Communication

1. Communication

2. Climate change can seem a complex topic…

3. …but talking about it doesn’t need to be difficult! Photo: IFRC As the Red Cross, we need to talk to people about climate change But we have to be careful about the messages we convey!

4. In this presentation • Key things to consider when delivering messages about climate change • Tips for developing a communications strategy • Good practice examples from the RC/RC Movement Photos: Charlotte Floors / PfR

5. Getting started • There are a few things you should think about before you start talking to people • With a bit of planning you can create and communicate effective messages about changing climate risks

6. When should you talk about climate change? • Climate change is not always relevant to a particular community or programme • Putting too much emphasis on climate change can lead to people attributing all their problems to climate change! • Even when climate change is an issue, it may not be appropriate to go into much detail Photos: Danish Red Cross

7. What are your communications objectives? • What do you want to achieve with your communication about climate change? • Raising awareness of a particular problem? • Changing peoples’ behaviour? • Delivering simplified forecast information? Photos:RCCC Peruvian Red Cross at information stand at UNFCC COP 20, Lima

8. Raising awareness • About climate change and why it is happening • About specific impacts • Often addressing a wide audience Photos: IFRC-RCCC Awareness-raising at the COP

9. Behavioural change • What can we do to reduce vulnerability to climate change? • Often targeting specific groups or communities Photo: Nancy Okwengu/IFRC-RCCC Hand-washing in Kenya

10. Bridging science and practice • Helping people understand complex scientific information • Communicating forecasts in a useful way • Incorporate changing risk in community risk reduction plans Photo: RCCC Using forecasts for early warning in Ethiopia

11. Who are you targeting? • Consider your audience – who do you need to talk to in order to achieve your objectives? • Tailoring your communication to your audience makes them more effective Photo: Danish Red Cross • Be as specific as possible – e.g. “cassava farmers” rather than “community members”

12. What are your key messages? • What information about climate change does your target group need? • What (if anything) do you want them to do? • Why should they do it? Photo: Danish Red Cross Considering water management options in a changing climate in Nepal lowlands

13. Consider the following groups: • Farmers • Members of local government • RC branch staff or members of another CSO • Members of Parliaments Photo: Raimond Duijsens/NLRC What might they need to know about climate change? What would your key messages be?

14. Examples for farmers Information about where to get good forecasts Information about rising uncertainty and more climate extremes Information about how to use forecasts Information about changing seasonal rainfall Use climate information to inform decision-making Consider livelihood diversification Seek advice on other ways of building resilience to a changing climate Photo: Tamara Leigh/IFRC – Climate Centre

15. Remember… • Keep it simple and straightforward • Don’t include things you don’t understand! • Remember your communications objectives – how will your messages help achieve this? • Ensure that your messages are correct – consider having an expert check them • The Red Cross brand: think about how you use it!

16. Developing your messages: tips from the field • Be positive: avoid creating too much fear • Be careful that people don’t blame everything on climate change – help them understand other factors contributing to vulnerability • Build on existing community knowledge of weather and climate • Consider religious and traditional belief systems • Get creative and engage young people

17. How will you communicate your key messages? • Who is going to communicate? • How will they communicate? Participatory games for communication and learning in Nicaragua Photo: RCCC

18. Remember… Different groups… …require different approaches

19. Keep it interactive Keep your audience involved with participatory methods: Films • Jokes • Art • Flash mobs • Drama • Games Surprises • Surprises

20. Be innovative! • Jokes • Art • Flash mobs • Drama • Games Photos: Argentina Red Cross

21. Photo: Charlotte Floors/NLRC Clear and simple messages in Kenya: “Camel caravan” raising awareness about the state of the Ewaso Nyiro river in Kenya

22. But always consider… • Existing knowledge and attitudes – know your audience! • Local ideas and approaches • Psychological considerations • Involvement of and sensitivity to vulnerable groups (women, people with disabilities, minority groups etc.) Photo:IFRC Communicating early warnings in India

23. Afterwards: were you successful? • Did you achieve your objectives? • How do you know? • If not, why not? • What would you do differently next time? Photo: RCCC Climate games in India

24. Examples from the field: the Climate Crab • Pacific Islands vulnerable to impacts of El Nino/La Nina • Animation coupled with resource toolkit to raise awareness and encourage people to take action based on forecasts • Wide target audience at community level

25. Examples from the field: participatory video • Villagers in Ethiopia and Uganda made films to demonstrate adaptation techniques to their peers • Raising awareness and providing examples of resilience building activities • Smaller target group, defined messages Photo: Mamadou Marikou/Wetlands International) Participatory video training of women village leaders in Mali

26. Going further: creating a communications strategy • Plan out your communications based on the key points outlined above • Tightly focus your strategy so you are very clear about what you want to achieve and how (linking it to a specific programme is a good start) • Think about your timeline and budget to help you plan Photo: Justin Benn/Climate Centre Uganda Red Cross volunteers and people from Milimil village take part in participatory video training

27. Things to consider: • Find other organisations to work with – this can strengthen your message • Link your communications campaigns to events like e.g. National DRR day, or the release of a major climate change report • Build relationships with local and national media and make sure they cover your events Photo: RCCC

28. Resources and other ideas Many ideas can be developed from the IFRC communication guide for DRR The “How to” guide from the RCCC, also accessible in this module