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Following the presentation, discussions involved a range of
Parties and NGOs who shared lessons and experience related to the implementation
of Article 6. The key themes were: the identification of target audiences, the
choice of message and medium for its delivery and the importance of integrating
communications planning as part of the policy mix.
Regarding the identification of target audiences in public awareness
campaigns, participants emphasized the need to distinguish message and medium
of delivery according to sector and culture. It was noted that some cultures are
more music or drama-oriented as opposed to print-oriented. Although web sites
are efficient and effective, they are not accessible to all. Thus, other non-conventional
media suited to local circumstances must also be considered.
Reference was made to target audiences that are sometimes overlooked
such as the "public works’ management group" who make decisions about
public infrastructure. Educating this target on the concept of "risk management"
would have positive implications for adaptation and mitigation. Among other targets
not to be overlooked are the agricultural sector, water resources management and
youth. Another target for many of the participants are national policy makers.
This target must be informed and convinced so that climate change becomes an issue
integrated into national programmes.
Experience suggests it is important to work through organizations
with specific target groups in order to disseminate information broadly, to increase
public awareness, to increase ownership of measures, and to increase public participation.
A propos, the style of information currently available about
climate change issues comments suggested it tends to be scientific and technical.
Thus, its popularization and translation for use locally was urged. In the absence
of completing this task reaching local target audiences would be difficult. The
need for timely information and the placement of "expiration dates"
on information products was encouraged. Messages in public awareness campaigns
should be action oriented and put into context so as not to lose impact.
On the issue of integrating Article 6 within the policy
mix - the question was raised as to whether it would serve as a means to generate
awareness as well as to affect necessary changes in behaviour. It was suggested
that for the convention’s successful implementation there is the need to address
both public awareness generally as well as to produce an impact on behaviour.
Applying social marketing techniques would facilitate the achievement of this
result thereby ensuring individual action in support of solutions to deal with
climate change.
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