3 meetings of the management, science and technical panel … · 2019-03-03 · overarching soal:...

IMPLEMENTING THE STRATEGIC ACTION PROGRAMME FOR THE YELLOW SEA LARGE MARINE ECOSYSTEM:

RESTORING ECOSYSTEM GOODS AND SERVICES AND CONSOLIDATION OF A LONG-TERM REGIONAL

ENVIRONMENTAL GOVERNANCE FRAMEWORK (UNDP/GEF YSLME Phase II Project)

UNDP/GEF/YS/MSTP/ICC.3/21 English only

3rd Meetings of the Management, Science and Technical Panel (MSTP-s) and the Interim Commission Council (ICC-3) of the UNDP/GEF YSLME Phase II Project

Qingdao Intercontinental Hotel, Qingdao, PR China

12-14 March 2019

YSLME Phase II Project Communications and Awareness Raising Strategy

and Implementation Plan

1. This document was prepared by the Communication Specialist (Consultant) of the YSLME Phase II Project under guidance of the Project Management Office (PMO).

Introduction

2. In June 2018, a Communications and Awareness Raising Strategy was developed and circulated

to partners by the PMO to raise the visibility and awareness of the YSLME project and help achieve the expected outcomes of the project including support for adoption of a long-term sustainable environmental regional governance mechanism through the YSLME Commission.

3. In July 2018, a draft Vision and Mission statement for the Yellow Sea Partnership was defined.

4. At the 3rd Meeting of the YSLME Interim Commission Council, to be held Qingdao, PR China, 12-14 March 2019, the Consultant will present the strategy and implementation plan, draft Vision and Mission statement, and progress on implementation of the different communication activities to be developed by the project.

5. The meeting will provide an opportunity to:

a. Consult with ICC members on how they can participate in and contribute to

communication activities and ensure successful implementation of the strategy.

b. Receive feedback and approval by ICC members on proposed communication actions. Recommendations

6. The Communications Specialist recommends that:

a. Activities where key stakeholders (Council Members, RWGs, NWGs, etc.) can

participate in and contribute to are identified, discussed and agreed.

GEF Project ID: 4343/UNDP Project ID: 00087001/PIMS ID: 4552 Communications & Awareness Raising Strategy Implementation Plan YSLME Phase II January 2019

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b. Activities where other stakeholders (NGOs, civil society, etc.) can participate in and contribute to are identified, discussed and agreed.

c. Barriers and risks are identified and mitigation measures proposed.

d. The draft workplan is discussed and a realistic timeframe for activities is defined.

e. The strategy and implementation plan, and vision and mission statement receive approval by Council Members.


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IMPLEMENTING THE STRATEGIC ACTION PROGRAMME FOR THE YELLOW SEA LARGE MARINE ECOSYSTEM: RESTORING

ECOSYSTEM GOODS AND SERVICES AND CONSOLIDATION OF A LONG-TERM REGIONAL ENVIRONMENTAL GOVERNANCE

FRAMEWORK (UNDP/GEF YSLME Phase II Project)

YSLME Phase II Project Communication and Awareness Raising Strategy

Implementation Plan

February 2019


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TABLE OF CONTENTS THE STRATEGY--------------------------------------------------------------------------------------------------------------------------------------------- 5

Background--------------------------------------------------------------------------------------------------------------------------------------------- 5

Vision and mission statement of the partnership ------------------------------------------------------------------------------------------- 5

Objectives ---------------------------------------------------------------------------------------------------------------------------------------------- 6

General framework for the strategy ------------------------------------------------------------------------------------------------------------ 7

Target stakeholders ---------------------------------------------------------------------------------------------------------------------------------- 8 Stakeholders ---------------------------------------------------------------------------------------------------------------------------------------- 8 General Audiences -------------------------------------------------------------------------------------------------------------------------------- 9

Key messages -----------------------------------------------------------------------------------------------------------------------------------------10 General Messages for All Stakeholders -----------------------------------------------------------------------------------------------------10 Targeted Messages ------------------------------------------------------------------------------------------------------------------------------10

Channels, tools and products --------------------------------------------------------------------------------------------------------------------11 Completed -----------------------------------------------------------------------------------------------------------------------------------------11 Urgent and Ongoing -----------------------------------------------------------------------------------------------------------------------------11 Potential Products to Develop ----------------------------------------------------------------------------------------------------------------11

Activities and events--------------------------------------------------------------------------------------------------------------------------------12

Strategies & Tactics FOR IMPLEMENTation ------------------------------------------------------------------------------------------------------13

PROGRESS ON IMPLEMENTATION ------------------------------------------------------------------------------------------------------------------14

Branding -----------------------------------------------------------------------------------------------------------------------------------------------14

Communication tools and channels ------------------------------------------------------------------------------------------------------------15

✓ Website -------------------------------------------------------------------------------------------------------------------------------------15

✓ Facebook------------------------------------------------------------------------------------------------------------------------------------15

✓ Twitter ---------------------------------------------------------------------------------------------------------------------------------------16

✓ Instagram -----------------------------------------------------------------------------------------------------------------------------------16

Communication products -------------------------------------------------------------------------------------------------------------------------17

✓ Posters --------------------------------------------------------------------------------------------------------------------------------------17

✓ News & Web Stories (ongoing) --------------------------------------------------------------------------------------------------------18

✓ Quarterly Newsletter (ongoing) -------------------------------------------------------------------------------------------------------19

✓ Media Interviews (ongoing) ------------------------------------------------------------------------------------------------------------19

✓ Video Series (ongoing)-------------------------------------------------------------------------------------------------------------------19

Potential products TO develop -----------------------------------------------------------------------------------------------------------------------23 Case Studies ---------------------------------------------------------------------------------------------------------------------------------------23 Policy Briefs ----------------------------------------------------------------------------------------------------------------------------------------23 Press Releases -------------------------------------------------------------------------------------------------------------------------------------23 Factsheets ------------------------------------------------------------------------------------------------------------------------------------------23 Infographics----------------------------------------------------------------------------------------------------------------------------------------23

IMPLEMENTATION WORKPLAN ---------------------------------------------------------------------------------------------------------------------24

leveraging communication EFFORTS --------------------------------------------------------------------------------------------------------------27 1. Collaborations under the YSLME Partnership--------------------------------------------------------------------------------------27 2. Events, Workshops & Trainings -------------------------------------------------------------------------------------------------------27 3. Yellow Sea Grant Programme ---------------------------------------------------------------------------------------------------------27 4. High Level Event --------------------------------------------------------------------------------------------------------------------------27 5. Media & Press -----------------------------------------------------------------------------------------------------------------------------27

PROCESS, ROLES & RESPONSIBILITIES --------------------------------------------------------------------------------------------------------------28

BARRIERS AND RISKS -----------------------------------------------------------------------------------------------------------------------------------29

MONITORING & EVALUATION -----------------------------------------------------------------------------------------------------------------------29

ANNEXES ---------------------------------------------------------------------------------------------------------------------------------------------------30 Annex 1. YSLME Phase II Project: Components, Outcomes and Outputs Annex 2. Visual Guidelines ---------------------------------------------------------------------------------------------------------------------31


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THE STRATEGY

BACKGROUND In 2009, the Governments of the PR China and RO Korea adopted the regional Strategic Action Programme (SAP) for the Yellow Sea Large Marine Ecosystem (YSLME), supported by the Democratic People’s Republic of Korea, the Yellow Sea Partnership and the Global Environment Facility (GEF). From 2014 to 2019, the GEF through UNDP is providing financial support to PR China with participatoin of RO Korea through a regional project entitled “Implementing the Strategic Action Programme for the Yellow Sea Large Marine Ecosystem: Restoring Ecosystem Goods and Services and Consolidation of a Long-term Regional Environmental Governance Framework”. The main objective of the project is to foster long-term sustainable institutional, policy, and financial arrangements for effective ecosystem-based management of the Yellow Sea (YS). To achieve this objective, the project is supporting the formation of an YSLME Commission that will oversee the implementation of the SAP and support the states' efforts to reduce the decline in biological resources and restore depleted fish stocks in the Yellow Sea. Effective communication is a vital element in building a positive identity for the YSLME Phase II Project because it will help improve awareness of the projects stakeholders, activities, achievements and resources. The “YSLME Partnership Communications and Awareness Raising Strategy and Implementation Plan” was developed under guidance of the Project Management Office to pave the way for a planned approach to communications. The strategy was built with the project’s following four components in mind to help achieve the objectives of the Project and the Vision and Mission of the YSLME Partnership covering the period beyong the lifecycle of the GEF Project (See Annex 1 for corresponding expected outcomes):

1) Sustainable national and regional cooperation for ecosystem based management 2) Improved Ecosystem Carrying Capacity with respect to provisioning services 3) Improved Ecosystem Carrying Capacity with respect to regulating and cultural services, and 4) Improved Ecosystem Carrying Capacity with respect to supporting services

VISION AND MISSION STATEMENT OF THE PARTNERSHIP The Yellow Sea Partnership was created in 2006 to serve as a multi-stakeholder initiative which offers a unique stage for its partners to come together at local, national, regional and global scales to meet the many challenges facing the Yellow Sea while embracing friendship, peace, cooperation and prosperity. The overarching aim of the partnership, facilitated by the UNDP/GEF YSLME Phase II Project, is to serve as a platform where partners can work together to implement the YSLME SAP. Vision The vision of the Yellow Sea Partnership is to protect, conserve and restore the ecosystem health and natural resources of the Yellow Sea to secure a sustainable and reliable source of food, recreation, livelihoods and also meet the aspirations of all generations into the future. Mission The mission of the Yellow Sea Partnership is to bring all stakeholders together at local, national, regional and global levels to ensure that use of the Yellow Sea’s bountiful resources is in line with its natural ecosystem carrying capacity by aiming for reduction of pollution, recovery of fish stocks and endangered species, and overall ecosystem-based management of the Yellow Sea.


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Common Goals 1) Reduce the adverse environmental threats and impacts of development on Yellow Sea marine environments. 2) Promote sustainable management and use of the Yellow Sea’s marine and coastal natural resources. 3) Foster mutual knowledge sharing and understanding between people and the environment.

Pillars The Yellow Sea Partnership is based on the following pillars:

Awareness Raising awareness at all levels about the state of the Yellow Sea and what action is needed. Knowledge Improving the knowledge base by promoting research and harnessing existing and new

knowledge to innovate, develop and test new methodologies. Capacity Sharing and exchanging best practices, and improving capacity in industry and government to use

and manage natural resources sustainably. Policy Strengthening, developing and establishing robust long-term sustainable institutional, policy and

incentive structures based on the best science available to promote environmental protection and sustainable resource management at regional and sub-regional levels.

Cooperation Establishinging long-term partnerships and regional cooperative networks amongst LMEs, UN

Agencies, academia, industries and local governments where all stakeholders can participate and benefit, including through the YSLME Commission, a regional marine environmental governance mechanism for the Yellow Sea.

OBJECTIVES

Overarching soal: The overarching goal of this strategy is to enhance awareness at local, national and global levels of the challenges facing the Yellow Sea, what action is needed and how the Yellow Sea Partnership through the YSLME Phase II Project is working to improve the situation for the benefit of all stakeholders.

Specific objectives of the strategy are to: ➢ Propose a suite of tools, channels and products that provide a regular flow of information and:

o improve the visibility of the YSLME Phase II Project o regularly showcase and inform stakeholders about project activities and progress o raise awareness of the Yellow Sea’s status and threats facing it o raise awareness of the economic, social and environmental importance of the Yellow Sea o contribute to long-term changes in behaviour, perceptions and attitudes which lead to continuous

improvement of the environmental status of the Yellow Sea o establish the Yellow Sea Partnership as the expert and common voice for the Yellow Sea

➢ Scale up ecosystem-based management by:

o improving the knowledge base and technical capacity of regional institutions o promoting the application of ecosystem carrying capacity in natural resource management o Informing stakeholders of the socio-economic and environmental benefits of strengthening regional

coordination and promoting a regional approach to addressing transboundary environmental issues through the YSLME Commission

➢ Engage with and promote partner and stakeholder involvement in project activities

➢ Encourage data and information sharing to improve understanding of the Yellow Sea and address

information gaps and needs

➢ Keep stakeholders regularly informed on the latest project developments and progress, issues arising and potential risks to solicit timely feedback and ensure improvements can be made and issues are addressed.


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GENERAL FRAMEWORK FOR THE STRATEGY


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TARGET STAKEHOLDERS Due to the YSLME Phase II Projects inherent complexity and range of expected outcomes, this strategy is targetted at diverse local, national, regional and global stakeholders and audiences.

Stakeholders Stakeholders are groups or individuals who may or may not actively participate and may or may not be directly impacted by YSLME Phase II project activities. They can be divided into two key groups: Primary Stakeholders These are key stakeholders (see Table 1) who are regularly Informed on overall project activities and progress towards reaching the project targets. These stakeholders will have access to all communication tools, products and channels. In addition, there will be meetings, webinars and updates to keep these stakeholders directly involved and engaged in project activities.

Secondary Stakeholders These are key stakeholders (see Table 2) at local, national, regional and global levels who are not concerned about all project activities and project progress per se, but will have access to the projects communication tools, products and channels. Some of these stakeholders may get involved in some proposed activities, e.g., training workshops. Table 1. Primary Stakeholders

STAKEHOLDER NAME STAKEHOLDER ORGANIZATION AFFILIATION

Katrin LICHTENBERG UNOPS ICC Member

Gurel GURKAN UNOPS

Jose PADILLA UNDP ICC Member

Chode MA UNDP ICC Member

Suyeon KIM Ministry of Oceans and Fisheries RO Korea

Jae Ryoung OH KIOST National Coordinator and Vice Chair RWG-P

Sunyoung CHAE KOEM

Shouqiang WANG First Institute of Oceanography NWG-A Chair

Se-Jong JU KIOST RWG-A Chair

Xianshi JIN Yellow Sea Fisheries Research Institute RWG-F Chair

Suh-Yong CHUNG Seoul International Law Academy RWG-G Chair

Zhaohui ZHANG First Institute of Oceanography NWG-H Chair, PR China

Jianguang FANG Yellow Sea Fisheries Research Institute RWG-M Chair

Juying WANG NMEMC RWG-P Chair

Dong Q LEE Ministry of Foreign Affairs RO Korea ICC Member

Antao WANG Ministry of National Resource PR China ICC Member

Jung Hee CHO Korea Maritime Institute NWG-F Chair, RO Korea

Zhifeng ZHANG NMEMC NWG-G Chair, PR China

Mi Seon PARK National Institute of Fisheries Sciences NWG-M Chair, RO Korea

Xinhua ZHAO UNDP

Gyung Soo PARK Anyang University RWG-H Chair


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Table 2. Secondary Stakeholders

STAKEHOLDER DETAILS

Intergovernmental/Regional Mechanisms and Organizations NOWPAP, PEMSEA, COBSEA

Governments (including legislative bodies) National, Provincial & Local Governments

Fisheries Sector Aquaculturists, Fishermen & Fishery Associations/Cooperatives

Tourism Sector

Waste, Recycling, Plastic Production Sectors

Scientific/Academic Community Professors, Researchers and students

NGOs Local, national, international profit or non-profit organizations

Donors GEF and other international, bilateral and corporate donors

General Public Local communities, schools and coastal populations

General Audiences Audiences are any individuals and organizations who are not connected directly nor participate in project activities, but are able to receive observe and listen to messages being sent.


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KEY MESSAGES

General Messages for All Stakeholders • Economic, social and biological value and status of the Yellow Sea • Threats facing the Yellow Sea and associated economic, social and environmental costs • Activities of the YSLME Project/Partnership, what is currently being done to mitigate or eliminate the

stresses/threats facing the Yellow Sea, project progress and achievements to date • How EBM approaches and transboundary cooperation through the YSLME Commission can ameliorate

threats and address environmental problems for the benefit all stakeholders • Ways in which stakeholders can get involved and play a role in project activities

Targeted Messages Please note that the following key messages are also for Primary Stakeholders.

WHO? WHAT?

Stakeholders Key Messages

High Impact Potential

Intergovernmental/ Regional Mechanisms and Organizations

• transboundary issues and threats facing the YS can be effectively addressed through the adoption of an EBM approach and through a regional mechanism in the form of the YSLME Commission

• enforcement of regional treaties is needed in the YS

National, Provincial & Local Governments

• business case = healthy, clean and productive marine environments are good for the economy and society

• sustainable management of YS requires strengthened coordination between all levels of government

• sustainable management of YS requires improved and harmonised legislation

• sustainable management of the YS requires strengthened relationships with neighbouring countries

• transboundary issues and threats facing the YS can be effectively addressed through the adoption of an EBM approach and through a regional mechanism in the form of the YSLME Commission

Fisheries/Aquaculture Sector

• business case = sustainable seafood production is good for business and demonstrates corporate responsibility

• economically viable alternatives to unsustainable and environmentally destructive fishery and aquaculture practices exist

• no-take periods/zones and MPAs are beneficial for fisheries/sustainable fishery resources

• consumers desire sustainably sourced seafood (especially international markets)

• seafood safety is important to the health of consumers

Medium Impact Potential

Tourism, Waste, Recycling, Plastic Sectors

• business case = clean and productive marine environments are good for business, the environment and society

Scientific/Academic Community

• provision of scientific data and improving the scientific knowledge base of the YS is necessary to inform policy and lay the foundation for legislation and sustainable management of the YS

• conservation provides research opportunities

• scientists have the skills and knowledge needed to improve capacity for sustainable management of the YS

• expert opinion of scientists are needed to secure sustainable management of the YS

NGOs • the YSLME Partnership is active and open to collaboration for the benefit of the YS and its many stakeholders

Donors (GEF and other international, bilateral and corporate)

• how supporting the YSLME Phase II Project contributes to the preservation of the YS's irreplaceable historical, political and ecological value

• how the YSLME Phase II Project is leading to new and strengthened partnerships with a variety of stakeholders

• the YSLME Phase II Project is creating lasting infrastructure for improved transboundary management of the YS

Low Impact Potential

General Public (local communities & coastal populations)

• threats and negative impact of human activities on the Yellow Sea

• benefits of protecting the Yellow Sea and reversing the damage


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CHANNELS, TOOLS AND PRODUCTS

A full suite of communication channels, tools and product have, are and may be developed to put this strategy into action and inform both primary and secondary stakeholders on project activities and progress.

Completed

➢ Logo ➢ Project Brochure ➢ Annual Progress Report 2017 ➢ Visual Guidelines ➢ 12 Proceedings + 3 reports posted on the temporary website ➢ 2 web stories ➢ Media interviews ➢ 3 pull-up banners for use in meetings and outreach events (1) mission of YSLME (2) Relevance

of YSLME to SDGs and (3) 11 YSLME targets

Urgent and Ongoing

➢ Website ➢ Web articles/stories ➢ Social media accounts (Facebook, Twitter, Instagram) ➢ Quarterly Newsletter ➢ Video series ➢ Photos

Potential Products to Develop

➢ Case Studies ➢ Factsheets ➢ Policy Briefs ➢ Infographics ➢ Press Releases ➢ Media engagement and interviews ➢ Photos ➢ Gifts to circulate: T-Shirts, notebooks, pens, etc. ➢ APP


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ACTIVITIES AND EVENTS Recovery of Fish Stocks

➢ Exchange of experts on marine ranching ➢ Exchange of experts on fishing gear management

Sustainable Mariculture

➢ IMTA training ➢ Launch of the IMTA Enterprise Alliance

Habitat Protection and Maintenance

➢ YSLME Biodiversity Forum ➢ Biodiversity Day Celebration (May 22)

Monitoring and Assessment

➢ Yellow Sea Symposium Pollution Reduction

➢ Exchange of experts on nutrients ➢ YSLME Nutrient Workshop ➢ Launch of the YSLME Clean Beach City Alliance

Good Governance

➢ RWG meetings ➢ ICC3 and ICC4 ➢ UNCLOS and Ocean-Related Law Training ➢ Yellow Sea Symposium

Awareness Raising Activities

➢ Coastal Beach Clean-up (September 16) ➢ School activities supported by the Yelow Sea Grant Programme

STRATEGIES & TACTICS FOR IMPLEMENTATION

This communication and awareness raising strategy offers a range of tools, channels, products and activities that can be developed to achieve the strategy’s desired objectives. Highlighted is the need for increased support from all stakeholders to achieve successful SAP implementation.

A. Build the YSLME brand and create communications products which improve communication effectiveness

• Develop simple visual identity guidelines and templates, e.g., for presentations and reports

• Create a suite of communications tools, channels and products in support of the YSLME brand.

• Create a visual media library with photos, videos and other visuals which clearly illustrate project activities. B. Develop online communications tools and channels and ensure they sync with each other

• Develop the website as a central source of freely accessible information for the project.

• Develop social media accounts to promote all project activities and news concerning the Yellow Sea.

• Identify and use relevant events, national and international days as “media hooks” to create points of interest and draw attention to the website and social media accounts.

• Establish website and social media guidelines to articulate consistent procedures for staff to follow which abide by UNOPS standards.

C. Create knowledge products and promote knowledge collaboration

• Maximize opportunities to generate and share knowledge through project interactions.

• Develop relationships with partners to drive research and knowledge sharing collaborations. D. Use stakeholders and partners networks to create and spread messages

• Map key stakeholders and develop respective engagement strategies.

• Capitalize on existing complementary initiatives to share knowledge and avoid duplication of effort.

• Work closely with partners and stakeholders to ensure networks are leveraged to spread messages.

• Develop opinion editorials (op-eds) to be posted on the YSLME website, newsletter and social media acounts.

E. Leverage key international, regional, national and local events to engage key stakeholders, spread messages, and make communication products accessible

• Identify key events around which to focus communications efforts.

• Create a mini communications plan around key events to explore how best to promote project activities. F. Engage media to drive coverage

• Target leading global, regional and national media to showcase project activities and success stories.

• Prepare press releases and press kits so spokespeople are prepared to make statements.

• Build a comprehensive media database by building on existing partner networks.

G. Hold regular internal discussions to discuss progress on implementation of the strategy


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PROGRESS ON IMPLEMENTATION BRANDING ✓ Project logo developed, approved and in use

✓ Visual style guidelines have been established to brand the YSLME Phase II Project (Annex 2). The purpose

is to enhance visibility and identify the YSLME Phase II project as a trusted information source and voice for the Yellow Sea. Staff are to follow these guidelines and use standard templates, e.g., for reports and ppts, to ensure consistency in all communications.

Checklist for YSLME Communications Products

Use standard templates when available, e.g., reports, ppt’s

Project logo

Partner and country logos

Project website link

Contact info

Twitter/Facebook and other social media symbols (with direct web links)

Key hashtag: #YSLME

SDG symbols (when relevant, e.g., SDG14 Life Under Water)


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COMMUNICATION TOOLS AND CHANNELS

What? Dedicated website, Facebook, Twitter, and other social media accounts.

Who? All stakeholders and audiences Why? To establish an online identity for the project. Effective mode to engage a variety of audiences to

showcase the YSLME Phase II Project activities and knowledge generated in a highly accessible way.

✓ Website A dedicated website has been created to serve as an interactive YSLME Partnership portal with a variety of functions and features.

www.yslmep.org

✓ Facebook A Facebook Page dedicated to the YSLME Phase II Project has been set up to promote the project results and activities. It allows posting of a variety of content, e.g., text, pictures, videos, event invitations or reports. Facebook pages have fans (not friends) who like or follow the page.

https://www.facebook.com/UndpGef-YSLME-Phase-II-Project-348135355986646/

http://www.yslmep.org/

https://www.facebook.com/UndpGef-YSLME-Phase-II-Project-348135355986646/


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✓ Twitter A Twitter account dedicated to the YSLME Phase II Project has been created to share news on project activities, comments, and make announcements that can instantaneously reach large audiences. Twitter encourages interaction and bringing new opinions and views into a discussion about a specific topic.

@YSLMEP

https://twitter.com/YSLMEP?lang=en

✓ Instagram An Instagram account dedicated to the YSLME Phase II Project has been created. This social networking platform is made especially for sharing photos and videos from a smartphone. Similar to Facebook or Twitter, everyone who creates an Instagram account has a profile and a news feed.

https://www.instagram.com/undp_gef_yslme_phaseii_project/?hl=en

https://twitter.com/YSLMEP?lang=en

https://www.instagram.com/undp_gef_yslme_phaseii_project/?hl=en


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COMMUNICATION PRODUCTS

✓ Posters

What? Posters Who? Event participants and press When? Whenever an opportunity arises Where? Local, national, regional, international events, workshops and trainings, e.g., EAS Congress

Exhibit booth presenting YSLME Phase II Project

at the EAS Congress, November 2018


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✓ News & Web Stories (ongoing) What? News and Web Stories Who? All stakeholders and audiences When? Whenever an opportunity arises Where? Project website, UNOPS, IWLearn, IOC-UNESCO, etc.

http://www.unesco.org/new/en/natural-sciences/ioc-oceans/single-view-oceans/news/improving_livelihoods_of_communities_sharing_the_yellow_sea/

https://news.iwlearn.net/marine-protected-areas-as-a-naturebased-solution-for-the-yellow-sea



https://news.iwlearn.net/marine-protected-areas-as-a-naturebased-solution-for-the-yellow-sea


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✓ Quarterly Newsletter (ongoing) What? YSLMEP Quarterly Newsletter Who? All stakeholders therefore it will have a mix of technical and general language. Why? To regularly inform all stakeholders on project activities and progress

Where? Email distribution list, YSLMEP website, promoted through social media channels and shared with

partners.

✓ Media Interviews (ongoing)

What? Interviews with PMO, partners, stakeholders and beneficiaries of the project Who? All stakeholders Why? To regularly inform stakeholders on specific project activities and progress When? Whenever an opportunity arises, e.g., during a workshop or event Where? Posted on website and social media channels

✓ Video Series (ongoing)

What? Short videos series which focus on a particular topic and tailored and targeted at different audiences, e.g., policy makers, scientific and technical stakeholders, international donors, industry, the media, etc.

To be Produced in Chinese (adding English subtitles if required) and produced in a format that can easily be

used and adapted for multiple purposes. Possible video components:

• Interviews

• On-the ground activity shots

• Photos from trainings and workshops

• Animated texts and graphics

• Voice over narration and audio recording of interviewees Who? All stakeholders and audiences Why? Videos are one of the most effective communication methods available, they will contribute to:

1) Increasing the projects visibility 2) Improving awareness of the key issues 3) Showcasing key successes 4) Sharing positive impacts of the projects many interventions 5) Sharing best practices

Where?

• Permanently hosted on the project website, video hosting (e.g., YouTube, vimeo) and other relevant platforms (e.g., IW Learn, UNifeed).

• Screened at meetings, conferences and events.


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• Short clips played at regular intervals through social media networks (e.g., Twitter, FaceBook, WeChat, etc.)

• released through other possible fora (e.g., TV and media outlets)

A total of seven videos will be produced, possible videos and storylines are as follows:

1. Promotional project video: Yellow Sea Partnership Key promotional video for all Yellow Sea stakeholders to be shown at meetings/conferences and hosted on the project website/other channels to introduce the Yellow Sea Partnership and YSLME Phase II Project. Possible topics to include:

- economic, societal and biological value of the Yellow Sea (including drone/aerial footage if possible and if budgets allow)

- threats facing the Yellow Sea (including drone/aerial footage if possible and if budgets allow) - the YSLME Partnership and its role to the sustainability of the initiatives of the project. - the YSLME Phase II Project and collaborative efforts/added value of the YSLME Partnership in

achieving the projects objectives, e.g., establishment of the YSLME Commission, capacity building and other activities

- how Yellow Sea stakeholders are benefitting and can get involved in the project

2. Project success video: Recovery of Yellow Sea Fish Stocks Good news/success story for all Yellow Sea stakeholders (especially local and national governments, fisheries sector and donors) about how the YSLME Phase II Project has and is contributing to the recovery of depleted fish stocks in the Yellow Sea. Possible topics to include:

- historical and current status of Yellow Sea fish stocks - economic, societal and biological value of Yellow Sea fish stocks - how unsustainable fisheries management/practices have/are leading to decreased fish stocks,

economic losses, reduced livelihood opportunities of local communities and fishermen, and causing broad negative environmental impacts

- Other ongoing regional efforts to restore fish stocks: closed seasons, better regulation of net-mesh size, alternative livelihoods, government subsidies/reductions, recreational fisheries, fish fry release, scientific research, exchange of experiences through the YSLME RWG for Fisheries, joint management measures, stock assessment training workshops, joint stock assessment of swimming crab, protection and restoration of fish spawning sites, marine ranching, and creation of artificial reefs.

- Case Study: successful fishing-boat buy-back scheme in PR China and RO Korea which has helped reduce pressure on existing fish stocks (including interviews with fishermen/stakeholders who have benefitted)

3. Awareness raising video: Integrated Multi-trophic Aquaculture

This video aims to convince PR China and RO Korea governments and aquaculture sector of the economic, societal and biological benefits of shifting from standard monoculture type aquaculture production in the Yellow Sea to Integrated Muliti-trophic Aquaculture (IMTA). Possible topics to include:

- global aquaculture production is meeting 60% of global demand - negative impacts of monoculture type aquaculture production, e.g., nutrient enrichment which

leads to eutrophication/dead zones, increased disease/infection rates and need for antibiotics and other treatments, etc.

- IMTA as a highly viable alternative to aquaculture monocultures, i.e., IMTA provides a sustainable and profitable seafood resource for producers = economic and societal benefits while having low environmental impact


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- theory of how IMTA works - carrying capacity, trophic levels, ecosystem services (nitrogen, phosphorus, carbon sequestration), increased productivity, etc.

- governance and sea use rights - Case Study - Dongchu Village, PR China, where indirect opportunities and livelihood benefits

have arisen because of adoption of IMTA (including interviews with stakeholders who have benefitted)

4. Awareness raising video: Marine litter

This video aims is targeted at all stakeholders and audiences (especially local and national governments) to improve awareness of the marine litter challenge in the Yellow Sea (and globally) and what can be done to change the situation before it gets worse. Possible topics to include in script:

- status of marine litter in the Yellow Sea (facts and figures) - impact of marine litter on marine biodiversity (e.g., benthic creatures, marine mammals, etc.)

and negative impact on tourism and recreation (e.g., polluted water and beaches), and possible negative health effects (e.g., exposure to toxic chemicals from degraded plastics)

- what the YSLME Phase II project is doing to ameliorate the situation: working with governments and industry, promoting segregation, better collection, recycling, centralized collection of fishing boat waste, etc.

- how stakeholders including youth can get involved - beach clean-ups, making conscious consumer choices - choosing goods without plastic, etc.

- Case Study: Weihai

5. Awareness raising video: Regional Sea Governance through the YSLME Commission This video aims to convince PR China and RO Korea governments the need for regional governance of the Yellow Sea which can be achieved through the establishment of the YSLME Commission. Possible topics to include in script:

- purpose and value of the YSLME Commission - YSLME Commission infrastructure - Regional Working Groups - role of business associations/private sector - YS partnerships - Case Study – use an example of an existing commission elsewhere to demonstrate its potential

use and value (specific example tbd)

6. Awareness raising video: MPAs and MPA Networks This video aims to convince PR China and RO Korea governments and industry (fisheries and tourism sectors) of the business case for setting up a Marine Protected Areas (MPAs) and MPA Network in the Yellow Sea. Possible topics to include in script: - What is an MPA and MPA Network? - economic, societal and biological benefits that can arise from preserving parts of the Yellow Sea

through the creation of MPAs which together would make up the Yellow Sea MPA Network - concept of an MPA network in marine spatial planning or other zoning schemes, i.e., MPA Networks

allow for connectivity between MPAs because they consider active or passive (via currents) migration of marine species

- need for collaboration between existing MPAs - properly planned MPAs serve as an effective fisheries management tool which help replenish fish

stocks by protecting critical fish spawning, nursery and feeding grounds - additional benefits are that MPAs help protect endangered and threatened marine organisms - Case Study: 1-2 examples of successful MPAs or MPA networks which benefit local

communities/local fisheries in other parts of the world


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7. Awareness raising video: Importance of Intertidal mudflats for the Critically Endangered Spoon-billed

Sandpiper and other rare bird species

This video aims to convince PR China and RO Korea governments and all relevant stakeholders that the Yellow Sea is a unique ecological treasure to be proud of and protected. That a number of very rare beautiful bird species like the Critically Endangered Spoon-billed Sandpiper are in danger of being lost forever, that their very survival depends on protecting some of last habitats remaining in the Yellow Sea. Possible topics to include in script:

- significance of the Endangered Spoon-billed Sandpiper - loss of critical habitat due to urbanization - fun of bird-watching during migration - EAAFP, redline, restoration of habitat in Xiaoyangkou, wise use of coastal wetlands, participation of

private sector and booming business - Case Study: new MPA in Xiaoangkou wetland, one of the most important waterbird habitats in the

Yellow Sea. It is a critical staging and over wintering habitat for many migratory waterbird species using the East Asian-Australian Flyway, e.g., critically endangered spoon-billed sandpiper, Baer’s Pochard and white crane and home to about 370 bird species. Possible interview: Institute of Geographical Sciences and Natural Resource Research of the Chinese Academy of Sciences

Examples of short videos: - IMO: Energy efficiency in shipping – why it matters - Oceana: Do MPAs Really Work? - UN Environment: Uttarakhand: A paradise for birds becomes plastic-free


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POTENTIAL PRODUCTS TO DEVELOP

Case Studies

What? Case studies

Who? All stakeholders

Why? To share best practices and project successes

When? Whenever an opportunity arises

Policy Briefs

What? Policy Briefs on a particular issue or topic and recommendations on the best policy options

to address the issue.

Who? Government/policymakers/those interested in formulating or influencing policy

Why? Where the aim is to change legislation for a particular issue

Press Releases

What? Press releases

Who? Journalists, media outlets, and key individuals/organizations (e.g., high level officials)

Why? Gain more project exposure and encourage media and press to share project successes

When? Limited to exceptional YSLME activities and high level events in accordance with the 2019

project workplan

Factsheets

What? Fact Sheets on key elements of the project

Who? All stakeholders and audiences, e.g., teachers, students, reporters and politicians

Why? Provide quick and easy access to clear, concise and meaningful information

When? To be created on a priority basis according to the different areas of work

Infographics

What? Infographics would be useful for some of key topics

Who? All stakeholders and audiences

Why? Infographics make complex information visually appealing and more easily digestible

Where? Great for websites and social media channels, and often result in increased traffic and

interest in a topic

IMPLEMENTATION WORKPLAN

COMMUNICATION TOOLS & PRODUCTS

ACTIONS DURATIO

N RESPONSIBLE PERSON

2019

JAN FEB MAR

APR

MAY JUN JUL AUG SEP OCT NOV DEC

In Progress

1. Website

Development & Refinement 2 months CGTAE technology (subcontractor)

Graphic development and photos TBD Graphic designer/Mariz

Testing and Refinement 3-4 month testing

YSLME Team

website maintenance year-round

CGTAE technology (subcontractor)

2. Web Stories

Regular webstories will be produced to illustrate project workshops, meetings, training, and other activities and progress (to be posted on the website, promoted through social media accounts and released in Quarterly newsletter and news and events of home page of website)

1-3 days per article

YSLME Team /PCA/consultants/Comm Specialist

Biodiversity: Spotted seal and SBS 1-3 days Communication Intern/PCA/consultants/Comm Specialist

Marine Litter 1-3 days Communication Intern/PCA/consultants/Comm Specialist

3. Social Media Accounts

Creation of Accounts 1-2 days Communication Intern

Creation of Social Media Protocols and Guide 1-2 days Lisa/Comms team/PMO

Content creation and management Continuous

Lisa/Comms team/PMO

4. Quarterly Newsletter

Design and layout, compilaton and editing content, uploading, e-distribution via Mailchimp

5-10 days YSLME Team

In the Pipeline

5. Video Series

V1. Promotional: Yellow Sea Partnership TBD Video Production firm/PM

V2. Project success: Recovery of Yellow Sea Fish Stocks TBD Video Production firm/PM

V3. Awareness Raising: IMTA TBD Video Production firm/PM

V4. Awareness Raising: Marine litter TBD Video Production firm/PM


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ACTIONS DURATIO


2019

JAN FEB MAR

APR


V5. Awareness Raising: Regional Sea Governance through the YSLME Commission

TBD Video Production firm/PM

V6. Awareness Raising: MPAs and MPA Networks TBD Video Production firm/PM

V7. Awareness Raising: Importance Intertidal mudflats for SBS and other rare birds

TBD Video Production firm/PM

6. Case Studies

CS1. IMTA demonstration inshore and pond-based 3 months Env Officer/PCA/Nanjing Univ/Comm Specialist/Graphic Desinger

CS2. Fish restocking 3 months consultant/PCA/graphic designer

CS3. Small Grants Programme 3 months Env Specialist/Graphic Designer

7. Factsheets

FS1. YSLME Phase II Project 5 days Comm Specialist/CTA/Graphic Designer

FS2. Marine Litter 5 days Env Officer/PCA/Comm Specialist/Graphic Desinger

FS3. HMOs 5 days Env Economist/PCA/Comm Specialist/Graphic Desinger

FS4. MPA Network 5 days Env Economist/PCA/Comm Specialist/Graphic Desinger

FS5. Biodiversity in the Yellow Sea 5 days Env Economist/PCA/Comm Specialist/Graphic Desinger

FS6. Nutrient Pollution 5 days Env Officer/PCA/Comm Specialist/Graphic Desinger

FS7. IMTA 5 days Env Officer/PCA/Comm Specialist/Graphic Desinger

FS8. Recovery of Fish Stocks 5 days Env Officer/PCA/Comm Specialist/Graphic Desinger

8. Policy Briefs

PB1. Intertidal mudflat of the Yellow Sea 30 days PCA/Comm Specialist/Graphic Designer

PB2. Ocean Governance of the Yellow Sea 30 days PCA/Comm Specialist/PCA/Graphic Designer

PB3. Marine Litter in the Yellow Sea 30 days PCA/Comm Specialist/PCA/Graphic Designer

PB4. Microplastics in the Yellow Sea 30 days PCA/Com Specialist/graphic designer

PB5. Fish restocking in Yellow Sea 30 days PCA/Comm Specialist/PCA/Graphic Designer

9. Infographics I1. Spotted seal MPA network 7 days Env Economist//Comm

Specialist/Graphic Desinger


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ACTIONS DURATIO


2019

JAN FEB MAR

APR


I2. Marine Litter 7 days Comm Officer/PCA/Env Officer/Graphic Designer

I3. HMOs: Sargassium horineii 7 days Env Economist//Comm Specialist/Graphic Desinger

I4. IMTA GAP 7 days Comm Officer/PCA/Env Officer/Graphic Designer

10. Press Releases

The 3rd Yellow Sea Science Conference 2 days Env Economist/Comm Specialist/Graphic Designer

IMTA Enterprise Alliance Launch 2 days Env Officer/Comm Specialist/Graphic Designer

ICC-4 Meeting 2 days CTA/Comm Specialist/Graphic Designer

Coastal Beach Cleanup 2 days Env Officer/Comm Specialist/Graphic Designer

11. Annual Report

2018 report 5 days CTA/PM/Comm Specialist/Environmental Specialist/Env Officer

2019 report 5 days CTA/PM/Comm Specialist/Environmental Specialist/Env Officer

12 posters

The 3rd YSLME Science Conference 1 day Environmental Economist /Graphic Designer

RWG-M: IMTA regional training 1 day Environment Officer/Graphic Designer

RWG-P: Nutrient Workshop 1 day Environment Officer/Graphic Designer

Fish stock recovery: Marine Ranching regional workshop 1 day Environment Officer/Graphic Designer

Marine litter: Launch of City Alliance 1 day Environment Officer/Graphic Designer

LEVERAGING COMMUNICATION EFFORTS

Effective communication is a lot of work and needs everyones participation!

The following can be leveraged to improve implementation of this strategy:

1. Collaborations under the YSLME Partnership • Jointly produce products

• Jointly organize events

• Help identify new partners

• Contribute web articles

• Share ideas, experiences, knowledge and data

• Provide materials to work with, e.g., data, photos, case studies

• Participate in media/press interviews to provide expert opinions

• Circulate project related information and products through established networks

• Help us monitor and evaluate progress

2. Events, Workshops & Trainings

3. Yellow Sea Grant Programme Support and assist grantees in conducting grassroot on-the-ground level activities which contribute to communication and public awareness activities in the strategy towards implementation of the SAP.

4. High Level Event A high level event should be selected in 2019 as an exceptional opportunity to:

1. engage at least one high level official from each country 2. engage the press and media to cover the event

5. Media & Press • Press should be invited to participate in key events and activities. This would provide a chance to

engage high level government or intergovernmental officials, e.g., allow for possible media/press interviews and improve project exposure.

• Partnerships can be sought with national television producers and broadcasters in both PRC and ROK to produce pieces about the Project and the Yellow Sea generally.


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PROCESS, ROLES & RESPONSIBILITIES

General process behind the generation of communication tools, products and activities

Table 3. Key Stages, Responsibilities and Roles in the Production of Communication Products

Key Stages? Who? Roles?

Brainstorming/Idea Generation PMO Idea generation Content provider – info + graphics etc. Quality Check Approval Primary Stakeholders: RWGs, NWGs Idea generation Content provider – info + graphics etc. Quality Check Approval Communication Specialist Idea generation Lead development of draft content Quality check Graphic Designer Idea generation Bring content to visual life Communications Intern Provide support where needed Manage social media accounts Other stakeholders Content providers Quality check

1) Propose and discuss ideas ✓ Everyone

2) Selection and approval to proceed

✓ PMO

3) Establish a timeline ✓ PMO

Content Development 4) Solicit, research and develop

content – information, photos, graphics etc.

5) Quality control/check 6) Finalize content

✓ Everyone

Design

7) Content layout ✓ Graphic Designer

8) Quality control/check ✓ PMO and Communications Specialist

9) Finalize design ✓ Graphic Designer

Final Products Created

10) Print and/or digital copies ✓ PMO and Graphic Designer

Release and Distribution

11) Via internal and partner networks, email distribution list, website and social media accounts

✓ Everyone – the wider the distribution the better


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BARRIERS AND RISKS

Barrier Risk

Maintaining regular effective internal communication to manage barriers and risks High

Engaging and maintaining stakeholder interest, involvement and contribution High

Complex project with many activities, expected outcomes, and wide range of stakeholders High

Project has advanced without a strategy nor key communication tools and channels in place due to project/contractual delays and having no full time staff leading on communications

Medium

Large volumes of technical scientific information not suitable for general audiences/policy makers Medium

Large volumes of existing information - difficult to manage and formulate messages consistently Low

Ensuring wide dissemination, especially at national levels for Korean and Chinese audiences Low

MONITORING & EVALUATION Indicators will be used to monitor and evaluate progress all of the YSLME’s communication and awareness raising activities. They will also highlight areas for possible improvement. Table 4. Indicators and targets to assess the effectiveness of the strategy and

Tools/Products/Activities Indicator (quantitative and qualitative)

Communication

Website Amount of traffic

Average time spent on website

Facebook # of likes

# of shares

# of new follows

quality of posted comments

Twitter # of followers

# of retweets

quality of posted comments

Newsletter # of articles

# of hits on articles

# of email message opens

Videos # of videos

# of views

Documents # of documents produced

# of downloads

Activities

Events # of participants

# of media agencies present

# of media articles arising

# of high level officials attending

Training workshops # of activities

# of participants

Other Indicators

Press Engagement # of press releases

# of media articles

# of press interviews

Partnerships # of partnerships

Government Support # references to EBM in YSLME in governor and mayor speeches

# of new enabling policies

ANNEXES

Annex 1. YSLME Phase II Project: Components, Outcomes and Outputs (June 2017 - revised Project Inception Report)

COMPONENTS OUTCOMES (x16) OUTPUTS (x24)

COMPONENT 1: Sustainable national and regional cooperation for ecosystem based management

Outcome 1.1: Regional governance structure, the YSLME Commission established and functional, based on strengthened partnerships & regional co-ordination; wider stakeholder participation and enhanced public awareness.

Output 1.1.1: Regional agreement to establish the YSLME Commission, Management, Science and Technical Panel (MSTP) and Regional Working Group (RWGs); national and regional policies drafted and implemented.

Outcome 1.2: Improved inter-sectoral coordination and collaboration at the national level, based on more effective IMCCs.

Output 1.2.1: National level agreements regarding ecosystem-based management actions, policies, regulations and standards promulgated, as appropriate

Outcome 1.3: Wider participation in SAP implementation fostered through capacity building and public awareness, based on strengthened Yellow Sea Partnership and wider stakeholder participation; improved environmental awareness; enhanced capacity to implement ecosystem-based management.

Output 1.3.1: Agreements with partners on overall environment co-operation and management, relevant fishery management, marine habitat conservation and pollution reduction, at both national and regional levels; cross sector partnerships established and operational.

Output 1.3.2: National public awareness in support of YSLME SAP achieved; data and information collected; jointly managed databases developed, publicly accessible information for implementing management plans at the regional, national and local levels.

Output 1.3.3: Transfer lessons, experiences and best practices between the local demonstration sites.

Output 1.3.4: Training of at least 10 stakeholder groups on public participation on relevant management actions, in particular on fishery management, marine habitat conservation and economic assessment.

Outcome 1.4: Improved compliance with regional and international treaties, agreements and guidelines.

Output 1.4.1: Enhanced national and regional legal instruments to comply with regional & global treaties, agreements and guidelines.

Outcome 1.5: Sustainable financing for regional collaboration on ecosystem-based management secured, based on cost-efficient and ecologically-effective actions.

Output 1.5.1: Periodic economic assessments of costs and ecological effectiveness.

Output 1.5.2: Sustainable financing agreed; at least 150% increase in government financing for regional collaboration.

COMPONENT 2: Improved Ecosystem Carrying Capacity with respect to provisioning services

Outcome 2.1: Recovery of depleted fish stocks as shown by increasing mean trophic level.

Output 2.1.1: Reduction of fishing by around 10% in demonstration sites through e.g. boat buy-back scheme over the duration of the project.

Output 2.1.2: Provision of alternative livelihoods to fisher folks taking into account the contribution of women.

Outcome 2.2: Enhanced fish stocks through re-stocking and habitat improvement.

Output 2.2.1: Science-based management of fisheries.

Outcome 2.3: Enhanced and sustainable mariculture production, by increasing production per unit area as means to ease pressure on capture fisheries.

Output 2.3.1: Widespread practice of sustainable mariculture, where appropriate, increasing productivity and reducing pollution.

Output 2.3.2: Adoption of integrated multi-trophic aquaculture (IMTA) where appropriate.

COMPONENT 3: Improved Ecosystem Carrying Capacity with respect to regulating and cultural services

Outcome 3.1: Ecosystem health improved through a reduction in pollutant discharge (e.g. nutrients) from land-based sources.

Output 3.1.1: Reduced pollutant levels by enforcement and control in demonstration sites.

Output 3.1.2: Enhanced data and information sharing regarding sources and sinks of contaminants.

Outcome 3.2: Wider application of pollution-reduction techniques piloted at demonstration sites.

Output 3.2.1: New and innovative techniques for pollution reduction (e.g. artificial wetlands and habitats) applied at demonstration sites.

Outcome 3.3: Strengthened legal and regulatory processes to control pollution.

Output 3.3.1: Strengthened legal instruments and better regulatory processes to control pollution.

Outcome 3.4: Marine litter controlled at selected locations. Output 3.4.1: Procedures in place to control and remove marine litter at demonstration sites.

COMPONENT 4: Improved Ecosystem Carrying Capacity with respect to supporting services

Outcome 4.1: Maintenance of current habitats and the monitoring and mitigation of the impacts of reclamation.

Output 4.1.1: Agreement at all levels to implement the relevant management actions to regulate new coastal zone reclamation projects.

Outcome 4.2: MPA Network strengthened in the Yellow Sea. Output 4.2.1: MPA networks strengthened in the YSLME.

Outcome 4.3: Adaptive Management mainstreamed to enhance the resilience of the YSLME and reduce the vulnerability of coastal communities to climate change impacts on ecosystem processes and other threats identified in the TDA and SAP.

Output 4.3.1: Regional strategies adopted and goals agreed; site-based Integrated Coastal Management (ICM) plans enhancing climate resilience, in place for selected sites in YSLME; conservation areas and habitats for migratory species identified.

Outcome 4.4: Application of ecosystem-based community management (EBCM) preparing risk management plans to address climate variability and coastal disasters.

Output 4.4.1: Public awareness of Yellow Sea environmental problems enhanced; strong local support for and awareness of demonstration activities.

Output 4.4.2: Established monitoring network; regular basin-wide assessments; enhanced information exchange; periodic scenarios of ecosystem change; allocation of 1% of project budget for IWLEARN activities.

Annex 2. Visual Guidelines


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