The Girl Effect

Awareness raising is not the same as behaviour change. This two minute video has a powerful message that analyzes the issue of gender and poverty eradication. The objective is to have
the audience surf to the girleffect to learn more and join the movement. The message is: the Girl Effect is a solution to poverty. If we do our part, 600 million girls in the developing world will do the rest. This message would be even more powerful if it clearly explains what it means if we do our part - what is it I can do to help bring about positive change. Awareness itself does not lead to change. Action does.

Communicating Climate Change

In The psychology of Climate Change Communication the researchers of the Center of Research on Environmental Decisions (CRED) formulate - in eight steps - guidance for effective communication:
1. Know your audience
2. Get your audience's attention
3. Translate scientific data into concrete experience
4. Beware of the overuse of emotional appeals
5. Address scientific and climate uncertainties
6. Tap into social identities and affiliations
7. Encourage group participation
8. Make behaviour change easier.
See also:
Sell the Sizzle;
Communicating Science;
Behaviour barriers to mitigate climate change;
Why isn't the brain green?
The problem with global warming is global warming.

Communicating forests

To communicate forests in a meaningful way one has to tailor the messages, their language and the media to each different audience. In general we need to appeal to positive emotions when addressing the general public and provide them with a clear action perspective. Only when addressing policy makers and the private sector we can use more rational arguments of costs and benefits. However we need to tell each audience always clearly what they can do tomorrow to contribute. This means careful target group research. Surch research always implies further segmentation of the audience. For a campaign towards whe general public we can need to look at different segments, e.g.:

A local villager looks at the forest and may think of fruits, nuts, fodder, meat; he can be more careful to use resources sustainably.
A traveler looks at a forest and may think of the shadow of the trees to rest under; he can contribute by being careful with fire.
A teenager looks at a forest and may think of the excitement of an adventure tour; they can contribute by not disturbing wildlife.
A married couple looks at a forest and may think of their first kiss there; they can contribute by joining a conservation group.
A young kid looks at a forest and may think what an amazing experience; he can contribute by learning more about nature.

The Known Universe by AMNH

Pleasing the client

A good project does not necessary please the client. Making a real impact on the ground in the sense that project beneficiaries really benefit directly from the project, is not enough to please a client. Neither is delivering value for money and satisfying all the elements of the ToR. Nor is it enough to please a client that the project becomes the talk of town in their community and beyond. To please a client - especially in international development projects - the consultant has to think beyond the client. And think how to satisfy and please the clients of his client. In the end funding for development cooperation comes from national tax payers, it might be channeled through international organizations and a national ministry.

To please the client it is important to realize their interest and that of their clients. The project management unit may like the project to contribute to the continuity of their office, or at least provide credits for their careers. The Ministry where the management unit is placed may like to see explicit added value or extra support to their policies and priorities. The international organization involved wants the project to deliver proof of the viability of its approaches and wants templates for reusability of the project results in other countries. Finally the donor country wants concrete proof of money well spent that satisfies their taxpayers. So pleasing a client means going far beyond the ToR, while staying within the budget. A matter of project planning!

Leadership equals transparent communication

Trust is essential in effective leadership. That is exactly what is missing, I notice in my interviews to advice on strengthening capacities of climate risk management. Respondents in and outside government have no trust in their leaders and CEOs. No wonder I pick up signals of lack of motivation, low productivity, absenteism, poor cooperation, increased staff turn over and talent loss.

Trust is essential in getting things done, but even more essential to prepare for climate risks. So how can a government reverse a lack of trust in senior management and the performance fallout that follows, especially when that lack of trust is complicated with the uncertainties brought about by climate change? The answers for me is in increased transparent internal and external communication.

Credibility is crucial for establishing trust. Leaders must demonstrate competence enabling staff to trust that they have sufficient skills to make sound and firm decisions. Credibility also requires consistency. People do not trust leaders who change their mind too often. With regard to my task a successful leader will have to establish a strategic risk management plan and then implement it consistently with only minor modifications.

To earn trust leaders must at the same time show they care for their people and treat them as their human capital. An open door policy helps. Actively listening and proactively responding to the needs and problems of their workforce does wonders. It also implies that leaders must trust their staff and understand everyone has a different learning style and curve and that no one is better than another. By demonstrating these qualities, leaders can inspire others. Strengthening capacities for climate risk management implies also investing leadership styles.

Branding is engaging

You hate Barcelona, you love the team, you are indifferent to football, you don’t care who wins as long as it is a good game. People look at the same person, product, organization or football team, but they do not see the same thing. Everyone views things from his or her own perspective. And there are a myriad of viewpoints and perceptions. Moreover the emotions things trigger in us, also change from person to person. They vary from attraction to disgust, from love to hate, from ignorance to apathy. To get your message across and brand your team or organization, you have to tap into these emotions in a way that audiences become engaged in a meaningful way. Communicators have to get closer to the audiences, listen and take in what they say and feel. Starting these conversations and being serious about it, is the way to spread the word about your brand.

Pew: Million-Dollar Reef Sharks

A shark has more value on the reef than in a soup. That is the message of the findings of an Australian research project. The implicit component of this message to governments and private sector is: it pays off to take measures to protect certain animals that are vital for an ecosystem. Protected areas is one of the measures one could take: indeed what would Serengetti be without the lions or Yellowstone without the bears"? The message is strong. However the video could have been more effective when tailored to a specific audience and adding a more specific action component: The why bother might be clear, but not what to do about it. And when addressing the general public - I found it on Youtube - it should have focussed more on the awe for this creature in his environment.

The Power of Words

"It is a beautiful day, but I can't see it." A better message than: "I am blind, please help". A nice show of the advertizing skills and services of a British marketing agency.

Drapchi - The preview

A trailer is part of a branding strategy for a movie. It plays into the senses more than it provides information. Images and music generate associations that reinforce our beliefs, attitudes and values. As this is a new brand it's USP focuses on making a dream come true notwithstandig the utmost adverse circumstances. The inherent pay off of all trailers is: make sure you are the first to see this movie or in this case see for yourself how she managed to succeed.