DRP OverviewOctober 2005

1

UNDP/GEF DANUBE REGIONAL PROJECT

Paul Csagoly

UNDP-GEF DRP Communiocation Expert

IW Learn Workshop

Vienna, January 19, 2006

From the start! Communicating strategically

DRP OverviewOctober 2005

2

In the beginning…

• WWF commissioned for Comms Strategy in 2002

• ‘Living document’• Focus on how to:

– use comms as a project tool

– communicate what DRP is and does – why?...

DRP OverviewOctober 2005

3

It’s a complex project!

• 60 - 80 technical sub-projects• 130 grants• 13 countries• Danube impacts on Black Sea• Link with larger WB project• Many partners and players• Need comms to simplify!

DRP OverviewOctober 2005

4

Communicate 6 key DRP project goals

Brochure for China GEF conference forced quick thinking, clear messages

1. reduce nutrient pollution2. reduce toxic pollution3. improve water services4. strengthen agro policy5. provide RBM tools6. protect wetlands

DRP OverviewOctober 2005

5

Desired Outcomes

1: Increased stakeholder awareness of DRP, six key goals and activities

2: Focus on one goal - reducing nutrient pollution from agriculture

DRP OverviewOctober 2005

6

Desired Outcomes3: Increased public

awareness about big picture– What’s a basin,

nutrients, ICPDR, WFD?

4: Internal communications support for select DRP projects

DRP OverviewOctober 2005

7

Other strategy parts

• Target audiences• Main messages• Delivery mechanisms (products

and activities)• Monitoring and Evaluation

DRP OverviewOctober 2005

8

Communicating the DRP - basic products

• Visual identity and strapline

• Brochures• Website• Presentation• 1000s of photos!

DRP OverviewOctober 2005

9

Results: ICPDR-related

• Danube Watch (design and stories)• Danube Day and art competition• Raise awareness of Danube issues,

solutions and ICPDR • Funding ICPDR publications, materials • Capacity-building• Media support (press releases)

DRP OverviewOctober 2005

10

NGO support• Enhances NGO

projects• Strategic help

– DEF campaigns (local, international)

– Regional grants• Other DEF support

– Visual identity, branding

– Media support (press releases)

– Funding publications

DRP OverviewOctober 2005

11

Agriculture and pollution• Farmers, NGO grants, federal agro ministries• Early reports – thick, technical, not widely

disseminated– Identify ‘news/tools’ (new information,

recommendations, partnerships)– Re-package and disseminate (Fact Sheets, stories,

Danube Watch, media)– Encourage maximum use and application

• Now– Communications Strategy– Media support– Disseminate news/tools

DRP OverviewOctober 2005

12

Tariffs and charges• Help municipalities

improve wastewater treatment

• Work with project manager

• Strategy targets utility managers

• Ensure maximum dissemination, awareness, use of results/tools

• “We know your needs, here’s how we can help”

DRP OverviewOctober 2005

13

Main Lesson: Take comms seriously

• Sub-projects comms -- not seen as key project tool from start. Not strategically planned, budgeted, resourced enough. – Reactive– Poster, brochure, 1 workshop enough?– National newspaper story?– Poor dissemination, awareness, and use of

results/tools

DRP OverviewOctober 2005

14

Main Lesson

• Getting project managers to strategize– What does it

mean?– Believe they

already do it– Think it’s extra

work

DRP OverviewOctober 2005

15

Main Lesson

• Explain, convince, train, apply• Complex and time-consuming process• Hard to transfer in 2 hours to large

group with various backgrounds and different languages

• Human contact, small group, ample time!

• IW Learn mobile trainers enhance manual?

DRP OverviewOctober 2005

16

More Lessons• Multi-country basin

needs organized network of implementers to deliver consistent messages

• Hard to spark interest about nutrient pollution – sounds ‘nutritious’. Link to issues like drinking water, flood prevention, EU law