THE COMMUNICATION PLAN TEMPLATE
BACKGROUND
In its decision BS-V/13, the Conference of the Parties serving as the meeting of the Parties to the
Cartagena Protocol on Biosafety (COP-MOP) adopted a programme of work on public awareness, education and participation concerning the safe transfer, handling and use of living modified organisms for the period 2011-2015.
This communication plan is developed in accordance with the operational objective 1.1 and 2.1 of the program of work on public awareness, education and participation regarding the safe transfer, handling and use of LMOs (2011-2015).
This communication plan will raise the profile of the Protocol and guide the country to set in place a system to promote public awareness, education and participation regarding LMOs. It recommends and prioritizes specific activities to be taken to raise awareness, promote education and build partnerships. In this regard, it is meant to address the limited awareness, understanding and collaboration on communication activities of the importance of biosafety.
This communication plan has been developed as a template to modify and build on at the national level. Parties to the Protocol are encouraged to share the final communication plan in the regional network on public awareness, education and participation at http://bch.cbd.int/onlineconferences/portal_art23/regnetworks.shtml
COMMUNICATION ANALYSIS
An analysis based on a biosafety awareness survey and an analysis to determine the strengths, weaknesses, opportunities and threats,SWOT analysis, was undertaken to review and understand the current situation in term of the experiences and lessons learned in implementing Article 23 and the programme of work.
The Secretariat of the Convention on Biological Diversity developed a survey form template that was used to conduct a biosafety awareness survey to ascertain the level of public awareness and evaluate public awareness of the issues regarding LMOs.
1
In this regard, a survey was conducted in (YEAR) and during (TIME) for (TARGET GROUPS) in (COUNTRY). The outcome of the biosafety awareness survey establishes a baseline. It identifies the knowledge, opinions, attitudes and behaviors among target groups as well as the key activities to be taken under the
1 The survey form template is available at http://bch.cbd.int/onlineconferences/portal_art23/pa_survey.shtml

communication plan. The report of the survey entitled (NAME) is available at: http://bch.cbd.int/onlineconferences/portal_art23/pa_survey.shtml
.
2
A SWOT analysis was also developed to determine the strengths and weaknesses, the internal factors, and the opportunities and threats, the external factors. A few of the general key issues include:
Strengths

A biosafety website has been established and is operational

The central and local government has experience in organizing and/or participating in meetings, workshops and discussion groups and networks

There are a number of publications available
Weaknesses

There is not enough awareness and understanding on biosafety issues among targeted audiences and partners

There is limited and/or lack of capacity in the biosafety unit of the Ministry, including human, financial and technical resources

There is limited dissemination of publications and limited translation of publications into local languages

There is a lack of consistent, accurate and simplified messages
Opportunities

Biodiversity issues are becoming increasingly more important. Biosafety can be mainstreamed into biodiversity-related initiatives. In this regard, stakeholders will understand the issues regarding the Protocol

The central/local government and organizations could support effort towards raising awareness and educating the general public

The general public has access to print, TV and/or radio

Libraries and informational educational centers are used by the general public
Threats

There is a low priority on outreach/communication on environmental issues

The educational level is low in the country
2
The Ministry/biosafety unit will also conduct a biosafety awareness survey on a regular basis to monitor and evaluate the implementation of the communication plan.


There are several languages used in the country
Based on the awareness survey and the SWOT analysis, the Ministry/biosafety unit defined the current situation in the country.
GOALS AND OBJECTIVES
The Ministry’s/biosafety unit’s anticipated situation is the goals and objectives of the communication plan.
Goals
The overall goals of the communication plan are as follows:

To improve the implementation of Article 23 of the Cartagena Protocol on Biosafety, the programme of work on public awareness, education and participation (2011-2015) and
Focal Area 5 of the Strategic Plan for the Protocol (2011-2020)

To mainstream biosafety into and build partnerships for national and regional biodiversity, environmental and sustainable development measures

To promote a system in place to support awareness, education and participation regarding
LMOs
The objectives of the communication plan are as follows:
Specific Objective 1:
To increase visibility of biosafety issues among target groups
Specific Objective 2:
To facilitate greater understanding of biosafety issues that enables an increase of informed target groups
Specific Objective 3:
To engage partnerships to actively participate in raising awareness of biosafety issues to improve collaborative initiatives
THE TARGET GROUPS AND PARTNERS
To meet the goals and objectives of the communication plan, it is necessary to determine the primary, secondary and tertiary target groups. These groups have been determined according to their importance. In addition, the target groups were determined in accordance with a review of

the SWOT analysis regarding possible target groups that may contribute to the strengths and opportunities and those that could resolve the weaknesses and threats. The general key target groups are as follows:
Primary

Central and local government (e.g. national focal points, component national authorities, ministers, policy makers, judiciary personnel, customs officers, programme officers, press officers, parliamentarians, governors and mayors)

National and local organizations and initiatives (e.g. advisory committees, nongovernmental organizations, business community and/or community groups, such as community action groups, farmer associations, traditional/local leaders, women associations and youth groups)
Secondary

International and/or regional organizations and agreements

Mass Media (e.g. print, radio and/or television)

The scientific community
Tertiary

Academia (e.g. members of school boards, principles and teachers)

The general public
The different groups can act as partners in implementing the activities of the communication plan and communicating the key messages. The groups can also act as target groups to whom the activity is meant to make an impact.
COMMUNICATION CHANNELS
Communication channels are means to raise awareness to different target groups. The communication channels outlined below are in accordance with a review of the SWOT analysis and the biosafety awareness survey. The key communication channels are as follows:

Promotional materials: logos, posters, banners, statements, videos, information kiosks/displays, billboards and pens

Publications: brochures, newsletters, booklets, annual reports, press materials, training materials, educational materials, CD-ROMs, USB keys and letters

Websites: national Protocol website, national Biosafety Clearing-House website, social media sites (e.g. Facebook), discussion groups/forums, networks and mailing lists

Annual, monthly and weekly events: meetings, workshops, seminars/roundtables, side events and fairs, international/national celebrations, community events and festivals.

Mass media tools: television talk shows/programmes, radio talk shows/programmes, newspapers, magazines, journals and public announcements.

Telephone communication: SMS and voicemail messages


Partner locations and centers: government offices, labs, customs offices, malls, libraries, schools, stations, supermarkets, press offices and media houses
In using these communication channels, the Ministry/biosafety unit will be able to convey key messages.
THE KEY MESSAGES
The Ministry/biosafety unit has developed consistent, accurate and simplified messages. The messages serves as a “corporate identify” for target groups to understand and to improve recognition of the importance of Article 23 and the Protocol. Some of the key messages are as follows:

The Protocol is one of the most important environmental instruments contributing to protecting biodiversity from potential negative effects of living modified organisms, commonly known as genetically modified organisms

Everyone needs to work together to ensure the safety of the imports and exports of living modified organism to ensure a prosperous future. o Governments need to enhance its coordination to prioritize, mainstream and communicate biosafety issue o Scientists and academia need to share scientific information and educational tools o Organizations need to actively build networks and capacity to guide and share information with all of us o Media can play a major role in raising awareness of biosafety issue to the general public
The messages were key in determining the activities in an implementation plan.
THE IMPLEMENTATION PLAN
Please see Annex I
ESTIMATED BUDGET
In order to effectively execute the implementation plan above, the communication plan would require sufficient and predictable funding.
Travel (e.g. staff, participants and/or ambassador) for outreach and training activities
Training Materials (development,

translation and/or dissemination)
Logistics (e.g. conference rooms etc.)
Information mechanism (e.g. websites and social media)
Information materials development, translation and dissemination)
Mass media (e.g. press conferences)
INTERNATIONAL DAYS AND EVENTS
When determining the period and time frame of the implementation plan, it is essential to review and integrate dates that coincide with other events to take the opportunity to raise awareness target groups at an appropriate time. In doing so the following key days and events been considered in the implementation plan:
International days:
International, regional and national meetings:
29 September 2014 - 3 October 2014
The seventh conference of the Parties serving as the meeting of the Parties, Pyeongchang,
Republic of Korea
(Tentative) Side event on mainstreaming biosafety into national, regional and international biodiversity, environmental and sustainable development measures
MONITORING AND EVALUATION
Based on the monitoring and evaluation indicators under the implementation plan, the
Ministry/biosafety unit will, on a regular basis, monitor and evaluative the implementation plan as follows:

Provide an update in a national quarterly and/or annual report

Conduct a periodic biosafety awareness survey
Monitoring and evaluating the implementation plan is essential to make necessary changes to the communication plan on a regular basis.

Annex I
Implementation Plan
Specific
Objectiv es
1. To increase the visibility
Activity Outcomes
Develop consistent, accurate and simplified biosafety messages for promotional materials and other resources used
An increase of biosafety awareness among target groups
Period
2014-
Target
Groups
All target groups
Responsibi lity
Central and local governmen t (e.g. NFP and other responsible authorities)
Monitoring and
Evaluation
Indicators
Number of messages in promotional materials and other relevant resources

2. To facilitate greater understa nding of biosafety issues
Organize biosafety activities during public awareness, education and participation events related to biodiversity, sustainable development and/or the environment
An increase of informed target groups
2014- All target groups
Central and local governmen t (e.g.
NFPs and other responsible authorities)
; and national and local organizatio ns and initiatives
Number of biosafety activities
(e.g. side evens, workshops, seminars and/or exhibitions) during events related to
Communication,
Education and
Public Awareness
(CEPA) and Aichi
Biodiversity
Targets 1
Number of biosafety celebrations during the anniversaries of the Protocol, the
UN Decade on
Biodiversity,
International Day for Biodiversity or other international and national days

2.1
Publicati ons
Translate and disseminate online and offline information materials
An increase of the number of information materials disseminate d to and used by key target groups
2014- Central and local governm ent, mass media, the general public
Central and local governmen t (e.g.
NFPs and other responsible authorities)
; national and local organizatio ns and initiatives; and academia
Number of information materials (e.g. the brochure on the
Protocol, the
SCBD factsheets on biosafety) translated and made available into national and/or local language and made available in different userfriendly formats
2.2
Website
(Tools)
Establish and maintain an accessible information mechanism
An increase of the use of websites on biosafety issues
2014- All target groups
Central and local governmen t (e.g.
NFPs and other responsible authorities)
; national and local organizatio ns and initiatives; and scientific community and academia
Number of traffic to national and/or regional information mechanisms (e.g. websites, social media sites) on biosafety
Number of online discussion groups/forums or social media sites made available
(e.g. Facebook)

Make available and promote the availability of materials and other resources in the BCH and the national
BCH nodes
2.3
Universit ies and
Schools
Increase the use of educational materials and outreach events in libraries and other educational information centers
An increase of biosafety education in all educational levels
2014-
2015- All target groups
Academi a, youth and the general public
Central and local governmen t (e.g.
NFPs and other responsible authorities)
; national and local organizatio ns and initiatives; and scientific community and academia
Central and local governmen t (e.g.
NFPs and other responsible authorities)
; and scientific community and academia
Number of information tools set up highlighting up-to-date information (e.g. a mailing list and
RSS)
An online support tool for questions and answers set up and maintained
Number of materials and other resources in different formats and languages made available in the BCH and the national BCH nodes (e.g., publications, outreach materials, risk assessment reports, official documents, national regulations,
AIA/domestic decisions)
Number of educational materials and outreach events in libraries and/or other educational information centers

2.4
Media
Develop and/or disseminate press releases, articles and other information materials on the importance of biosafety to journalists and press officers
Improved recognition among media of the importance of biosafetyrelated issues
2014- Media Central and local governmen t (e.g.
NFPs and other responsible authorities)
; and media
Number of news worthy and accurate press releases, articles and other information materials made available to print, radio and/or TV journalists
Organize biannual pressrelated events
2015- Media Central and local governmen t (e.g.
NFPs and other responsible authorities)
; and national and local organizatio ns and initiatives
Number of press conferences, press briefings and/or media training workshops organized per year

Percentage of interviews made available to journalists
3. To engage partners hips to actively raise awarene ss of biosafety issues
Improve media coverage of the
Protocol in print and broadcast media (e.g. articles, journalist, radio and TV shows)
Increased formal and informal collaborati on and partnership s with different target groups actively engaged in awareness activities
2015- Media and the general public
Central and local governmen t (e.g.
NFPs and other responsible authorities)
; and media
Number of articles in major journals, magazines and newspapers
Percentage of radio and other media sources highlighting biosafety issues

Encourage the set up or participate in existing awareness networks/work shops
Establish formal and informal jointagreements and events
Promote events and collaboration on a ministerial
2015-
2015-
National and local organizat ions and initiatives
; and internatio nal and/or regional organizat ions and agreemen ts
Central and local governm ent regional organizatio ns and agreements
Central and local governmen t (e.g.
NFPs and other responsible authorities)
; and
National and local organizatio
Central and local governmen t (e.g.
NFPs and other responsible authorities)
; and
National and local organizatio ns and initiatives; and internation al and/or ns and initiatives; and internation al and/or regional organizatio ns and agreements
Central and local governmen t (e.g.
Number of networks/worksho ps related to biosafety issues available and/or participated in on a national, regional or sub-regional level (e.g. online discussion groups)
Number of collaborative agreements set up with organizations, and number of joint events organized
Number of ministerial plans/strategies integrating

and local level NFPs and other responsible authorities) biosafety issues developed and number of events organized
At least, a goodwill ambassadors, a spokesperson or a press officer at the ministerial level to represent the
Protocol in national events