INNOVATIVE COMMUNICATION Max Thabiso Edkins Connect4Climate World Bank Group medkins@worldbankgroup.org
OUTLINE Background to InnovaBve CommunicaBon Finding the Right Tool Cases Studies Community oriented Network oriented Global oriented Use for projects Conclusion
Innovative Communication? Communica)on is the acbvity of conveying informa.on through the exchange of thoughts, messages, or informabon, as by speech, visuals, signals, wribng, or behavior. Innova)on is the applica.on of be2er solu.ons that meet new requirements, unarbculated needs, or exisbng market needs. Raising capacity of digital communicabon is not to push more and more informabon into the individual s desks and heads (there are natural limits that have already been exceeded) but to find intelligent mechanisms for informabon delivery. - Bethge, 2012
BETTER SOLUTIONS FOR COMMUNICATION
Scale CommunicaBon can range from very subtle processes of exchange, to full conversabons and mass communicabon
History Speech: 100,000 years ago Symbols: 30,000 years ago WriBng: 5,000 years ago TelecommunicaBon Pre- historic: Drums, Smoke signals 1605: Print Media 1843: Electrical Telegraph 1848: Telephone 1925: Television 1962: Commercial telecommunicabon satellite 1969: Computer Network 1973: Cellular phone 1982: STMP email 1983: Internet 2003: VoIP
Timeline of Communication Tools
Communication Tools in Use Online: Direct/Physical: Blogs RSS- feed Pictures Videos Infographics Social media feeds Email Instant messages Podcasts (video or sound) Music Wiki Voice over Internet Protocol (VoIP) Webinar Workshops Face- to- face Discussion groups Verbal Brainstorming Wri_en Mind- mapping PublicaBons Leaflets Pictures Videos Cartoons Graphics Performance Music Marchall McLuhan: the medium is the message 1964
Social Media
Key trends 2015: 2.5 bn smartphones will be connected 2014: 70% of internet traffic will be video content 2014: 70% of mobile traffic will be mobile internet 2014: 1.2 bn IP- enabled devices will be connected
Finding the right tool Realize audience Clarify communicabon channels/framing Design communicabon products Simple Targeted Visual Define ExecuBon strategy Toolkit (comms products) Outreach (physical & digital) Two Way Engagement MarkeBng Assess Impact
CASE STUDIES
Reaching Communities Example Trailer: h_ps://vimeo.com/89516331
Film- advocacy strategy Audience: communibes Tools: real life films with hands on workshop training in local language with facilitators affected by HIV/AIDS Success: combinabon of good films with real experiences
Reaching Communities Example
have to ask the old people so they can explain it to us. I also see that the elephant is money and meat. I see it as a benefit. When the hunter comes they can charge him or her up to N$ 200,000 and they leave the meat for us. The traditional Kuta, the Indunas, then distribute the meat and everybody who is above eighteen years old gets a piece. Also by the end of every year if you are eighteen you used to get N$ 59. Other people see the elephant as a problem. But it is better to chase the elephants away than to kill them. If we kill all the elephants, people will grow up not seeing wild animals and will not know the names of the wildlife. It is only the Kwando river between us and the park. The kraal also keeps our name clear. If you let your animals out during the night they can eat in the fields of another person. You have to take care of your cattle. Kraals also help to add fertilizers to the fields and they are used later on as a ploughing area. You can use the kraal as a good harvest area for pumpkins and you can also sell the fertilizers. took this picture of the tree to show where they had classes for old people. My older brother teaches the old people how to read and write. Before they could not even write their signature. It s good because it reduces the illiteracy rates and it helps development. There are only classes during the dry season since there is no house for them. The classes stop when the rain comes because the money coming from the conservancy and trophy hunting is not enough to build more schools. The conservancy income only covers people who work in the conservancy. They used to tell us that the money would be given to us every year. They also said that if an elephant has eaten in your field the money from trophy hunting would pay that. But they are not using the money in a good way. Conservancies could also use the money to fund learnes for further studies. you live close to wild animals. Some people don t want the conservancy. For them it is all about their fields and they see no benefits of living close to wild animals. Also people who have not gone to school don t see any benefits. The elephants destroy their crops but baboons are the biggest problem. We used to put scarecrows to scare them away but the baboons learnt that they are not dangerous. The conservancy should give us chilli bombs for the elephants. We don t have a cow and no money to hire people to help us. My mother always used to plough in November and started harvesting end of March. People here rely on how things have always been when ploughing and harvesting. I also used to stay in the fields during harvest time to protect them from the wild animals. resourceafricauk.org climateconscious.net Participatory theatre Isau Tutalife Kapako Village, Caprivi, Namibia hen I saw this elephant I thought of my grandparents Wand what they used to tell us. We don t have the knowledge to know about the behaviour of all the wildlife. You I his road where the cows are walking goes to a water hole T for the wild animals, only a few kilometres away. You can see leopards and hyenas there. Being in a conservancy e have a kraal to protect our cattle from danger- animals like hyenas, lions and leopards because Wous we live in a conservancy and very close to a national park. his field belonged to my mother. After she passed T away I was taken care of by my aunt. She uses the fields now but she can t afford to plough all of them. h_ps://vimeo.com/31224866
Participatory Kilm Leboi Ngoira Terrat Village, Simanjiro, Tanzania took a picture of these zebras because I like to see them happy I and fat. It shows that the land is good and healthy. It s beautiful. spend a lot of time on the plains, where I work, close to the wildlife. I was elected to become a community game scout by the I elders because I have experience. I know a lot about wildlife because I grew up having them around me. I know if they re ill, I know their names, I know how to count them, and I know their different tracks and hiding places. I was trained by my father. I was a good herder as a child because I knew all of these things. plain can keep both wildlife and livestock. It is very A good land. For us pastoralists the wildlife is a natural resource. The wildlife gives us money, we profit from them. We have an agreement with five tourism companies. Each year the village receives income from them for keeping the plains free from cultivation. The Conservation Easement area, as we call our plain, is a way to preserve our livestock and the wildlife. The income helps the whole community. During bad years, dry years, it is used for paying school fees and for transporting food to our village. ou are very young when you are allowed to go out herding. YBecause the herders are normally small boys there can be problems with wild animals like lions. They don t know how to walk away and keep control over their livestock when a lion is approaching. There has always been conflict between people and wildlife even before we set up the conservation easement area. At the moment there is enough wildlife so the lions cause no problems. But when the animals return to the national park the lions remain and then they trouble the Bomas. If there is a lion problem the village communicates with the park rangers. Then they come and assess the situation and possibly kill the lion. We don t get any profit from the lions so if a lion kills our livestock, we would kill it. his cow is a cross-breed. It looks healthy. This is a huge dif- from 2009. You can find lots of carcasses from cows Tference everywhere on the plain. Many of them are from cows that were moved across from Kenya. Their cows did not have grasses for three years. So the Kenyan cows were already very weakened when they arrived and they died because of hunger. Most of the cows that survived the drought are from here, they belong to the Maasai of Simanjiro. Those were years with no water and pastures. It was confusing. have never seen Kenyan Maasais before in my life. Normally we Maasai don t have conflict with each other. If Maasais come here from Kenya we accept them. The important thing is that when they are here, they should respect our rules about I the different grazing areas. Also we don t know what will happen to the rains next year. It is not predictable. Maybe it will rain more in Kenya so we will have to go there. If we say we can t accept you Kenyans, it means we can t go there if we have to. took this picture of the dry river bed close to our village. The I river has dried out. The last time it had water all year round was almost twenty years ago. Now it should at least have water since it is the rainy season. But as you can see, there is no water. People are digging for water. People drink it but I only use it for my livestock. The tree is a natural well. The roots of the tree can store water. The cement wall is to capture the water around the tree roots. We are more people now than before so we have to come up with ways to find water so there is enough for all of us and all our livestock. It is becoming more and more difficult. e drink a lot of milk. We normally get more milk when the Wgrasses are green, during the rainy season. The milk is very important to us Maasai. The problem is when there are bad rains and the pastures become scarce. Since 2004 and especially in 2009 we had very bad rains. There was almost no milk to feed our children. Even this year the rains have been bad. We did not receive it during the normal months and it is late. resourceafricauk.org climateconscious.net h_ps://vimeo.com/33216902
Participatory approach Audience: Partner OrganisaBons and CommuniBes Tools: Community Photostories, ParBcipatory Theatre/ Video & Hands on Workshops Success: community involvement in developing communicabon tools
Networking Example 1 2 4 Media Networks 7% Academic 24% Private Sector 7% Multilateral 14% Local & Global CSOs/ NGOs 48% 3 Demand more sustainable products Youth Private sector Produce more sustainable products 7 billion people New policies/standards Connect4Climate Create political currency & demand changes Influence behavior through policy changes 180+ partners Collaborate, enhance & amplify World Bank Group 6 Policymakers 5
Together to amplify Audience: Partner OrganisaBons and global audience Tools: Community Stories, Social Media, Network Outreach Success: Relevance and outreach of knowledge We will never end poverty if we do not tackle climate change. - Jim Yong Kim President of World Bank Group
Networking Example
Creating fully- linked collaboration Audience: Professionals and global audience Tools: Social Networking, Knowledge Research, Knowledge Packaging Success: Design, display, relevance of knowledge Anybody with a problem or challenge can quickly and easily find someone else with relevant experience, or the solubon. - MarBn Chilco_
Global Reach Example
Reaching unusual audiences Audience: Youth empowerment, global audience Tools: Social Media, Awards Ceremony Success: Reach, Humor, EmoBon, Targeted Message h_ps://vimeo.com/69965498
INNOVATIVE COMMUNICATION TOOLS FOR PROJECT IMPLEMENTATION
Communication is integral to project execution Baseline analysis support PresentaBon of key issues Data collecbon Showcasing monitoring (real- Bme) data of project Project results disseminabon/ outreach
Leboi Ngoira Terrat Village, Simanjiro, Tanzania Photostories/ Participatory Video for Baseline Analysis took a picture of these zebras because I like to see them happy I and fat. It shows that the land is good and healthy. It s beautiful. spend a lot of time on the plains, where I work, close to the wildlife. I was elected to become a community game scout by the I elders because I have experience. I know a lot about wildlife because I grew up having them around me. I know if they re ill, I know their names, I know how to count them, and I know their different tracks and hiding places. I was trained by my father. I was a good herder as a child because I knew all of these things. plain can keep both wildlife and livestock. It is very A good land. For us pastoralists the wildlife is a natural resource. The wildlife gives us money, we profit from them. We have an agreement with five tourism companies. Each year the village receives income from them for keeping the plains free from cultivation. The Conservation Easement area, as we call our plain, is a way to preserve our livestock and the wildlife. The income helps the whole community. During bad years, dry years, it is used for paying school fees and for transporting food to our village. ou are very young when you are allowed to go out herding. YBecause the herders are normally small boys there can be problems with wild animals like lions. They don t know how to walk away and keep control over their livestock when a lion is approaching. There has always been conflict between people and wildlife even before we set up the conservation easement area. At the moment there is enough wildlife so the lions cause no problems. But when the animals return to the national park the lions remain and then they trouble the Bomas. If there is a lion problem the village communicates with the park rangers. Then they come and assess the situation and possibly kill the lion. We don t get any profit from the lions so if a lion kills our livestock, we would kill it. his cow is a cross-breed. It looks healthy. This is a huge dif- from 2009. You can find lots of carcasses from cows Tference everywhere on the plain. Many of them are from cows that were moved across from Kenya. Their cows did not have grasses for three years. So the Kenyan cows were already very weakened when they arrived and they died because of hunger. Most of the cows that survived the drought are from here, they belong to the Maasai of Simanjiro. Those were years with no water and pastures. It was confusing. have never seen Kenyan Maasais before in my life. I Normally we Maasai don t have conflict with each other. If Maasais come here from Kenya we accept them. The important thing is that when they are here, they should respect our rules about the different grazing areas. Also we don t know what will happen to the rains next year. It is not predictable. Maybe it will rain more in Kenya so we will have to go there. If we say we can t accept you Kenyans, it means we can t go there if we have to. took this picture of the dry river bed close to our village. The I river has dried out. The last time it had water all year round was almost twenty years ago. Now it should at least have water since it is the rainy season. But as you can see, there is no water. People are digging for water. People drink it but I only use it for my livestock. The tree is a natural well. The roots of the tree can store water. The cement wall is to capture the water around the tree roots. We are more people now than before so we have to come up with ways to find water so there is enough for all of us and all our livestock. It is becoming more and more difficult. e drink a lot of milk. We normally get more milk when the Wgrasses are green, during the rainy season. The milk is very important to us Maasai. The problem is when there are bad rains and the pastures become scarce. Since 2004 and especially in 2009 we had very bad rains. There was almost no milk to feed our children. Even this year the rains have been bad. We did not receive it during the normal months and it is late. resourceafricauk.org climateconscious.net
Infographics to present issues
Data Collection
Real time Data Presentation Global Forest Watch www.globalforestwatch.org/
Results/Outcomes: toolkit to tell the story h_ps://vimeo.com/85366406 PublicaBons, Videos, Blogs, Pics, Info- graphics, Online PresentaBon, Network outreach, Hands on workshops and events
CONCLUSION Enhanced ability to follow topic/events Increase the ease of knowledge understanding Show progress and impact Increased engagement with project Wider reach of project awareness
COMMUNICATION SHOULD BE INCLUDED IN ALL ASPECTS OF THE PROJECT Thank You Max Thabiso Edkins medkins@worldbankgroup.org @maxthabiso