COMMUNICATIONS STRATEGY
2015-2017
for the
SECRETARIAT of the BASEL, ROTTERDAM, and
STOCKHOLM CONVENTIONS
(draft, for initial discussion with the MT, possible endorsement, and then
further work by COP Comms Task Team, and then wider consultation with
key external partners):
COMMUNICATIONS STRATEGY
for the
SECRETARIAT of the BASEL, ROTTERDAM, and STOCKHOLM
CONVENTIONS
1
Background
This document is to guide all BRS communications, public awareness, outreach,
and events for the “COP-to-COP” period June 2015 to May 2017 i.e. from the
end of the 2015 Triple COPs to the end of the 2017 Triple COPs. It describes the
background, objectives, and required activities for properly communicating
priority issues up to and including the COPs.
The document will remain a work progress, with several key aspects and details
being added as and when appropriate. For example, the Theme for the 2017
Triple COPs will only be decided upon in …… 2016; certain aspects of the
Strategy might change along the way in response to external, unforeseen events,
and finally operational plans will be devised and incorporated as and when
budget becomes available.
As a guide to process, a “Process Routemap” for the Strategy is given below as
Annex 1.
This Strategy builds upon lessons learned before, during, and after the 2015
Triple COPs, including that:


Widespread media coverage of chemicals and waste is possible, if the
message is interesting, quantified, and delivered well through a credible
source;
Certain elements of the communications “mix” worked well, including the
opening press conference, the UNEP “Expert-of-the-Day”, the pre-COPs
Weekly Themes, and the interviews with staff;




BRS Secretariat has many good communicators within its staff and as a
whole the staff are highly motivated and supportive in delivering the
messages;
Communicating with – and through – other partners such as UNEP
(Geneva and Nairobi) proved very effective and efficient;
The new COPs visual identity was very well received;
Some operational budget is required to make it happen.
All BRS communications activities will serve to support the overarching vision of
the Secretariat, namely that:
BRS Vision
BRS Secretariat recognised as the lead agency and respected partner on the
global MEA governance of hazardous chemicals and wastes
In doing so, these activities also contribute to the protection of human health and
the environment from the harmful effects of hazardous chemicals and waste.
The next two years will be key in building a better recognition of the Secretariat
and in increasing its visibility. A strong, universally applied, simple yet
recognizable “brand image” is central to this effort. This Strategy will be delivered
using an agreed and joint corporate “Visual Identity” for the Secretariat and –
where appropriate – its partners such as the Regional Centres. It is suggested to
use the “triple hexagon” visual identity/logo which was developed and
successfully deployed for the 2015 Triple COPs.
2
Objectives
In general terms, communications activities will work to raise awareness,
understanding, and appreciation of the importance of the chemicals and waste
agenda, including to ensure the widest possible awareness and interest in the
2017 triple COPs amongst the following target audiences:


Governments, including Parties and Observers to the three Conventions,
and donor governments;
Stakeholders, including civil society and the private sector

General public, including students in schools and colleges
The Strategy furthers – and is built upon – many of the BRS branch objectives for
the period, namely:
•
•
•
•
3
EO – Provide strategic direction and consolidate role & reputation of
secretariat internationally (role of communications: increase BRS visibility
in international arena)
SSB - Focus on sound and robust science, guidelines, BAT/BEP, review
of CRC & POPRC Process (role of communications: highlight the
workings and successes of BRS subsidiary bodies)
TAB – Improve regional and national implementation (role of
communications: to strengthen Secretariat / regional centres cooperation;
selected national media/awareness activities)
COB – Strengthen mechanisms, coordination and knowledgebase (role of
communications: highlight the importance of the COPs and the role of
subsidiary bodies and strengthen confidence in the mechanisms and
processes; to increase boost interest in Clearing House Mechanism and
information sharing; raise public awareness).
Main Themes
Three overarching communications themes will run throughout the 2015-2017
period, and five specific (and to some extent, time-based) communication themes
(or clusters) will run for limited, 3 month periods.
The three overarching, standing communications themes are:
1. Forwarding the general chemicals and waste agenda (flow of information,
events, features, etc.);
2. Increasing the visibility of the Basel and Stockholm Regional Centres
(monthly focus, ; and
3. The BRS Clearing House Mechanism as focal point in a Community of
Practice.
The five specific, time-based communications themes are:
1.
2.
3.
4.
5.
Opportunities for Chemicals and Waste through Implementing the SDGs
The BAN Amendment: from ratification/adoption to implementation
From Science to Action: the BRS subsidiary bodies
The 2017 Triple COPs: ……………………………………, Working for a
Safer Tomorrow
Themes will be organized into periods of time, leading towards 2017, as per the
calendar below.
Preliminary Communications Calendar/Schedule 2015-2017
Timescale
Main Theme
2015 Oct –
2016 Jan
2016 Feb-May
2016 June-Sept
2016 Oct- 2017
Jan
2017 Feb - May
SDGs
Key Products
and Activities
Branches
Partners
Events
BAN Amendment
Science to Action
t.b.d
2017 Triple COPs
Where funds permit, additional “components” of communication activity will be
developed, targeting specific audiences and through specific packages, including
for example an engagement plan for schools and colleges; childrens’ game app;
sculpture competition with high schools ahead of the COPs; and others to be
developed.
4
Communications Elements
A mixture of communication methods, products, and events will be used to
achieve the goals, delivering jointly-developed and agreed messaging on the
above themes, through a range of media, namely:
Websites: the official homepages of the three conventions and the Synergies
homepage will be refreshed on a rolling basis with relevant features, articles,
interviews, the ES’s blog, and news of the workings of the Conventions.
Press & Media: regular briefings, press releases, and information-sharing will be
made to the UN media corps in Geneva and Rome, with outreach via
UNEP/Nairobi when appropriate. Selected national media outreach can also be
undertaken.
Social Media: daily tweets and facebook postings on secretariat business (BRS
twitter) and the wider chemicals and waste agenda (Safe Planet Facebook) raise
awareness and bring new viewers to the BRS homepages.
Audio/visual Products: building on the well-received COPs and Science short
films, and utilizing the many hours of footage taken, a series of short videos will
be edited and distributed to highlight the themes of the moment.
Outreach through Briefings and Meetings: Taking advantage of Briefings of
the Permanent Missions; BRS workshops and events; and non-BRS workshops
and events (e.g. ICCM and SAICM); BRS PAO and other staff will maintain the
Secretariat’s visibility at all relevant events.
Publications: PAO staff will continue to work with content managers to ensure
the highest quality in technical and policy publications. Where necessary and
where budget allows, a series of awareness-raising brochures will be produced
which bring the chemicals and waste agenda in simplified language to a much
broader policy and cross-sectoral audience.
BRS Newsletter: Linking many of the above, and packaged into a simple but
attractive email/web-based monthly format delivered into our constituents’
inboxes, the BRS Newsletter will build on the successful (TAB) TA Newsletter
and will further channel additional visitors to the BRS websites, strengthen and
benefit from social media campaigns, and provide a platform for monthly features
such as “TA Highlights”, “Regional Centre of the Month”, staff interviews, and
other items.
ANNEX 1: PROCESS ROUTEMAP for
COMMUNICATIONS STRATEGY for the SECRETARIAT of the BASEL,
ROTTERDAM, and STOCKHOLM CONVENTIONS 2015-2017
Activity
2015
Sept
01
02
09
10
Skeleton draft Comms Strategy
presented to MT for comments
Skeleton draft Comms Strategy
discussed with Executive Secretary
Broad-brush budgetary needs drafted
and communicated to ResMob
1st meeting of BRS Communications
Task Team, initial discussions,
presentation of modified skeleton draft
Lead
(and
support)
Exec /
Branch
Chief input
Notes
CA
Info only
To confirm scope, themes,
logic etc
CA
RP comments
CA
CA and DF
11
Comms Strategy revised and distributed
to all staff
CA and DF
18
Comms Strategy finalized and adopted
(by MT?)
CA and DF
OctNov
Resource Mobilisation
Branches
confirm
nominations
for Task Team
Additional
comments
from branches
as appropriate
One week’s notice with
skeleton draft and to confirm
assigned staff member
CA, ResMob
First Comms Theme launched:
Chemicals and Waste and SDGs
Includes POPRC and CRC
2016
Feb
Second Comms Theme launched:
The BAN Amendment
Includes OEWG and UNEA
May
Third Comms Theme launched:
From Science to Action
Sept
Fourth Comms Theme launched:
2017
Jan
Fifth Comms Theme launched:
The 2017 Triple COPs
Pre-COP Comms Calendar/Plan begins
Weekly themes
April
2017 Triple COPs
May
Feedback and lessons learned