UNITED NATIONS ▪ NAÇÕES UNIDAS
MOÇAMBIQUE
One Voice
Communicating as One in Mozambique
United Nations Communication Strategy 2012-2015
1
1. INTRODUCTION
The One Voice Strategy is the Communication Strategy for the United Nations in Mozambique. It focuses
on the UN’s joint external communication at the country level, which aims to support the achievement
of development results, programme objectives and UN leadership in the area of development
assistance. Through the One Voice strategy the UN pools resources, coordinates efforts and sharpens its
focus to seek stronger impact of key messages related to a set of defined signature issues that are
common to the UN system.
Under the leadership of the Government of Mozambique, and in collaboration with civil society and
other development partners, the UN seeks to achieve eight strategic objectives within the Economic,
Social and Governance areas as part of the UN Development Assistance Framework (UNDAF) and its
Action Plan. For communication purposes, four advocacy themes associated with these strategic
objectives have been agreed on as system-wide priorities or signature issues:




Minimizing social harm of and maximizing social investment from the extractive industries
Promoting the investment case for social protection
Combating chronic malnutrition
Strengthening up-stream policy formulation, decentralization and other governance systems
through capacity development
2. STRATEGY
The UNDAF encompasses all UN activities in support of Mozambique’s development and thus provides
the basis and framework for the One Voice Communication Strategy.
a. Strategic elements
The One Voice Strategy consists of two elements, both of which are externally oriented and directed;
communication for public awareness and communication for advocacy.
Public awareness:
Aims to inform the general public about (a) the work of the UN system and (b)
issues that are important to the UNDAF agenda.
Advocacy:
Aims to influence decision-makers on public policy and resource allocation on
issues that are important to the UNDAF agenda.
The goal of both public awareness and public advocacy is to influence civic and societal processes within
the Economic, Social and Governance areas toward the achievement of the eight UNDAF strategic
outcomes (see Appendix 1) pursued by the respective Development Results Groups (DRG).
b. Communication hierarchy
Communication will take place at three distinct levels, each of which will be supported in different ways
under the One Voice strategy. Ideally, the three levels will be fully aligned, so as to complement and
reinforce each other. This will be achieved chiefly by clearly defining the communication objectives for
the signature issues, which efforts at other levels will be expected to support and reinforce when
appropriate and relevant.
2
Level 1:
Communication on signature issues.
Common to the entire system, relates to the signature themes that define and
crystallize UNDAF priorities across all agencies.
Level 2:
Communication on Joint Work efforts.
Relates to Joint Work and/or key DRG outcomes, i.e., work that two or more
agencies do jointly and/or work carried out within the context of the DRG areas.
Level 3:
Communication for individual agency mandates or issues.
Relates to agency-specific objectives and activities.
Signature
Issues
Joint Work
Agency Work
Figure 1: The three levels of communication.
The role of the UN Communications Group (UNCG) differs according to the level. At level 1, the UNCG
will provide strategic oversight and direction in all communications, as well as content support and
technical input. At level 2, the UNCG will provide content support and technical input only, whereas the
coordinating function between the agencies will be managed by the Resident Coordinator’s Office
(RCO). At level 3, the UNCG will provide brand oversight, ensuring that all agencies operate within a
uniform and systematic UN brand framework.
c. Communication objectives
The overall objective of the One Voice strategy is to communicate a joint UN approach to Mozambique’s
development challenges to external audiences.
Public awareness:





Create coherent, clear and positive UN voice and image.
Provide an overall framework for UN external communication efforts.
Ensure effective coordination and cooperation across agencies on communication issues.
Support common messages on signature issues.
Develop capacity for external communication.
Produce and disseminate an evidence base in support of communication activities.
3
Public advocacy:





Create strong, focused and effective UN voice on key policy issues.
Provide an overall framework for UN advocacy efforts.
Guide and coordinate joint advocacy initiatives, with particular emphasis on the UN signature issues.
Support common messages on signature issues
Develop capacity for advocacy.
Produce and disseminate an evidence base in support of advocacy activities.
3. TARGET AUDIENCES
Targeting of audiences or recipients is key for communication effectiveness. There are two types of
audiences or recipients of communication: direct and indirect. Direct recipients are usually members of
the general population or of specific target populations, whereas indirect recipients include
intermediaries such as media, social media, influencers and opinion leaders. Depending on the
circumstances and objectives, direct or indirect audiences or both may be targeted.
Targeting will happen through two initiatives: one, a careful definition and selection of the target
audience, and two, crafting of messages that are customized to the target audiences.
As the One Voice strategy covers the 2012-2015 UNDAF implementation timeframe, messages for the
signature issues will evolve to some extent over the period. These messages will be defined and
developed in consultation with the relevant program leaders in conjunction with and in support of a
detailed communication plan that compliments the planned program and policy actions. In other words,
the detailed communication plan will support the overall program and policy objectives.
Messages that are associated with Joint Work and/or key DRG outcomes will be determined and
evaluated annually, or in line with the UNDAF reporting cycle, as part of the overall program and policy
objectives. Agency specific messages will not be addressed by the One Voice strategy. Special
circumstances may arise, however, such as emergency situations, that may require ad hoc coordination
across agencies, and this coordination would either be provided by the RCO or be delegated to a lead
agency involved in the emergency situation.
4. ACTIVITIES
The conceptual core of the One Voice strategy is formed by evidence based storytelling, i.e., substantial
content that can be used to exemplify and demonstrate key messages or convey key advocacy
objectives, such as for example the need or desirability for social protection systems. This storytelling
will need to drill down to the individual level in order to generate the human interest aspect needed to
link abstract objectives with concrete outcomes.
This conceptual core will be supported by systematic amplification and engagement efforts, both of
which are important, but where the former is more passive and the latter more active. Amplification
refers to dissemination and distribution of information, whereas engagement refers to the active
internalization of a message that eventually leads to some form of action. Such action could be anything
from making a financial contribution to signing a petition to changing a behavior. As a result of these
efforts, UN visibility will be enhanced and the reach of UN information maximized.
4
Figure 2: Conceptual framework.
The core of the One Voice Strategy will be a strong focus on developing, enhancing and utilizing the One
UN web site and making it a trusted source of information and a repository of organizational
information relevant to the UN system’s strategic objectives. The web site will in turn be supported by
active use of social media and boardroom pieces, e.g., targeted tools or materials designed to get
through to specific, often high-level audiences. All these efforts will in turn be supported by an active
engagement of both the national and the international media, which will require accurate, prompt and
systematic interaction.
Figure 3: Strategic framework.
5. PLANNING AND IMPLEMENTATION
A detailed annual work plan and budget will be developed to support the One Voice strategy. The first
work plan will need to have a strong emphasis on the web site, social media and media relations,
including such items as consultant support for web and social media and for the development of a
detailed and long-term online engagement strategy. Media relations must be supported through
dedicated staff time and resources to be effective and must be underpinned by a steady stream of
evidence based human interest stories. Other key tools to provide strategic alignment and coherence
across communication levels include the production of an Advocacy manual, a UN brand toolkit / brand
guidelines and summary fact sheets or brochures outlining the signature issues.
5
6. COORDINATION AND SUPPORT
The One Voice Strategy sets out to develop and maintain common tools, approaches, principles and
standards for public awareness and public advocacy. It guides the work of the UN and its constituent
agencies and fora, including the UNCG. The UNCG is composed of communication officers from different
agencies and coordinates UN communication activities and advises the UNCT on communication issues.
The UNCG, which is the joint consultative and decision-making body on communication issues, is led and
coordinated by the RCO, which acts as the convener, chair and secretariat of the group.
The DRG communication activities are an integrated part of the DRG work plans. The DRG convener is
accountable for the implementation of DRG activities, supported by assigned DRG communication
officers or teams, who ensure that DRG activities are aligned with UN plans, priorities, principles and
standards. Each DRG convener will ensure that projects within their area contain a budget line for
communication, which will be used as necessary. Support of the One Voice strategy will continue to be
part of the assessed contribution to the RCO budget.
7. MONITORING & EVALUATION
A detailed monitoring and evaluation plan (M&E) will be developed under the direction of the UNCG.
The M&E will primarily take place through weekly media monitoring outsourced to RECAC, a local media
network already engaged in this effort, and regular status reviews that will be aligned with the UNDAF
planning and reporting cycle and that will be at least annual.
6
APPENDIX 1
Economic area
Outcome 1
Vulnerable groups (with a particular focus on women) demand and ensure production
and productivity in the primary sector in order to increase their own food security.
Outcome 2
Vulnerable groups access new opportunities for improved income and livelihoods,
with a special focus on decent employment
Outcome 3
Sustainable and effective management of natural resources and disaster risk reduction
benefit all people in Mozambique, particularly the most vulnerable
Social area
Outcome 4
Equitable provision of quality and essential social services ensure improved well being
for all vulnerable groups
Outcome 5
Vulnerable groups demand, access and use quality and equitably delivered social
services
Governance area
Outcome 6
Strengthened democratic governance systems and processes guarantee equity, rule of
law and respect of human rights at all levels
Outcome 7
People in Mozambique participate in shaping and monitoring a transparent and
equitable national development agenda
Outcome 8
Government and civil society provide coordinated, equitable and integrated services
at decentralized level
7