Theme: Awareness Anisuzzaman Khan, IUCNB Chinmoy Mutsuddi, SEMP Moniruzzaman Khan, IUCNB

1. Coastal and Wetland Biodiversity Management at Cox’s Bazaar and Hakaluki HaorInception Workshop 21 June 2003 Theme: Awareness Anisuzzaman Khan, IUCNB Chinmoy Mutsuddi, SEMP Moniruzzaman Khan, IUCNB

2. Communication, education and public awareness (CEPA) • Communication, education and public awareness (CEPA) are a mix of social instruments that underpin the Convention on Biological Diversity (CBD); • Article 13 of the CBD recognises the need for education and public awareness to secure active involvement of all sectors and levels of society that have a stake in biodiversity; • Education and public awareness are critically important to achieving the CBD’s agenda for social change; • CEPA plays different roles at different stages of a policy cycle. As a policy is formed, CEPA is used to draw out and balance different ideas about how to proceed; • CEPA contributes to quality control of a policy/strategy through monitoring and evaluation.

3. What is Communication and Public Awareness? • Communication Communication is a complex set of interrelated behaviors, which entails the development and sharing of symbolic meaning thus enabling the building of societies. • Public Awareness Awareness may be defined as meaning knowledge, realizing, or consciousness. It is knowledge, realization, and consciousness that enable people to understand and reason.

4. Communication Strategies Four strategies that can be distinguished are: • Informing: for instance, informing companies about a new environmental regulation • Persuasion: for instance, persuading visitors of a Nature Park to take good care of the park, to clean up litter and not to hunt or fish • Dialogue: for instance, dialogue with farmers living in a protected area about a new management plan for this area • Formation: for instance, dialogue with future inhabitants of a yet to be built suburb about the desired planning, design and facilities of this suburb

5. Communication Approaches

6. Communication Approaches (cont.)

7. Communication planning Steps involved in communication planning • Set organisational goals • Define goals • Carry out situation analysis • Identify significant stakeholders and target groups • Define objectives for each target group • Design different approaches for different audiences: message and media strategies - organization • Prepare program evaluation method • Prepare implementation plan (assign responsibilities, do schedule & budget, design feedback and program adjustment) • Implement plan • Measure the effectiveness of communication • Evaluate results • Store and disseminate lessons learned

8. Communication means and instruments • Printed means - Letters - Annual Reports - Brochures - Reports - Journals - Magazines • Video • Visual means - Visitor centre - Display / Exhibition of posterS - Slides - Film/Video • Digital means - Websites - CD Roms - News letter

9. Identifying stakeholders – an example Primary Stakeholders Whose permission, approval or financial support do I need to reach my goal? • Ministry of Environment and Forest • Ministry of Land • Etc. Who is directly affected by my plan or activity? • Landowners and or residents in the wetland • Agriculture and Fisherman Sector • Tourism operators • Recreational and other users (hunters, bird watchers, bikers, hikers, riders etc.)

10. Identifying stakeholders Secondary Stakeholders Who is indirectly affected by our plans? • Local business • Landowners and or residents not inside the protected area but near • Environmental NGO’s

11. Identifying stakeholders Tertiary Stakeholders Who is not involved or affected, but can influence opinions either for or against? • Local opinion leaders (mosque, business or trade union leaders, teachers, local celebrities) • Local media • Ecology departments of universities, research institutes • Environmental inserts or special programs of national media

12. Target Group Analysis Which groups of people are involved? Which groups are instrumental to solve the issue? Can we segment these groups into homogenous groups of people we can define easily? What problems do arise from the issue per target group? What has been done sofar towards these target groups? What has been their reaction?

13. Target Group Analysis (cont.) What is their involvement in the issue: - objective or subjective (personal) - high or low (interested, committed) - risk perception (money, reputation, status) What do they know about the issue? What is their perception of the issue? What is their main attitude/wish/desire with regard to the issue?

14. Target Group Analysis (cont.) What is their current behaviour with regard to the the issue? What is an obstacle for them to think or act as we would like: - what are benefits for business as usual - what do they perceive as costs to change their attitude, knowledge, behaviour - what would make them change their mind

15. Target Group Analysis (cont.) Who is a credible sender for this target group?: which newspapers, magazines they read? who are their peers, bosses? which places do they frequent? to whom do they listen in general? how credible are we ourselves in the eyes of the target group?

16. Target Group Analysis (cont.) What else do we know about the target group?: name & adress data demographical data psychographical data lifestyle data attitudinal data cognitive data

17. THE END • THANK YOU