Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes...

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



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



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?



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.


Why?



“…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”




Blue Plan’s “Environment &

Development Outlook”, 2005

The challenge?The challenge?



“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 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.”




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:



The messageThe message



The messageThe message

“…a better way” – the claim

“visualising the coastal future you want” – the aspiration

…“enabling you to achieve it” – the transformation.



Visualising the Visualising the messagemessage

New language

New images

New communication techniques

New media



Developing the new language:

Integrated coastal development – the

scenario matrix

Visualising the Visualising the messagemessage



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



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:



…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



The The transformationtransformation



The ambition

from the “push” of the external funding

programme to the self-sustaining “pull”

The The transformationtransformation




A new language A new language for ICZM in for ICZM in

the the MediterraneaMediterranea

nn



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


A new language A new language for ICZM in for ICZM in

the the MediterraneaMediterranea

nn




Target audienceTarget audience

……identify individuals with identify individuals with high social networking high social networking

potential potential

A top-down approachA top-down approach




Target audienceTarget audience

Opinion formers - cascading down: Opinion formers - cascading down: community leaders, business, community leaders, business,

media, etc...media, etc...




Cascading downCascading down

The message

IndividualsCoastal

Ambassadors




……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




...build the ...build the message around message around

peoplepeople

....not just nature....not just nature



Thank you for your attentionThank you for your attention

[email protected]

Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes...

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Transcript of Workshop to present ICZM Policy Brief, Rabat, May 8th, 2007 LAtelier de présentation des Programmes...