (lack of water due to overload on usage)

Promote and practice controlled water consumption (to save water and reduce the water bills). Promote treated waste water to be reused.

Topic:

Save water as a collective heritage: adopt better social behavior towards water consumptionActivities: Encourage and educate to a better social behaviour towardswater consumption - Raise awareness, educate and informusers on water resources, and their limitations.Provide facts sheets to explain the risks of water scarcity andthe negative effects of high water consumption and howovercoming water scarcity is possible as a collective action andpractical tips on how to reduce water consumption (stickers,distribution of water stream reducers).

Introduce them to new methods and procedures to controlwater consumption: water meters installed on water sources.


3- Previous awareness raising actions and future plans

4- Identify all stakeholders & engage with them

Any previous awareness raising actions that have been carried out will help to identify their successes and shortcomings.

• Identify all stakeholders through: The needs and interests of each, their goals, past reactions, expected behavior, the impact the project will have on them, the level of their support.

• Facilitate their engagement with the most effective ways


5- Identify the profile of the target group

• Based on the needs assessment and relevant data, identify its characteristics and evaluate its familiarity with the topic: The profile of the audience (primary and the secondary target groups)Age, ResidenceEducation levelCurrent behaviorLevel of awareness, Level of knowledgePreferred methods for receiving informationMotivation/barriers to hearing and accepting the information, Communication channels.


Identify the profile of the target group

• Opinion leaders, NGOs/civil society organizationsOther involved Stakeholders:• Local and National authorities concerned• Business/industry • Municipal staff Schools• Religious authorities• The Media• and any other actor taking part in the challenge.

I. Identification of the target audience and the importance they give to Sustainable Energy (audience targeted by the awareness raising campaigns and actions)

Age group Very important Important Not important

Women/Men X X

Youth X

Middle Age X X

Seniors X X

Other (school kids) X

Survey


II. Identification of priority issues to be addressed by a sustainable energy action and their level of importance

IssueLevel of importance

Very important Important Not important

High price of energy X

Availability/lack of energy X

Availability of transport X

Waste management X

Clean environment X

Other

III. Identification of level of awareness (energy problems) and education of energy related issues

Very aware (through media or research)

Aware but not convinced Not Aware

Impact on environment X

Cost of energy X

Waste of energy X

Climate change X

Ways to save energy consumption

X

Water supply

Existence of renewable energy X

IV. Previous awareness actions conducted by the city/municipality or by other actors

Has the city or local authority done previous actions

Yes, especially in the source separation of waste. Some other activities have also been made inEE – street lights were changed and automation has been put in sports facilities. Thesewere accompanied with signs on the poles explaining the reason for the automation –how to use them, and that the electricity saving project is led by the mayor.

If yes, who conducted the actions (the city/municipality, NGO, national authority…)

The local municipality conducted the activity with the assistance from the ministry of environmentand the ministry of energy.

If yes, describe the actionDifferent festivals have been organized on recycling and waste separation, shows, plays, etc.raise awareness on electricity savings in homes. A poster has been developed, and will bedistributed to the buildings.

If yes, what was the budget and how did you fund it

N/A

If yes, outcome, impact and feedback

N/A

V. Public consultation

Does the city practice public consultation?

Yes, mostly through a group of volunteers. The CES-MED project and the 20% commitment has been publicized in the municipal website.

Has the city done public consultations for SEAP?

No; However, the BEI and the general main points of the SEAP have beenpresented to the mayor and the department heads of the municipality. Theproject has been approved by the council members.

Is it part of the legislative process?

It is part of the legislative process to have the program and thecommitment approved by the councilmembers, who are all electedrepresentatives of the public. In addition, all implementation plansmust be approved by the same forum, when discussing the yearlybudget, and if there are additional implementations during the fiscalyear.

Foreseen consultation(s) No

Does the city liaise with national institutions, stakeholders?

The municipality is working with several government ministries, in this case itis the ministries of energy and environment.


6- Media mapping and analysis

• There are a number of tools and companies offering media analysis• The municipality team may also list the existing media and ask them to

provide data about their respective audience profile• Based on that analysis, media channels reaching the selected target groups

shall be used in the awareness campaign.


7- SEAP Priority Actions and related CAPP ActivitiesSEAP PriorityActions

Related CAPP Activities:

1. Solid waste management and sorting (collection, transportation and treatments).

Target Audience:

- Civil society; Private and public operators

Key Message:

- Waste should not grow with population: Reduce the amount of solid waste and save your environment.

Objectives :

- Implement awareness actions to ensure the sorting at the source, and practice responsible and integrated waste management withinthe city.

- Reduce the consumption of fuel costs related to the solid waste collection and transportation

Communication Tools

Provide practical tips to reduce solid waste at its source, to re-use and recycle: production of a small guidebook and calendar.Launch awareness operations in collaboration with NGOs and associations: In the neighborhoods: cleaning and sorting day; Issue a «Clean» certificate for deserving ones.In the schools: Educational kits and activities - with a view to teaching young people how to recycle and reuse waste. activities mostly targeted at children showing them how much organic waste is being discarded, where does it go, why is it important. Organize special events for school children (competitions, compost days). Conduct environmental projects and trips to the waste management facility to give students the opportunity to learn and explore new technologies and concepts that could aid environmental sustainability.

Produce posters on pick-up trucks for high visibility.


8- Identify Communication Tools

Communication and dissemination tools available for the implementation of selected CAPP activities related to selected SEAP actions:• Fact Sheets • Exhibitions/ Fora • Social events (like screenings, concerts, plays etc.) • Promotional Products • Events: Briefings/ Presentations & Seminars/ Conferences • Public meetings or Focus Group meetings • Newsletters • TV/ Radio spots • Newspaper articles • Social Media


• Assure the involvement, the ownership and engagement of all interested stakeholders, including national authorities, industry, and citizens.

• Apply the right tools and mediums and use the appropriate language to reflect your target groups profile

• Guarantee good sustainable planning• Implement and follow-up of CAPP activities• Ensure that citizens have an adequate opportunity to learn about projects

affecting their lives• Facilitate ongoing communication between the city, the citizens and

interested stakeholders• Carry out a public consultation with all concerned stakeholders. • Select implementation team: assign roles and tasks.

Tacking into Account

Visibility of the Project & Help Desk support


• Tools:• A newsletter for every country• A new project leaflet• New roll-up posters• A Milestones publication in 3 languages • A certificate for the trainees

• The helpdesk support Assistance for the preparation of SEAPs, adherence to the CoM and events

http://www.ces-med.eu/

Sustaining CES-MED website and appropriation of its content


• A new website and a Fb page: promoting the CoM, offering a number of publications and reports available, disseminating news about the project and related countries activities

In approximately 5 months we have had almost 5,000 sessions and approximately

3,500 users, of which 30% is returning visitor and 70% (2,450 users) new. This means that

our outreach methods and tools really do work.

http://www.ces-med.eu/

Benefiting from CES-MED training tools and applying AR actions


• Benefiting from CES-MED experience

Local authorities have now access and can use Guidelines; trained staff; Applied examples in SEAPs; Help Desk…

With little investment the return in benefits can be significant!


Thank you

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