workshop to present iczm policy brief, rabat, may 8th, 2007 latelier de présentation des programmes...
TRANSCRIPT
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
Communicating the Communicating the messagemessage
...a
message
from our
sponsors
ICZM – communicating the message
Brian Shipman ICZM Consultant Sardinia May 2008
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
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…
StructureStructure
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
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.
The problem?The problem?
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
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.
The problem?The problem?
Why?
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
“…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”
The problem?The problem?
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
Blue Plan’s “Environment &
Development Outlook”, 2005
The challenge?The challenge?
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
“negative costs of current coastal development trends on GDP from 3
to 5.5% of GDP
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
The challenge?The challenge?
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
The challenge?The challenge?
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
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.”
The challenge?The challenge?
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
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
The challenge? – The challenge? – we we need to:need to:
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
The messageThe message
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
The messageThe message
“…a better way” – the claim
“visualising the coastal future you want” – the aspiration
…“enabling you to achieve it” – the transformation.
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
Visualising the Visualising the messagemessage
New language
New images
New communication techniques
New media
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
Developing the new language:
Integrated coastal development – the
scenario matrix
Visualising the Visualising the messagemessage
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
SUSTAINABLE‘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 systemsEnvironment integrated into productive developmentMarket leadership in ecotourism, environmental technologies, attractive to investmentResilient to climate change etc.New & innovative development paths Stewardship of diverse natural resources and strong coastal land agency retains attractive and diverse landscapeStakeholder involvementHealthy “Horizon 2020” pollution compliance
High short term return on investmentPredominantly private sector investment in development hot-spotsMarginal areas fall into declineLow regulation and potential corruptionHigh vulnerability to global competitionDiminishing long-term returnsCost of degradation of 3 – 5% of GDPHigh public costs of remediationSectoral conflictsWater depletion and marine pollutionConcretisation and coastal erosionVehicle congestionDepletion of natural resourcesHigh levels of waste
FREE MARKET
High social instability, migration and conflictHigh environmental vulnerability to flooding
and stormsCoastal erosionLow 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 GDPHigh public investment dependency
Low government priorityLocal communities lack vision, commitment &
fundingPoor waste management
HIGH RISK
TRADITIONALHigh quality environment based on traditional
stewardship of natural and cultural resourcesTraditional cultural activities
Low economic productivity Poverty of coastal communities and loss of
young peopleThreats to natural land and marine resources
dependent on traditional stewardship Pressure for development and public sector
intervention‘Regulatory’ policy environment
rich poor
Economy
poor
rich
En
viron
me
nt
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
resilient - to climate change, resilient to natural processes, resilient to human processes
productive - financially, competitive, high in value, increasing
GDP, alleviating povertydiverse – in ecological, diverse in
experiential termsdistinctive –culturally, distinctive in
marketingattractive –to visitors, investors and
to local peoplehealthy – free from pollution
The language - The language - a coast a coast that is:that is:
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
…future-proofed
The transformation –The transformation – a coast a coast that is:that is:
La côte du futur devra être…
résistanteproductivediversifiéesingulièreattrayantesaine
The coast of the future
will be…
resilientproductive
diversedistinctiveattractive
healthy
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
The The transformationtransformation
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
The ambition
from the “push” of the external funding
programme to the self-sustaining “pull”
The The transformationtransformation
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
Communicating the Communicating the messagemessage
A new language A new language for ICZM in for ICZM in
the the MediterraneaMediterranea
nn
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
TV commercial in target countriesTV commercial in target countries
Supporting publicity materialsSupporting publicity materials
Use/train the best Use/train the best ICZMICZM communicators communicators
Marketing & awareness strategies for Marketing & awareness strategies for each stateeach state
3 3 ICZMICZM Ambassadors and opinion Ambassadors and opinion formers formers
Coast DaysCoast Days
Focus groups/ workshopsFocus groups/ workshops
Communicating the Communicating the messagemessage
A new language A new language for ICZM in for ICZM in
the the MediterraneaMediterranea
nn
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
Communicating the Communicating the messagemessage
Target audienceTarget audience
……identify individuals with identify individuals with high social networking high social networking
potential potential
A top-down approachA top-down approach
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
Communicating the Communicating the messagemessage
Target audienceTarget audience
Opinion formers - cascading down: Opinion formers - cascading down: community leaders, business, community leaders, business,
media, etc...media, etc...
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
Communicating the Communicating the messagemessage
Cascading downCascading down
The message
IndividualsCoastal
Ambassadors
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
Communicating the Communicating the messagemessage
……create simple, viral messages that create simple, viral messages that have a high probability of being have a high probability of being
passed alongpassed along
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
Communicating the Communicating the messagemessage
...build the ...build the message around message around
peoplepeople
....not just nature....not just nature
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
Thank you for your attentionThank you for your attention
Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007L’Atelier de présentation des Programmes cadres de GIZC pour le Maroc, Rabat, le 8 Mai 2007
ICZM – communicating the message Sardinia May 2008
Communicating the Communicating the messagemessage